Job Summary
To serve as the 'Product Owner' for the Vietnam market, taking full accountability for transforming our brands from new entries into household names.
The core mission is to aggressively build brand awareness and drive 'Pull Demand' from end-users, ensuring that customers actively seek out our products at
Bookstores and Modern Trade (MT) outlets. While driving market growth, this role is responsible for strategically managing offline pricing structures to
safeguard profitability and maintain a unified, consistent price strategy across all distribution channels, including marketplaces.
Job Descriptions
1. Operational Strategy & Execution
-Assist the Marketing Manager in developing annual marketing plans specifically for Vietnam's offline landscape, ensuring alignment with Thailand HQ.
- Implement a logic-based approach to the 4Ps (Product, Price, Place, Promotion) to execute local marketing tactics and address market pain points.
- Monitor and report on market trends, competitor movements, and market share data to support strategic decision-making.
2. Pricing & Profitability Support
- Support the management of the Pricing Structure for Dealers, MT, and Bookstores, maintaining the balance between market competitiveness and internal
margins.
- Execute regular competitor price benchmarking to ensure the brand's "Premium-Mass" positioning is sustained.
- Assist in analyzing Mixed Profit Margins and the impact of import duties/logistics costs on final retail pricing.
- Coordinate with the Marketplace team to ensure offline pricing benchmarks are aligned with online strategies to avoid price wars.
3.
Trade Marketing & Promotion Management
- Execute offline promotion strategies with a focus on ROI and increasing Basket Size.
- Perform break-even analysis for trade activities to ensure every campaign contributes to overall profitability.
- Work closely with the Sales team to manage POS materials, trade activities, and distributor relationships.
4. HQ Coordination & Communication
-Act as a key coordinator between the Vietnam team and Thai HQ, adapting Thai marketing materials to suit local cultural nuances while following brand
guidelines.
- Prepare data-driven proposals for local price adjustments or specific campaigns based on solid commercial logic.
5. Team Supervision & Development
- Supervise and mentor
Marketing Executives using a coaching approach, empowering them to improve their analytical and execution skills.
- Ensure the local team maintains high standards in data accuracy and marketing reporting.
