Commercial Excellence Manager

About the role

1. Business Universe Understanding, Strategic Opportunities & Performance Monitoring Own the commercial intelligence agenda - providing the organization with a clear, data-driven understanding of the market, competitive landscape, and business performance to guide strategic decisions. Market Analytics: Build and maintain systemic data analysis frameworks covering market trends (Nielsen, GMA), pricing dynamics, competitive activities, and business impact projections specific to the Vietnamese FMCG market. Monthly Market Intelligence Report: Deliver a monthly Market Intelligence Report consolidating: channel performance across On Trade (Western & Asian), Off Trade (TOFT, MOFT), and D2C; competitor activities and benchmark analysis; outlet dynamics (new openings, closures, re-openings). Dashboards & Performance Monitoring: Develop and maintain advanced Power BI dashboards with drill-down capabilities to track sell-out, depletion, distribution, and market share at SKU / channel / territory level - enabling real-time performance monitoring for Sales Managers and Leadership. Commercial Analysis: Provide P&L-literate commercial analysis - linking volume, price, mix, and trade spend to margin outcomes, identifying risks and opportunities with clear financial quantification. Activation Consolidation: Consolidate PRV commercial activations across all channels (On Trade Western & Asian, Off Trade, D2C) with performance summaries to feed strategic reviews and leadership decision-making. Strategic Insights: Proactively identify commercial risks and growth opportunities through data pattern recognition and present recommendations to the Leadership Team with actionable next steps. Conduct regular performance reviews and deliver strategic insights to optimize sales processes and enhance market penetration. 2. Sales Tools, Processes & SFA Deployment for Commercial Execution Equip the sales team with the right tools, systems, and processes to ensure disciplined deployment of SFA tools and flawless commercial cycle execution in the field. Data & System Management: Own and optimize key sales databases and systems supporting territory planning, outlet segmentation, workload distribution, and performance tracking. Proactively identify improvement areas and propose solutions to enhance data accuracy and usability. SFA Deployment & Adoption: Drive the deployment and adoption of SFA / CRM platforms (Salesforce) across the commercial team - ensuring the field leverages technology for maximum efficiency in visitation planning, sales call execution, route management, and outlet data collection. Bi-Weekly SFDC Training: Conduct bi-weekly SFDC training sessions to ensure all commercial team members and managers master: Visitation program, Sales call planning, Sales call execution, In route & Out route record Outlet coverage and P.V.A data collection Dashboard by Power BI - Manager weekly review Segmentation Update: Collaborate with Trade Marketing, Marketing, and the Commercial team on segmentation criteria design and data collection across all channels (On Trade, TOFT, MOFT, D2C). Territory & Coverage Analysis: Lead outlet classification, trade census consolidation, and territory assessments to improve sales coverage and optimize workload distribution. Deliver actionable recommendations to Sales Managers and Supervisors. Cross-Functional Collaboration: Work closely with Sales, Marketing, Finance, and Supply Chain to ensure data alignment, process consistency, and seamless execution of commercial initiatives across functions. Project Management & Transformation: Lead key commercial transformation projects end-to-end using structured project management discipline: scoping, planning (project charters, RACI, timelines), execution, tracking, risk management, and post-mortem. Provide regular status updates to the Head of Commercial Excellence and Leadership Team, flagging risks early and proposing mitigation plans. 3. Commercial Maturity Assessment & Capability Development Assess, build, and continuously elevate the commercial capabilities of the organization - driving professionalization through structured training, coaching, and competency frameworks, in close partnership with HR. Strategic Capability Design: Lead the design and deployment of comprehensive learning journeys for all sales roles, building a structured competency matrix aligned with Pernod Ricard's leadership and cultural values to enable and empower the Field Sales Team. Framework Ownership: Own the Sales Capability Framework: integrate assessment criteria, role expectations, and development pathways tailored to each position level - from Sales Representative to Area Manager. Targeted Development: Collaborate with Business Leaders to identify skill gaps, consolidate training needs, and recommend tailored capability interventions to strengthen field execution. Collaborative Training Design: Partner with HR (Learning & Development), Finance, Marketing, Trade Marketing, and t