KEY RESPONSIBILITIES
• Brand Stewardship: Tasked with championing the Brand Strategy (i.e., Brand Positioning, Brand Architecture & Brand Touch Points) and driving consistency (and execution of it) in Taste Profiles, Packaging, Brand Identity & Price Positioning in a high-quality manner.
• Brand Planning & development: Plan, priorities, and managing brand plan within established budgets and deadlines.
• Insights, Analysis & Reporting: Define consumer insights, analyze marketing and sales related data to prepare necessary forecasts, determine marketing plans needed to drive brand performance and budget management. Adapt plans to improve the market share and brand equity performance of the brands.
• Integrated Marketing Campaigns (IMC): Lead the end-to-end execution of 360° campaigns, activations and events with strong ability to leverage digital to drive growth O2O. Liaise with communications, advertising and promotions specialists, external vendors and agencies to conceptualize and design effective and appropriate marketing campaigns and marketing collateral / events / trade events for the brands for the target audience. Incumbent must define clear brand / communication objectives, work with media specialists to plan media, and allocate resources so that communications & activations campaigns are effective, economical, and appropriate for intended audience. And, to evaluate the success of each marketing program to determine profitability and ensure programs are consistent with brand strategy.
• Commercial P&L Ownership: Manage the brand's A&P (Advertising & Promotion) budget. You are responsible for monitoring sales volume, revenue, market share, and ability to work with CMI and sales team to deliver common commercial/brand goals including efficiencies in A&P spend. Evaluate P&L of brand.
• Digital & Social Commerce: Drive the brand's digital presence on platforms like TikTok, Zalo, and Facebook. Partner with Sales to optimize "Direct-to-Consumer" and "e-B2C" activations.
• Work with Trade & Sales on Execution: Collaborate with the
Trade Marketing team to ensure brand visibility, consumer promotions, and activations in both General Trade, On Premise and Modern Trade. Work within the organization and external parties to execute communication and promotional touchpoints.
• AI-Enhanced Creative Testing: Use AI tools (e.g., Kantar's Link AI) to pre-test creative assets, ensuring maximum ROI before big-budget media spends.
• Product innovation, renovation & launch: Initiate, develop & execute the "last mile" of the innovation pipeline-taking new liquids or packaging concepts from the Innovation team and making them "the next big thing" in the market.
• Support & Collaboration: Coach less experienced team members and help them resolve problems to drive actions and results.
