Commercial Manager

The Commercial Manager focuses on optimizing market share and division contribution by taking full ownership of marketing and sales, costs and overall gross profit performance.

JOB SUMMARY:

The Commercial Manager focuses on optimizing market share and division contribution by taking full ownership of marketing and sales, costs and overall gross profit performance. This position starts with a deep understanding of consumer behaviour and develops comprehensive toolkits to promote brand awareness to engage various consumer groups. The Commercial Manager works closely with production, and sales teams to achieve revenue and GP targets, conduct research and market visits to gather industry and competitor trends, direct prioirties to the Plant, ensure optimal product availability and drive new product innovation.

KEY RESPONSIBILITIES:

Development and Execution of Division Strategy:

• Design and implement a comprehensive commercial strategy that aligns with the company’s goals and objectives.
• Focus on market expansion and revenue growth, utilizing market analysis and industry trends to develop accurate revenue and volume forecasts.
• Set achievable business targets based on forecasts and historical data and inform production planning accordingly.
• Define and monitor KPIs for the Commercial arm
• Develop and set annual marketing and sales budgets and expense budgets, ensuring alignment with company financial goals and strategic objectives

Team Leadership:

• Recruit, train, and develop a high-performing commercial team.
• Set clear marketing and sales targets and performance metrics for team members.
• Provide coaching and guidance to team members to improve their sales skills and product knowledge.
• Conduct performance management and career planning for direct reports.

Commercial Operations:

• Develop and execute commercial strategies to achieve business goals and increase market share.
• Negotiate contracts and agreements with suppliers, vendors, and customers to ensure favourable terms and conditions toward achievement of commercial targets.
• Develop pricing strategies and promotional activities for local subsidiary sales teams.
• Prepare and present regular commercial performance reports to senior management, providing insights and recommendations for improvement.
• Drive optimum market share and division contribution by managing sales, cost of goods sold (COGS), and operating costs.
• Develop strategies to evaluate and enhance performance based on market share and division contribution metrics.
• Map the various consumer purchase journeys and optimize product mix and brand awareness in trade channels to direct sales strategies.

Brand Equity Management/ Consumer Engagement:

• Understand consumer buying decisions across different target groups.
• Develop communication and engagement tools to maximize Brand Equity
• Develop and implement technical sales tools, training programs, and brand collateral to engage consumers, including direct engagement for technical sales and through hardware and electrical stores for homeowners.
• Regularly visit local and overseas markets to gain insights and build relationships.

Production Planning:

• Collaborate with Production Planner teams to prioritize planning for key products and reduce order fill rates while enhancing product availability.
• Work closely with Production  to forecast demand, manage inventory levels, and minimize stock write-offs.

Inventory Management:

• Manage inventory levels to ensure optimal stock availability, minimizing excess and obsolete inventory.
• Collaborate with the procurement team to forecast demand and plan inventory purchases accordingly.
• Analyze sales and inventory data to identify trends and make recommendations for improving inventory turnover and reducing carrying costs.
• Develop and implement strategies to manage and reduce slow-moving and obsolete finished goods inventory, ensuring optimal stock levels and minimizing financial losses

Operational Review and Cost Management:

• Review the operations of the division to maximize division contribution by managing costs and reducing waste.
• Identify areas for cost reduction and implement strategies to enhance operational efficiency.

Analytical Insights and Performance Metrics:

• Provide analytical insights to support production and sales teams in achieving goals.
• Utilize common performance metrics to drive desired outcomes and support proactive or corrective actions.
• New Product Innovation and Value Engineering:
• Collaborate with production and sales teams on new product innovation and value engineering.
• Develop and execute strategies for introducing new products and improving existing ones to meet consumer needs.

Risk Management:

• Identify potential risks and challenges in the sales process, such as market fluctuations or supply chain disruptions, and develop strategies to mitigate these risks
• Reporting and Analysis:Prepare and present regular reports on sales performance, market trends, and other relevant metrics to the executive team.
• Use data and analytics to inform decision-making and strategy adjustments.
• Monitor and evaluate the effectiveness of sales strategies and make necessary adjustments to improve results.

Other:

• Participate in the development and support of the company’s strategic plans.
• Assist in monthly/annual stock taking as needed
• Promote safety awareness and the development of a Safety Culture within the company
• Develop, implement, and continuously update policies and procedures to ensure compliance with industry standards, regulatory requirements, and company objectives.
• Comply with all Policies
• Any other duties as required