Head of Marketing

This role is accountable for leading the end-to-end marketing function in Vietnam, driving sustainable business growth through brand excellence, consumer engagement, channel activation and digital transformation. The role works closely with Sales, key channel partners, agencies, and the Regional and ASEAN Cluster teams to translate business priorities into effective marketing strategies and execution across General Trade (GT), Modern Trade (MT), Project Business/kitchen retail, direct sales and digital channels.

Job Responsibilities

• Develop and execute short- to long-term marketing strategies and plans, aligned with business objectives, category priorities and growth ambitions, with clear KPIs and accountability for delivering marketing, category and business targets.
• Lead brand strategy and integrated communications to strengthen brand positioning, consumer engagement and brand equity in Vietnam.
• Define and implement trade marketing strategies across all channels, including channel activation, visibility, POS materials, promotions and shopper engagement to support channel growth and sell-out.
• Partner closely with Sales, key channel partners and agencies and strategic external partners to translate commercial priorities into effective marketing plans and execution, including development/adaptation of marketing assets for partner websites, webstores and other channel touchpoints.
• Drive consumer segmentation, customer engagement and digital marketing, leveraging data and insights to deliver targeted communications and improve campaign effectiveness.
• Lead AI-enabled content creation and marketing innovation, leveraging AI tools, data and consumer insights to develop and optimize content, sharpen marketing strategies, improve efficiency and maximize campaign effectiveness and ROI.
• Lead 360° marketing campaigns, integrating ATL, BTL, digital, social and channel touchpoints.
• Manage the marketing budget and investment, ensuring effective allocation, ROI and compliance with regional guidelines.
• Leverage consumer, shopper, market and channel insights to identify growth opportunities and inform marketing strategies.
• Collaborate with the Regional and ASEAN Cluster teams to align local strategies with regional directions while adapting to Vietnam market dynamics.
• Lead, coach and develop the marketing team, building strong capabilities and a high-performance culture.

Job Profile

• Bachelor's/Master's in Marketing, Communication, Business Administration or related.
• Minimum 10 years progressive marketing experience, with strong brand, trade and digital experience, preferably in FMCG, consumer electronics, home appliances or related industries.
• Proven experience in strategic marketing planning, integrated campaigns and agency management.
• Strong understanding of the Vietnam consumer, shopper and channel landscape, with hands-on GT/MT experience.
• Strong digital expertise across digital campaigns, CRM, social, e-commerce and partner digital activation, with an understanding of how AI tools can enhance marketing content, efficiency and effectiveness.
• Strong commercial mindset, connecting marketing strategies and investments to growth, KPIs and sell-out.
• Excellent stakeholder management, communication and collaboration skills, with the ability to influence across functions and levels and work effectively with external agencies and partners.
• Strong people leadership, with experience leading, coaching and developing high-performing teams.
• Fluent English is highly preferred.