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Head of Commercial Strategy & Channel Development
Head of Commercial Strategy & Channel DevelopmentUnilever Brazil • Kuala Lumpur, Kuala Lumpur, Malaysia
Head of Commercial Strategy & Channel Development

Head of Commercial Strategy & Channel Development

Unilever Brazil • Kuala Lumpur, Kuala Lumpur, Malaysia
8 hours ago
Job description

The Ice Cream division at Unilever is preparing to stand on its own, aiming to become an independent, EUR 8.3 billion publicly listed company by the end of 2025. We’re on a mission to create the ultimate snacking company, a place where growth, innovation, founder and ownership mentality, and performance are cultivated and rewarded. We craft extraordinary ice cream experiences—transforming ordinary moments into lasting memories, because life tastes better with ice cream.

ABOUT THE MAGNUM ICE CREAM COMPANY :

The Magnum Ice Cream Company is all about growth—growing our business, our customers’ businesses, and our people’s careers. Growth begins with empowerment, so we free our people to be innovative, responsible entrepreneurs, driven and equipped to give our consumers more amazing products and unforgettable moments—and having fun doing it.

With 19 000 expert ice cream colleagues and iconic brands like Wall’s, Cornetto and Ben & Jerry’s, loved in 76 countries, we are the world’s largest ice‑cream company leading the industry. We have taken pleasure seriously for more than 100 years, serving happiness with every lick or scoop of ice cream for generations.

We are investing to unlock the full growth potential of The Magnum Ice Cream Company as a standalone entity, once we separate from Unilever, which is planned before the end of 2025.

We dream big but keep things simple to act fast. If you want to grow with us, make an impact, and shape the future of ice cream, this is the place for you!

JOB PURPOSE :

The Commercial Strategic & Channel Development Head is the strategic engine for the category, driving both current performance and future expansion by linking brand strategy with commercial execution. You will be the expert on your category’s holistic market opportunity—including market dynamics, competitive landscape, and price & promotional effectiveness—and identify and size untapped white space and new commercial channels (e.g., HoReCa, Corporate, Leisure).

This role involves leading the integrated business planning cycle, shaping demand forecasts, developing winning go‑to‑market strategies for both established segments and newly developed channels, and managing the trade investment budget to deliver on top‑line sales and bottom‑line profitability. You will work in a highly cross‑functional environment, collaborating closely with Brand, Finance, Supply Chain, and Customer Development teams to ensure flawless planning and execution. By championing a high‑performance culture, you will develop a team of strategic thinkers and commercial experts to secure our long‑term success.

KEY RESPONSIBILITIES :

Strategic Planning & Commercial Leadership

  • Lead the annual Integrated Business Planning (IBP) process by conducting comprehensive 6P analyses (incorporating channel‑specific dynamics) to identify key category insights and opportunities across all channels.
  • Develop the annual Category Development plan, translating brand objectives into a clear commercial strategy and execution roadmap for core channels and emerging channels.
  • Spearhead the development of Joint Business Plans (JBPs) with key retail partners and establish Strategic Partnership Frameworks for priority new channel accounts to drive mutual growth.
  • Prepare and deliver compelling presentations for key business processes, including quarterly cascades to the Customer Development (Sales) team and strategic alignment meetings with leadership, detailing channel investment priorities and white space progress.

White Space & New Channel Development

  • Identify, size and prioritize white space opportunities and develop compelling business cases for market entry.
  • Design the Go‑to‑Market strategy for new channels, defining the service models, pricing structures and product portfolio.
  • Manage the end‑to‑end process for new channel pilot testing and phased scaling, establishing commercial objectives and success metrics.
  • Demand Forecasting & Financial Management

  • Drive the demand planning process by developing forward forecasts based on primary / secondary sales data and Nielsen market trends for both established and new channels.
  • Provide robust analysis and justification for promotional uplifts, ensuring accurate baseline forecasting in partnership with the Demand Planning team.
  • Lead the development of Business Cases (BCs) for all trade activities, providing critical inputs on incremental sales (iGSV) and trade spend (iTTS) based on price elasticity and ROI analysis.
  • Manage the category’s Trade Term Spend (TTS) budget, allocating investment across core retail and strategic new channel development to ensure expenditure is aligned with the strategy and delivering maximum return on investment.
  • Go‑to‑Market & New Product Launch Excellence

  • Design the 360° launch plan for all new product development (NPD), from initial volume forecasting to post‑launch tracking.
  • Develop comprehensive promotion strategies, channel‑exclusive mechanics, and point‑of‑sale activation plans, ensuring alignment with above‑the‑line media.
  • Manage the end‑to‑end process for promotional & brand activation support.
  • Proactively manage the NPD listing process with Customer Business Development team, developing contingency plans to overcome any retailer objections.
  • Market Intelligence & Performance Analysis

