RESPONSIBILITIES:
Strategic Brand Development:
- Develop and implement long-term brand strategies aligned with business goals, conducting in-depth market analysis and competitive intelligence.
- Define and refine brand positioning, target audience segmentation, and key messaging frameworks.
- Formulate and manage annual brand plans and budgets, ensuring optimal resource allocation.
Marketing Campaign Execution:
- Lead the development and execution of integrated marketing campaigns across all relevant channels, including digital, traditional, and point-of-sale.
- Manage agency relationships and oversee the creation of high-impact creative content.
- Monitor and evaluate campaign performance against defined KPIs, providing actionable insights for optimization.
- Ensure best return on investment for all branding activities.
Performance Analysis & Reporting:
- Track and analyze key brand performance metrics (market share, sales, brand equity) using advanced analytical tools.
- Provide regular reports and presentations to senior management, highlighting key trends and performance drivers.
- Identify risks, and opportunities, and create mitigation plans.
Team Leadership & Stakeholder Management:
- Lead cross-functional team to drive marketing and business objective
- Build and maintain strong relationships with key stakeholders, including sales, supply chain, and external partners.
DTC: CRM and consumer data system
- Support to develop CRM strategy to build consumer loyalty
- Build and implement engagement journey with excellence (monitor, tracking, test and learn, optimize)
- Optimize the system and database to drive DTC strategy
REQUIREMENTS:
- Bachelor's degree in Marketing, Business Administration, or a related field.
- At least 9 year experience in marketing in FMCG
- Proven track record of success in brand management within the FMCG sector in Vietnam.
- Proven experience in turning around business performance in challenging or declining market situations and/or successfully building brand awareness from a low base to significant scale.
- Experience in the infant milk category and/or a track record in business turnaround will be a strong plus.
- Strong strategic thinking, analytical, and problem-solving skills.
- Excellent communication, presentation, and interpersonal skills.
- Proficiency in English and Vietnamese.
- Demonstrated leadership and team management abilities.
- Strong understanding of the Vietnamese consumer market and digital landscape.
