Department: Marketing
Report: Marketing Director
Be an experienced leader who can demonstrate strong cross functional leadership to drive the development and implementation of the ceilings business plans and initiatives to 1) improve and grow market position and 2) profitability with the Ex Com, architectural, sales, and other key functions (technical support, manufacturing, supply chain, etc.)
Strategy
• Responsible to develop ceilings strategy that cover customers’ insights, segmentation, value chain, market intelligence, price value and work closely with sales teams for activities deployment
Product
• Identify new product / system / service opportunities from deep insight into market and operations.
• Use innovation process Stage Gate to develop the New Product Launch and innovation pipelines
• Develop Business Model for new products
• Post evaluation launch and the way forward actions from market feedback learning
Price
• Develop clear pricing principles for product categories based on positioning and value.
• Understand pricing principles after rebate and promotional incentive.
• Understand product profitability at contribution
• Optimised the price to contribute to profitability
Promotion
• Develop promotional programs to support channel penetration and tactical implementation.
• Monitor promotional initiatives and optimize it with ROI
• Fully cost and plan for promotional activity as part of the overall marketing budget
• Work closely with sales, marketing communications, and outside agencies to develop and launch effective communications for new products and product enhancements/changes.
Distribution
• Propose and align with Channel Strategy to implement for the targeted product groups from a mix of 1st Tier distributor, 2nd Tier Sub-Dealer channels, direct to installation companies or developers / main contractors.
• Understand deeply value chain of relevant industries to ensure right product/system/service offers
• Implement proper POSM and merchandising at retaler
Finance
• Monitor financial performance and plan to improve profit performance(Volume, Pricing and Contribution)
• If required, develop CAPEX proposals for category
Training
• Drive the continual reevaluation of the internal and external training needs for the success of the category in the market. The CM would be responsible to coordinate the necessary resources to fully own the training. This would include, but not be limited to product knowledge, and situational selling skills, gathering ceilings markets intel.
Market research/Intelligence
• Understand ceilings category dynamics, competition, end user/installer/dealer insights to identify and propose growth opportunities in order to achieve annual product plan
• Understand the value chain map to support channel penetration.
• Understand the metrics of identified segments – size / growth / competitive intensity to identify key user groups, influencers and decision makers, identify their behavior and habits, including problems and key business drivers
• Identify key competitors and substitute products, services and systems portfolio, propositions, and strategies and predict likely future trend and user behaviors.
• Manage the market intelligence information for the business, including long-term market forecasting and using external economic indicators.
• Bachelor Degree required, Marketing Major preferred.
• Minimum 3 years experience with successful category management experience, strategic marketing and execution of multi-channel marketing, preferably in a MNC.
• Compliance with company Health and Safety rules is a condition of employment
• Experience working and leading cross function teams (within Vietnam business and with corporate HQ) to achieve business results.
• Business acumen covering Marketing, Finance, Business System
• Excellent communicator, ability to deliver training in a clear and logical manner
• Fluent verbal and written communication in English
• Regular market visits (HCM and provinces)
Key Interfaces
• Collaborate with the Ceilings Sales Business Manager and Sales Director to compile a Strategic Account Plan (SAP) for the entire market ceilings segment which outlines the objectives, strategies and actions needed to boost ceilings sales at the macro level. This document will then set the tone for customer specific SAPs.
• In conjunction with the Pipeline Manager, Sales Director and Ceilings Sales Business Manager, formalize and lead a meeting utilizing the Saleforce.com pipeline tool weekly to hold the teams accountable to complete necessary next steps to drive ceilings sales from specification to supply.
• Manufacturing team in Ho Chi Minh plant (in particular plant manager and quality manager)
• Category Head in corporate head office in Kuala Lumpur
• Active member and contributor to the demand planning committee (SnOP)
KPIs
• Category volume & Contriubtion Margin
• Other relevant KPIs: market share, price gap/premium to competition, customer quality satisfaction survey reports, innovative/adjacent products adoption and growth, SG&A marketing cost control
