What Does a Demand Planner Do?

Demand Planners are the statistical backbone of FMCG supply chains. They build and maintain demand forecasts by SKU, customer, and distribution centre, feeding the S&OP process and enabling supply chain to procure, produce, and deliver to meet demand. Accuracy has a direct impact on OTIF, waste, and working capital.

Core Responsibilities

Build and maintain statistical baseline forecasts by SKU, customer, and DC using SAP APO/IBP or equivalent
Manage monthly S&OP demand review, incorporating commercial intelligence, promotional uplifts, and risk/opportunity
Track and report forecast accuracy (MAPE, BIAS) by brand, category, and customer, driving continuous improvement
Analyse historical demand patterns, identify anomalies, and cleanse data to improve model performance
Collaborate with sales and marketing on promotional and NPD volume planning
Maintain new product demand assumptions and transition plans for de-listings
Identify demand risk/opportunity and communicate to supply planning and procurement
Support IBP cycle with demand pack preparation and scenario analysis

Salary Benchmarks

Mid-level

$32,000 – $52,000

Senior / Director

$46,000 – $68,000

Demand planning salaries are rising as supply chain complexity increases post-pandemic. Roles with SAP APO/IBP experience command significant premiums.

Notice periods: 4 weeks standard at planner level.

Qualifications & Background

Degree in Supply Chain, Mathematics, Statistics, Economics, or Engineering
APICS CPIM certification valued
SAP APO/IBP, Kinaxis, or o9 Solutions experience preferred

CV Screening Criteria

Prioritise these signals when reviewing applications for Demand Planner roles:

✓ Statistical forecasting methodology — which models, how applied
✓ Named ERP/APS tools: SAP APO/IBP, Oracle, Kinaxis, Blue Yonder
✓ Quantified forecast accuracy track record (MAPE/WMAPE)
✓ S&OP process participation — not just demand side but cross-functional input
✓ Promotional and seasonal demand management experience

Recommended Interview Structure

Typical timeline: 4–7 weeks. Often includes a planning scenario or data exercise before the panel interview.

Stage 1

CV & phone screen — verify core competencies and commercial track record

Stage 2

Competency interview — STAR-based questions focused on role-specific scenarios

Stage 3

Presentation or case study — assess strategic thinking and communication

Recommended questions to use:

How do you handle a situation where the commercial team disagrees with your statistical forecast?
Describe your approach to measuring and improving forecast accuracy.
How do you build a promotional uplift into your demand plan?
What's your experience with demand planning system implementation or migration?

Red Flags to Watch For

✗ Can't explain their forecasting methodology beyond 'I used the system'
✗ No quantified track record of forecast accuracy improvement
✗ Hasn't participated in a formal S&OP process
✗ Limited to demand planning without supply or inventory management exposure

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Must-Have Skills

Statistical demand modelling S&OP process management SAP APO/IBP or equivalent Excel (advanced) / Power BI Promotional uplift analysis Forecast accuracy measurement (MAPE/BIAS) Cross-functional communication Data cleansing & exception management

Typical Employers

Nestlé Heineken Diageo Cargill Kerry Group Tate & Lyle Greencore Samworth Brothers Princes Hovis

Career Progression

Supply Chain Analyst (0–2 yrs)

Demand Planner (2–4 yrs)

Senior Demand Planner (4–7 yrs)

Demand Planning Manager (6–10 yrs)

Head of Supply Chain Planning

Related Resources

Demand Planner Job Description Template Demand Planner Salary Guide Demand Planner Interview Questions

How to Hire a Demand Planner in FMCG