Job purpose
This position is to drive revenue growth and margin expansion for Heineken Vietnam to drive sustainable and profitable growth in a consumer and customer centric way via key RMG levers:
Brand Portfolio Pricing
Price pack architecture
Mix Management
Customer Discount & Trade Terms
Promotion management
Key Responsibilities:
Lead Pack and Price Architecture & Portfolio Mix Agenda:
- Collaborate with CMI to build deep consumer and shopper insights to understand the consumption occasions, shopping missions across channels etc. to identify the white space and opportunities in our portfolio.
- Shape and develop pack & price architecture strategy for meaningful differentiation across different channels & consumption occasions in collaboration with cross-functional teams, especially brand teams.
- Build an end-to-end value chain and implementation plan for PPA initiatives and lead cross-functional teams to bring the initiatives into market.
- Establish PPA review protocols for existing and new packs and continuously shape the PPA strategies with new insights and business needs.
- Define pack roles, channel focus, distribution target etc. for existing and new packs to proactively drive mix management to reflect strategic intent.
- Establish portfolio mix performance review protocols and conduct routine updates to generate insights, drive business discussions and actions.
Lead annual portfolio rationalization exercise:
- Drive channel/customer mix agenda
- Establish channel/customer mix performance review protocols and conduct routine updates to generate insights, drive business discussions and actions.
- Collaborate with trade marketing team on shaping channel/customer strategies
- Act as Business Unit RMG Champion, ensuring alignment and communication of performance
- Acting as RMG Champion at BU level to Support RMG Agenda Communication (Monthly RMG KPI Performance)
- Timely Update Local Insight, competition landscape to take corrective action
Qualifications and Experience:
- University degree, Master business / finance is a plus
- Bachelor's degree required (MBA preferred). Strong academic background from leading universities is an advantage
- More than 10 years in revenue management or commercial functions (CMI/trade marketing/shopper marketing/category management), preferably in multinational FMCG or research houses (Nielsen/Kantar) or consulting firms.
- Strategic thinking: able develop insights from data and translate insights to strategy
- Intellectual curiosity: analytical and curious to understand the data, the context behind the data and striving to connect the dots and formulate a picture
- Good storytelling skills
- Change management, resilience in VUCA/TUNA environment, and collaboration across functions.
- Ability to communicate effectively with, engage and influence stakeholders of all levels (peers, leaders and subordinates)
- Commercial acumen: deep understanding of commercial drivers in FMCG industry