Brand/Business Development, Assistant Manager

WILMAR DISTRIBUTION PTE. LTD.; Singapore; On-site; SGD 60,000 - 120,000; Full time

Job summary

Wilmar Distribution Pte. Ltd. is seeking a dynamic Brand Manager to drive growth across key brands and core product categories. The role integrates brand strategy, commercial execution, pricing governance, market intelligence, and business development to strengthen market positioning.

The incumbent acts as the bridge between principals, internal cross-functional teams, and customers to ensure strong brand performance, expansion into new channels, and profitability.

Qualifications

• 4–5 years of experience in brand management/business development in FMCG/foodservice.
• Strong knowledge on F&B product category and industry trends.
• Able to apply insights to business opportunities.
• Proven ability to drive business growth and manage key accounts.

Responsibilities

• Own and manage assigned key brands and core product portfolios.
• Develop and execute annual brand plans aligned with commercial objectives.
• Monitor brand performance (sales, margin, distribution, penetration, and share).
• Drive brand visibility, positioning, and activation strategies across channels.
• Work closely with principals on brand direction, innovation launches, and performance reviews.
• Ensure pricing discipline and alignment across sales channels.
• Identify and pursue new growth opportunities in existing and new channels.
• Expand distribution footprint and strategic partnerships.

Skills

Brand management

Commercial mindset

Pricing governance

Market insights

Business development

Negotiation

Communication

MS Office

Tools

Microsoft Office

Job description

This role is responsible for driving sustainable growth across key brands and core product categories. This role integrates brand strategy, commercial execution, pricing governance, market intelligence, and business development to strengthen market positioning and profitability.

The incumbent will act as the bridge between principals, internal cross-functional teams, and customers to ensure strong brand performance, competitive positioning, and expansion into new channels and opportunities.

Key Responsibilities

Brand Management & Portfolio Ownership

• Own and manage assigned key brands and core product portfolios.
• Develop and execute annual brand plans aligned with commercial objectives.
• Monitor brand performance (sales, margin, distribution, penetration, and share).
• Drive brand visibility, positioning, and activation strategies across channels.
• Work closely with principals on brand direction, innovation launches, and performance reviews.
• Ensure consistent brand messaging and value proposition across trade channels.

Commercial Strategy & Planning

• Develop go-to-market strategies for key brands and product categories.
• Align brand strategies with overall company growth targets.
• Drive category growth initiatives, product mix optimization, and margin enhancement.
• Support budgeting and forecasting processes with data-backed assumptions.

Pricing Strategy & Governance

• Develop and maintain pricing frameworks and guidelines for key brands.
• Conduct cost structure analysis and margin modelling.
• Recommend price adjustments based on cost changes, market dynamics, and competitive landscape.
• Ensure pricing discipline and alignment across sales channels.
• Evaluate promotional ROI and trade spend effectiveness.

Market Insights & Intelligence

• Analyse market trends, customer behaviour, and competitor activities.
• Gather and interpret sales data, industry reports, and customer feedback.
• Identify white space opportunities and emerging segments.
• Provide actionable insights to sales teams to strengthen competitive advantage.
• Conduct post-launch reviews and performance analysis for new products.

Business Development

• Identify and pursue new growth opportunities in existing and new channels.
• Expand distribution footprint and strategic partnerships.
• Develop proposals and pitch decks for new accounts and collaborations.
• Lead negotiations on commercial terms for strategic accounts (where applicable).
• Support internationalisation or regional expansion initiatives where relevant.

Job Requirements:

• 4–5 years of experience in brand management/business development in FMCG/foodservice.
• Having culinary/bakery background is an advantage
• Strong knowledge on F&B product category and industry trends, and able to apply to business opportunities
• Proven ability to drive business growth and manage key accounts effectively.
• Excellent communication, presentation, and negotiation skills.
• Analytical and commercial mindset with good financial and commercial sense.
• Proficient in Microsoft Office