Commercial Analyst

HARIBO Asia Pacific Pte. Ltd.; Singapore; Vor Ort; SGD 80.000 - 110.000; Vollzeit

Zusammenfassung

HARIBO Asia Pacific Pte. Ltd. is seeking a Commercial Analyst to transform data from sales, distribution and retail into actionable insights that drive sustainable growth across APAC.

The role answers what happened, why, and what actions to take next, supporting forecasts, planning and strategy with fact-based recommendations. Reporting to the Chief Commercial Officer, Emerging Markets, the analyst will work closely with Sales and Trade Marketing, deliver automated dashboards, and identify

Qualifikationen

• Bachelor's degree in a business, analytics or related field.
• 3–5 years in Commercial Analytics, Sales Analytics, Trade Marketing Analytics or related roles.
• FMCG or Consumer Goods experience is highly preferred.
• Experience with distributors and retailer POS data is advantageous.

Aufgaben

• Analyze sales and commercial performance across channels, markets and SKUs.
• Support forecasting, budgeting and S&OP with data-driven insights.
• Develop Power BI dashboards for integrated commercial reporting.
• Partner with Sales and Trade Marketing to drive actionable recommendations.
• Assess distribution, inventory, and category performance to identify opportunities.
• Provide management with clear, data-backed business narratives.

Kenntnisse

FMCG commercial understanding

Analytical thinking

Communication & presentation

Stakeholder management

Business partnering

Ausbildung

Bachelor's degree in Business, Marketing, Economics, Finance, Data Analytics or related field

Tools

Power BI

Excel

Jobbeschreibung

The Commercial Analyst transforms commercial, distributor, retail, inventory, market and promotional data into actionable business insights that drive sustainable growth and improve commercial decision-making across Asia Pacific.

The role provides Management, Sales and Trade Marketing teams with a fact-based understanding of business performance by answering four critical questions:

What happened? Why did it happen? What is the commercial impact? What should we do next?

A key focus of the role is evaluating performance across multiple APAC distributor markets by connecting sell-in shipments, distributor IMS (sell-out), inventory levels, stock cover, distribution, retail performance and commercial activities to identify opportunities and risks. The Commercial Analyst proactively challenges assumptions and forecasts, identifies root causes behind business performance, and recommends actions that improve commercial execution and business outcomes.

Working closely with Sales and Trade Marketing teams, the Commercial Analyst drives fact-based decision-making through commercial analysis, forecasting support and strategic business insights. While reporting, dashboards and analytics tools are important enablers, the primary purpose of the role is to generate actionable recommendations that support business growth.

This position reports to the Chief Commercial Officer, Emerging Markets - Haribo Asia Pacific

Key Responsibilities

1. Sales Performance & Business Analysis

• Analyze sales performance by customer, channel, market, SKU, category and period.
• Track actual performance against Budget, Forecast and Latest Business Estimate (LBE).
• Identify drivers of growth, decline and market share changes.
• Conduct SKU-level analysis covering volume, value, velocity, mix and contribution to growth.
• Evaluate customer, channel and category performance trends.
• Perform deep-dive analyses on significant commercial opportunities and business risks.
• Monitor performance against key commercial KPIs and strategic priorities.

2. APAC Distributor, Sell-In, Sell-Out & Inventory Analytics

• Analyze performance across multiple APAC distributor markets using shipment, IMS, inventory and retail data.
• Reconcile company sell-in performance against distributor sell-out (IMS) and retailer consumption trends.
• Monitor distributor inventory levels, stock cover, stock aging and inventory health across markets.
• Identify abnormal stock build-up, pipeline loading, forward-buying and destocking activities.
• Distinguish genuine consumer demand trends from inventory-related fluctuations.
• Assess distributor inventory holdings against shipment trends and forecast assumptions.
• Proactively challenge distributor forecasts based on IMS run rates, inventory positions, stock cover, distribution trends and historical performance.
• Highlight markets at risk of overstocking, understocking or supply disruptions.
• Identify opportunities to improve inventory health, stock productivity and forecast accuracy.
• Support commercial discussions with distributor partners through fact-based insights and recommendations.

