Commercial Director, ASEAN - #1092068

Our two brands, Shark, and Ninja, have enjoyed unprecedented growth in the past 5 years, driven mainly by the very strong innovation pipeline on both brands. Given this success in our existing markets, Shark Ninja has embarked on a bold plan for growing APAC business.

As the Commercial Director for an ASEAN market, you'll step into a dynamic leadership role with the potential to make an extraordinary impact. Given this success in our existing markets, Shark Ninja has embarked on a bold plan for growing the ASEAN business with a clear ambition to become the #1 small domestic appliance brand in each country- in line with other Shark Ninja markets.

Reporting directly to the General Manager, ASEAN in Singapore, you'll serve as the link between Shark Ninja and the distributor partner locally, to achieve sales targets and drive excellent sales executions. In addition, you will work with the marketing team based in Singapore, and with the regional and global teams, to define strategies required for growth. You will be a strategic leader who can drive sales growth, manage complex operations, and build strong relationships across distributors and top retailers.

Your influence will extend further as you play a key role within the ASEAN Distributor Markets Leadership Team (LT), shaping regional priorities and contributing to decisions that elevate the company’s standing in the industry. This is a career-defining opportunity to lead with vision, drive growth, and make a lasting impact.

Here are some of the EXCITING things you’ll get to do:

Strategic Leadership

• Collaborate with the distributor, and other key stakeholders to identify and prioritize sales initiatives that can drive revenue growth in the distributor market.
• Develop comprehensive sales strategies that align with the company’s and distributors objectives and growth targets. Formulate and execute channel strategies to maximize market penetration and optimize channel performance.
• Oversee and guide the operations of the distribution market segment, including sales, distribution, logistics, and customer service.
• Continuously monitor and evaluate emerging trends and technologies in the distribution market that could impact the company's strategy and make recommendations for adoption.

Product Assortment Strategy

• Analyse market trends, customer needs, and competitive landscape to inform strategic decisions.
• Provide deep insight into the Shark & Ninja product assortment in market, including channel management, configurations, color, pricing, and features & benefits to help inform catalogue strategy for the market
• Be a product expert capable of showcasing products both internally to sales teams and externally to distributors & retailers
• Deeply understand the market consumer, home, and market for small appliances
• Input to the Marketing Communication team to development effective communication at respective touch points, including online and offline channels
• Be involved and embedded in consumer insights and research studies to inform product assortment and product needs
• Ensure compliance with regulatory requirements, data protection laws, and industry standards across the distribution market segment. Provide insight into local regulatory requirements as it relates to the product strategy and assortment

Retail Account Management

• Monitor and analyze retailer performance metrics, identifying opportunities for growth and areas for improvement, and guide distributor on the same. Train distributor on collaboration practices with retailers to optimize shelf space, product placement, and inventory management for maximum visibility and sales.
• Cooperate with distributor in establishing joint business planning (JBP) initiatives with key retail partners, ensuring alignment on shared goals, promotional activities, and growth opportunities.
• Foster long-term, strategic relationships together with the distributor partner with retailers to drive category growth and strengthen our brand position.

Performance Monitoring and Reporting & Financial Accountability

• Achieve revenue, profit, and market share targets while maintaining operational excellence.
• Create and maintain weekly/monthly reporting, looking at input metrics (e.g. traffic, stores, etc.) and output metrics (sell through, net sales etc.)
• Provide regular updates and reports on the performance of the distribution market segment to senior leadership and other key stakeholders
• Participate in regular meetings with marketing and operations to review KPIs, identify challenges, and implement solutions to optimize collaboration and outcomes.
• Utilise data and insights to identify areas for improvement and drive strategic initiatives.
• Review forecasted sales performance and inventory levels, and work with distributor and supply chain team to ensure products are always in stock.

Merchandising & Marketing

• Ensure retail execution excellence and lead sales training for distributor partners.
• Ensure distributor executes impactful in-store merchandising strategies that enhance the consumer shopping experience.
• Evaluate the effectiveness of trade promotions and merchandising initiatives, providing recommendations for optimization.
• Drive trade spending efficiency together with distributor partnership.
• Work closely with the distributor and the marketing team to align commercial goals with branding and promotional strategies, ensuring a unified market approach.
• Collaborate with both marketing and the distributor to streamline the go-to-market process, ensuring product launches are timely, impactful, and well-supported. Commercial readiness goalkeeper that collaborates with the various teams for market launches and activities.

Customer Experience:

• Collaborate with distribution partner to enhance the customer journey, integrating feedback to improve service delivery and satisfaction. Provide Shark Ninja Customer Service Playbooks, and ensure SLAs are met.

Required attributes & skills:

• Experience: Minimum 8–10 years of progressive sales leadership experience, with a strong track record in joint business planning with retailers in a global FMCG or Beauty Brand.
• Expertise: Deep understanding of merchandising principles, trade marketing strategies, and retail dynamics.
• Language: Excellent English communication, and in addition Thai (preferred), Bahasa Indonesia, or Tagalog.
• Skills: Excellent negotiation, relationship-building, and communication skills.
• Analytical Acumen: Strong ability to analyze data and derive actionable insights to inform strategy and decision-making.
• Education: Bachelor’s degree in Business Administration, Marketing, or a related field (MBA preferred).
• Leadership: Proven ability to inspire and lead a team to exceed expectations and drive business results.
• Travel: monthly travel into market, and occasional travel to Boston HQ (USA), and other APAC markets

Your role in leading our success drivers & representing our unique mindset:

• Lead us to be “RARELY SATISFIED”
• Make things better each day; “PROGRESS OVER PERFECTION”
• Use your knowledge of our consumer, understand that “DETAILS MAKE THE DIFFERENCE,”
• Deliver something great; “WINNING IS A TEAM SPORT”
• Be clear and honest, “COMMUNICATING FOR IMPACT.”

Explore SharkNinja on our social channels:

• https://www.instagram.com/lifeatsharkninja/
• https://www.linkedin.com/feed/update/urn:li:activity:6853352489299804160