Job Description

Director, Marketing, Vietnam

Reports to: Senior Director, Marketing - Vietnam

Location: Ho Chi Minh, Vietnam

ASP OU Marketing is undergoing a step-change to deliver more balanced, sustainable growth, powered by deeper consumer intimacy, stronger integration, accelerated innovation, and data- and tech-enabled precision marketing. The organization is designed to combine local relevance with scale, shift data and technology from experimentation to competitive advantage, and operate with clear accountability for impact and ROI. All roles operate within a tightly integrated OUMarket model, where the OU elevates and enables strategic growth + OU-wide platforms while markets integrate, execute, and track performance with speed and rigor while developing local content, partnership and experiences.

Focus, Scope, & Impact

The Brand Director operates as an individual contributor, drives the local strategy, execution, and in-market growth of our Brands in Vietnam translating global and category priorities into impactful, locally relevant programs. Owns brand growth, equity, and market share, inspiring the team and influencing across stakeholders through vision and results.

Global Brands? working in partnership with OU Category/Brand Leads, local Franchise Ops teams and bottling partners:

Leads the end-to-end strategy, business planning, and in-market execution for a flagship brand, portfolio, or defined segment within the country
Owns local annual and multi-year brand growth, brand equity, and market share targets, delivering against Brand Business and Financial Objectives.
Translates and tailors global/category strategies, brand playbooks, campaigns, and innovation launches into country-specific plans, ensuring each activation resonates with local consumer and market realities.
Oversees the development and integration of all brand marketing leversIMX campaigns, innovation, digital, shopper/trade, channel, and pricing-pack activitiesso that initiatives are holistically designed for country success.
Leads execution and drives internal business planning, allocates brand resources, monitors budget adherence, and conducts post-evaluation, identifying performance risks and leading course-correction for optimal results. Works closely with cross-functional teams and external agencies to develop and execute retail marketing programs. Manages timelines, monitor KPIs, and ensure alignment with business objectives
Champions local consumer/shopper insights, using market data and trends to recommend new opportunities, innovations, and portfolio strategies to country, OU, and category leads.
Builds and sustains strong partnerships with bottling system counterparts, commercial teams, agencies, and key customers to maximize marketplace impact and drive brand visibility.
Develop Talent: Coach and develop the team by nurturing their professional growth and participating in the selection and onboarding process for new marketing associates, fostering a learning/growth culture

Experience & Critical Requirements

8-12+ years experience in marketing/brand/portfolio or commercial leadership, preferably in flagship brand roles within FMCG or Beverage.
Proven track record in leading E2E campaign and innovation management from insight to business case, launch and post-evaluation.
Experience leading (directly or indirectly) teams or project squads; consistently provides clear direction, development, and performance feedback.
Deep understanding of how to drive brand profitability, effective resource management, DME management and financial analysis to achieve growth.
Own end-to-end local brand and innovation plans, including flywheel execution, performance tracking, and course correction, in collaboration with Operations and bottlers.
Drive system-wide alignment and oversee the execution of national, regional, channel, and customer-specific campaigns across X country.
Skilled collaborator in cross-functional teams, partnering effectively with commercial, insights, digital, finance, and external agencies or bottler organizations.
Excellent analytical and strategic thinking skillsable to turn consumer/shopper/market insight into actionable plans and measurable results.
Action-oriented with the ability to think and react quickly to changing circumstances.
Strong sense of urgency, even when managing initiatives with long lead times, adaptability, and flexibility to meet changing priorities and adjust to different management styles.
Experience operating effectively within matrixed, system-based organizations
Excellent communication, storytelling, and influencing skills

Communication Focus

Acts as the primary voice of the brand in-country, representing the brand both internally and externally.
Maintains regular, structured engagement with OU/category teams to align on brand execution, share local insights, and help co-develop future campaign and innovation toolkits for the broader system.
Builds strong working relationships with bottlers, customers, agencies, and senior internal stakeholders to maximize business and brand impact in market.
Effectively communicates brand results, needs, and market-led recommendations to leadershiphelping shape the direction of brand and category for the country and beyond.
Inspires and motivates cross-functional teams and business partners, rallying them behind the brand's local vision and objectives.
Builds an inclusive and high-performance team culture through regular feedback, guidance, and mentoring of junior staff.

About Coca?Cola ASEAN & South Pacific

The Coca?Cola Company (NYSE: KO) is a total beverage company with products sold in more than 200 countries and territories. Our company's purpose is to refresh the world and make a difference. The Coca?Cola ASEAN and South Pacific (ASP) operating unit serves 25 countries across Southeast Asia, Australia, New Zealand and the Pacific Islands. Our portfolio of sparkling soft drink brands in ASP includes Coca-Cola, Sprite and Fanta. We also offer a variety of water, sports, juice, dairy, and tea brands including Dasani, Mount Franklin, Wilkins, AdeS, smartwater, vitaminwater, Powerade, Fuze Tea, Minute Maid and Nutriboost. We're constantly innovating and transforming our portfolio, from reducing sugar in our drinks to bringing new and exciting products to market. We seek to positively impact people's lives, communities and the planet through water replenishment, packaging recycling, sustainable sourcing practices and emissions reductions across our value chain. Together with our bottling partners, we help bring economic opportunity to local communities across the region. Learn more at www.coca-colacompany.com and follow us on Twitter, Instagram, Facebook and LinkedIn.

The Coca-Cola Company: Refresh the World. Make a Difference

We are here to refresh the world and make a difference. Learn more about The Coca-Cola Company, our brands and our purpose.

Skills

Leadership; Social Media; Sales Channel Development; Conversion Rate; Marketing Campaigns; Structured Query Language (SQL); Digital Advertising; Key Performance Indicators (KPI); Branding; Demand Generation; Media Buying; Marketing Strategies; Product Commercialization; Channels Strategy; Tableau (Software); Alteryx; Market Segmentation; Customer Insights; Customer Data; Microsoft Office; Google Analytics; Strategy Development; Customer Engagement; Microsoft Power Business Intelligence (BI); Marketing Insights

Annual Incentive Reference Value Percentage:30

Annual Incentive reference value is a market-based competitive value for your role. It falls in the middle of the range for your role, indicating performance at target.

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