Director, Off Premise Channel planning

Job Summary: The Off-Premise Channel Planning Director in the Commercial W@POS function will be responsible for developing and integrating PicOS (Picture of Success) based on shopper insights and channel strategies. This role requires aligning OBPPC (Occasion, Brand, Package, Price & Channel) strategies with VTM (Value-to-Market) processes and customer solutions. The Director will leverage shopper segmented strategies to develop segmented channel PicOS and connect these initiatives with occasion and brand strategies to build effective off-premise channel PACE strategies. Key responsibilities include studying hot spot effectiveness, developing activation and POSM (Point of Sale Materials) tools, creating Omni-channel PicOS, evolving digital shelf design, and executing channel plans to support Category IWP (Integrated Work Plan) execution and drive transactions. The role demands end-to-end execution of PicOS with both BG (Business Groups) and Franchise teams, studying ROI and investment effectiveness, and establishing system capabilities for PACE and 360-degree Integrated Activation (AI).

Key Responsibilities:

PicOS Development and OBPPC Integration:

• Develop and integrate PicOS based on shopper insights and channel strategies.
• Align OBPPC strategies with VTM processes and customer solutions to drive commercial performance.

• Follow shopper segmented strategies to develop segmented channel PicOS.
• Drive channel basket incidence by connecting PicOS with occasion and brand strategies.

• Build and implement off-premise channel PACE strategies to drive market growth.
• Study hot spot effectiveness and develop activation and POSM tools to enhance market presence and consumer engagement.

• Develop Omni-channel PicOS and evolve digital shelf design to provide a consistent and effective consumer experience across all touchpoints.

• Develop channel plans to support Category IWP execution in the market and drive transactions.
• Ensure effective end-to-end execution of PicOS in collaboration with BG and Franchise teams.

• Continuously monitor and assess the ROI of commercial investments.
• Optimize investment effectiveness to maximize returns and drive business growth.

• Establish and enhance system capabilities for PACE strategies and 360-degree Integrated Activation.
• Ensure seamless execution and consistent impact across multiple channels and platforms.

• Bachelor's degree or above in Business, Marketing, or a related field.
• Minimum of 8-10 years of experience in commercial management within the Consumer Packaged Goods (CPG) industry.
• Proven expertise in PicOS development and OBPPC integration.
• Strong understanding of shopper insights, channel strategies, and VTM processes.
• Experience in developing segmented channel PicOS and digital shelf design.
• Demonstrated ability to synchronize ATL and BTL marketing resources.
• Excellent analytical, strategic planning, and project management skills.
• Ability to work collaboratively with cross-functional teams and stakeholders.
• Strong leadership and effective communication skills.
• English & Mandarin proficiency.