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Title:  Data Driven Sales Lead

Data Driven Sales (DDS) & Revenue Management (RM) is one of HEI top priorities for the coming years. For that reason it is critical to quickly upscale capability in the area across regions and markets.

 

DDS will involve the translation of data into critical insights and actionables through asking power questions to help form and steer decision-making. This will start from the basics from manipulation and summation of data, feeding through into a decision and analytics funnel and helping to generate the required insights with follow through to the actions required.

 

RM is a holistic approach to support Category Revenue Growth agenda in a competitive and profitable way. Holistic RM spreads across 5 pillars, Brand Strategic Pricing, Channel Pack Price Architecture, Mix Management, Promotional and Trade Terms Management.

 

Assist Revenue Manager to execute OpCo DDS and Revenue Management agenda, aiming for constant maximisation of Revenue/HL and FGP through:

  • Disciplined analytics (combining internal and external data, financial and non-financial)
  • Evaluating performance to ensure execution and continuous improvement through learnings
  • Improving and optimising data operations

Assist Revenue Manager in conducting annual pricing review to identify potential RM benefits (based on RM analytics, market intelligence, etc)

e.g.:

  • Analysis & Queries from the outputs from Route to Consumer study: Address data and analysis on topics such as parallel pricing / value chain, chiller deployment, deploy promo engine, aligning transaction scanned sales data, improve in-store execution etc
  • Brand Portfolio Pricing & Pack-Price Architecture: Conduct annual brand pricing review based on market data analyses and/or conjoint consumer research to derive brand elasticity, review of actual price ladder vs brand equity, value chain margin development. Utilize AC Nielsen and individual retailers’ scanned sales data to assess promo depth of all SKUs, manage and provide recommendation to the sales team
  • Mix: Consolidate current mix performance, identify mix opportunities, and support prioritization of SKU mix based on profitability-potential analytics and track SKU mix allocation execution. Set SKU segmentation, PICOS standards and track execution
  • Promotions: Continuously track promo performance (uplift, ROI) using promo analytics. Help develop and maintain promo tool, evaluate promo effectiveness, highlight variance, and assist in the preparation of action plans
  • Discounts & Trade Terms: Build profit pool of outlets/retailers, quantify the trading terms spent and discounts claims by retailers. Identify profit pool opportunities & defensibility risks: translate into trade term guardrails. Provide recommendations to account teams on how to improve SMART conditionality of terms
  • Continuous tracking & monitoring of RM initiatives throughout the year vs targets/guardrails. Escalate out-of-guardrail pricing, promo or trade terms. Understand RM performance based on set dashboard: progress vs plan on RM KPIs by brand, account. Provide RM input (targets for RM KPIs, vol/value trade offs) into key processes, e.g. SP, AP, S&OP, innovation

Support other functions within the OpCo on DDS & RM topics & processes , e.g.:

  • Support Marketing with setting optimal brand / portfolio pricing (e.g. based on elasticities)
  • Support innovation agenda with RM market insights (on pricing / positioning / white spaces)
  • Manage interaction and collaboration between different functions/roles on RM topics
    • 3-5 years commercial finance & analytics experience, preferably in FMCG with at least 1 year of functional experience in revenue management
    • Technical expertise in statistics / operation research / economics. Working knowledge of programming tools ie: SQL / Python highly valued. Must have interest in this area
    • Strong data analytical skills – ability to review complex, ambiguous/incomplete data, pulling out key insights, where they have been focussed on delivering outcomes with great attention to detail is essential.
    • Intellectual curiosity and ability to search out facts without prior process/guidance and forming a structured thought process
    • Passion for delivering result, take ownership and translating insights into concise practical plans for execution
    • Strong interpersonal/communication skills to win support
    • High level of cross functional cooperation: effectively partnering with communication, control, account & brand teams
    • Logical thinker with ability to visually present analysis, key insights, facts & figures in a compelling way; tailor content to audience
    • Ability to manage multiple projects at the same time and work under pressure, to deadlines and holds a passion to succeed
    • Fast learner with the ability to think on your feet
    • Fluent English language required
    • Other languages is an advantage

    Connect:

    • Accountability and responsibility

    Shape:

    • Strong strategic analytical skills
    • Intellectual curiosity and ability to ensure independency

    Deliver:

    • Ability to transfer RM insights to shop floor

    Develop:

    • Communicate effectively, influential to win support


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