Senior Manager, Value Management & Sales Capability

Email [email protected] for more info, or to submit your application

The role will lead the Value Management strategy and Sales Capability agenda for Carlsberg Singapore – ensuring the maximisation of value of our products through activating the VM levers while concurrently equipping the organisation with the right tools and skill sets


1. Value Management

  • Drive excellence across VM levers – Price, Promotion, Assortment and Trade Terms to increase both volume and profitability per HL sold
  • Price: Lead pricing strategy discussion for each channel to ensure consistent methodology in defining the right consumer price point by SKU vs brand positioning and market to deliver the maximum value
  • Promotion: Partner the Sales and Marketing functions to optimise ROI on promotion through ensuring consistent evaluation of each campaign
  • Assortment: Oversee the VM, AM in the pack price architecture analysis and portfolio rationalisation process while ensuring recommendations are integrated into the annual commercial planning process

Trade Terms:

  1. Lead trade terms analysis to ensure competitiveness in the market while aligning with the sub-trade channels’ performance
  2. Oversee the Sales Operations Executive in the Monthly On-trade Contract Performance Review and ensuring legal actions are duly undertaken
  • Introduce Analytics’ tools (e.g self-serve PowerBI dashboards) with the support of IT, Regional and Global VM teams to drive fact-based decision making
  • Partner the Regional & Global VM teams to champion the VM Framework including training cross-functional teams to ensure strong VM fundamentals and adoption of methodologies, processes and tools   

2. Sales Capability and Operation

  • Lead the execution excellence programme, “FIT” for Singapore by linking strategy to execution and continuous improvement to the programme and measurement including bi-annual review of the PICoS
  • Work with the Sales Capability Manager, Sales Director and the Regional VM, Sales Insights & Capability Director to diagnose sales capability gaps and identify key training programmes, tools, systems’ enhancements that can improve overall sales force effectiveness
  • Oversee sales operations including On-trade contracts’ lifecycle, key reports such as Daily Sales Report, Distributors’ Claims approval etc​


  • Minimum Degree (Business, Marketing, Economics or equivalent)
  • Minimum 10 years of working experience in Value Management/ Revenue Growth Management, Strategic Planning & Execution, Management/Strategy Consulting or equivalent areas
  • Strong business acumen in beer or beverage category with astute insights of the market landscape and dynamics
  • Able to engage, collaborate and influence across all levels in different functions such as Sales, Marketing, Finance, Supply Chain and IT as well as the Region
  • Proactive, results-driven with a growth mindset
  • Excellent analytical skills with the ability to structure and digest complex business issues through data analysis
  • Proven project management, organisational and multi-tasking abilities combined with a driven mindset and attention to details
  • Highly resourceful, creative and open to challenges
  • Knowledge of Nielsen Answers will be advantageous
  • Proficient in Microsoft Office applications (Excel, Powerpoint etc), analytics tools (Qilkview, Power BI etc) and salesforce systems (Distributor Management System, etc)
  • Fluent in English (spoken and written) and Mandarin (spoken)

Job Details:

Hiap Hoe Building At Zhongshan Park, SG

Job type

Part time / Full time
Full Time

Working Time
Monday - Friday 8:30am - 5:30pm

We regret to inform only shortlisted candidates will be notified.