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Regional Category Manager - Kuala Lumpur

Arla Foods is the 6th biggest dairy company in the world and the world’s largest organic dairy producer. At Arla, we do so much more than making some of the world’s favourite dairy products. We make healthy, nutritious and tasty products - butters, milks, yoghurts and cheeses, which are worth getting up for in the morning and which make family dinners and lunches unforgettable. Arla®, Puck®, Dano®, Lurpak® and Castello® – Brand names like these make us a vital, natural part of modern life in over 100 countries around the world. There are 200+ employees in the South East Asia Region and 19,000 global employees at the heart of our business. Every single one of us plays an important role and together we build on our 10bn Euros turnover and establish our position as one of the largest dairy companies in the world.


If you enjoy strategic thinking, creating the future for consumers from Indonesia to Japan, and growing categories, developing product innovations is your passion and experience, you could be the right person for this role.  We are looking for entrepreneurial, commercially driven people, who like to challenge status quo to join our retail team in the regional office in Petaling Jaya.


Your challenge

In this role you will be responsible for developing a strong innovation pipeline and long-term category strategy growth drivers and activation platforms for Milk, Yoghurt, Powder and Creams categories for South East Asian Markets.  To do so, you will:


  • Identify and create new commercial opportunities by developing NPDs based on consumer and shopper insights, consumer trends into new product innovations or market roll outs suitable for SEA markets.
  • Take full lead of innovation process development from ideation to implementation, including concept writing, business case, consumer validations, product testing, packaging development and testing, launch toolkits and plans preparation.
  • Work in close cooperation with Legal, Product and NPD managers as well as local marketing teams coordinating the project inputs from the stakeholders and leading the decision-making process.
  • Conduct the necessary feasibility studies towards supply chain including recipe finalization/optimization, cost savings, quality assurance and legal assessment.
  • Track and keep an overview of competitor launches in key markets and conduct their product evaluations via regular market visits, product testing.
  • Be an expert in a category or multiple categories through the utilization of the full suite of relevant sources focusing on the analysis and interpretation of the latest industry/market information and consumer/shopper trends.
  • Develop and deliver long term category growth strategy for one (or more) categories ensuring the business/commercial plan is fully aligned to it, and prioritized platforms to activate the strategies in markets with product portfolio, Brand strategy and relevant campaigns.
  • Develop annual category and brand plans in line with long term strategic plans for the category and the region, ensuring markets alignment and buy in with the plans.
  • Adapt category strategies to make them customer-focused, prepare customer-focused toolkits for innovation launches, including directions on placements, planograms, customer and category benefits of NPD launches.
  • Act as anchor point between all SEA markets for MYPC category aligning regional yearly brand and category plans with markets trade plans, ensuring optimal allocation of resources.
  • Monitor our price positioning vs. competitors across markets, develop pricing strategies for product portfolio.
  • Develop brand communications on ATL, BTL and digital for select products and select markets in order to achieve synergies in resource utilization
  • Support local marketing/commercial teams in developing and implementing execution plans in line with category strategy, identifying opportunities for continuous improvement, sharing and cultivating best practices within shopper marketing, promotion optimization


Your profile

  • You have a minimum of 6 years or more working experience in FMCG industry within category or brand management. Experience within MNC is preferable.
  • You also have a degree (B.Sc / M.Sc.) within a marketing or business-related discipline.
  • You have done innovation projects from ideation to commercialization, including concept writing
  • You have knowledge and experience in conducting consumer Qualitative and Quantitative research
  • You have knowledge in communication assets, marketing mixes development, and have worked with agencies before
  • You have knowledge in category strategy development and developing annual category plans
  • You are able to demonstrate the ability to provide leadership to key project and cross-functional teams, demonstrating both commercial acumen and effective time and project management.
  • Good communication skills, and self-driven approach to work are essential for this position along with the ability to work within a matrix organization
  • If you have previously done Category Management projects with retailers and have solid experience in Shopper marketing, that would be a big advantage for your candidacy


Your personality:

  • You are ready to work in a fast-paced entrepreneurial environment, contribute with not only your performed tasks, but your opinion and input on various topics
  • You are a persuasive communicator
  • You have strategic vision or strong desire to develop it
  • You have strong desire to learn and develop in the marketing function
  • You strive for excellence, but can be flexible in changing agendas
  • You are ready to go extra mile and take on responsibilities to contribute to the business and progress your career
  • You are a team player and enjoy building working relationships with people across the global organization


Application and contact
Please apply through our website with your CV in English language under reference of your salary expectations and your earliest availability. All applications will be dealt with in the strictest of confidence.


Equal opportunity
Arla Foods is a company with equal opportunities for everyone regardless of age, race, gender or any other criteria that is not a professional qualification for an open position. Purely for reasons of readability we have chosen to create all our job postings in male format. We explicitly look forward to all applications regardless if the candidate is male, female, diverse and will also exclude any other criteria from our screening process that is not professional qualification.


We have a purpose for Good
At Arla, we strive to unlock the highest potential in each other while working together to create a sustainable future of dairy. We call it Stronger People Stronger Planet and it is deeply anchored in our organisation and founded on our commitment to respecting human rights, increasing access to healthy dairy nutrition, inspiring good food habits, and improving the environment for future generations. In order to succeed we need to hire people with a sustainable mindset. Could this be you?



Ref.: 75304


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