About this Position The SEA Channel Manager will own the endtoend channel strategy and execution for industrial adhesives across Southeast Asia. This role will accelerate growth through a multichannel ecosystem spanning traditional OEM/manufacturing/MRO customers and B2C consumer segments, delivered through distributors, retail/modern trade, and ecommerce/marketplaces. You will lead a small, highperforming team and orchestrate crossfunctional resources (marketing, demand planning, application engineers) to deliver profitable, sustainable share gains.
What Youll 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 roadmapassortment, 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 SEAset 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).
What makes you a good fit
- Bachelor's degree (Engineering, Business, or related). MBA is a plus.
- 10+ years of work experience. At least 3+ progressive commercial/channel experience in adhesives, sealants, chemicals, industrial MRO, or adjacent materials/consumables.
- Proven track record selling into OEM/manufacturing/MRO environments (factory trials, specs, technical selling) and/or B2C consumer/DIY channels.
- Hands-on experience managing distributors, retail chains (DIY/hardware/modern trade), and e commerce marketplaces across SEA.
- People leadership experience (direct management of sales/channel teams, including remote management across multiple countries).
- Comfortable with data-driven decision makingchannel P&L, pricing corridors, trade terms, and promotional ROI.
- Strong negotiation and joint business partner experience.
- Working knowledge of SEA markets (at least 3 of: SG, MY, TH, VN, ID, PH) and their regulatory nuances.
- Languages: Fluent English; Bahasa Indonesia/Thai/Mandarin/Malay is an advantage. Competencies
- Channel Architecture & Governance
- Omnichannel Category Management (assortment, pricing, promo, content)
- Technical & Value Selling (TCO, productivity, reliability)
- Stakeholder Influence (internal/external, senior counterparties)
- Analytical Rigor (forecasting, funnel mgmt, mix/margin optimization)
- Coaching & Talent Development
- Execution Pace in complex, matrixed, multicultural environment.
- Integrity & Compliance orientation
Some perks of joining Henkel
- Flexible work scheme with flexible hours, hybrid work model, and work from anywhere policy for up to 30 days per year
- Diverse national and international growth opportunities
- Global wellbeing standards with health and preventive care programs
- Gender-neutral parental leave for a minimum of 8 weeks
- Employee Share Plan with voluntary investment and Henkel matching shares
- Medical Coverage for employees and eligible dependents
- Provident Fund
- Annual Physical Examination for employees
- Discounts on company products
At Henkel, we come from a broad range of backgrounds, perspectives, and life experiences. We believe the uniqueness of all our employees is the power in us. Become part of the team and bring your uniqueness to us! We welcome all applications across different genders, origins, cultures, religions, sexual orientations, disabilities, and generations.
