Job Summary:
The Off-Premise Channel Planning Director in the Commercial function will be responsible for developing and integrating PicOS (Picture of Success) based on shopper insights and channel strategies. This role requires aligning OBPPC (Occasion, Brand, Package, Price & Channel) strategies with VTM (Value-to-Market) processes and customer solutions. The Director will leverage shopper segmented strategies to develop segmented channel PicOS and connect these initiatives with occasion and brand strategies to build effective off-premise channel PACE strategies. Key responsibilities include studying hot spot effectiveness, developing activation and POSM (Point of Sale Materials) tools, creating Omni-channel PicOS, evolving digital shelf design, and executing channel plans to support Category IWP (Integrated Work Plan) execution and drive transactions. The role demands end-to-end execution of PicOS with both BG (Business Groups) and Franchise teams, studying ROI and investment effectiveness, and establishing system capabilities for PACE and 360-degree Integrated Activation (AI).
Key Responsibilities
PicOS Development and OBPPC Integration:
- Develop and integrate PicOS based on shopper insights and channel strategies.
- Align OBPPC strategies with VTM processes and customer solutions to drive commercial performance.
Segmented Channel PicOS
- Follow shopper segmented strategies to develop segmented channel PicOS.
- Drive channel basket incidence by connecting PicOS with occasion and brand strategies.
PACE Strategy And Execution
- Build and implement off-premise channel PACE strategies to drive market growth.
- Study hot spot effectiveness and develop activation and POSM tools to enhance market presence and consumer engagement.
Omni-Channel PicOS And Digital Shelf Design
- Develop Omni-channel PicOS and evolve digital shelf design to provide a consistent and effective consumer experience across all touchpoints.
Channel Plan And Category IWP Execution
- Develop channel plans to support Category IWP execution in the market and drive transactions.
- Ensure effective end-to-end execution of PicOS in collaboration with BG and Franchise teams.
ROI And Investment Effectiveness
- Continuously monitor and assess the ROI of commercial investments.
- Optimize investment effectiveness to maximize returns and drive business growth.
System Capability For PACE And 360 AI
- Establish and enhance system capabilities for PACE strategies and 360-degree Integrated Activation.
- Ensure seamless execution and consistent impact across multiple channels and platforms.
Qualifications
- Bachelor's degree or above in Business, Marketing, or a related field.
- Minimum of 8-10 years of experience in commercial management within the Consumer Packaged Goods (CPG) industry.
- Proven expertise in PicOS development and OBPPC integration.
- Strong understanding of shopper insights, channel strategies, and VTM processes.
- Experience in developing segmented channel PicOS and digital shelf design.
- Demonstrated ability to synchronize ATL and BTL marketing resources.
- Excellent analytical, strategic planning, and project management skills.
- Ability to work collaboratively with cross-functional teams and stakeholders.
- Strong leadership and effective communication skills.
- English & Mandarin proficiency.
Skills
Leadership; Influencing; Sales Channel Development; Conversion Rate; Key Performance Indicators (KPI); Branding; Demand Generation; Marketing; Marketing Strategies; Product Commercialization; Channels Strategy; Customer Insights; Market Segmentation; Google Analytics; Strategy Development; Marketing Insights
Annual Incentive Reference Value Percentage:30
Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.