Senior Associate Brand Manager (Chupa Chups)

The Associate Brand Manager is responsible for managing strategic and high-budgeted brands, driving innovation launches, brand communication, and overall portfolio performance. This role plays a pivotal part in leading marketing campaigns, consumer insights, and new product development (NPD) to achieve volume and profitability targets.

1. Strategic Brand Management & Business Growth

- Manage key brands that serve as the backbone of the company's portfolio, ensuring strong brand equity and sustained growth

- Plan, develop, organize, implement, supervise, and evaluate marketing and advertising programs to stimulate consumer demand for assigned products

- Oversee market research, promotions, and advertising, continuously assessing success against plan and making data-driven recommendations

- Guarantee strong brand performance across Brand Margins, Awareness, Market Reference, NPD, and Product Innovation

2. Marketing Strategy & Execution

- Develop and implement annual marketing plans, ensuring alignment with company objectives and budget efficiency

- Lead integrated marketing campaigns across multiple platforms (TV, digital, social media, PR, and in-store activations)

- Coordinate closely with the sales team to align marketing strategies with commercial execution

- Create, publish, and oversee all marketing materials ensuring brand consistency and effectiveness

- Plan and implement promotional campaigns, monitoring and optimizing their performance

- Maintain effective internal communication, ensuring all relevant company functions are aligned with marketing objectives

3. New Product Development (NPD) & Portfolio Management

- Lead NPD projects from ideation to execution, ensuring on-time, in-budget, and within-scope launches

- Implement a robust project management process, ensuring alignment with PMR (Portfolio Management Review) and IBP (Integrated Business Planning) processes

- Manage NPD volume forecasting, refining forecasts based on assumptions and continuously updating through each stage of development

- Conduct post-launch analysis using standardized evaluation templates, ensuring learnings are documented for future improvement

- Foster cross-functional collaboration with R&D, Supply Chain, Sales, Trade Marketing, and Finance to optimize portfolio strategies

4. Data-Driven Decision Making & Performance Analysis

- Master the analysis and consolidation of market research data (Kantar, Nielsen) to extract valuable insights for decision-making

- Plan and participate in consumer research, benchmarking, and competitive analysis to assess brand health and identify opportunities

- Track portfolio performance and efficiency, measuring ROI, adherence to schedules, and budget variance to ensure continuous optimization.

Qualifications

- Technical/ Professional knowledge and skills

• Knowledge: degree in Marketing/ Business Administration; or at least 4 yrs experience in brand management or marketing communication

• Skills: Presentation, Communication (both oral & written in Vietnamese & English), excellent use of PowerPoint, Excel

- Operational analysis- Sales ability & persuasiveness

- Work standard (=Plan, coordinate, implementation & control)

- Innovation

- Initiating action- Passion of online shoppers