Brand Manager - Coffee Chains

BRAND MANAGER - COFFEE📍 Location: 202 Ly Chinh Thang Street, Nhieu Loc Ward, Ho Chi Minh City, Vietnam
💰 Salary: Negotiable based on qualifications and experience
🕘 Working Hours:
Monday - Friday: 8:30 AM - 6:00 PM
Saturday Morning: Work From Home (WFH)
Lunch Break: 1.5 hours
ABOUT THE ROLEWe are looking for a Brand Manager - Coffee to lead the development and execution of brand strategies for our Coffee portfolio.
This role is responsible for translating consumer insights, market trends, and business objectives into effective brand strategies, marketing plans, product initiatives, and integrated campaigns that strengthen brand equity and drive sustainable business growth.
The Brand Manager will work closely with Sales, Trade Marketing, Digital Marketing, R&D, Supply Chain, Creative Agencies, and external partners to bring the brand strategy to life across all consumer touchpoints.
KEY RESPONSIBILITIES1.
Brand
Strategy &
• Planning
Develop and execute annual and long-term brand strategies and marketing plans for the Coffee category.
Define brand positioning, target consumer segments, communication direction, and key growth priorities.
Develop and manage annual marketing budgets and marketing investments.
Identify business and brand growth opportunities based on consumer, market, and business insights.
2. Campaign &
• Communication
Lead the planning and execution of integrated marketing campaigns, including brand-building campaigns, product launches, seasonal campaigns, digital campaigns, and consumer activations.
Develop campaign briefs and collaborate with Creative Agencies and internal teams to ensure high-quality execution.
Ensure consistent brand positioning and communication across all consumer touchpoints.
Monitor campaign performance and evaluate effectiveness against defined KPIs.
3. Consumer &
• Market Insights
Analyze consumer behavior, market trends, category performance, competitor activities, and sales data to identify opportunities and risks.
Conduct and utilize consumer and market research to support brand and business decisions.
Translate consumer and market insights into actionable brand, product, and communication strategies.
4. Product &
• Portfolio Management
Manage the Coffee product portfolio throughout the entire product lifecycle.
Lead and coordinate New Product Development (NPD), product renovation, packaging development, and product communication initiatives.
Work closely with R&D, Supply Chain, Sales, and other relevant functions to ensure successful product launches.
5. Performance &
• Business Management
Monitor brand performance, sales performance, market share, campaign effectiveness, and marketing ROI.
Prepare regular brand performance reports, business reviews, forecasts, and management presentations.
Identify performance gaps and develop recommendations and action plans to improve brand and business results.
6. Cross-functional Collaboration
Collaborate closely with Sales, Trade Marketing, Digital Marketing, E-commerce, R&D, Supply Chain, Finance, Creative Agencies, and external partners.
Lead projects and ensure timelines, budgets, and deliverables are effectively managed.
Perform other duties and projects as assigned by management.
REQUIREMENTSEducation
Bachelor's Degree in Marketing, Business Administration, Economics, or a related discipline.
Experience
Minimum 3 years of experience in Brand Management or Marketing, preferably within the FMCG industry.
Hands-on experience in the Coffee or Beverage category is highly preferred.
Proven experience in developing brand strategies, integrated marketing campaigns, product launches, and consumer activation programs.
Experience working with Creative Agencies and cross-functional teams is preferred.
Skills &
• Competencies
Strong understanding of Brand Management, Consumer Marketing, IMC, and FMCG business.
Good understanding of the Coffee category, consumer trends, and competitive landscape.
Strong strategic and analytical thinking skills, with the ability to translate data and insights into actionable recommendations.
Strong project management and cross-functional collaboration skills.
Excellent communication, presentation, and negotiation skills.
Advanced proficiency in Microsoft Excel and PowerPoint.
Proactive, results-oriented, detail-oriented, and able to manage multiple projects in a fast-paced environment.
Strong sense of ownership and ability to work independently.
WHY JOIN US?
Competitive and negotiable salary based on qualifications and experience.
13th-month salary.
Annual performance and salary review.
Social, Health and Unemployment Insurance in accordance with Vietnamese Labor Law.
12 days of annual leave, with paid leave entitlement available during the probation period.
Company-provided laptop and work equipment.
Annual company trip and employee engagement activities.
Holiday and Lunar New Year gifts.
Opportunity to take ownership of Coffee brands and contribute directly to brand and business growth.
Professional, collaborative, and growth-oriented working environment with clear career development opportunities.