Commercial Excellence Manager

1. Business Universe Understanding, Strategic Opportunities & Performance Monitoring

Own the commercial intelligence agenda — providing the organization with a clear, data-driven understanding of the market, competitive landscape, and business performance to guide strategic decisions.

Market Analytics: Build and maintain systemic data analysis frameworks covering market trends (Nielsen, GMA), pricing dynamics, competitive activities, and business impact projections specific to the Vietnamese FMCG market.

Monthly Market Intelligence Report: Deliver a monthly Market Intelligence Report consolidating: channel performance across On Trade (Western & Asian), Off Trade (TOFT, MOFT), and D2C; competitor activities and benchmark analysis; outlet dynamics (new openings, closures, re-openings).

Dashboards & Performance Monitoring: Develop and maintain advanced Power BI dashboards with drill-down capabilities to track sell-out, depletion, distribution, and market share at SKU / channel / territory level — enabling real-time performance monitoring for Sales Managers and Leadership.

Commercial Analysis: Provide P&L-literate commercial analysis — linking volume, price, mix, and trade spend to margin outcomes, identifying risks and opportunities with clear financial quantification.

Activation Consolidation: Consolidate PRV commercial activations across all channels (On Trade Western & Asian, Off Trade, D2C) with performance summaries to feed strategic reviews and leadership decision-making.

Strategic Insights: Proactively identify commercial risks and growth opportunities through data pattern recognition and present recommendations to the Leadership Team with actionable next steps. Conduct regular performance reviews and deliver strategic insights to optimize sales processes and enhance market penetration.

2. Sales Tools, Processes & SFA Deployment for Commercial Execution

Equip the sales team with the right tools, systems, and processes to ensure disciplined deployment of SFA tools and flawless commercial cycle execution in the field.

Data & System Management: Own and optimize key sales databases and systems supporting territory planning, outlet segmentation, workload distribution, and performance tracking. Proactively identify improvement areas and propose solutions to enhance data accuracy and usability.

SFA Deployment & Adoption: Drive the deployment and adoption of SFA / CRM platforms (Salesforce) across the commercial team — ensuring the field leverages technology for maximum efficiency in visitation planning, sales call execution, route management, and outlet data collection.

Bi-Weekly SFDC Training: Conduct bi-weekly SFDC training sessions to ensure all commercial team members and managers master:

Visitation program, Sales call planning, Sales call execution, In route & Out route record

Outlet coverage and P.V.A data collection

Dashboard by Power BI — Manager weekly review

Segmentation Update: Collaborate with Trade Marketing, Marketing, and the Commercial team on segmentation criteria design and data collection across all channels (On Trade, TOFT, MOFT, D2C).

Territory & Coverage Analysis: Lead outlet classification, trade census consolidation, and territory assessments to improve sales coverage and optimize workload distribution. Deliver actionable recommendations to Sales Managers and Supervisors.

Cross-Functional Collaboration: Work closely with Sales, Marketing, Finance, and Supply Chain to ensure data alignment, process consistency, and seamless execution of commercial initiatives across functions.

Project Management & Transformation: Lead key commercial transformation projects end-to-end using structured project management discipline: scoping, planning (project charters, RACI, timelines), execution, tracking, risk management, and post-mortem. Provide regular status updates to the Head of Commercial Excellence and Leadership Team, flagging risks early and proposing mitigation plans.

3. Commercial Maturity Assessment & Capability Development

Assess, build, and continuously elevate the commercial capabilities of the organization — driving professionalization through structured training, coaching, and competency frameworks, in close partnership with HR.

Strategic Capability Design: Lead the design and deployment of comprehensive learning journeys for all sales roles, building a structured competency matrix aligned with Pernod Ricard's leadership and cultural values to enable and empower the Field Sales Team.

Framework Ownership: Own the Sales Capability Framework: integrate assessment criteria, role expectations, and development pathways tailored to each position level — from Sales Representative to Area Manager.

Targeted Development: Collaborate with Business Leaders to identify skill gaps, consolidate training needs, and recommend tailored capability interventions to strengthen field execution.

