Position Summary
The Manager, CE AV Product Management is responsible for driving the growth, competitiveness, and long-term direction of the AV category in Thailand. This role shapes the local product strategy, leads cross-functional go-to-market execution, and ensures strong category performance across offline and online channels. The position requires strong business acumen, data-driven decision-making, and an ability to collaborate across multiple functions to deliver sustainable market share and profitability.
Role and Responsibilities
Key Responsibilities
1. Product & Category Strategy
- Develop and execute localized product strategies aligned with global direction and Thai market dynamics.
- Analyze consumer trends, competitor movements, pricing structures, and channel requirements to shape category roadmap.
- Identify portfolio gaps and recommend new models, specs, or assortment adjustments to strengthen market position.
2. Go-to-Market (GTM) & Launch Excellence
- Lead end-to-end GTM planning and execution for new product launches, including positioning, messaging, training content, and retail readiness.
- Coordinate closely with Sales, Online Business, Marketing, and SCM teams to ensure a flawless launch process.
- Manage launch KPIs (sell-in, sell-through, awareness, premium mix) and initiate corrective actions where needed.
3. Marketing, Promotion, and Demand Generation
- Develop annual/category marketing plans covering ATL, BTL, digital, and influencer activities.
- Design data-driven promotional schemes tailored for Modern Trade, pure players, marketplaces, and retailer.com.
- Collaborate with advertising/media agencies to deliver efficient campaigns that maximize ROI and category visibility.
4. Business & P&L Management
- Manage category P&L view, including pricing, profitability, and marketing investment planning.
- Monitor weekly/monthly performance, sell-in/out trends, inventory, and competitive activities to drive corrective action.
- Support retail visibility, merchandising, and online content optimization to grow share—especially in premium AV segments.
5. Cross-functional Leadership & Operations
- Lead cross-functional collaboration with Sales, SCM, Finance, Service, Retail Management, and HQ.
- Drive demand forecasting, SKU planning, and allocation strategies across channels.
- Influence decision-making internally by presenting clear insights, recommendations, and business cases.
6. Additional Duties
- Perform other tasks assigned by the Manager or Head of PM, including support for strategic initiatives such as online channel acceleration or category expansion
Skills and Qualifications
Qualifications
- Bachelor’s or Master’s degree in Marketing, Business Administration, Economics, or related fields.
- Minimum 5 years of experience in product management, trade marketing, category management, or brand management within CE/AV, durable goods, or FMCG.
- Proven track record in driving product launches, managing category performance, and leading cross-functional execution.
- Strong understanding of Thai retail environment across Modern Trade, pure players, retailer.com, and online marketplaces.
- Strong commercial acumen and understanding of pricing, promotion, and profitability drivers.
- Highly analytical and able to translate market/consumer data into actionable insights.
- Excellent project management skills with the ability to lead multiple initiatives simultaneously.
- Creative, consumer-centric, and able to craft clear product stories.
- Strong communication skills in both Thai and English.
- High resilience, agility, and sense of urgency in a fast-paced market environment.
- Proficiency in MS Office; familiarity with digital measurement tools is an advantage.
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