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Product Manager, Refinish Coatings

4 months ago

Shanghai, Shanghai, China BASF SE Full time

Objectives:


This position plays a pivotal role in driving the growth and success of our product portfolio in the region, making pricing decisions, and providing expert guidance to our country teams.

As a key member of our Regional Marketing team, reporting directly to the Regional Head of Marketing for Automotive Refinish Coatings Solutions Asia Pacific, you will have the opportunity to:

  • Take charge of pricing and portfolio management, working closely with our country marketing teams to develop strategies for specific segment products.
  • Coordinate and execute product launches, collaborating with our Sales teams and Regional Segment Managers to identify and capitalize on new business opportunities, both in local and regional projects.
  • Manage the regional portfolio, ensuring compliance with regulatory changes and identifying the impact on our product offerings.
  • Provide support to our countries in terms of product supplies, registrations, NCMs, and labeling topics.
  • Drive product development and launches in local and regional projects, as well as expanding existing products into new markets.
  • Build product awareness and provide trainings to country teams, developing marketing collaterals, brand propositions, and compelling selling stories.

Main Tasks:
Price Management

  • Set price bands for products/articles and manage the cCM1 for each article.
  • Review and update business rules, conducting OP discussions with countries at the brand level.
  • Determine the logic behind which brand/product to offer to specific customers for tenders, considering price bands.
  • Conduct analysis and generate monthly reports on price and CM1% situation for assigned products and customers, ensuring a profitable business at the regional level and identifying areas of concern.
Portfolio Management

  • Define the product portfolio and manage SKU rationalization, including new SKUs and reduction; spass code creation
  • Develop a sourcing strategy for the portfolio, balancing capacity utilization and margins between localization, imports, and tolling.
  • Own and manage fact sheets and value propositions of brand lines/products for existing offerings. For local products –develop together with application, technology team
  • Coordinate product allocations in view of shortages, macroeconomic situations, and volume coordination (phase inout, new launches, delays etc.) with Supply Chain teams. Order sample/ test materials for RCC, Color labs, BASF entities etc.
  • Collaborate with application and lab teams on market trials and benchmarking for existing and new products.
  • Ensure compliance with label requirements for each country, working closely with local teams and raising any necessary changes to the global team.
  • Work with Global product management, Global Technology and product stewardship for managing the regulatory changes impacting the portfolio
Launch of New Products and Innovation

  • Provide guidance to country teams on product portfolio for the introduction of existing global products/product lines.
  • Support product launches with price setting, aligning pricing strategy with segment manager, supply chain topics, product brochures, videos, and training for local country teams.
  • Ensure availability of all necessary data for new product launches, such as Safety Data Sheets (SDS) and Technical Data Sheets (TDS).
  • Develop the selling stories for product launches.
  • Support segment managers for new product launch.
Marketing Collaterals

  • Develop/ customize the product brochures for existing portfolio
  • Communicate brand positioning, Train local teams on product awareness
  • Create engaging selling stories for our products in various countries, in collaboration with country teams.
  • Implement product promotion campaigns with our Brand and Communication team and local marketing teams, with segment management driving the initiative.
  • Bachelor's degree in Chemistry or Business Administration
  • Minimum 5 years of product management, marketing management, market intelligence or strategic planning
  • Strategic mindset with a strong drive for implementation
  • Ability to connect with various stakeholders across country, region and global level.
  • Ability to structure things and communicate well through wellstructured presentations.
  • A good understanding on P&L statement and product profitability
  • Ability to influence crossfunctional teams without formal authority
  • Flexible working in an international environment incl. travelling.
  • Fluent in English
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