Brand Manager

Position Overview
As the Brand Manager for Mise én scène, you will lead the brand's strategic direction and execution in Vietnam, driving growth and building brand equity in a competitive beauty market. Your mission is to define the brand's long-term vision, develop consumer-centric strategies, execute impactful campaigns across all touchpoints, manage the brand's P&L across key channels, and inspire a high-performing team to deliver meaningful consumer experiences.
Principal Accountabilities
Brand & Business Strategy
• Define and own the long-term brand vision and strategic roadmap in line with Amorepacific's global positioning and Vietnam's local market potential.
• Prioritize and execute key growth levers: hero products, core portfolio acceleration, and consumer-centric storytelling that resonate in the Vietnamese market.
• Advocate for local market insights and consumer needs with global and regional teams to influence and shape future innovation pipelines.
Product & Portfolio Management
• Actively monitor and manage SKU performance across all periods, making strategic decisions on which products to prioritize, extend, or phase out.
• Lead the discovery of consumer, market, and category insights through data analysis and on-the-ground intelligence.
• Translate insights into actionable product and portfolio strategies that drive growth and brand relevance.
Campaign & Marketing Execution
• Develop and execute comprehensive 360° IMC plans, including digital activations, pop-up experiences, retail activations, and offline events with clear concepts and themes.
• Propose detailed marketing activities with financial justifications and manage quote approval processes for all marketing initiatives and events.
• Oversee offline event production and logistics, ensuring flawless execution aligned with brand guidelines.
• Tailor global campaign assets for local resonance, ensuring consistency of brand image and emotional impact at every consumer touchpoint.
• Manage product launch campaigns end-to-end, from launch strategy and forecasting to go-to-market execution, ensuring alignment with commercial and retail plans.
Cross-functional Collaboration & External Influence
• Liaise with E-commerce and Modern Trade sales teams on promotion planning and campaign performance monitoring.
• Engage external partners, including creative agencies, media agencies, KOLs, and influencers, to enhance brand reach, awareness, and consumer advocacy.
• Liaison with Regional and Global teams on brand strategy, product innovation roadmaps, and 360° IMC campaign ideas.
• Collaborate with local distributors and retail partners to ensure seamless end-to-end execution of brand campaigns and promotional activities.
Leadership & Team Development
• Inspire, coach, and develop a high-performing brand team, fostering a culture of creativity, accountability, innovation, and continuous growth.
• Set clear performance expectations, lead with vision and purpose, and create development opportunities for team members to build capabilities and career growth.
• Champion a digital-first mindset within the team, staying curious about emerging trends, platforms, and consumer behaviors.