Purpose of Role: Lead the strategic growth and full P&L management for the Mentos brand across three key categories (chewy candy, mints, gums), driving both short-term performance and long-term brand equity. Champion 360 brand building with strong consumer understanding, impactful innovation, and commercial excellence across all channels including Modern Trade, General Trade, and E-commerce.
Key Responsibilities:
Strategic Brand Leadership
- Lead the end-to-end strategy across 3 categories (chewy candy, mints, gums), including positioning, portfolio architecture, innovation roadmap.
- Develop and implement annual brand plans aligned with business priorities and consumer trends.
- Track performance KPIs (volume, value, equity) and proactively drive corrective actions.
Brand Equity Building
- Build distinctive brand assets and ensure consistent, relevant brand messaging across all touchpoints.
- Develop and execute ATL/BTL/digital campaigns with strong storytelling
- Ensure creative execution aligns with global guidelines and local insights.
Innovation & Product Development
- Own the innovation funnel: from idea generation to launch, grounded in consumer insight and commercial opportunity.
- Work with R&D, supply chain, and regional teams to deliver successful launches OTIF.
- Drive renovation and SKU optimization to strengthen the core portfolio.
Integrated Marketing & Campaigns
- Develop and execute 360 marketing campaigns (ATL/BTL/digital) with compelling storytelling and consistent brand assets.
- Ensure brand creative and communication are aligned with global brand guidelines and local consumer insights.
- Track campaign ROI and continuously optimize for impact.
Commercial & Cross-Functional Collaboration
- Partner with Sales, Trade Marketing, and Shopper teams to deliver integrated plans in-store and online.
- Drive execution excellence across channels, ensuring visibility and availability of Mentos core and innovations.
Consumer, Market & Digital Insights
- Leverage data from Nielsen, Kantar, brand health trackers, and digital tools to drive strategic decisions.
- Identify growth opportunities through deep understanding of consumers, competitors, and trends.
Key Requirements
- 68 years of strong brand management experience in FMCG, ideally with multi-category or confectionery exposure.
- Proven success in building brands, managing P&Ls, and leading integrated marketing campaigns.
- Strong commercial acumen and strategic thinking with a data-driven approach.
- Experience managing innovation from insight to execution.
- Digitally savvy, with a track record in social-led campaigns (e.g., TikTok, YouTube).
- Excellent communication, influencing, and project leadership skills.
- Fluent in Vietnamese & English.
