Manager, CE AV Product Management

Position Summary
The Manager, CE AV Product Management is responsible for driving the growth, competitiveness, and long-term direction of the AV category in Thailand. This role shapes the local product strategy, leads cross-functional go-to-market execution, and ensures strong category performance across offline and online channels. The position requires strong business acumen, data-driven decision-making, and an ability to collaborate across multiple functions to deliver sustainable market share and profitability.
Role and Responsibilities
Key Responsibilities1. Product & Category Strategy
Develop and execute localized product strategies aligned with global direction and Thai market dynamics.
Analyze consumer trends, competitor movements, pricing structures, and channel requirements to shape category roadmap.
Identify portfolio gaps and recommend new models, specs, or assortment adjustments to strengthen market position.
2. Go-to-Market (GTM) & Launch Excellence
Lead end-to-end GTM planning and execution for new product launches, including positioning, messaging, training content, and retail readiness.
Coordinate closely with Sales, Online Business, Marketing, and SCM teams to ensure a flawless launch process.
Manage launch KPIs (sell-in, sell-through, awareness, premium mix) and initiate corrective actions where needed.
3. Marketing, Promotion, and Demand Generation
Develop annual/category marketing plans covering ATL, BTL, digital, and influencer activities.
Design data-driven promotional schemes tailored for Modern Trade, pure players, marketplaces, and retailer.com.
Collaborate with advertising/media agencies to deliver efficient campaigns that maximize ROI and category visibility.
4. Business & P&L Management
Manage category P&L view, including pricing, profitability, and marketing investment planning.
Monitor weekly/monthly performance, sell-in/out trends, inventory, and competitive activities to drive corrective action.
Support retail visibility, merchandising, and online content optimization to grow share—especially in premium AV segments.
5. Cross-functional Leadership & Operations
Lead cross-functional collaboration with Sales, SCM, Finance, Service, Retail Management, and HQ.
Drive demand forecasting, SKU planning, and allocation strategies across channels.
Influence decision-making internally by presenting clear insights, recommendations, and business cases.
6. Additional Duties
Perform other tasks assigned by the Manager or Head of PM, including support for strategic initiatives such as online channel acceleration or category expansion
Skills and Qualifications
Qualifications
Bachelor’s or Master’s degree in Marketing, Business Administration, Economics, or related fields.
Minimum 5 years of experience in product management, trade marketing, category management, or brand management within CE/AV, durable goods, or FMCG.
Proven track record in driving product launches, managing category performance, and leading cross-functional execution.
Strong understanding of Thai retail environment across Modern Trade, pure players, retailer.com, and online marketplaces.
Strong commercial acumen and understanding of pricing, promotion, and profitability drivers.
Highly analytical and able to translate market/consumer data into actionable insights.
Excellent project management skills with the ability to lead multiple initiatives simultaneously.
Creative, consumer-centric, and able to craft clear product stories.
Strong communication skills in both Thai and English.
High resilience, agility, and sense of urgency in a fast-paced market environment.
Proficiency in MS Office; familiarity with digital measurement tools is an advantage.
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