Brand Manager

Key Accountabilities/ Job Description:

1. Strategic Brand Management

Build and execute annual brand plans in line with regional and global strategies

Define clear KPIs across consumer, customer, and financial lenses

Conduct ongoing brand health tracking and competitive analysis

2. Innovation & Portfolio Management

Lead end-to-end development of new products (concept, business case, commercialization)

Drive packaging innovation, including Tet/seasonal thematics

Co-own project timelines and feasibility with supply chain and R&D

3. Communication & Campaign Development

Develop integrated marketing campaigns, ensuring relevance across touchpoints

Partner with media and creative agencies for idea development and execution excellence

Oversee digital and social strategy for Mentos (1st priority), Happydent, Golia

4. Commercial Execution & Trade Support

Collaborate with Trade Marketing and Sales to translate brand plans into in-store execution

Lead BTL activation plans, sampling programs, and consumer promotions

Monitor off-take and ROI of trade activities

5. Budget & Performance Management

Manage brand A&P budget with accountability for ROI

Lead monthly brand performance reviews with cross-functional teams

Provide timely updates to management on risks/opportunities

6. People Development

Coach and mentor the Marketing Executive (shared resource) to build functional capabilities, marketing fundamentals, and ownership mindset

Foster a collaborative, empowering, and performance-driven team culture, where open communication and learning are encouraged

Act as a role model for cross-functional leadership, guiding both direct and indirect team members toward shared goals.

Job Requirements:

Bachelors degree in Marketing, Business Administration, or related field.

Minimum 5 years of experience in brand management or FMCG marketing

Proven experience in developing and launching new products in FMCG environment.

Strong project leadership and cross-functional collaboration skills.

Proven ability to manage A&P budgets and deliver ROI-driven campaigns.

Analytical mindset with ability to derive insights from data.

Excellent communication skills in English and Vietnamese.