Assistant Commercial Excellence Manager

Asia Pacific Breweries Singapore (Part of The HEINEKEN Company); Singapore; On-site; SGD 90,000 - 130,000; Full time

Job summary

Asia Pacific Breweries Singapore (Part of The HEINEKEN Company) is seeking an Assistant Commercial Excellence Manager to drive execution standards and category leadership across channels. The role focuses on turning shopper, customer and performance insights into effective commercial touchpoints that move the business.

The incumbent will identify and deploy in-trade touchpoints, collaborate with Sales to ensure disciplined deployment, and monitor impact on ROI.

Qualifications

• Degree required in business, marketing, analytics or related field.
• Minimum 5 years in commercial, trade marketing, sales, category, shopper marketing, or related roles.
• Strong analytical capability to translate data into actionable plans.
• Proven governance, project management, and cross-functional coordination.
• Excellent stakeholder management, influence and results orientation.
• Willingness to challenge the status quo and drive execution.

Responsibilities

• Define and strengthen execution standards across channels to translate priorities into in-trade execution.
• Partner with Sales to deploy, monitor, and improve field compliance and outcomes.
• Shape requirements for commercial data, dashboards and reports across stakeholders.
• Identify commercial opportunities through shopper, customer, category, and channel insights to guide growth.
• Develop commercial touchpoint strategies to influence purchases and visibility across channels.
• Own key processes: activity planning, PICOS, POSM governance, deployment tracking and PIRs.
• Lead governance reviews to surface risks and drive continuous improvement in execution.
• Manage demand planning and forecast inputs for new products and promotional activities.

Skills

Analytical mindset

Process ownership

Stakeholder management

Data-driven insights

Education

Degree in business, marketing, commercial, analytics or a related field

Job description

The purpose of this role is to drive commercial excellence by strengthening execution standards, category leadership, and governance of key commercial processes across channels. The role requires a strong analytical mindset, disciplined process ownership, and the ability to translate shopper, customer, category, and performance insights into effective commercial touchpoints that move the needle for the business.

The incumbent will be responsible for identifying and shaping the right in-trade touchpoints, leading their procurement and deployment in partnership with Sales, and continuously assessing their effectiveness to improve execution quality, commercial impact, and return on investment.

The Assistant Commercial Excellence Manager is responsible for strengthening commercial execution, category leadership, process governance, and insight-led touchpoint development to improve in-trade effectiveness and drive business impact.

• Define and strengthen execution standards across channels to ensure commercial priorities are translated into clear, consistent and effective in-trade execution.
• Partner with Sales to drive disciplined deployment, monitor execution quality and identify corrective actions that improve field compliance and business outcomes.
• Support commercial to shape business requirement for commercial data & insights, dashboards and reports across stakeholders.

Category Captaincy and Touchpoint Strategy

• Identify commercial opportunities through shopper, customer, category, channel and competitive insights to shape category-led growth priorities.
• Develop the right commercial touchpoint strategy to influence purchase decisions, improve visibility, and support channel and brand objectives.
• Translate category and channel priorities into clear in-trade plans, selling stories and execution toolkits for Sales implementation.

Commercial Process Governance

• Own and enforce key commercial processes including activity planning, PICOS, POSM governance, deployment tracking and post-implementation reviews.
• Ensure planning and execution disciplines are embedded across stakeholders to improve accountability, consistency and decision quality.
• Lead governance reviews to track progress, surface risks, recommend interventions and drive continuous improvement in commercial execution.
• Manage demand planning and forecast inputs for new products, promotional activities and commercial touchpoints where required.

Insights, Analytics and Performance Management

• Analyze sales, category, execution and activity performance to generate actionable insights that improve commercial effectiveness and return on investment.
• Assess the effectiveness of commercial touchpoints and activities on a continuous basis to recommend optimisation, scaling or discontinuation.

End-to-End Touchpoint Development and Deployment

• Lead the ideation, procurement, deployment and evaluation of fit-for-purpose commercial touchpoints in partnership with Sales, Marketing, Finance, Procurement and external vendors.

Job Requirements:

• Degree in business, marketing, commercial, analytics or a related field.
• Minimum 5 years' experience in commercial, trade marketing, sales, category, shopper marketing, sales operations or commercial excellence roles.
• Strong understanding of Singapore beer, alcohol, beverage or FMCG channels, shoppers, customers and in-trade execution.
• Strong analytical capability to translate sales, category, execution and activity data into actionable commercial plans, touchpoint strategies and recommendations.
• Strong process ownership, governance and project management capability across standards, planning discipline, procurement, vendors, budgets, deployment tracking and PIRs.
• Strong stakeholder management and influencing skills; commercially sharp, results-oriented, agile and willing to challenge the status quo.