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Customer Strategy & Planning Manager (Trade Marketing)

Job ID:
Customer Development
Kuala Lumpur, Kuala Lumpur
Date posted:

The Purpose of Role:

A critical role focused on representing the voice of local Customer Development across the organization, provide key integration touchpoints around commercial planning and governance and driving the category and channel strategy and associated pricing and promo policiesand build brands’ equity.You will lead the development and deployment of a channel strategy for New Brands and drive profitable growth. By working cross functionally, you will deliver the trade category toolkit, which outlines a 6 P strategy for each brand.

Team Structure:

  • Reporting to: Business Manager / Customer Strategy & Planning Lead

Key Responsibilities: 

Deliver Category Sales Target

  • Provide a detailed analysis of actual sales vs forecast result and propose the rolling channel or chain action plans to the management.

  • Lead the National Category Building Plan and trade review cum promotion evaluation with respective customers.

  • Work jointly with brand managers to assess category opportunities and analyze competitor and channel behavior for the annual plan, forecast and identify areas of opportunity.

  • Plan, execute and evaluate options jointly with Key Accounts for tailor made promotion to enhance retailers' commitment and integrating promotion plans with marketing plans.

  • Perform costing, pricing, forecasting, drafting of trade letter and premium sourcing with Brand/Key Account Managers.

  • Communicate to the sales team on any marketing/trade marketing initiatives to ensure smooth operation during implementation.

Consolidation of Forecast for Supply Chain

  • Work together with team member on POSM development and implementation.

  • Implement thematic promotions and space/category management projects.

  • Lead the category management project with team.

  • Work jointly with brand team and trade executive to generate actionable deliverables and differentiate visibility triggers through integrating research shopper insights.

  • Prepare, analyze and present category review with category team.

Manage Channel and Shopper Insights

  • Collate best practice in the region that translates shopper insights into actions.

  • Conduct periodic survey on distribution, placement, pricing and competitors' activities via monthly store check or retail audit.

  • Collate research on shoppers' habit studies to provide insights for our various channel implementations to influence location, space, communication and promotions at Point of Purchase.

Supply Chain Management

  • Responsible for launch volume projection for NPI products.

  • Joint responsible with supply chain to deliver Forecast Accuracy and Slow Moving Obselete Stocks KPI.

Commercial Management

  • Track and maintain channel investments and P&L as well as ensuring investments (non-contractual) remain within plan.

  • Measure and review category performance by channel.

  • Support customer/category specific category management projects.

Key Stakeholders:

  • Internal:Marketing, Customer Development, Customer Service, Brand Development, Planning, Finance

  • External: Promotional and Sell-out Agencies


No travel is required. 

Essential Experience/Skill/Knowledge:

  • Bachelor's Degree. 

  • 5 years relevant working experience in Channel and Category Development, Trade Marketing in the FMCG industry.

  • Experience in relevant field sales or trade marketing (spaceman) experience.

  • Proven accountability and able to focus and drive critical topics and empower others

  • Proven skills in collaboration.

  • Demonstrated self-starter with the ability to deliver results in a lean, agile organization.

  • Able to synthesize various data inputs to shape strategy and executable actions.

  • Demonstrated analytical and conceptual problem-solving ability; excellent oral and written communication skills, including presentation skills.

Desirable Experience/Skill/Knowledge:

  • Demonstrated knowledge of the market brands, products and customers.

  • Strong influencing skills for both peers and stakeholders to represent Customer Development needs.

How to Apply: 

Please apply online and add your updated resume. Your application will be reviewed against our requirements and we will be in touch to provide you with an update on the status of your application if shortlisted. 

Unilever is an organisation committed to equity, inclusion and diversity to drive our business results and create a better future, every day, for our diverse employees, global consumers, partners, and communities. We believe a diverse workforce allows us to match our growth ambitions and drive inclusion across the business. At Unilever we are interested in every individual bringing their ‘Whole Self’ to work and this includes you! Thus if you require any support or access requirements, we encourage you to advise us at the time of your application so that we can support you through your recruitment journey.

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