Role Purpose
The Senior Demand Planner is responsible for developing and maintaining a robust, accurate, and commercially aligned demand plan across ASEAN markets. The role translates market intelligence, customer requirements, commercial strategies, historical demand, and statistical analysis into a reliable demand signal that supports optimal inventory, service levels, and business performance.
As a senior individual contributor, the role acts as a regional demand planning subject matter expert and key business partner to Sales, Marketing, Finance, Supply Planning, and country organizations.
Key Responsibilities
Demand Planning
- Own the end-to-end demand planning process for an assigned portfolio across ASEAN markets.
- Develop and maintain accurate statistical and consensus forecasts across multiple products, markets, customers, and channels.
- Analyze historical demand, trends, seasonality, promotions, new product introductions, and market dynamics to identify demand patterns and risks.
- Incorporate commercial intelligence and market insights into the statistical baseline to create a robust consensus forecast.
- Identify significant forecast deviations, demand risks, and opportunities and proactively recommend corrective actions.
- Ensure timely and accurate maintenance of demand plans within the planning system.
S&OP
- Actively participate in and prepare the regional S&OP process.
- Prepare demand reviews, forecast analysis, and scenario assessments for cross-functional and management discussions.
- Challenge market assumptions and facilitate alignment between commercial teams and supply chain.
- Highlight gaps between demand, supply, inventory, and financial plans.
- Support scenario modelling to assess the potential impact of market changes, promotions, product launches, and other business events.
Business Partnering
- Build strong working relationships with Sales, Marketing, Finance, Supply Planning, Customer Service, and country stakeholders.
- Act as the key demand planning contact for assigned ASEAN markets and/or product portfolios.
- Translate commercial plans and market developments into quantified demand requirements.
- Constructively challenge stakeholder forecasts using data and fact-based analysis.
- Provide clear recommendations and insights rather than simply reporting forecast numbers.
- Provide monthly turnover projection to markets and engage logistics to ensure timely fulfillment
Forecast Performance & Analytics
- Monitor and improve key demand planning KPIs, including forecast accuracy, forecast bias and forecast value-add.
- Conduct root-cause analysis of forecast errors and develop corrective actions.
- Use data analytics to identify trends, anomalies, demand shifts, and potential supply chain risks.
- Leverage statistical forecasting, automation, and digital tools to improve planning efficiency and quality.
Key Performance Indicators
- Forecast Accuracy
- Service Level + Customer Backlog
- Inventory
- Turnover achievement
Scope
- Geography: ASEAN
- Key Interfaces: Sales, Marketing, Finance, Supply Planning, Logistics, Customer Service and Country Management
- Leadership: Functional leadership and stakeholder influence without direct people-management responsibility