Job Purpose

Job Purpose

The Product Manager for Health & Wellness plays a pivotal role in steering the strategy, development, and execution of marketing initiatives to drive sales, profitability, and market presence of CPF products in assigned categories across multiple distribution channels.

This position requires the formulation of comprehensive strategies encompassing pricing, product management, channel development, and promotional campaigns to successfully meet domestic trade business objectives. The role demands a forward-thinking and analytical approach to align product portfolios effectively with the evolving market demands, consumer trends, and competitive landscape in the health and wellness sector.

Key responsibilities involve collaborating with diverse teams to ensure cohesive strategy implementation and achieving sustainable results in sales performance and brand positioning.

Job Description (Accountability)

Job Description (Accountability)

• Conduct in-depth market and sales data analysis within assigned product groups to inform and enhance new product development initiatives and accurately forecast sales volumes and inventory requirements.
• Evaluate and establish competitive and strategic pricing structures for both new and existing products, ensuring alignment with market trends, sales channels, and overall business strategy.
• Manage product placement and channel strategies across multiple sales platforms to optimize market penetration and customer engagement, adapting tactics to suit each channel's distinct characteristics.
• Analyze business performance metrics to identify challenges and opportunities, developing actionable plans to bolster product promotion and sales effectiveness.
• Design and execute pricing and promotional strategies that strengthen market competitiveness and support revenue growth targets.
• Develop and implement comprehensive sales channel growth plans to enhance distribution breadth, consumer reach, and product visibility.
• Oversee the management of product placement and merchandising standards at point-of-sale locations to maximize consumer appeal and sales.
• Drive initiatives aimed at continuous improvement of in-store processes and strategies, enhancing operational excellence and customer experience.
• Coordinate pre-launch product strategy planning, ensuring readiness across marketing, sales, and operational teams for successful product introductions.
• Monitor post-launch product performance closely, conducting timely reviews to adjust strategies and address emerging issues.
• Track and report on the performance of product groups against established goals and strategic benchmarks, providing insights and recommendations for ongoing optimization.
• Develop contingency plans to address scenarios where product or strategic outcomes deviate from targets, facilitating agile response mechanisms to safeguard business objectives.

Competencies

Education

Education

A bachelor’s degree or higher qualification in Business Administration, Marketing, Food Science, Nutrition, or a related discipline is required. Advanced studies or certifications in Product Management, Marketing Strategy, or Category Management will be considered an advantage.

The ideal candidate will possess a solid foundation in commercial principles, combined with a passion for the health and wellness sector and a keen understanding of product life cycle management within fast-moving consumer goods (FMCG).

Continuous professional development and engagement with industry trends are encouraged to ensure knowledge remains current and relevant in this dynamic field.

Education (Limitation)

Experience

Experience

• Over six years of progressive experience in Category Management, Channel Marketing, or Trade Marketing, preferably within the Fresh Food or FMCG sectors involving fast-selling, cost-sensitive, non-durable goods.
• Proven track record in conducting market and product analysis at a management level, with hands-on experience translating insights into actionable business strategies and tactical plans tailored to target markets.
• Demonstrated ability to lead cross-functional projects and collaborate effectively with senior executives and diverse teams to drive product success and business growth.
• Experience in managing product portfolios and pricing strategies successfully in competitive environments, with a strong focus on health and wellness product lines.

Knowledge

Knowledge

• Comprehensive understanding of Category Management, Trade Marketing, and Channel Marketing principles within the Fresh Food and FMCG domains.
• Strong aptitude for data analysis and market research techniques, enabling the development of insightful strategies and tactical responses aligned with customer needs and market dynamics.
• In-depth knowledge of pricing models, promotional planning, and distribution channel strategies tailored to maximize product reach and profitability.
• Awareness of current trends in health and wellness markets, consumer behavior, and competitive landscapes.

Skills

Skills

• Proficient in managing fresh food product portfolios, including expertise in new product introductions, pricing strategy formulation, and distribution channel optimization to boost sales performance.
• Strong analytical skills combined with creativity and initiative, capable of presenting clear, compelling insights and recommendations to senior leadership and interdisciplinary teams.
• Financial literacy enabling effective budgeting, forecasting, and strategic planning within enterprise-level frameworks.
• Excellent strategic thinking abilities paired with business acumen and market intelligence to shape competitive advantages and sustainable growth strategies.
• Strong communication and interpersonal skills to foster collaboration across departments and manage stakeholder relationships effectively.
• Skilled in using business intelligence tools and market analysis software to inform decision-making and strategy development.
• Adaptability to rapidly evolving market conditions and business environments, demonstrating resilience and proactive problem-solving approaches.

Skills (from Role)

Key Performance Indicator

Key Performance Indicators

• Demonstrate strong leadership capabilities by effectively guiding cross-functional teams and inspiring performance excellence.
• Exhibit advanced analytical skills by consistently delivering actionable insights and strategic recommendations that contribute to business growth.
• Maintain excellent interpersonal and presentation skills, facilitating clear communication of complex strategies to diverse stakeholders.
• Apply robust business acumen to navigate complex challenges, making sound decisions that align with company objectives and market conditions.
• Effectively plan and manage projects, ensuring timely execution and achieving set goals and targets.
• Track progress against sales, profit, and market share objectives, making data-driven adjustments to strategies as needed.
• Ensure successful product launches and sustained market performance through attentive monitoring and strategic adjustments.