Job objectives
• Lead end-to-end brand management to drive sustainable business growth and strengthen brand equity in Vietnam.
• Develop and execute brand plans, integrated marketing communications, product innovation and packaging development based on consumer and market insights.
• Identify growth opportunities and drive marketing initiatives to achieve brand and business objectives.
B. Job descriptions
1. Brand Strategy & Business Planning
• Develop annual brand plans and marketing strategies aligned with business objectives and brand direction.
• Analyze consumer insights, market trends, category performance and competitive landscape to identify growth opportunities.
• Define brand priorities and recommend marketing initiatives to strengthen brand equity and achieve business objectives.
• Monitor brand performance using sales, financial and market data, and recommend improvement plans.
• Manage marketing budgets to maximize business performance and return on investment.
2. Integrated Marketing & Brand Communication
• Develop integrated marketing communication (IMC) and brand activation plans based on brand proposition and strategic direction.
• Plan and execute marketing communication across ATL, digital and social media channels to build brand awareness and drive business growth.
• Implement end-to-end communication campaigns including advertising, PR, sponsorships and promotional activities, from briefing through execution.
• Collaborate with
Trade Marketing to execute offline marketing activities such as events, in-store activation and promotional programs.
• Manage agencies and suppliers, ensuring high-quality development and production of marketing materials.
• Monitor and evaluate campaign performance using quantitative and qualitative data, and identify opportunities for optimization.
• Manage marketing and brand communication budgets, ensuring effective spend and alignment with business objectives.
3. Consumer & Market Insights
• Conduct consumer, shopper and market analysis to identify key insights and business opportunities.
• Monitor consumer behavior, market trends and competitors to support strategic decision-making.
• Translate consumer insights into actionable marketing plans, product innovation and communication strategies.
• Share relevant consumer and market insights with cross-functional teams to support business growth.
4. Product Innovation & Portfolio Management
• Lead new product development (NPD) and product renovation projects from concept to commercialization.
• Manage product portfolio, packaging development and artwork adaptation to support business objectives.
• Identify innovation opportunities based on consumer insights and market trends.
• Lead with R&D, Regulatory Affairs, Supply Chain,
Purchasing and other cross-functional teams to ensure successful product launches.
• Ensure product claims, packaging and marketing materials comply with local regulations and brand standards.
5. Cross-functional Collaboration & Project Management
• Work closely with Marketing & Trade Marketing Head, Sales, Trade Marketing and other cross-functional teams to deliver business objectives.
• Collaborate with regional teams when required to ensure consistency of brand direction and share best practices.
• Lead cross-functional marketing projects and manage project timelines from planning through execution.
• Communicate brand strategies, product knowledge and consumer insights to internal stakeholders to support business growth.
1. Skills and Attributes
• Strong analytical skills with ability to interpret data and brand performance to drive business decisions.
• Proficiency in marketing analytics tools and digital platforms for performance tracking and optimization.
• Strong understanding of
digital marketing, consumer engagement and evolving market trends.
• Strong capability in consumer and market research to generate actionable insights for brand and business growth.
2. Qualifications and Experience Levels
• Bachelor's degree in Marketing, Business Administration or a related field.
• 5+ years experience in a senior brand management, senior marketing operation or advertising agency activation or similar role but focusing on brand activation.
• Experience in FMCG industry, preferably in Home Care or Personal Care categories.
3. Soft Skills
• Strong leadership skills with ability to inspire, influence and align cross-functional teams to achieve business objectives.
• Strategic and commercial thinking with strong capability to translate insights into effective brand and business actions.
• Strong project management skills with ability to manage multiple priorities and deliver end-to-end marketing and product initiatives.
• Excellent communication, negotiation and stakeholder management skills with strong influencing and presentation ability.