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Senior Manager, Regional Product Management, Automotive Refinish Coatings Solutions Asia Pacific



Quarry Bay, Hong Kong
Posted on Monday, May 27, 2024

We are a leading chemical company, with the best teams developing intelligent solutions for our customers, and for a sustainable future.

We connect and develop people with diverse talents all over the world. For you, this means a variety of ways to progress.

Not only your performance but also your personality matter to us, regardless of gender, age, ethnicity, orientation, and background. At BASF, careers develop from opportunities.

At BASF, we create chemistry for a sustainable future. We combine economic success with environmental protection and social responsibility. Our portfolio is organized into six segments: Chemicals, Materials, Industrial Solutions, Surface Technologies, Nutrition & Care and Agricultural Solutions. BASF’s Asia Pacific regional headquarters is located in Hong Kong and had 300 employees by the end of 2023.

Objectives of the Position

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.

Job Responsibilities

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 or related discipline.
  • Minimum 5 years of product management, market 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 including travelling.
  • Fluent in English.

[Remark: Candidates with less experience will be considered as Manager, Regional Product Management, Automotive Refinish Coatings Solutions Asia Pacific.]