Company Description
Masan Consumer Holdings, a key subsidiary of Masan Group, serves as the foundation for branded food and beverage ventures and related sectors. As one of Vietnam's leading FMCG companies, Masan Consumer is committed to enriching the lives of Vietnamese consumers while driving sustainable growth with social responsibility. Anchored by innovation and a people-centric culture, the company aspires to elevate Vietnam's presence on the global stage. Masan Consumer takes pride in delivering products that inspire tangible, positive changes in the daily lives of Vietnamese families.
Role Description
Shopper Marketing Manager is responsible for leading the development and execution of shopper marketing strategies that drive purchase behavior at the point of sale, enhance shopper engagement, and contribute to sustainable business growth across all channels.
1. Strategy Development & Planning:
- Develop and execute integrated shopper marketing strategies in line with brand, channel, and commercial priorities.
- Champion data-driven marketing and shopper insights to deliver impactful and targeted activation plans across Modern Trade, General Trade, and eCommerce.
- Drive strategic alignment across functions (Brand, Trade Marketing, Sales, Customer Insights...) to ensure shopper programs deliver on business KPIs.
2. Campaign Execution & Performance Management:
- Lead end-to-end planning and execution of national-level campaigns including brand fairs, customer events, thematic launches, and phygital activations.
- Be the product owner and driver of best-in-class platforms like digital redemption, ensuring seamless user journeys and high consumer engagement.
- Manage POSM strategy and execution to optimize in-store presence and drive conversion.
3. Budget & Agency Management:
- Track and evaluate campaign effectiveness through clear KPIs and ROI metrics.
- Leverage shopper and retail analytics to continuously improve the quality and impact of shopper programs.
- Manage the shopper marketing budget and external agency partnerships to ensure efficiency and innovation.
Qualifications
- Proficiency in Market Planning and Category Management to analyze market trends and develop effective strategies
- Strong expertise in Shopper Marketing with a focus on creating impactful campaigns tailored to shopper behavior
- Experience in Trade Marketing and Customer Marketing to ensure alignment between brand positioning and retail strategies
- Excellent project management, communication, and leadership skills
- Ability to build and manage relationships with retailers, distributors, and other stakeholders
- Bachelor's degree in Marketing, Business Administration, or a related field
- Prior FMCG or retail experience is a strong plus
