- Location: District 2, HCMC(with frequent travel to Hanoi, Da Nang, tier‑2/3 cities, and rural provinces)
- Working Hours: Monday - Friday (08:30AM - 17:30PM)
- Hiring process: 3 Rounds
- Insurance: Full salary during 2-month probation, Social Insurance based on full salary
- Report Line: Regional Director / Country General Manager
About the Company
Our client is one of the region's fastest-growing value retailers based in Malaysia, offering a wide range of everyday household products at affordable prices. With an extensive network of stores and a customer-first approach, they are expanding across Southeast Asia and are establishing their presence in Vietnam.
Drive end‑to‑end market entry, geographic rollout, channel scaling, and revenue growth across Vietnam (2026–2030). You will translate corporate strategy into actionable expansion plans, balancing high‑potential urban hubs and fast‑growing rural/emerging markets, while adapting business models to local consumer habits, regulations, and competitive dynamics.
Responsibilities
1. Strategy & Market Planning
- Develop 1‑3‑5 year expansion roadmaps, prioritizing tier‑2/3 cities, industrial zones, and rural provinces (Mekong Delta, Central Highlands, Northern Midlands) – home to 60% of Vietnam's population and a USD 50 billion+ retail market.
- Conduct deep market analysis: demand patterns, income growth, competitor footprint, logistics gaps, and consumer preferences across regions.
- Adapt global formats for local needs: e.g., small minimarts (100–300 m²) for rural areas, convenience stores for dense urban districts, and omnichannel hubs for mixed‑use zones.
- Align plans with national targets: e‑commerce at 15–20% of total retail by 2030, modern retail penetration rising to 35% nationwide.
2. Channel & Network Development
- Modern Retail: Partner with chains like WinMart, Co.opmart, Bach Hoa Xanh, GS25; lead rollout of own‑brand stores/franchises.
- Traditional Trade: Build and manage a network of regional distributors, village retailers, and wet market suppliers – still 70% of national sales.
- Digital & Omnichannel: Integrate with Shopee, Lazada, TikTok Shop; set up pickup points and last‑mile partnerships for underserved areas.
- Distribution Infrastructure: Plan regional warehouses and hub‑and‑spoke models to cut logistics costs and improve fresh‑food coverage.
3. Partnership, Negotiation & Execution
- Source, evaluate, and secure sites: full feasibility, lease negotiation, terms on rent/duration/incentives, and risk review.
- Onboard and manage distributors, landlords, mall operators, and service providers; build long‑term trust with local stakeholders.
- Oversee launch lifecycle: from approval to fit‑out, licensing, and opening; ensure on‑time, on‑budget delivery.
- Pilot new formats/regions, refine playbooks, and scale successful models nationally.
4. Regulatory, Risk & Compliance
- Ensure full alignment with Vietnam's laws: foreign ownership limits, food safety, tax, e‑commerce registration (VNEID), and provincial trade rules.
- Identify and mitigate risks: logistics bottlenecks, flood‑prone zones, counterfeit goods, policy shifts, and regional demand volatility.
- Liaise with provincial Departments of Industry and Trade, industry associations, and local authorities.
5. Performance & Reporting
- Own core KPIs: new points of sale opened, geographic coverage, revenue from new markets, payback period, partner retention rate.
- Track progress against budget and targets; deliver monthly/quarterly reports to leadership with actionable insights.
- Collaborate with Marketing, Operations, Finance, and Legal to localize products, pricing, and service standards.
Requirements
1/ Must‑Have
- Bachelor's degree in Business Administration, Marketing, Economics, or related field.
- 5–8 years experience in retail/FMCG/e‑commerce expansion, channel development, or business development in Vietnam; ≥2 years in a management role.
- Proven track record of launching stores/regions or building distributor networks across urban and rural Vietnam.
- Fluency in Vietnamese + English; Mandarin is a strong plus.
- Deep knowledge of Vietnam's retail landscape, key players, real‑estate dynamics, and regulatory framework.
- Strong negotiation, financial analysis, project management, and cross‑cultural communication skills.
- Willingness to travel 40–50% of the time nationwide.
2/ Preferred
- Experience expanding into rural provinces or tier‑2/3 cities.
- Familiarity with omnichannel, live commerce, or cold‑chain logistics.
- Existing network with mall developers, distributors, or provincial authorities.
What We Offer
• Relocation support if applicable
• Clear career path in ASEAN expansion
• Work with a fast‑growing regional retailer
Feel free to reach out to us for further information!
If you have not been contacted within two weeks of your application, please consider that we have decided to move forward with other candidates whose qualifications more closely match the role. Thank you for your interest, and we wish you every success in your job search.
