Digital Media Manager

AB InBev Southeast Asia:
Internal Position Title: Connection Manager
Function: Marketing
Sub-function: Marketing
Location: No. 58 Vo Van Tan, District 3, Ho Chi Minh City
Purpose of position:
A. PURPOSE OF POSITION
Responsible for the strategic planning of connection points with consumers: channels to deliver brand messages and content
Responsible for the strategic buying, execution and budgeting of media and act as the liaison to ensure all national media is executed flawlessly in the country
Develop and execute digital/social media strategy for ABI brands in Vietnam
Responsible for ABI Brands' owned channel - website, Facebook, Instagram, Zalo (messaging app)
Bridge consumers segments with target audiences
Develop and execute Influencers program to build brand preference
Closely work with Ecom team to ensure conversion programs & DTC
Build best practices and connection frameworks to ensure knowledge management Ecom
In charge of performance planning management as well as ROI analysis
In charge of digital transformation including leading reflection and execution of brand digital experience, O2O
Develop JBPs
B. MAIN CHARACTERISTICS (Challenge)
Alignment of consumer connection points including media plan with communication messages about ABI brands in the market.
Develop and maintain relationship media agencies and supervise media agencies
Define strategic direction and implement digital transformation
Supervise Mkt budget
C. KEY DIMENSIONS:
Brand Health: brand power, top line, imagery attributes and Penetration (P4W), Top 3 Favorite, salience
Marketing & Media Budget & ROI
Reach, frequency, CTR, audience
Full-funnel KPIs
Conversion KPIs
D. KEY ACCOUNTABILITIES
Functional duties:
Develop strategies and 1YP for connection points
Develop connections plans including media planning and budgeting for ABI Brands 1YP.
Plan and execute all traditional media (TV, Print, OOH) channels for brand marketing campaigns
Plan and execute all digital, social media and display advertising campaigns.
Design, build and maintain social media presence.
Identify trends and insights, optimize spend and performance based on the insights report
Define audiences by linking consumer segments
Measure and report performance of all digital marketing campaigns and assess against goals (ROI and KPIs).
Leverage brand promotions through local media buys with promoters, media vendors, and wholesalers
Identify new and/or existing media/digital media opportunities that can be improved upon
Manage day-to-day interactions with media agencies
Communicate National and Local ABI media plans to region team including wholesaler partners
Ensure consistent communication to all key stakeholders of existing and changing market dynamics
Support Regional Marketing initiatives through the development of market and region level media plans
Develop and activate local media promotions/events that leverage brand program and maximize activity in the respective market
Collaborate with brand manager to deliver consistent consumer connections strategy
Manage and track Marketing, media/digital media budget
Develop, test and learn conversion program in collaboration with Ecom and media agencies
Understand, integrate and spread global best practices
Be a source of inspiration, analyze and implement digital experience for our brands
2.Others
Conduct projects or tasks as and when assigned by Supervisor in a timely manner.