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.
Responsibilities
Enterprise Ownership of APAC Shopper CategoriesAct 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 DecisionsMake multi‑market, high‑impact category decisions, balancing standardization, scale, commercial effectiveness, and local market responsiveness.
Shopper Strategy & Planning Category LeadershipDefine 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 DesignArchitect and govern the APAC ecosystem for TPOS, PPOS, displays, fixtures, and merchandising, setting long‑term supplier models and standards.
Retail Promotions & Programs GovernanceEstablish procurement models and governance for price promotions, loyalty, incentives, and co‑op programs, embedding ROI transparency and performance accountability.
Experiential & Field Marketing EnablementEnable scalable sourcing strategies for experiential and field marketing while preserving market‑level innovation and speed.
Shopper Content, Digital Shelf & Asset StrategyOwn procurement strategies for shopper content, retailer‑specific creative, eCommerce PDPs, and digital shelf optimization across APAC.
Agency & Execution Partner Ecosystem AuthorityDesign and govern the shopper agency and execution partner ecosystem, including commercial models, capability expectations, and performance management.
Retail Data, Measurement & Effectiveness LeadershipDrive adoption of common measurement frameworks, retail data, and effectiveness tools, ensuring consistent evaluation of shopper investment outcomes.
Capability, Operating Model & Talent DevelopmentBuild sustainable shopper procurement capabilities, operating models, and talent depth across APAC markets.
Qualifications
15+ years of progressive leadership experience in shopper marketing, commercial procurement, or agency environments, including regional or global roles
Proven track record owning multi‑market category strategies and shaping enterprise operating models
Deep expertise across shopper strategy, in‑store activation, retail promotions, experiential marketing, and shopper content ecosystems
Demonstrated ability to make high‑impact, ambiguous decisions balancing global scale, local market needs, commercial outcomes, and governance
Executive‑level influencing capability with CMOs, Commercial leaders, Finance, and Global Category leadership
Advanced understanding of agency commercial models, performance‑based remuneration, and outcome‑linked KPIs
Strong experience embedding measurement, effectiveness, and ROI governance into marketing‑driven spend
Proven capability in supplier ecosystem design, rationalization, and capability elevation
Experience operating effectively in matrixed, global organizations with competing priorities and stakeholders
Bachelor’s degree required; MBA and/or professional procurement certification preferre
