Group Product Manager – Ovaltine Powder

Key Responsibility:

Strategy Development and Implementation

• Develop and set the commercial vision for the brand and product portfolio, clearly defining objectives, growth priorities, and key categories, segments, channels, and consumers/customers.
• Translate brand purpose and positioning into actionable strategies across product, packaging, design, pricing, communications, innovation, and distribution.
• Define and lead the brand portfolio strategy based on company and consumer needs, ensuring alignment with brand purpose.
• Lead strategic planning for both long term and short term plan, integrated marketing communications (IMC), and activation plans to achieve commercial targets and brand equity growth.
• Oversee and manage brand P&L and A&P within the ABF financial control framework, ensuring strategic investment and alignment with business objectives.
• Lead post-evaluation of marketing campaigns, ensuring performance tracking against KPIs and ROI to inform future planning.

Consumer Insights and Market / Competitive Knowledge

• Demonstrate deep curiosity and understanding of consumer behaviors, attitudes, and motivations — what they think, feel, and do, and why.
• Analyze market dynamics, brand performance, and competitor activity to understand how consumer behavior and attitudes influence overall performance and the effectiveness of marketing and in-store activation
• Lead the use of digital and social media platforms as sources of consumer insight, with a clear understanding of their strengths, limitations, and applications — while identifying key performance metrics and opportunities for continuous optimization
• Use data mining and multiple insight sources to uncover root causes behind trends, behaviors, and brand performance, turning them into strategic recommendations.

Consumer Connections & Engagement

• Lead the connections strategy for the brand: identify desired consumer actions and define the conversion journey across touchpoints.
• Translate insight into communications strategy: who we’re speaking to, what they currently believe/do, and how we want to shift those perceptions and behaviors.
• Set KPIs and ROI targets for all brand connection activities, and develop a performance measurement framework aligned with brand and business outcomes.
• Stay ahead of emerging media and digital trends, integrating them into mid- and long-term planning, testing, and brand engagement strategies.
• Anticipate emerging trends and future shifts, integrating them into the brand’s medium- and long-term connection strategies and testing plans
• Build strong collaboration with cross functional team (and external partner) to develop fully integrated brand activation plans across trade, retail, and e-commerce channels.

Key Relationships:

Internal

• Sales & Trade Marketing team, Demand Planning team
• Finance team
• NPD team
• CMI team
• R&D team

External

• Advertising, Media, Research, Activation agencies

Qualifications/ Experience/ Skills / Knowledge:

• Bachelor’s degree or higher
• Minimum of 10 years of hands-on experience in brand or product management within the FMCG industry
• Proven experience in developing and executing brand strategies, annual plans, and integrated marketing campaigns (ATL, BTL, Online)
• Solid understanding of consumer research and market data tools (e.g., Nielsen, Kantar HH Panel, brand health tracking).
• Strong analytical Skills – able to analyze data and identify solutions to complex issues
• Excellent project management skills, able to lead multiple priorities under tight timelines.
• Strong Leadership, interpersonal skills, teamwork and people management
• Demonstrate ability to collaborate cross-functionally and influence key stakeholders across marketing, sales, trade, R&D, and supply chain.
• Proficient in English and Thai (written and verbal).
• Strong Business Acumen – understand key consumer/business matric and how to drive the growth per KPIs
• Experience in managing P&L and A&P budgets with a focus on ROI and efficiency.
• Self-motivated to set and achieve challenging business goals
• Good Communication skill, negotiation skill and strong presentation skill
• Disciplined in managing business processes