Key Accountabilities/ Job Description:
1. Strategic Brand Management
• Build and execute annual brand plans in line with regional and global strategies
• Define clear KPIs across consumer, customer, and financial lenses
• Conduct ongoing brand health tracking and competitive analysis
2. Innovation & Portfolio Management
• Lead end-to-end development of new products (concept, business case, commercialization)
• Drive packaging innovation, including Tet/seasonal thematics
• Co-own project timelines and feasibility with supply chain and R&D
3. Communication & Campaign Development
• Develop integrated marketing campaigns, ensuring relevance across touchpoints
• Partner with media and creative agencies for idea development and execution excellence
• Oversee digital and social strategy for Mentos (1st priority), Happydent, Golia
4. Commercial Execution & Trade Support
• Collaborate with
Trade Marketing and Sales to translate brand plans into in-store execution
• Lead BTL activation plans, sampling programs, and consumer promotions
• Monitor off-take and ROI of trade activities
5. Budget & Performance Management
• Manage brand A&P budget with accountability for ROI
• Lead monthly brand performance reviews with cross-functional teams
• Provide timely updates to management on risks/opportunities
6. People Development
• Coach and mentor the
Marketing Executive (shared resource) to build functional capabilities, marketing fundamentals, and ownership mindset
• Foster a collaborative, empowering, and performance-driven team culture, where open communication and learning are encouraged
• Act as a role model for cross-functional leadership, guiding both direct and indirect team members toward shared goals.
• Bachelor's degree in Marketing, Business Administration, or related field.
• Minimum 5 years of experience in brand management or FMCG marketing
• Proven experience in developing and launching new products in FMCG environment.
• Strong project leadership and cross-functional collaboration skills.
• Proven ability to manage A&P budgets and deliver ROI-driven campaigns.
• Analytical mindset with ability to derive insights from data.
• Excellent communication skills in English and Vietnamese.
