This role supports the Group Product Development and Management function by driving an insight-led, strategically aligned product portfolio that supports Eu Yan Sang's long-term growth. Reporting to the Senior Manager with a dotted-line to the Head of Growth, the Assistant Manager contributes to the New Product Development (NPD) roadmap, category expansion, and lifecycle management by translating consumer insights, market intelligence, and performance data into actionable product strategies that deliver sustainable growth and profitability across markets.
Operating at the intersection of consumer insights, product strategy, regulatory compliance, and commercial planning, the role provides analytics-driven support for decision-making and leads cross-functional collaboration to ensure product initiatives are relevant, scalable, and compliant. A key focus is driving the eCommerce NPD pipeline by identifying digital-first opportunities grounded in consumer demand and optimised for online performance, while collaborating closely with marketing, regulatory, manufacturing, and regional teams to balance innovation with local market and regulatory requirements across Singapore, Hong Kong, Malaysia, and international markets.
Key Responsibilities
Strategic Development
- Contribute to the formulation and execution of regional category and subcategory strategies, ensuring recommendations are grounded in actionable insights.
- Develop tailored category plans aligned with market-specific needs and overall group/ market strategy.
- Ensure high-potential categories are effectively represented in the NPD pipeline.
- Champion the harmonization and flow of the group product pipeline across different markets, including co-development initiatives focused on science-based innovation and partnership collaboration opportunities.
- Collaborate with respective entity/country product, manufacturing, sales and marketing departments to prioritize product pipeline, support the cross-functional teams in the development, design & delivery of new products (end-to-end NPD development).
- Present and advocate winning commercial propositions to Business Units (BUs).
- Strengthen product hierarchy, data accuracy, and systems integration to maintain a centralized, aligned product database.
Product Lifecycle Management
- Drive category learning and insights around health & wellness and TCM trends, identifying commercial opportunities for the Company.
- Support and lead aspects of the management of product lifecycle from conceptualisation, pricing, time-integrated plans for product introduction to measuring ROI of product post-launch.
- Integrate consumer learning into brand and category strategies, identifying growth opportunities and portfolio gaps.
- Foster a data-driven culture that prioritises consumer understanding, curiosity, insight generation and analytical thinking.
Consumer Insight and Market Intelligence
- Lead analysis of consumer, industry, and competitive data to uncover white space for category expansion.
- Leverage internal and external data sources, collaborating with cross-functional teams (e.g. marketing, eCommerce, and country teams) to generate actionable insights.
- Synthesize global and local market intelligence to size and prioritise emerging opportunities across key categories.
- Ensure product development decisions are grounded in validated insights and market realities rather than assumptions.
- Translate complex data into clear, practical recommendations that inform strategic planning and NPD direction.
- Partner with external research agencies and consultants to commission, design, and guide category-focused studies.
- Maintain a strong understanding of competitive activity in priority categories.
Go-to-Market & Digital Launch
- Partner with marketing teams to develop and execute digital-first go-to-market strategies for new product launches.
- Ensure each launch is supported by compelling content and education frameworks, including ingredient storytelling, benefit articulation, and trust-building proof points.
- Work with CRO and UX teams to optimise product pages and digital journeys for conversion from launch.
- Contribute product expertise to digital education tools such as onboarding flows, quizzes, content hubs, and guided discovery experiences.
Quality and Process Management
- Support process improvement initiatives across the Group to harmonize quality management systems.
- Contribute to documentation, SOP development, and audit-readiness efforts aligned with Group standards.
- Advocate for enhanced compliance, risk management, and operational excellence throughout the product value chain.
Other Responsibilities/Supporting Role
- Collaborate with cross functional teams and BUs to drive continuous improvement and innovation excellence.
- Support the efficient execution of commercial project, including feasibility assessments and business case development.
- Prepare management and Board-level reports, presentations, and strategic updates
Key Requirements
- Minimum Degree in Food Science/ Nutrition/ Life Sciences or business-related discipline with relevant experience on consumer goods, like VDS, nutritional food and/or personal care product.
- New Product Development (NPD), category/brand management, innovation, lifecycle management, or related roles within consumer health, nutraceuticals, wellness, or similar industries (regional experience preferred).
- Proven end-to-end product lifecycle experience, from concept development through launch and post-launch optimisation across multi-market environments.
- Strong track record in developing and executing NPD pipelines and category strategies, including roadmap planning, prioritisation, and cross-functional delivery.
- Experience working across marketing, regulatory, quality, manufacturing, and commercial teams to deliver integrated product outcomes.
- Strong commercial acumen, including business case development, revenue modelling, forecasting, and post-launch performance tracking.
- Strong ability to apply consumer and market insights (quantitative and qualitative) to inform product strategy, lifecycle decisions, and portfolio development.
- Strong analytical skills with ability to interpret complex data sets and translate them into clear, actionable insights for decision-making.
- Solid understanding of product lifecycle management principles, including product introduction, optimisation, and rationalisation across markets.
- Strong understanding of eCommerce requirements, including digital content creation, product page optimisation, packaging considerations, and marketplace dynamics.
- Familiarity with regulatory and quality compliance requirements for health and wellness products across multiple markets (e.g. Singapore, Hong Kong, Malaysia, Japan, USA, and others) is highly advantageous.
- Experience in TCM, traditional wellness, ingredient-led, or science-based product categories is highly desirable.
- Strong project and stakeholder management skills, with ability to manage competing priorities and drive alignment across functions and markets.
- Strong communicator and storyteller, able to translate complex product concepts into clear, compelling narratives for diverse stakeholders.
- High attention to detail, particularly in ensuring quality, compliance, and market-specific requirements are met throughout the product lifecycle.
- Collaborative, adaptable, and resilient, with ability to operate effectively across diverse markets and shifting priorities.
- Proactive, solutions-oriented mindset with strong ownership from ideation through execution.
- Strong written and verbal communication skills in English; proficiency in Chinese and/or Cantonese is advantageous to support communication related to TCM products with non English speaking stakeholders.
Only shortlisted candidates will be notified.
