Product Innovation & Commercialization Manager (F&B)

SANG F&B SDN. BHD.; Johor Bahru; On-site; MYR 120,000 - 210,000; Full time

Job summary

SANG F&B GROUP in Malaysia is seeking a Product Innovation & Commercialization Manager (F&B) to lead customer-led menu and product innovations across Sang brands, aiming for commercially viable FMCG products and post-launch reviews.

You will own research, concept development, pricing, and collaborate with culinary, central kitchen, procurement, finance, operations, marketing, packaging, quality and compliance teams to drive successful product launches.

Qualifications

• At least 5 years of relevant experience in F&B product management, innovation, new product development, FMCG brand or category management, or equivalent.
• Demonstrated ownership of at least one complete product launch, from market insights and commercial case development through execution and post-launch evaluation.
• Strong consumer research, competitor benchmarking, pricing, basic P&L and margin analysis, and project management skills.
• Ability to influence cross-functional stakeholders without directly managing their departments.
• Strong written and verbal communication skills, with the ability to present clear, evidence-based recommendations.
• Experience with multi-outlet F&B businesses and/or OEM consumer products is an advantage.
• Food science or chef experience is not compulsory.

Responsibilities

• Research dining trends, customer needs, competitors and menu gaps, and propose a quarterly innovation and product launch calendar.
• Lead product concepts, customer segmentation, value propositions, target pricing, projected demand and gross-margin business cases.
• Coordinate culinary and central kitchen trials, procurement, finance, operations and marketing through testing, rollout and launch.
• Track launch sales, margins, uptake and customer feedback, and recommend menu refinement, scaling or discontinuation.
• Evaluate the end-to-end customer journey across brands through customer feedback, store observation and competitor benchmarking.
• Identify opportunities in menu structure, brand differentiation, customer value, membership, loyalty, pricing and marketing propositions.
• Present evidence-based improvement proposals, coordinate agreed initiatives with relevant teams and measure outcomes.
• Assess and prioritise own-brand FMCG opportunities, including instant coffee, instant noodles, sauces and packaged products.
• Define product concepts, positioning, target prices, target costs and sales channels, while identifying suitable OEMs and suppliers.
• Coordinate samples, quality and compliance checks, packaging, negotiations and launch readiness with relevant specialists.

Skills

Consumer research

Pricing & P&L analysis

Margin analysis

Project management

Cross-functional influence

Job description

Product Innovation & Commercialization Manager (F&B)

Drive customer-led menu and product innovation across Sang Group brands, continuously improving the customer experience and business proposition while developing commercially viable FMCG products. This role owns research, concept development, commercial assessment, cross-functional coordination and post-launch review. You will work across F&B menu innovation and own-brand FMCG development, partnering with culinary, central kitchen, procurement, finance, operations, marketing, packaging, quality and compliance teams. The role focuses on commercial and customer-led product development rather than hands‑on recipe creation.

Key responsibilities

Research dining trends, customer needs, competitors and menu gaps, and propose a quarterly innovation and product launch calendar.

Lead product concepts, customer segmentation, value propositions, target pricing, projected demand and gross-margin business cases.

Coordinate culinary and central kitchen trials, procurement, finance, operations and marketing through testing, rollout and launch.

Track launch sales, margins, uptake and customer feedback, and recommend menu refinement, scaling or discontinuation.

Evaluate the end-to-end customer journey across brands through customer feedback, store observation and competitor benchmarking.

Identify opportunities in menu structure, brand differentiation, customer value, membership, loyalty, pricing and marketing propositions.

Present evidence-based improvement proposals, coordinate agreed initiatives with relevant teams and measure outcomes.

Assess and prioritise own-brand FMCG opportunities, including instant coffee, instant noodles, sauces and packaged products.

Define product concepts, positioning, target prices, target costs and sales channels, while identifying suitable OEMs and suppliers.

Coordinate samples, quality and compliance checks, packaging, negotiations and launch readiness with relevant specialists.

What we're looking for

At least 5 years of relevant experience in F&B product management, innovation, new product development, FMCG brand or category management, or an equivalent field.

Demonstrated ownership of at least one complete product launch, from market insights and commercial case development through execution and post-launch evaluation.

Strong consumer research, competitor benchmarking, pricing, basic P&L and margin analysis, and project management skills.

Ability to influence cross-functional stakeholders without directly managing their departments.

Strong written and verbal communication skills, with the ability to present clear, evidence-based recommendations.

Experience with multi-outlet F&B businesses and/or OEM consumer products is an advantage.

Food science or chef experience is not compulsory.

SANG F&B GROUP proudly operates two beloved food and beverage brands in Malaysia, each offering a unique taste of local favorites.

SANG SEAFOOD, HALAL Chinese Seafood Restaurant, home of the first Halal Chili Crab in JB.

SANG GERAI f.k.a. GRAND CHICKEN RICE, a Quick-serve modern gerai dining concept serving HALAL roasted chicken rice, wok-fried classics & Authentic Teh Tarik.

SANG F&B GROUP proudly operates two beloved food and beverage brands in Malaysia, each offering a unique taste of local favorites.

SANG SEAFOOD, HALAL Chinese Seafood Restaurant, home of the first Halal Chili Crab in JB.

SANG GERAI f.k.a. GRAND CHICKEN RICE, a Quick-serve modern gerai dining concept serving HALAL roasted chicken rice, wok-fried classics & Authentic T…