  • Serve as the category expert on competitor activity, utilizing Nielsen data and market intelligence to track and analyze competitor promotions, pricing, and market share.
  • Deliver monthly analysis on sales performance (GSV), providing clear commentary on drivers of over‑or‑under‑performance against the forecast.
  • Monitor the strategic price index and be agile to design response plans to maintain competitiveness and defend market share.
  • Team Leadership & Talent Development

  • Lead, coach, and develop a high‑performing team of customer strategic planning managers, fostering excellence in brand management and commercial planning.
  • Recruit and nurture talent, building a future‑fit organization through effective coaching, performance management, and career development.
  • Cultivate a culture of high performance and engagement, inspiring the team to deliver exceptional business results.
  • WHAT YOU NEED TO SUCCEED :

    SKILLS

    Technical & Analytical Capabilities

  • Data Analysis : Strong analytical skills with a proven ability to interpret market data, internal sales data, and shopper insights to make informed recommendations.
  • Financial Acumen : Solid commercial understanding with experience in budget management (specifically trade spend / TTS), business case development, pricing analysis, and understanding a product’s P&L.
  • Demand Forecasting : Proficiency in the fundamentals of sales forecasting and demand planning, including understanding base sales and promotional uplifts.
  • Advanced Excel : Essential proficiency in Microsoft Excel, including pivot tables, v‑lookups, charting, and building complex formulas for data analysis.
  • Presentation Skills : Strong ability to use Microsoft PowerPoint to synthesize complex information into clear, persuasive, and professional presentations for various audiences.
  • Core Competencies

  • Strategic Thinking : The ability to see the bigger picture, connect disparate data points, and translate insights into actionable, long‑term category and channel strategies.
  • Stakeholder Management & Influence : Excellent cross‑functional collaboration skills and a proven ability to work with and influence diverse teams, including Brand, Sales, Finance, and Supply Chain.
  • Communication : Superior verbal and written communication skills, able to articulate complex ideas clearly, justify recommendations logically, and present confidently to both internal leadership and external retail partners.
  • Project Management : Strong organizational skills with the ability to manage multiple projects simultaneously—from new product launches to promotional campaigns—while adhering to strict timelines.
  • Problem‑Solving : A proactive and results‑oriented mindset with the ability to identify potential issues, analyze root causes, and develop effective solutions independently.
  • EXPERIENCE & QUALIFICATIONS

  • Bachelor’s Degree in Business, Marketing, Finance, or related field.
  • A minimum of 8‑10 years of relevant experience in the FMCG (Fast‑Moving Consumer Goods) industry is essential.
  • Proven experience in Trade Marketing / Category Management / Customer / Channel Development / Sales or Key Account Management / Brand Management with strong commercial exposure.
  • WHAT YOU CAN EXPECT :

  • A unique mix of global scale & start‑up spirit—€8.3bn powerhouse with an agile, entrepreneurial mindset. We’re building a new high‑growth Ice Cream company from the ground up.
  • Career without limits—42 markets, international opportunities, and fast‑tracked growth.
  • A performance‑driven culture—Freedom to act, disrupt and grow; your success is measured by impact.
  • A company that celebrates joy, innovation, and purpose—We create extraordinary careers, just like our ice cream creates extraordinary moments.
  • ADDITIONAL INFORMATION

    As publicly announced, Unilever will separate its Ice Cream business which is expected by the end of 2025. This role will transfer to the new Ice Cream company.

    Unilever embraces diversity and encourages applicants from all walks of life. This means giving full and fair consideration to all applicants and continuing development of all employees regardless of age, disability, gender reassignment, race, religion or belief, sex, sexual orientation, marriage and civil partnership, and pregnancy and maternity.

    For the recruitment of this position, local conditions apply to the position.

    ARE YOU EXCITED TO CRAFT THE ICE CREAM FUTURE?

    To apply, you must do so online. Please do not forget to upload your CV and a motivation letter. Your application will be reviewed against our requirements, and we will be in touch shortly after the closing date to provide you with an update on the status of your application.

    Disclaimer

    Equal Opportunity Employer : Unilever is an Equal Opportunity Employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity, gender expression, national origin, or any other basis protected by applicable law, and will not be discriminated against on the basis of disability.

    We take pleasure seriously. Join the Ice Cream team now!

    #TMICC

    Unilever is an organisation committed to equity, inclusion and diversity to drive our business results and create a better future, every day, for our diverse employees, global consumers, partners, and communities. We believe a diverse workforce allows us to match our growth ambitions and drive inclusion across the business. At Unilever we are interested in every individual bringing their ‘Whole Self’ to work and this includes you! Thus if you require any support or access requirements, we encourage you to advise us at the time of your application so that we can support you through your recruitment journey.

    #J-18808-Ljbffr

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    Head Of Commercial • Kuala Lumpur, Kuala Lumpur, Malaysia

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