The Mars Pet Nutrition China SRM Lead role presents a unique opportunity for a step change in our strategic revenue management capabilities and represents a critical value driver for profitable category growth. This is a key leadership role that develops and integrates local SRM capabilities, providing critical support for ‘One Demand’ portfolio strategy development and improved execution at the market level. This includes championing local SRM engagement and best practices as a center of excellence for Pricing, Price Pack Architecture, Trade Investment and Mix capabilities.
1.Leads the development of market portfolio pricing strategy, annual pricing plans/recommended actions and overall management of the local market pricing practice. This includes leveraging Mars Petcare Pricing Playbooks & partnering with:
1)Marketing, CMI and Sales for optimized brand pack-price architecture across key price tiers, thresholds and partitions to ensure pricing attractiveness and competitiveness against consumer penetration, transaction and trade-up goals, ensuring practical channel differentiation and optimization of margins.
2)Sales, Customer Marketing, Category Management & Key Account teams to unlock price point opportunities by channel for category/profit pool growth with customers.
3)Commercial & Finance to deliver target Prime Margin/Gross Margin shape.
4)Marketing and R&D to capture Innovation price-value opportunities and enhance alignment to brand/CBU strategy and overall pack-price architecture goals.
5)Finance and S&OP+ team to ensure price recommendations and action inputs are included in Annual Operating Plan and period S&OP+ cycles.
2.Drive ‘Mix for Growth’, optimizing portfolio Product Mix plans by integrating consumer, customer/channel and financial performance in setting annual mix targets. This includes leveraging Mars Petcare Mix Playbooks and partnering with:
1)Marketing, Sales, Finance, Customer marketing, CMI and Category Management to develop product mix targets for Key Account teams. This includes ensuring fact-based marketplace performance (PQA) from CMI/Category Leaderships and financial impacts are considered (with a particular emphasis on Blockbuster SKU growth.)
2)SRM Trade Architecture, Sales and Customer Marketing to ensure net pricing/trade incentive programs deliver desired customer and product mix. This includes ensuring net pricing plans are consistent with growing/maintaining NSV against our Blockbuster SKUs
3.Lead development of Portfolio TP strategy for profitable growth with Customers. This includes collaboration across all functions to deliver a holistic approach, ensuring category, consumer (shopper), customer, company (CBU) and competitive impacts are well-understood and integrated within trade promotional strategies for the Annual operating Plan (AOP) and Customer and Channel execution plans. These strategies will be underpinned by the Mars Laws of growth, helping to drive a higher proportion of ‘4 star’ promotions, creating ‘win-win’ ROI and brand equity building events.
4.Drive continuous TP investment productivity improvements and optimized Trade ROI. This includes ensuring regular monitoring and assessment of trade promotional performance versus the category, development of strategic TP guidelines and recommendations and project management of associated actions & execution (through Annual Plan and S&OP+ process cycles). A key element being the close partnership with Sales/KAM teams to provide decision support and guidance in ensuring the quality and understanding of at least 80% of TP investments, both pre and post event.
5.Drive Trade ROI Capabilities and ongoing understanding of the role of promotions to deliver growth across the organization. This includes partnering closely with sales teams, Customer Marketing, CBU Marketing and CMI to continuously update and ensure understanding of promotional insights across the business, helping to drive greater accuracy and robustness of promotional forecasting and a deeper understanding of key metrics/concepts (ROI, Trade Leverage & ‘4 Star’ Promotions). This includes ensuring that TPM solutions are appropriately used to ensure accuracy and reliability of information informing decisions.
6.Project Management. As an independent and objective role reporting to the General Manager, this role will also lead project management to drive delivery of business transformation projects related to Sales/Revenue Management.
1.Strong commercial, leadership and influencing capability with the ability to build effective working relationships/teams and inspire and motivate stakeholders both internally and externally.
2.Bachelor's degree and above, experience in a blue chip FMCG/consumer product with an analytical and commercial background.
3.Experience partnering across the organization to analyze a range of internal & external data sources, drawing out key insights and forming recommendations on the basis of solid commercial knowledge and strong linkage to business strategy.
4.A track record of successfully translating strategies into action and delivering results; comfortable presenting to and engaging with Sr. Leaders or strategic forums simplifying complex Concepts and Strategies. 5.Proven functional/technical understanding and know-how across trade promotions specifically:
1)Promotional Strategy (Critical) – demonstrated understanding of the strategic & operational impacts of trade promotional decisions across the 5C’s (i.e. Category, Consumer, Customer, Competitor, Company) and the impact of changes on the value chain.
2)Promotional Analysis (Critical) – direct experience in, monitoring & analyzing trade promotions, including creation of accurate promotional pre & post evaluations using ROI measures. Scenario planning portfolio trade promotional changes and the levers that can be used to maximize profit and growth.
3)Promotional Implementation (Preferred) – An understanding of the end to end steps required to deploy a change in trade promotional strategy within a market.
4)Promotional Systems/Tools (Preferred) - Knowledge and experience using analytical models and TPM IT systems for accurate promotional scenario planning and advanced ROI assessments, including their integration with other information management/forecasting systems (e.g., Funds Management and Demand Planning)
6.Astute commercial and financial skills with excellent Organisation agility, understanding the impacts of decisions on the P&L, with the ability to identify opportunities for continuous improvement.
7.Passion and demonstrated competence in Strategic Revenue Management and in driving change and transformation is a must-have in this role.
