Senior Manager – Commercial Planning & Dealer Development

Businesslist; Shah Alam; On-site; MYR 220,000 - 380,000; Full time

Job summary

Businesslist seeks a Senior Manager – Commercial Planning & Dealer Development to lead national tire pricing, product mix strategies and dealer network expansion in Malaysia. You will drive ROI through structured trade spend, sell-in/out programs and cross-functional collaboration across Sales, Marketing, Supply Chain and Finance.

The role requires 8–12 years in commercial strategy within tire/auto industries, with strong leadership and dealer network experience in Malaysia.

Qualifications

• 8 to 12 years of progressive experience in commercial strategy, business planning, channel management or dealer development within tire/auto industries.
• Proven track record in managing independent multi-brand dealer networks in Malaysia.
• Hands-on experience designing trade spend schemes, rebates, and pricing models.
• Knowledge of tire retail dynamics, dealer economics, and product segment performance (PCR, SUV, TBR).

Responsibilities

• Develop and execute national tire pricing structures and positioning models based on costs, competition and margins across PCR, SUV/4x4, and tire lines.
• Optimize product-mix strategies to maximize revenue and gross margin contribution.
• Formulate and manage dealer sell-in incentive schemes, volume rebates, and sell-out promotions with ROI oversight.
• Monitor dealer sell-out velocity, inventory turnover, and stock aging; adjust promotions as needed.
• Lead, mentor, and align cross-functional teams to execute commercial campaigns.

Skills

Commercial strategy

Dealer development

Pricing strategy

Channel management

Sales & marketing alignment

Leadership

Stakeholder management

Financial acumen

Education

Bachelor’s degree in Business Administration

MBA

Job description

Senior Manager – Commercial Planning & Dealer Development

Posting Date: 14 Oct 2026 | Close Date: 12 Jan 2027

Client Industry: The company focuses on tyre distribution, marketing, imports and exports, serving Malaysia's automotive market.

Location: Glenmarie, Shah Alam, Selangor

We are seeking an experienced Senior Manager – Commercial Planning & Dealer Development to lead our commercial strategy and tire distribution network in Malaysia. This role is pivotal in driving profitable volume growth, optimizing product mix, enhancing dealer network productivity, and solidifying brand equity across PCR (Passenger Car Radial), SUV/4x4, and TBR (Truck Bus Radial) segments.

Key Responsibilities

Commercial & Tire Pricing Strategy

• 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.

Sell-In & Sell-Out Commercial Programs

• 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.

Tire Network & Channel Development

• Expand and strengthen the national 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 Auto Centres and authorized stockists.

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.

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.

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.

Key Requirements

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

Sub Specialization : Others;Any Type of Employment : Permanent Minimum Experience : 12 Years

Work Location: Selangor