Overview:
This role is the enterprise authority for APAC Shopper Categories, accountable for setting the strategic direction, operating model, and governance for all shopper‑related procurement across APAC markets.
The role owns category strategy, supplier ecosystem architecture, capability development, and performance management across the full shopper value chain, including Shopper Strategy & Planning, In‑Store Activation, Retail Promotions & Programs, Experiential & Field Marketing, Shopper Content & Assets, Shopper Agencies & Execution Partners, and Retail Data & Measurement.
As the senior APAC interface between Global Shopper Procurement, APAC Business Units, and executive Marketing, Commercial, and Finance leadership, the role ensures shopper investments drive measurable commercial growth, retailer effectiveness, and return on investment, while operating within a consistent governance framework.
This position is accountable for making high‑impact, multi‑market category decisions, balancing standardization and scale with local market responsiveness, and building sustainable shopper procurement capabilities that materially influence topline execution and brand performance across the region.
The APAC shopper category strategy will cover about $180MM - $250MM spend for all markets in APAC including China, ANZ, ICF and Indonesia.
Responsibilities:
- Enterprise Ownership of APAC Shopper Categories
Act as the enterprise decision authority for APAC Shopper Categories, setting category strategy, operating principles, and governance frameworks across all markets. -
High‑Impact Category Strategy & Trade‑off Decisions
Make multi‑market, high‑impact category decisions, balancing standardization, scale, commercial effectiveness, and local market responsiveness. -
Shopper Strategy & Planning Category Leadership
Define sourcing and partnership strategies for shopper insights, retail strategy, promotional architecture, and category & occasion planning, ensuring alignment with global frameworks and APAC business priorities. -
In‑Store Activation & POS Ecosystem Design
Architect and govern the APAC ecosystem for TPOS, PPOS, displays, fixtures, and merchandising, setting long‑term supplier models and standards. -
Retail Promotions & Programs Governance
Establish procurement models and governance for price promotions, loyalty, incentives, and co‑op programs, embedding ROI transparency and performance accountability. -
Experiential & Field Marketing Enablement
Enable scalable sourcing strategies for experiential and field marketing while preserving market‑level innovation and speed. -
Shopper Content, Digital Shelf & Asset Strategy
Own procurement strategies for shopper content, retailer‑specific creative, eCommerce PDPs, and digital shelf optimization across APAC. -
Agency & Execution Partner Ecosystem Authority
Design and govern the shopper agency and execution partner ecosystem, including commercial models, capability expectations, and performance management. -
Retail Data, Measurement & Effectiveness Leadership
Drive adoption of common measurement frameworks, retail data, and effectiveness tools, ensuring consistent evaluation of shopper investment outcomes. -
Capability, Operating Model & Talent Development
Build sustainable shopper procurement capabilities, operating models, and talent depth across APAC markets.
Qualifications:
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15+ years of progressive leadership experience in shopper marketing, commercial procurement, or agency environments, including regional or global roles
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Proven track record owning multi‑market category strategies and shaping enterprise operating models
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Deep expertise across shopper strategy, in‑store activation, retail promotions, experiential marketing, and shopper content ecosystems
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Demonstrated ability to make high‑impact, ambiguous decisions balancing global scale, local market needs, commercial outcomes, and governance
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Executive‑level influencing capability with CMOs, Commercial leaders, Finance, and Global Category leadership
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Advanced understanding of agency commercial models, performance‑based remuneration, and outcome‑linked KPIs
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Strong experience embedding measurement, effectiveness, and ROI governance into marketing‑driven spend
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Proven capability in supplier ecosystem design, rationalization, and capability elevation
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Experience operating effectively in matrixed, global organizations with competing priorities and stakeholders
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Bachelor’s degree required; MBA and/or professional procurement certification preferre
