(Assistant) Regional Business Development Manager

HEINEKEN Asia Pacific Beverages; Singapore; On-site; SGD 110,000 - 160,000; Full time

Job summary

HEINEKEN Asia Pacific Beverages is seeking an Assistant Regional Business Development Manager to identify, develop and negotiate strategic agreements, acting as the main client contact to optimize satisfaction across APAC markets.

You will work autonomously on cross-functional commercial initiatives, aligning routes-to-market, pricing and distribution while leveraging brand assets for ROI and sustainable growth.

Qualifications

• At least 3 years’ field sales or sales management/marketing experience.
• Experience in analysis of business problems and financial analysis.
• Proven track record of delivering effective marketing programs.
• Strong data analytics, segmentation, profiling and modeling skills.
• Acute sense of market trends and changes; customer needs awareness.
• Understanding of business strategies, competition and industry trends.
• Key account management in FMCG across consumer goods.
• Knowledge of ecommerce channels and APAC markets.
• Experience in driving customer satisfaction

Responsibilities

• Drive and oversee sales for markets beyond the current list through market distributors.
• Align with distributors and market managers on launch plans, forecasts and profitability.
• Accountable for actual vs. plan, brand mix and competitive information.
• Develop pricing strategies and maintain profitable distributor relationships.
• Participate in promotional activities and trade shows with business partners.
• Negotiate and establish agreements with overseas customers and distributors

Skills

Field sales

Sales management

Marketing programs

Market analysis

Data analytics

Key account management

FMCG

Ecommerce knowledge

Channel management

Job description

HEINEKEN Asia Pacific Beverages is a HEINEKEN subsidiary that develops and provides beverage solutions and services throughout the APAC region. These services range from trading of HEINEKEN owned brands, incubating new innovations or providing supply services to other HEINEKEN organizations.

As an (Assistant) Regional Business Development Manager, you are responsible to identify, develop, negotiate and build strategic agreements with partners who can help to deliver and grow our presence in the Region. You are the main point of contact for our clients and will need to optimize customer satisfaction over time.

This role is a cross-functional commercial role in which you are required to work autonomously and initiate and/or support efforts towards developing and implementing initiatives to effectively market to our consumers through our customers/distributors. In developing commercial agreements, you are to coordinate the identification of the sourcing brewery and ensure that the route-to-consumer is designed in the most effective and efficient way that ensures optimal distribution and customer satisfaction at the lowest possible cost to serve. Commercial development is to be provided behind brands and initiatives providing a sustainable return on investment and leveraging existing brand assets.

MAJOR ROLES & RESPONSIBILITIES:

Primary Roles:

• Drive and oversee sales responsibilities for all markets beyond current assigned list through market-based distributors ensuring adherence to business plans and commercial targets
• Align with distributors and market managers on geographic launch plans, sales forecasts, market share, penetration goals and profitability.
• Accountable (together with country sales) for overall achievement on actual vs. plan, brand mix, disposable utilization, and competitive information
• Develop key cluster management strategies, product pricing for the market, and ensure compliance with established pricing guidelines
• Establish and maintain profitable relationships with distributors/ feet-on-the-ground to understand industry and region-specific trends
• Participate in promotional activities and trade shows to drive penetration of new products together with business partners
• Communicate, train and document programs and support tools through objective market research, customer and sales force feedback
• Develop and manage key channel relationships to maximize revenue, customer satisfaction and long-term relationships, including performance evaluation of distributors and coaching to develop higher levels of professionalism
• Negotiate and establish agreements with overseas customers and distributors, including renewal and termination of existing contracts as necessary.
• Design and review optimal value chain and trading term structures.
• Support market BTL activities with Marketing (sales initiated) calendar/ activities aligning to shoppers' drivers
• Assist development of the Trade Marketing Strategy supported by data to achieve defined business objectives across all product categories
• Responsible for the development, execution, and performance of all programs designed to increase presence and off take for priority markets
• Responsible for management and monitoring of total A&P investment and execution standards
• Establish channel strategies with market managers & track implementation of the associated plans
• Evaluate ROI of trade promotion to achieve maximum returns
• Participate (under supervision of marketing team) in the design of the promotional materials and maintain contacts with the market managers to supervise all promotional activities
• Guide development of a trade promotional plan with market managers
• Work closely with consumer planner, market managers to provide category and shopper insights to drive performance
• Point of contact from sales for overall digital strategy for HAPBev
• Prepare market budget and ensure disciplined budget management
• Develop, implement & evaluate projects and plans which benefit different levels of commercial goals
• Manage initiatives that contribute to the Company’s goals and objectives and improve market share, customer satisfaction and productivity performance
• Optimize Net Promoter Score to drive customer satisfaction

Secondary Roles:

• Analyse gaps and seek constant improvements
• Provide leadership in the translation and execution of the Marketing strategy into programs
• Coordinate and ensure alignment with Sales and Marketing teams on selected projects/initiatives within assigned channel, sales needs and marketing initiatives, while ensuring legal and budget management whenever necessary
• Develop, communicate and deliver new product plans.
• Monitor, implement and improve processes linking to Marketing and Sales activities to enhance commercial effectiveness and efficiency

JOB REQUIREMENTS:

• At least 3 years’ field sales or sales management/marketing experience within a similar environment
• Experience in analysis of business problems and developing solutions, market segmentation and financial analysis required
• Proven track record of delivering effective marketing programs, broad knowledge of marketing principles and experience of utilizing them in challenging and progressive environments
• Excellent understanding of marketing and research analysis techniques including segmentation, profiling and modeling along with strong data analytic skills
• Acute sense of market trends and changes; sensitive to the needs and changing tastes of the consumer
• Understanding of the company’s business strategies, competitive environment and industry trends to proactively anticipate business needs and develop appropriate objectives and strategies
• Key account management in FMCG on Consumer Goods
• Good understanding of ecommerce channel and APAC market knowledge
• Experience in systematically driving customer satisfaction