Key Responsibilities:
Strategic Brand Leadership
• Lead the end-to-end strategy across 3 categories (chewy candy, mints, 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.