Vice Head of Marketing

Mô tả Công việc
1. Product Portfolio Strategy & Lifecycle Management (20%)
- Build the 1-3 year Product Portfolio Strategy for assigned brands/crops: portfolio structure, positioning by crop, pack-size assortment, proposals for new launches and SKU deletions - submitted to HoM for approval.
- Manage the product lifecycle: propose pricing, product policy and price corridors by channel; control channel inventory and portfolio Gross Profit.
- Co-develop Trade Marketing programs with Sales (DORs/ASMs) for C1/C2 dealers and farmers, aligned with the C1/C2 sales policy approved by HoM/TOM.
- Provide inputs (sell-out, POG, inventory, field feedback) to the Monthly Forecast Review by Brand/SKU chaired by HoM.
2. Commercial Execution Bridge & Campaign Plan by Region - Step 3 (15%)
- Translate the crop strategy and quarterly campaign strategy approved by HoM into executable regional campaigns.
- Co-Responsible with Product Marketing Manager(s) for the Campaign Plan by Region (Step 3): objectives, target areas/dealers, activity mix, timeline and budget by region/ASM - submitted to HoM for approval.
- Synchronize campaign calendars between Marketing, Farmer Solution and Sales so that campaigns hit the right crop stage and season in each region.
3. Field Solutions Leadership - Nationwide FS Team of 19 (25%)
- Directly lead, direct and manage the performance of the nationwide FS team (FSM - T1/T2 Managers, Campaign Supervisors/Executives): territory deployment, monthly work plans, field calendars and KPIs.
- Turn Technical Claims (from R&D/Technical and Product Marketing) into sharp selling tools: field protocols, demo kits, farmer talk-tracks, comparison results and training content for Sales and dealers.
- Set, track and review FS KPIs; run the FS incentive scheme; coach, assess and develop FS capabilities; propose recruitment, promotion and succession for the FS team.
- Directly manage Product Marketing Manager(s): assign brands/crops, approve action plans and review KPIs.
4. Grassroots Demand Creation (15%)
- Directly manage and execute Demand Creation programs: field Demos/trials, Field Days, farmer workshops, dealer meetings and season-long field programs.
- Allocate the approved Demand Creation budget by region/ASM/dealer; ensure quality standards, evidence (photos, data, attendance) and post-activity results.
- Measure the effectiveness of each activity (cost per farmer, conversion to sell-out) and recommend optimization to HoM.
5. Digital & Commercial Sales Promotion Programs (15%)
- Directly manage the digital & commercial sales-driving programs: QrTrace, Farmer Promotion, QR C2 Promotion Program, ZMS/SMS, MMC App and product-related campaigns.
- Own operational KPIs of these programs (scans, participating retailers, redemption, cost per redemption) and ensure data is used to target dealers and farmers.
- Coordinate with Customer Service, IT/Digital vendors and Finance for program set-up, reward fulfilment and reconciliation.
6. Field Commercial KPIs, Project Tracking & Reporting (10%)
- Commit to field commercial KPIs: drive Sell-out; expand retailer coverage by +20%; increase Product on Ground (POG) by +10% (QR-verified); keep channel inventory at healthy levels; protect portfolio Gross Profit.
- Monitor the progress of Marketing-led projects and report to HoM and TOM, ensuring delivery on time and to quality according to the approved strategy and plan.
- Submit weekly/monthly reports to HoM; present field and portfolio performance to BOD/TOM upon request.