The Product Marketing Manager (Innovation) will lead the end‑to‑end process of developing, launching, and optimizing new products — from consumer insight and concept creation through commercialization and post‑launch performance.
This role acts as a strategic connector between Consumer Insights, R&D, Brand Marketing, Sales, Trade Marketing, and Commercial teams, ensuring that innovation initiatives are consumer‑driven, commercially sound, and aligned with the company’s growth agenda.
Ideal candidates will bring proven experience in FMCG, Food & Beverage, or consumer products, with a strong ability to identify emerging trends and translate consumer needs into successful product solutions.
Build and manage the product innovation pipeline in line with category and business growth priorities.
Identify consumer, market, and lifestyle trends to uncover new opportunities.
Define target audiences, positioning, pricing, channel strategy, communication approach, and competitive landscape.
Translate insights into compelling product concepts and scalable innovation platforms.
Conduct competitor and category analyses to highlight market gaps.
Prioritize projects based on strategic fit, market potential, profitability, and feasibility.
Lead cross‑functional teams through the full innovation cycle, from ideation to launch.
Partner with R&D, Packaging, and Marketing to design and execute development plans.
Create robust Go‑to‑Market (GTM) strategies for new products.
Collaborate with Sales and Commercial teams to tailor launch plans by channel.
Monitor launch performance, quickly identifying optimization opportunities.
Track innovation trends across Thailand, China, ASEAN, and global markets where relevant.
Volume and quality of new product concepts generated
Value and revenue potential of the innovation pipeline
Number of successful launches vs. annual targets
Contribution of new products to overall sales
Gross margin and profitability of new products
Adherence to launch timelines and budgets
Distribution reach and market penetration of new products
Consumer trial rates and repeat purchase levels
Innovation success rate after 6–12 months
Portfolio growth through product renovation
Speed‑to‑market efficiency
Effectiveness of cross‑functional project execution
