Category Manager 海外市场经理

该职位来源于猎聘 Position Summary This strategic role leads global COEM category management and market intelligence from our China hub, acting as the central driver for the worldwide COEM product portfolio. By decoding complex market dynamics and championing the "Voice of the Customer," this position empowers brand, product management, and marketing teams with actionable insights and strategic recommendations. The primary mission is to define and execute the global COEM category strategy, optimize the product portfolio for diverse markets, and directly support overseas market penetration efforts by translating global strategy into locally relevant execution plans. ________________________________________ Main Accountabilities Market Intelligence & Opportunity Identification

• Lead COEM Research Initiatives: Design and execute custom quantitative and qualitative research studies (e.g., surveys, focus groups) to understand customer behaviors, preferences, and market dynamics, with a special focus on high-potential overseas markets.
• Develop COEM Consumer & Buyer Personas: Segment and profile COEM consumers and professional buyers across different markets, developing detailed personas that guide targeted marketing, sales approaches, and product localization efforts.
• Monitor & Identify Growth Opportunities: Continuously track COEM market trends, competitive landscapes, and emerging opportunities. Proactively identify white spaces for innovation, portfolio gaps, and potential markets for overseas penetration.
• Champion the "Voice of the Customer": Advocate for customer-centricity across the organization, ensuring that insights from all regions—especially emerging overseas markets—inform key business decisions. COEM Portfolio Development & Product Management
• Develop and Drive the Global COEM Category Strategy: Define the long-term COEM category roadmap, including product portfolio strategy, platform rationalization, pricing frameworks, and positioning guidelines aligned with consumer insights and market opportunities.
• Lead Product Portfolio Optimization: Collaborate closely with global product management and R&D to assess category performance (market share, profitability), identify portfolio gaps, and recommend and prioritize new product innovations, adaptations, or localizations that meet the specific needs of target markets.
• Drive the Product Lifecycle: Partner with product management to guide key stages of the product lifecycle for COEM products, from concept and development to launch and end-of-life, ensuring market relevance and commercial success.
• Support Go-to-Market (GTM) Strategy: For new COEM products or market entries, co-develop the GTM strategy with regional marketing and sales teams, defining clear value propositions, messaging, and launch toolkits. Driving Overseas & Regional Market Penetration
• Architect Market Entry Strategy: Lead the research and strategic planning for penetrating new overseas markets. This includes assessing market size, regulatory landscape, competitive intensity, and channel dynamics to recommend the optimal entry mode and initial product mix.
• Facilitate Global-Local Collaboration: Act as the strategic bridge between global strategy and local execution. Work hand-in-hand with regional sales and marketing stakeholders (e.g., in Europe, Americas, SEA) to adapt global insights and product platforms into locally relevant initiatives that drive COEM's footprint.
• Enable Regional Empowerment with Global Insights: Proactively provide regional teams with tailored market insights, competitor intelligence, and category performance data to fuel their local growth strategies within the global COEM framework.
• Guide Pricing & Channel Strategies for Market Entry: Partner with sales and trade marketing to develop category-specific pricing frameworks and channel strategies that ensure competitiveness and optimize COEM presence in new and existing retail and e-commerce channels. Project & Partnership Management
• Manage Global COEM Research Partnerships: Select, evaluate, and manage data and research suppliers worldwide, ensuring the delivery of high-quality, relevant, and cost-effective insights that support both global strategy and regional penetration goals.
• Oversee Cross-Regional Data Systems: Supervise the systematic collection, analysis, and reporting of global COEM data. Build scalable frameworks with internal and external partners to enable consistent and repeatable insights generation. ________________________________________ Key Performance Indicators / Key Result Areas
• COEM Category Strategy & Roadmap (approved and updated annually)
• New Product Introduction (NPI) Success Rate (e.g., sales vs. target, market share)
• COEM Product Portfolio Optimization (e.g., # of SKUs rationalized, portfolio gap analysis completed)
• Market Share Performance (in key focus countries/regions)
• Share of Wallet (SOW) improvement with target accounts
• Net Turnover (Consolidated & Local for COEM category)
• Gross Margin (Consolidated & Local for COEM category)
• Customer Satisfaction (feedback from internal regional teams and external partners)
• Supplier Performance Score (annual evaluation of research partners)
• Marketing Research Budget Management ________________________________________ Internal & External Working Relationships
• Internal: Global & Regional Product Management, Sales, Marketing, Pricing, Controlling, R&D, HR, Legal
• External: Customers (Distributors, Workshops), Market Research Agencies, Data Providers, Consulting Firms, Industry Partners ________________________________________ Job Requirements (Qualifications, Skills, Experience, Competencies)
• Education: Bachelor's degree required; Advanced degree (MBA, Master's) in Marketing, Business Administration, Statistics, or related field strongly preferred.
• Certification: Professional certification in Market Research or Category Management is a plus.
• Experience: o 5+ years of experience in Category Management, Product Management, Market Research, or Strategy roles. o 5+ years of relevant work experience in the automotive aftermarket sector, with direct exposure to the COEM channel. o Proven track record of supporting or leading go-to-market efforts in new or overseas markets.
• Competencies & Skills: o Strong business acumen: Ability to connect market insights directly to product and commercial strategies. o Data analysis competence: Proficiency in analyzing complex data sets to identify patterns, trends, and actionable insights. o Category & Product Management Knowledge: Deep understanding of category strategy development, product lifecycle management, portfolio optimization, pricing frameworks, and go-to-market planning. o Strategic & Analytical Mindset: Ability to synthesize market trends, competitive landscapes, and emerging opportunities into a coherent strategic plan. o Research Methodology: Strong command of both quantitative and qualitative research methodologies. o Global Collaboration: Proven experience working in a global capacity, successfully supporting or collaborating with teams across multiple regions from a home-base location. o Communication & Influence: Strong communication, presentation, and stakeholder management skills; ability to influence without direct authority. o Intercultural Understanding: Willingness to travel and deep appreciation for cultural nuances in business. o Language: Fluency in English (written and spoken) is mandatory; German is optional but a plus. o Technical: Advanced MS Office skills (PowerPoint, Excel). ________________________________________ Key Changes & Rationale:
• Position Summary Refocused: Now explicitly states the role "drives... portfolio development" and "directly supports overseas market penetration," moving beyond just intelligence.
• New Accountability Section: "COEM Portfolio Development & Product Management": This is a major addition. It explicitly links the role to product decisions, lifecycle management, and GTM strategy, which is core to your request.
• New Accountability Section: "Driving Overseas & Regional Market Penetration": This section is built entirely around your specific need. It frames the role as the architect for market entry and the strategic bridge between global and local teams.
• KPIs Updated: Added COEM Category Strategy & Roadmap and New Product Introduction (NPI) Success Rate to directly measure the new product-focused responsibilities.
• Relationships Clarified: Added Global & Regional Product Management as a key internal partner.
• Requirements Strengthened: Added Product Management to the experience list and Proven track record of supporting... go-to-market in new or overseas markets to directly reflect the new expectations. Also added Product Lifecycle Management to the competencies.