SEA Channel Manager

About this Position The SEA Channel Manager will own the end‑to‑end channel strategy and execution for industrial adhesives across Southeast Asia. This role will accelerate growth through a multi‑channel ecosystem spanning traditional OEM/manufacturing/MRO customers and B2C consumer segments, delivered through distributors, retail/modern trade, and e‑commerce/marketplaces. You will lead a small, high‑performing team and orchestrate cross‑functional resources (marketing, demand planning, application engineers) to deliver profitable, sustainable share gains. What you´ll do 1) Channel Strategy Portfolio Management Define and execute the SEA channel strategy for industrial adhesives across OEM/MRO, industrial distribution, retail, and e commerce. Segment partners and establish differentiated value propositions, trade terms, and coverage models. Build the omnichannel growth roadmap—assortment, pricing corridors, content, and merchandising across retail and marketplaces (e.g., Lazada, Shopee, Tokopedia). Drive mix improvement from commodity SKUs to higher-margin, application-specific solutions. 2) Distributor Retail Partner Management Recruit, contract, onboard, and develop strategic distributors and retail partners with clear JBP (Joint Business Plans), scorecards, and territory coverage expectations. Implement performance governance: monthly/quarterly reviews, target setting, rebates, and growth programs (sell-in/sell out). Ensure compliant pricing and channel conflict management across offline/online routes and Henkel SBUs. 3) eCommerce Digital Acceleration Stand up best-in-class E-commerce execution: PDP content, ratings reviews, trade marketing, promo calendars, and last-mile readiness. Build a marketplace playbook (storefronts, assortment, pricing hygiene, rating targets, paid media ROI). Establish digital sell-out dashboards (by SKU/channel), conversion metrics, basket analysis, and promo ROI. 4) Commercial Execution Demand Realization Support the SEA sales plan: revenue, margin, and working capital (DSO/inventory) for the channel portfolio. 5) Team Leadership Capability Building Lead, coach, and develop a multicultural team across SEA—set clear KPIs, cadence, and coaching plans. Upgrade distributor and retail/eCom capabilities via training (product, application, safety, sales skills, category management). Embed a performance culture: pipeline discipline, account planning, and rigorous deal reviews. 6) Brand, Compliance Sustainability Ensure EHS, product stewardship, labeling/registration compliance (by country), and ethical channel conduct. Partner with marketing on category development, shop in shop, and sustainable adhesion narratives (VOC, low odor, recyclability, circularity where relevant).