A. GENERAL JOB SCOPE
This position is accountable for the attainment of assigned brand's volume, share & financial objectives. As part of this accountability, this position is responsible to drive strong in-market execution and contribute to the growth of assigned brands. You will play a critical role in proposing, shaping and executing brand plans, working closely with the
Marketing Manager to deliver business targets in Vietnam.
B. MAIN RESPONSIBILITIES
Brand Planning & Strategy Support
• Support the Marketing Manager in developing annual brand plans and strategies.
• Translate consumer, shopper and market insights into actionable recommendations.
• Propose initiatives to drive penetration, frequency and brand equity.
• Ensure alignment of local plans with regional/global direction
Innovation & Ideas-to-Market (I2M)
• Drive execution of innovation and renovation projects (e.g. new flavors, formats, packaging)
• Prepare inputs for business cases, PDR/LR and launch plans
• Coordinate cross-functions to ensure on-time, high-quality launches
• Track performance and recommend post-launch improvements
Integrated Marketing Communications (IMC)
• Lead execution of communication campaigns across channels
• Develop creative briefs and work closely with agencies on asset development
• Monitor campaign performance and propose optimization actions
• Ensure strong in-store and digital execution consistency
Commercial & Channel Execution
Work with Sales to develop and execute channel-specific plans across:
• GT / MT
• Convenience & new channels (cinema, coffee chains)
• ECommerce & social commerce
• Support development of trade promotions and visibility initiatives
• Track effectiveness and recommend improvements to ROI
Business Performance & S&OP
Monitor brand performance across:
• Volume, revenue, market share
• A&C spending and budget control
• Support forecasting, demand planning and inventory tracking
• Identify risks/opportunities and propose corrective actions
Pricing & Market Analysis
• Conduct competitor and market analysis to support pricing decisions
• Track pricing and promotion activities in-market
• Provide recommendations to optimize price-pack architecture
Cross-functional Coordination
• Coordinate across Sales, Supply Chain, Finance, R&D and Agencies
• Ensure smooth execution of plans from concept to in-market delivery
• Act as a key contact point for day-to-day brand operations
Agency & Project Management
• Manage relationships with creative, media and production agencies
• Ensure deliverables meet quality, timeline and budget requirements.
Whilst the above content is a comprehensive description of the roles and responsibilities, there may be other additional elements that form part of the Senior Brand Manager role that have not been captured but are still part of daily work activities.