Collaborative Training Design: Partner with HR (Learning & Development), Finance, Marketing, Trade Marketing, and the Global Sales Academy to co-design and refine training content and tools — blending hard skills (negotiation, RGM, data literacy) and soft skills (coaching, influencing, resilience). Support the delivery of classroom or virtual modules. Provide input and guidance to Sales Managers on available regional and global training programs and resources.

PETP Process: Follow the Proper Effectiveness Training Process (PETP) on training courses:

1) Pre-training assessment

2) Design training content based on pre-assessment results and audience level

3) Training compliance — No mobile phone and Laptop

4) Post-training effectiveness evaluation

5) Re-training on selective audience

Onboarding: Own the Sales Onboarding program — create and maintain onboarding materials ensuring new joiners gain a clear understanding of sales processes, tools, and performance expectations within defined ramp-up timelines.

Capability Reporting: Consolidate feedback, evaluation results, and field insights to support continuous improvement of the capability roadmap and demonstrate ROI on training investments.

Leading Without Authority: Federate and motivate cross-functional teams without direct authority: facilitate workshops, alignment sessions, and problem-solving forums to drive collective ownership of commercial excellence outcomes. Act as a change agent — communicate the "why" behind new processes and tools, overcome resistance, and build buy-in across the organization.

4. Revenue Growth Management (RGM) at the Center of the Commercial Excellence Agenda

In close partnership with Commercial Finance, embed RGM discipline into everyday commercial routines — ensuring profitable growth is at the heart of every commercial decision.

RGM Framework Deployment: Partner with Commercial Finance to deploy and operationalize RGM frameworks: pricing corridors, promotional ROI analysis, pack-price architecture, and channel profitability management.

Pricing & Promotion Discipline: Drive data-driven pricing and promotion decisions by providing the sales team with clear RGM guidelines, tools, and performance benchmarks per channel and customer segment.

Performance Consolidation: Collaborating with HR and Finance team, consolidate quarterly commercial performance per measurement metric (distribution, volume, value, pricing compliance, promotional effectiveness) and provide calculation and achievement ratios to Finance for incentive and P&L tracking.

Trade Investment Optimization: Collaborate with Trade Marketing and Sales to optimize trade investment allocation — ensuring spend is directed toward highest-return outlets, channels, and activations.

Competitive Monitoring: Monitor competitive pricing and promotional activity in the Vietnamese market, providing regular benchmarks and actionable recommendations to protect and grow market share.

Stakeholder Influence: Influence senior stakeholders through data-driven storytelling and clear business cases — making RGM tangible and actionable for both field teams and leadership.

JOB REQUIREMENTS

Minimum +5 years of progressive experience in Commercial Excellence, Sales Strategy, Trade Marketing, or Revenue Management within FMCG — experience in the Vietnamese market strongly preferred

Proven track record of managing complex, cross-functional projects from inception to delivery

Bachelor's degree required; MBA or Master's in Business, Marketing, or related field is a plus

Experience in the beverage / spirits industry is a significant advantage

Advanced proficiency in data analysis and visualization: Excel (advanced), Power BI (required), SQL or Python basics (preferred)

Strong financial acumen: ability to read and interpret P&L, trade spend analysis, and margin waterfall

Experience with SFA / CRM platforms (Salesforce preferred) and digital commercial tools

Familiarity with Nielsen, Euromonitor, or equivalent market data sources in the Vietnam FMCG context

Proficiency in English communication (business level required); Vietnamese language skills are a strong advantage

Functional Competencies

Demonstrated ability to lead, influence, and motivate cross-functional teams without direct authority — strong stakeholder management and interpersonal skills

Structured project management mindset with the ability to manage multiple priorities in a fast-paced, high-pressure environment

Excellent communication & presentation skills — able to tell a compelling story with data to senior leaders and field teams alike

Deep understanding of Vietnam's retail and distribution landscape: traditional trade, modern trade, on-premise, and emerging D2C channels

Awareness of local competitive dynamics, regulatory environment (especially for alcohol/spirits), and consumer behavior trends

Growth mindset, intellectual curiosity, and resilience — comfortable navigating ambiguity and driving change

Work independently and under high pressure

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