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Manager, Regional Product Management, Automotive Refinish Coatings Solutions Asia Pacific (005129)

BASF

BASF

Product
Shanghai, China
Posted on Thursday, May 9, 2024
Objectives:
This position plays a pivotal role in driving the growth and success of our product portfolio in the region, making pricing decisions, and providing expert guidance to our country teams. As a key member of our Regional Marketing team, reporting directly to the Regional Head of Marketing for Automotive Refinish Coatings Solutions Asia Pacific, you will have the opportunity to:
- Manage product pricing and portfolio, work closely with country marketing teams to develop strategies for specific segment products.
- Coordinate and execute product launches, collaborate with Sales teams and Regional Segment Managers to identify and capitalize on new business opportunities, both in local and regional projects.
- Manage the regional portfolio, ensuring compliance with regulatory changes and identifying the impact on product offerings.
- Provide support in terms of product supplies, registrations, non-conformance management, and labelling topics.
- Drive product development and launches in local and regional projects, as well as expanding existing products into new markets.
- Build product awareness and provide trainings to country teams, develop marketing collaterals, brand propositions, and compelling selling stories.

Main Tasks:
Price Management
- Set price bands for products/articles and manage the consolidated contribution margin for each article.
- Review and update business rules, conducting operational planning discussions with countries at the brand level.
- Determine the logic behind which brand/product to offer to specific customers for tenders, considering price bands.
- Conduct analysis and generate monthly reports on price and contribution margin situation for assigned products and customers, ensuring a profitable business at the regional level, and identifying areas of concern.

Portfolio Management
- Define the product portfolio and manage Stock Keep Unit (SKU) rationalization, including new SKUs and reduction; article name and number set up code creation.
- Develop a sourcing strategy for the portfolio, balancing capacity utilization and margins between localization, imports, and tolling.
- Own and manage fact sheets and value propositions of brand lines/products for existing offerings.
- Coordinate product allocations in view of shortages, macroeconomic situations, and volume coordination (phase in-out, new launches, delays etc.) with Supply Chain teams.
- Order sample/ test materials for Refinish Competence Center, Color labs, BASF entities etc.
- Collaborate with application and lab teams on market trials and benchmarking for existing and new products.
- Ensure compliance with label requirements for each country, working closely with local teams and raising any necessary changes to the global team.
- Work with Global product management, Global Technology, and product stewardship for managing the regulatory changes impacting the portfolio.

Launch of New Products and Innovation
- Provide guidance to country teams on product portfolio for the introduction of existing global products/product lines.
- Support product launches with price setting, aligning pricing strategy with segment manager, supply chain topics, product brochures, videos, and training for local country teams.
- Ensure availability of all necessary data for new product launches, such as Safety Data Sheets (SDS) and Technical Data Sheets (TDS).
- Develop the selling stories for product launches.
- Support segment managers for new product launch.

Marketing Collaterals
- Develop/customize the product brochures for existing portfolio.
- Communicate brand positioning, train local teams on product awareness.
- Create engaging selling stories for our products in various countries, in collaboration with country teams.
- Implement product promotion campaigns with our Brand and Communication team and local marketing teams, with segment management driving the initiative.


- Bachelor's degree in Chemistry or Business Administration
- Minimum 5 years of product management, marketing management, market intelligence or strategic planning
- Strategic mindset with a strong drive for implementation
- Ability to connect with various stakeholders across country, region and global level.
- Ability to structure things and communicate well through well-structured presentations.
- A good understanding on profit and loss statement, and product profitability
- Ability to influence cross-functional teams without formal authority
- Flexible working in an international environment incl. travelling.
- Fluent in English

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