3. Forecasting & Commercial Planning

• Review and challenge Forecast, LBE and Budget assumptions using commercial and market data.
• Assess forecast realism by evaluating:
• IMS (sell-out) performance
• Distributor inventory and stock cover
• Distribution trends
• Velocity and rate of sale
• Planned commercial activities
• Historical performance and seasonality
• Monitor forecast accuracy and identify recurring forecasting gaps.
• Proactively identify risks and opportunities that may impact achievement of Budget and Forecast commitments.
• Support monthly forecasting, S&OP and business review processes through analytical insights.
• Develop forward-looking scenario analyses and business projections.
• Provide early warning indicators and recommend corrective actions where required.
• Monitor numeric and weighted distribution across customers, channels and SKUs.
• Identify distribution gaps and quantify incremental revenue opportunities.
• Analyze relationships between distribution, sales velocity and overall performance.
• Assess customer and outlet universe opportunities to support expansion plans.
• Support route-to-market effectiveness evaluations and sales force prioritization.
• Analyze retailer scan/POS data to identify category, segment and brand performance trends.
• Generate actionable insights from NielsenIQ, Kantar, Circana and retailer-provided data sources.
• Identify category growth opportunities and customer-specific assortment recommendations.
• Analyze shopper, category and retailer performance drivers.
• Support customer category reviews and Joint Business Planning (JBP) discussions with fact-based recommendations.
• Assess customer assortments and identify opportunities for expansion, optimization or rationalization.
• Benchmark customer performance against category growth and market trends.
• Translate retail and shopper insights into practical commercial actions.

6. Promotion & Trade Investment Analytics

• Analyze promotional uplift, incremental volume and value generated by trade activities.
• Measure the effectiveness of promotions, displays, secondary placements, checkout executions and price reductions.
• Conduct pre-, during- and post-promotion analysis to assess commercial impact.
• Analyze promotional cannibalization, pantry-loading effects and post-promotion retention where data permits.
• Evaluate promotional mechanics by customer, retailer and channel.
• Compare ROI across promotional activities and trade investments.
• Identify optimal discount depth, promotional frequency and activation strategies.
• Support annual trade spend allocation through historical effectiveness and ROI analysis.
• Recommend which trade activities should be scaled, optimized or discontinued.
• Partner with Trade Marketing and Sales teams to improve planning, execution and post-event evaluation.
• Assess the impact of marketing campaigns, product launches and brand initiatives on sales performance.
• Evaluate campaign impact on sell-out, market share, distribution and category performance.
• Connect marketing investments with commercial outcomes.
• Provide post-campaign evaluations and recommendations to improve effectiveness.
• Evaluate SKU productivity using sales, distribution, velocity and profitability metrics.
• Identify high-performing and underperforming SKUs.
• Assess assortment effectiveness by customer and channel.
• Identify cannibalization risks and incremental contributions of new SKUs.
• Support fact-based assortment, rationalization and portfolio prioritization decisions.
• Recommend customer-specific assortment improvements.
• Analyze syndicated and retailer data sources such as NielsenIQ, Kantar and Circana.
• Monitor category performance, market share and competitive developments.
• Track competitor pricing, promotions, assortment and distribution activities.
• Identify emerging consumer, category and customer trends.
• Integrate external market intelligence with internal data to explain performance and identify opportunities.

10. Dashboards, Data Quality & Commercial Reporting

• Develop and maintain automated Power BI and Excel dashboards that support commercial decision-making.
• Create an integrated view of performance across customers, channels, categories and markets.
• Improve reporting efficiency through automation and process enhancements.
• Ensure data integrity, consistency and governance across reporting sources.
• Support development of standardized commercial KPI reporting.
• Enable self-service reporting capabilities for commercial stakeholders.

11. Commercial Insights, Strategic Analysis & Business Partnering

• Convert complex datasets into concise, actionable recommendations.
• Clearly articulate: What happened? Why it happened? Business impact Recommended actions
• Identify root causes behind performance changes rather than simply reporting outcomes.
• Challenge assumptions, forecasts and commercial plans using fact-based analysis.
• Proactively identify growth opportunities, distribution gaps, customer opportunities and business risks before they become business issues.
• Support Sales and Trade Marketing teams with actionable recommendations that improve business performance.
• Prepare management presentations, business reviews and strategic analyses.
• Act as a trusted commercial business partner to the Chief Commercial Officer and leadership team.

Key Competencies and Qualifications

• Bachelor's Degree in Business, Marketing, Economics, Finance, Business Analytics, Data Analytics or related discipline.

Experience

• 3-5 years of experience in Commercial Analytics, Sales Analytics, Trade Marketing Analytics, Category Management Analytics, Business Insights or Commercial Excellence.
• FMCG or Consumer Goods experience is strongly preferred.
• Experience working with distributors, modern trade customers and retailer POS data.
• Experience supporting category reviews, Joint Business Planning and customer decision-making is highly desirable.
• Exposure to regional or multi-market business environments is advantageous.

Commercial & Analytical Capabilities

• Strong FMCG commercial understanding with the ability to connect shipments, IMS, inventory, distribution, retail performance and promotional activities into a coherent business story.
• Demonstrated ability to explain not only what happened, but also why it happened and what actions should be taken next.
• Strong analytical thinking and problem-solving capability.
• Commercially curious and comfortable challenging assumptions with data.
• Ability to identify root causes, risks and opportunities across complex datasets.
• Strong business partnering, stakeholder management and influencing skills.
• Excellent communication and presentation capabilities.
• Ability to simplify complex analysis into practical business recommendations.
• Proactive, collaborative and capable of working effectively across functions and markets.