Marketing Manager

Mô tả công việc
Mức độ phù hợp và xếp hạng của bạn so với ứng viên khác như thế nào?
About M.O.I Cosmetics
A Vietnamese beauty brand making products for Vietnamese women's skin, climate and lifestyle. Lip, base makeup and new categories, sold across own channels, e-commerce, distributor and beauty retail nationwide.
Role purpose
Own M.O.I's marketing strategy, conversion marketing, A&P budget and team across categories and channels - a conversion-driven marketer who turns a creative, founder-led brand into measurable demand that Sales and E-commerce can convert into revenue.
Key responsibilities
1. Brand & category strategy and annual plan (25%)
● Build the annual marketing plan and brand roadmap aligned with company revenue targets.
● Set category and portfolio strategy for makeup and new categories: hero SKUs, price architecture and the role of each channel.
● Lead consumer, market and competitor insight; turn it into clear positioning and growth priorities.
● Protect brand positioning and aesthetic direction together with the founders and the Creative team.
2. Growth engine: campaigns, content and influencers (30%)
● Own the 360° campaign calendar; every campaign carries a hero SKU, channel and conversion goal.
● Set the strategy and guardrails for the KOL/KOC, affiliate and livestream network.
● Co-own mega-sale and always-on plans for Shopee, TikTok Shop and Lazada with the E-commerce team, for M.O.I and distributor channels.
● Maximise the value of celebrity and founder assets across selling content.
● Run launch campaigns for new products handed over from the NPD owner; ensure claims and communications comply with Vietnamese cosmetic advertising rules, working with Legal.
3. Conversion marketing (25%)
● Own the conversion funnel across own channels, marketplaces and livestream: traffic, product page content, visuals and offers.
● Set performance ads strategy and guardrails (ROAS, cost per order) together with the E-commerce team.
● Design promotion and bundle mechanics, POSM and in-store activation that help Sales, Modern Trade and distributors convert.
● Run continuous A/B tests on content, offers and creatives; scale what converts and stop what does not.
4. Marketing P&L, budget and measurement (10%)
● Own the annual A&P budget; allocate between brand building and conversion based on measured return.
● Own the marketing KPI tree from content, creators and campaigns to revenue; ensure weekly dashboards are live.
● Present a monthly marketing business review to the COO and BOD with clear recommendations.
5. Team, organisation and partners (15%)
● Build a high-performance culture: ownership, on-time delivery, test-and-learn and accountability for results.
● Manage agencies, production and media vendors; keep brand consistency across E-commerce, Modern Trade and distributors.