Purpose:
To help to drive and support the development of a strategic product portfolio across all brands and categories for the Asia Pacific region using valid NPD research and market analysis. To identify underserved consumer segments and brand and market opportunities supporting the company’s overall goals and growth. Work to reduce complexity and volume of sku’s across the region in order to work more efficiently, planning throughout from the lifecycle to execution.
Main Responsibilities:
Product Portfolio
- Identify a number of potential regional products that can be introduced under the Kenwood brand to regain share within the Food Preparation and Cooking segment; responsible throughout the product lifecycle.
- Analyse market opportunities, gain in-depth understanding of consumer needs and identify business potential, product gaps and drive growth.
- Support the Head of Product Marketing with NPD strategy, streamlining and maintaining the product portfolio for the Asia Pacific region across all brands and categories.
- Follow up and resolve any issues of production, importation and quality.
- Manage product samples.
Coordinate the New Product Launches
- With the Head of Product Marketing, build a rolling 3 year roadmap of product launches across the region.
- Work with HQ NPD teams (De’Longhi, Kenwood, Braun and NutriBullet) on new launches, understanding consumer benefits, specifications, timeline and sku selection.
- Prepare the business cases to support regional NPD investments and negotiate with APA purchasing team / suppliers.
- Co-ordinate new product launches across multiple markets; pack application/sku identification/P coding/reworking, specification check, certification process, samples, order process and so on.
- Help to execute the marketing program by clearly defining the key features and USP’s.
- Support the Marketing and Commercial teams to highlight product positioning.
- Execute locally relevant information / launch packs and data sheets.
Manage the Product Phase out
- Work with the Head of Product Marketing on product lifecycles and phasing (assessing poor sales, replacement, production stop, …)
- Inform and coordinate with the commercial and supply chain teams.
Manage benchmark reports
- Visit stores and ecommerce sites to track and report competitor products.
- Create and maintain benchmark reports.
- Share local insights, trends and competitor activity.
- Review any available GfK data analysis.
Key Interface:
Internal:
· Regional Subsidiary Teams; Product Marketing, Supply Chain, Demand & Planning, Commercial, Customer Service.
· HQ Teams; Product Marketing, Supply Chain
· HK / China Teams; Demand & Planning, Product Sourcing.
External:
· South East Asia Distributors
· Retail customers
· Suppliers
Qualification & Experience:
Essential:
· Minimum 5 years of professional product management experience in consumer goods.
· Excellent understanding of products and key benefits.
· Strong knowledge of the markets and of the competitor products.
· Experience working with a variety of different cultures.
Desirable:
· Precise, organized, prioritized, proactive and autonomous in execution.
· Strong team player, great communication and adaptability.
· Understands the complexity and needs of the markets within Asia Pacific region.
The job is located in Singapore.
Travels within the Asia Pacific region to visit the subsidiaries and distributors. Potentially to Europe to visit the NPD HQ’s (Italy, UK, Germany) and Hong Kong and China to visit factories and suppliers.
