We are looking for a sharp, culturally connected Marketing Manager with deep knowledge in Beauty and Personal Care industry to lead top oversea beauty brands entry and expansion in Vietnam. In this role, you will define local brand positioning, run end-to-end creative campaigns, and adapt global strategy into local market success across online and offline channels.
What you'll do
1. Market Entry & Brand Positioning
- Build and refine the Vietnam brand positioning, adapting global identity into a clear, locally relevant story.
- Analyze target consumers, market trends, and competitors to spot clear growth opportunities in Vietnam.
- Define local Go-To-Market (GTM) plans, communication frameworks, and messaging tailored to local consumer habits.
2. Strategy & Brand Management
- Set and execute multi-channel marketing plans that directly support business revenue and brand targets.
- Direct commercial calendars, communication plans, and visual creative to maintain strong brand identity.
- Build brand awareness, consideration, and trial across social, e-commerce, performance marketing, PR, and retail pop-ups.
- Work closely with commercial teams to align brand messaging with sales channels and promotional plans.
- Monitor competitor moves and consumer trends to continuously sharpen our market position.
3. Campaign Execution & Performance
- Lead campaigns from concept to launch across digital, social, paid media, CRM, and offline channels.
- Track and evaluate performance metrics (CAC, ROAS, LTV, conversion rates) to optimize spend and ROI.
- Use analytics and CRM data to map customer acquisition funnels and improve performance.
- Plan, manage, and optimize monthly, quarterly, and annual marketing budgets.
4. Team & Operational Leadership
- Lead, mentor, and grow a high-performing marketing team.
- Manage agencies, freelancers, and vendors to ensure deliverables stay on schedule and within budget.
- Partner with Sales, Product, and internal teams to ensure execution plans achieve overall brand targets.
What you'll need
1. Education & Experience
- Bachelor's degree in Marketing, Business Administration, Communications, or a related field; MBA is a plus.
- 5–8 years of progressive marketing experience, including at least 2–3 years in a managerial or brand leadership role.
- Proven experience in the Beauty & Personal Care or FMCG/Cosmetics industry is strongly preferred.
- Prior experience supporting an international brand's market entry or expansion into Vietnam is a strong advantage.
- Demonstrated track record of building brand positioning and go-to-market strategies in a new or fast-growing market.
2. Industry & Functional Expertise
- Deep understanding of the Vietnam beauty and personal care consumer landscape, retail environment, and e-commerce ecosystem (Shopee, Lazada, TikTok Shop, etc.).
- Strong hands-on experience across multi-channel marketing execution: digital, social, e-commerce, performance marketing, PR, CRM, and offline/retail activation.
- Solid grounding in marketing budget planning and ROI-driven campaign optimization, with fluency in key metrics such as CAC, ROAS, LTV, and conversion rate.
- Experience partnering with global or regional brand teams to localize brand strategy while safeguarding brand equity and guidelines.
- Familiarity with agency and vendor management, from creative production to media buying.
3. Skills & Competencies
- Strong strategic thinking paired with hands-on execution ability – equally comfortable shaping brand strategy and managing campaign details.
- Data-driven mindset, with proficiency in using analytics and CRM tools to guide decisions and measure performance.
- Excellent stakeholder management skills, with the ability to align cross-functional teams (Sales, Product, Commercial) and external partners.
- Strong leadership and people management skills, with experience building, mentoring, and growing a marketing team.
- Sharp creative sensibility and eye for brand storytelling, visual identity, and consumer experience.
- Excellent communication, presentation, and negotiation skills, including the ability to influence senior and global stakeholders.
4. Language & Other Requirements
- Fluent in English (spoken and written) to work directly with global/regional brand partners; fluent Vietnamese required.
- Willingness to travel occasionally for brand and market activities as needed.
- High sense of ownership, adaptability, and resilience, with the ability to thrive in a fast-paced, entrepreneurial environment.
