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Purpose of Role: Lead the strategic growth and full P&L management for the Mentos brand across two categories (chewy candy, gums) driving both short-term performance and long-term brand equity. Champion 360° brand building with strong consumer understanding, impactful innovation, and commercial excellence across all channels including Modern Trade, General Trade, and E-commerce.
Key Responsibilities:
Strategic Brand Leadership
Lead the end-to-end strategy across chewy candy, gums including positioning, portfolio architecture, innovation roadmap.
Develop and implement annual brand plans aligned with business priorities and consumer trends.
Track performance KPIs (volume, value, equity) and proactively drive corrective actions.
Brand Equity Building
Build distinctive brand assets and ensure consistent, relevant brand messaging across all touchpoints.
Develop and execute ATL/BTL/digital campaigns with strong storytelling
Ensure creative execution aligns with global guidelines and local insights.
Innovation & Product Development
Own the innovation funnel: from idea generation to launch, grounded in consumer insight and commercial opportunity.
Work with R&D, supply chain, and regional teams to deliver successful launches OTIF.
Drive renovation and SKU optimization to strengthen the core portfolio.
Integrated Marketing & Campaigns
Develop and execute 360° marketing campaigns (ATL/BTL/digital) with compelling storytelling and consistent brand assets.
Ensure brand creative and communication are aligned with global brand guidelines and local consumer insights.
Track campaign ROI and continuously optimize for impact.
Commercial & Cross-Functional Collaboration
Partner with Sales,
Trade Marketing, and Shopper teams to deliver integrated plans in-store and online.
Drive execution excellence across channels, ensuring visibility and availability of Mentos core and innovations.
Consumer, Market & Digital Insights
Leverage data from Nielsen, Kantar, brand health trackers, and digital tools to drive strategic decisions.
Identify growth opportunities through deep understanding of consumers, competitors, and trends.
6-8 years of strong brand management experience in FMCG, ideally with multi-category or confectionery exposure.
Proven success in building brands, managing P&Ls, and leading integrated marketing campaigns.
Strong commercial acumen and strategic thinking with a data-driven approach.
Experience managing innovation from insight to execution.
Digitally savvy, with a track record in social-led campaigns (e.g., TikTok, YouTube).
Excellent communication, influencing, and project leadership skills.
Fluent in Vietnamese & English.