Requirements:
- Education: Bachelor's degree in Marketing, Business, or related fields.
- At least 5 years of experience in Brand Marketing.
- At least 3 years in a Managerial role (managing a team).
- Must have experience in Beauty/Cosmetics (Prestige/Luxury preferred) or FMCG (Personal Care) with a strong track record of brand building.
- Fluent in English
- Strategic Vision: Ability to see the Big Picture and translate business goals into marketing actions.
- Digital Savvy: Strong understanding of the Vietnam Digital landscape (Social Media, TikTok, E-commerce ecosystem).
- Analytical Mindset: knowledge of P&L, Sales Reports, and Media Performance metrics.
- Leadership: Proven ability to inspire and manage a diverse team.
Responsibilities:
A. Brand Strategy & Planning
- Annual Marketing Strategy: Develop the yearly Marketing Calendar aligned with Global/Regional direction and local commercial goals. Define the Win Strategy for key pillars product line. Adjust marketing strategy and plans to meet changing markets and competitive conditions. Propose local digital MKT, PR Event strategies based on Brand Business Plan.
- Win Strategy Ownership: Define and execute the growth strategy for key product pillars. Proactively pivoted marketing plans in response to market shifts and competitive landscapes.
- Budget Management: Own and optimize the A&P (Advertising & Promotion) budget. Strategically allocated resources across Digital, Media, PR, and Trade to maximize ROI and brand visibility
- Analyze productivity of PR & digital marketing activities. Monitor and continuously improve quality of PR & digital marketing activities. Propose improvement plans to Brand Manager and implementation
- Prepare sales forecasts and budgets; monitor sales volume, revenues and costs against forecasts; and adapt plans to improve the sales performance of the product/service.
- Oversees market research and monitoring competitor activity to identify opportunities and trends within existing and new market segments and to ensure that appropriate response strategies are formulated and communicated
B. 360° Campaign Management
- Integrated Execution: Lead the marketing team in executing seamless product launches and brand campaigns. Maintain a unified brand voice across all consumer touchpoints: Media, Social, In-store, and PR Event.
Prepare marketing plans to promote products/brands via online media (e.g., email, search engine, social media, display and mobile advertising, etc.) and traditional media.
Lead promotion & VMD activities to strengthen Brand awareness, push sales and increase customer
growth.
- Digital Transformation: Drive a Digital First culture. Oversee the Digital/Social strategy to ensure high engagement, community growth, and e-commerce conversion to recruit new customers.
Optimize online marketing expenses by combining dealings with publishers and media booking agencies.
- Allocate and manage marketing budget for monthly, quarterly and yearly activities, following marketing calendar.
- Strategic Influencer & Platform Utilization:
- Trend & Platform Intelligence: Maintain a pulse on the fast-evolving social landscape to determine which channels are most effective for specific product pillars.
- Performance-Driven Selection: Strategically select KOLs and Influencers based on data, trend relevance, and brand alignment rather than just follower count.
- Scope & Efficiency Management: Review of ROI of digital marketing activities and propose any
adjustment/ investment (e.g Optimize conversion rate of customers from online to offline.)
Optimize performance of content, media, product via e-commerce platform to reach sale contribution target.
C. Trade Marketing & CRM
- Retail Excellence: Collaborate with Sales & Training Managers to design in-store animations, sampling journeys, and consultation rituals that enhance customer experience.
- CRM & Loyalty: Plan and propose digital CRM strategies based on business plan. Oversee customer retention strategies. Analyse customer data to create personalized communication and exclusive activities for loyal members, prepare action plans based on digital marketing strategies to recruit new customers via online channels and data synchronization between online system & offline system.
- Work with CRM team to implement Online Loyalty Program based on Brand Loyalty Program.
- Control promotion & VMD activities for new opening counter run by team.
D. Team Leadership & Development
- Manages and motivates subordinate staff; reviews and assesses performance, builds employee capacity, supports their professional development and enables employees to optimize their contribution to the department.
- Act as the key liaison with Regional Marketing team, local Agencies, and internal cross-functional partners
