Senior Manager – Commercial Planning & Dealer Development

Executive Recruiters Sdn Bhd; Shah Alam; On-site; MYR 180,000 - 300,000; Full time

Job summary

Executive Recruiters Sdn Bhd is seeking a senior Commercial Planning & Dealer Development professional in Shah Alam, Malaysia. You will lead pricing structures, optimize product-mix, and manage dealer incentives while coordinating with Sales, Marketing, and Supply Chain to align strategies with margins and growth.

The role requires 8–12 years in tire/auto sectors, with strong analytics, negotiation, and leadership skills to drive channel profitability.

Qualifications

• Bachelor’s degree in business administration, Marketing, Finance, Economics or related field.
• MBA or relevant postgraduate qualification highly advantageous.
• 8–12 years of progressive experience in commercial strategy, business planning, channel management, or dealer development in tire/auto sectors.
• Proven track record managing multi-brand dealer networks and automotive distribution in Malaysia.
• Strong ability to design trade spend schemes, rebates, sell-out campaigns, and pricing models.
• In-depth tire retail knowledge and dealer economics.

Responsibilities

• Develop and execute national tire pricing structures and positioning models based on material costs and margins across tire lines.
• Optimize product-mix strategies to maximize revenue and gross margin contribution.
• Analyze competitor pricing and distribution channels to recommend market actions.
• Design and manage dealer incentive schemes and consumer promotions with ROI oversight.
• Establish dealer sales targets, rebates, and trade spend allocations.
• Monitor sell-out velocity and inventory, adjusting promotions to prevent channel stagnation.
• Expand national dealer network including concept stores and multi-brand shops.
• Implement showroom branding, merchandising standards, and service bay quality.
• Create dealer training curricula on tire specs, selling, and competitive USP.
• Collaborate with Brand Marketing to drive footfall to Toyo Auto Centres.

Skills

Negotiation

Leadership

Cross-functional collaboration

Strategic thinking

Excel modeling

PowerPoint

Education

Bachelor's degree in business/finance/marketing/economics

MBA or relevant postgraduate qualification

Tools

Excel

PowerPoint

Job description

Shah Alam, Malaysia | Posted on 10/13/2026

• Develop and execute national tire pricing structures and positioning models based on raw material fluctuations, competitor benchmark pricing, landing costs, and target margins across PCR, SUV/4x4, and commercial tire lines.
  
• Optimize product-mix strategies (flagship, mid-tier, budget lines) to maximize revenue and gross margin contribution.
  
• Analyze competitor pricing strategies, OE fitments, gray market imports, and parallel distribution channels to recommend defensive and offensive market actions.
  
• Formulate and manage annual dealer sell-in incentive schemes, volume rebates, early-bird stocking programs, and consumer-facing sell-out promotions (e.g., instant rebates, e-wallet vouchers, tire safety campaigns).
  
• Establish quantitative dealer sales targets, tiered rebates, and trade spend allocations while ensuring strict ROI oversight and budget compliance.
  
• Monitor sell-out velocity, dealer inventory turnover, and stock aging; implement corrective promotions or trade actions to prevent channel stagnation.
  
• Expand and strengthen the national Toyo dealer network (concept stores, associate dealers, multi-brand tire shops, and commercial fleets).
  
• Implement productivity enhancement initiatives for dealers, including showroom branding, visual merchandising standards, point-of-sale display optimization, and service bay standards.
  
• Design and execute structured dealer training curricula covering tire technical specifications (compound, tread design, load index, speed ratings), competitive USP handling, and consultative selling.
  
• Collaborate with Brand Marketing to drive retail footfall to participating Toyo Auto Centres and authorized stockists.
  

4. Tire Market Intelligence & Demand Forecasting

• Track macro market drivers, automotive registration trends, replacement tire demand cycles, import/export data, and local competitor activities.
  
• Synthesize raw market data into actionable commercial recommendations for executive leadership.
  
• Partner with Supply Chain and Product Planning to align demand forecasting with factory production schedules and port arrival timelines to maintain optimal inventory safety levels.
  

5. Financial Analysis & Performance Management

• Manage revenue, margin contribution, and trade spending effectiveness across all distribution tiers and product categories.
  
• Deliver regular performance dashboards evaluating sell-in vs. sell-out trends, dealer rebates payout vs. volume yield, and channel profitability.
  
• Audit and control promotional funds, non-performance discounts, and credit terms to safeguard cash flow and margin integrity.
  

6. Leadership & Stakeholder Management

• Lead, mentor, and build a high-performing Commercial Planning and Dealer Development team.
  
• Set clear performance metrics, KPIs, and operational deliverables for direct reports.
  
• Drive cross-functional alignment across Sales, Marketing, Supply Chain/Logistics, Product Technical, and Finance to ensure seamless execution of commercial campaigns.
  

Requirements

Qualifications:

Education & Qualifications

• Bachelor’s degree in business administration, Marketing, Finance, Economics, or a related discipline.
  
• An MBA or relevant postgraduate qualification is highly advantageous.
  

Professional Experience

• 8 to 12 years of progressive experience in commercial strategy, business planning, channel management, or dealer development within the tire, automotive aftermarket, lubricant, or auto components industries.
  
• Proven track record in managing independent multi-brand dealer networks, franchise workshop chains, or automotive distribution channels in Malaysia.
  
• Hands-on experience designing trade spend schemes, rebate structures, sell-out campaigns, and commercial pricing models.
  
• Tire Industry Knowledge: In-depth understanding of tire retail dynamics, dealer economics (margin expectations, bay productivity, alignment/balancing service push), and product segment performance (PCR, SUV, TBR).
  
• Financial & Commercial Acumen: High proficiency in margin calculations, trade rebate mechanics, contribution analysis, and promotional ROI modeling.
  
• Analytical Capability: Advanced proficiency in Microsoft Excel (data modeling, financial analysis) and PowerPoint (executive presentations).
  
• Leadership & Influence: Outstanding negotiation, cross-functional project management, and team leadership capabilities. Ability to present strategic recommendations confidently to executive management and key dealer principals.