Group Product Manager – Ovaltine Base and Family

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

External

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