Product Marketing Manager

1. Develop Marketing strategies by Product portfolio & by Channels to achieve company objectives
- Propose Marketing Objectives & Strategies yearly.
- Review product portfolio to delist SLOPS (slow performance SKU) & propose new SKU launches aligned with Brand strategies in Vietnam.
- Conduct research and analysis to understand customer behavior, market trends, retailers and partners perspectives and competitor activities. Deliver strategic planning, insights and perspectives that can support the brand strategies and activities.
2. Portfolio Management: franchise/ product positioning, product mix
- Give Direction to grow for product franchises & define product positioning in the VN market.
- Forecast ownership for category to deliver Sale target & growth
3. Brand Communication Management
- Define strategic communication idea which is relevant with local customer insights and brand equity
- Take full ownership for IMC of international launches (Social content, Retailtainment, Merchandising, Promotion) to drive sales & build brand equity
- Coordinate all team MKT, Retail, Ecom & Medical for flawless execution to achieve outstanding visibility and brand image over the campaign.
- Build relationship with Press/ Partners for optimized brand value & visibility
4. Market Analysis & Campaign Evaluation Report
- Take lead for all the reports including Internal (Campaign report) & External report (Market Share, Social listenings)
5 . Budget Management
- Propose budget for upcoming year
- Budget phasing yearly & monthly following campaign.
- Responsible for Brand budgets within MKT department ( Product, PR, Digital, TC)
6. Complexity management:
- Able to manage multiple perspectives/ ideas from cross functions while running projects.
- Able to work with cross functions to lead projects that happen following timeline & scopes.
- Supervise the project manager to make sure the execution is strictly following the expectations, to guarantee the delivery on time from all internal and external specialists teams.
7. Team training & coaching & talent development
Organizational Scheme
● The brand manager is directly reporting to the Marketing Director, and must follow Marketing Director directions, plans and requirements.
● The brand manager is fully responsible for the planning, the integrated marketing strategies and their good executions of the brand portfolio in his duty. The brand manager must get approval from the Marketing Director for the yearly strategies, as well as the quarterly executional plans.
● The brand manager should keep informed on a weekly basis of the status of the brand's activities. The brand manager must provide a brand and marketing report coming with an optimisation plan and recommendations (if necessary) on a monthly basis for Marketing Director approval before execution.
● The brand manager is managing the brand team, and must provide them directions and plans. The brand manager is also responsible for the good sharing and explanations with the team of Minthacare strategic directions, and the brands' commercial objectives and results on a regular basis.
● The brand manager should collaborate in full independence with all other marketing teams. When necessary or disagreements, the marketing director should be involved for approvals and alignments.
● The brand manager should collaborate with all other Minthacare departments, by informing the Marketing Director on a weekly basis of the status of the collaboration. When necessary or disagreements, the marketing director will directly connect with other Minthacare departments directors and inform the brand manager on the directions approved.
KPI & Criteria of Success
● Market Research: Conduct one market analysis every year to understand the category, consumers and stakeholders.
● Brand Awareness: Increase brand awareness by XX% among target audience.
● Brand Consideration/ Trust: ensuring at least 80% of brand trust, ensuring a consideration in the top 3 brands for all products in a suggested list for all products, and in the top 3 brands as a top of mind for the hero products.
● Sales: Achieve XX% increase in sales revenue for our products.
● Market Share: Increase market share by XX% for our portfolio.
● ROI: Achieve a ROI of at least 200% for all brand campaigns.
● Website Traffic: Increase website traffic by XX% through SEO / SEM / SMM / IM
● Social Media: Increase social media total audience by XX% and social media engagement by XX%.
● CRM: Customer acquisition by increasing the contacts collection rate by XX% in the database
● Email Marketing: Increase email open and click-through rates by XX%.
● Hero campaign: Successfully launch one 360 hero campaign per quarter, that must be totally integrated within retail and medical, social media and digital, PR and Event, offline and online
● Product training: Strictly follow and attend the training plan provided by the Minthacare management
● Budget Management: Manage the annual brand budget effectively, optimizing the immutable costs for the benefits of all channels and activities.
● Team Management: Provide guidance and leadership to the project manager, giving perspective of growth and evolution in the company.