Overview
This
Commercial Strategy Lead role is responsible to lead integrates Shopper Insights, Perfect Store Design, Go To Market and Revenue Growth Management (RGM) to unlock sustainable topline and net revenue growth across key markets of Asia Foods OU.
The incumbent acts as a strategic thought partner to Asia Foods OU's Commercial, Trade Marketing Marketing & APAX Sector CCO teams to positions PepsiCo as an advantaged growth partner to customers.
The role builds a deep understanding of shopper behavior, GTM, in-store execution drivers, and value realization levers, translating insights into clear commercial choices on where to play, how to win, and how to execute across channels and customers.
Responsibilities
What you will be responsible for:
Shopper Insights:
- Lead the development of end-to-end shopper understanding across the full path to purchase (pre store, in store, digital, and AFH), integrating behavioral, attitudinal, and transactional data.
- Translate shopper insights into clear growth opportunities by channel, customer, and occasion, linked to brand, category, and portfolio strategies.
- Work with Trade Marketing to build compelling shopper selling stories to influence external customers & distributor for key initiatives, product launches etc (JBPs, growth summits, category reviews).
- Partner with region team to leverage best-in-class tools and analytics (e.g., panels, demand spaces, sDNA, EPOS).
Perfect Store Strategy Design & Deployment:
- Own the Perfect Store agenda for Asia Foods, ensuring strong linkage between shopper insights, executional constraints, and commercial outcomes.
- Lead segmentation and prioritization of customers and stores, defining Picture of Success and execution levers by archetype.
- Drive adoption of Perfect Store embedding it into Sales Cascades and customer execution plans.
- Analyze in-store investments, run pilots and scale Best Practices across markets while also cutting down on spends that are not delivering intended results
Revenue Growth Management (RGM):
- valuate RGM choices including pack price architecture (PPA), promo strategy, assortment, and trade investment effectiveness.
- Support OU commercial team in identifying value creation and leakage opportunities through shopper-led RGM diagnostics.
- Partner with Region/GCC RGM teams to strengthen RGM strategy and deployment
- Contribute to Asia Foods RGM capability development, forums, and best practice sharing.
Go To Market:
- Right Channel & Right Doors: Develop GTM Strategy to unlock incremental Numeric & Weighted Distribution ensuring expansion in the right doors and channels
- Right Products: Co-develop Must Sell SKU List leveraging penetration and distribution data
Strategic Influence & Capability Building
- Act as a trusted advisor to OU GM, Commercial Leads, Marketing, and Sales on shopper, execution, and RGM decisions.
- Build shopper and Perfect Store capability across Asia Foods OU by coaching in-market Sales, Commercial and Trade Marketing Teams through playbooks, toolkits, and learning programs.
Qualifications
What you need to have:
Experience
- 1012+ years in Shopper Insights, Category Management, RGM, Commercial Strategy, or Sales
- Strong exposure to in-store execution and Perfect Storetype frameworks
- Proven experience influencing senior stakeholders across markets and functions
- Asia / emerging markets experience strongly preferred
Capabilities
- Strong analytical and strategic thinking, with ability to simplify complexity
- Deep understanding of shopper behavior, value perception, and in-store drivers
- Commercial acumen across pricing, promotions, assortment, and execution
- Excellent storytelling, communication, and stakeholder management skills
- Ability to lead through influence in a matrixed organization
Education background
- Bachelor's degree in business, management or any relevant field; MBA is a plus but not required
