Brand Manager (Food Channel)

Company Overview

Universal Robina Corporation (URC) is one of the leading branded food and beverage companies in the Philippines, with an established presence across ASEAN and international markets.

As part of the URC Group, URC Vietnam operates in the fast-moving consumer goods (FMCG) industry, bringing well-known brands such as C2, Rong Do, Jack n' Jill brands Dynamite and Cream-O to Vietnamese consumers. The company continues to strengthen its brand portfolio, expand its market reach, and respond to evolving consumer needs.

Driven by a commitment to quality, innovation, and operational excellence, URC Vietnam focuses on sustainable business growth while fostering a collaborative environment where people can develop and contribute to the company's success.

Job Purpose

The Brand Manager develops and executes brand plans to strengthen brand equity and support market share and volume growth. The role coordinates integrated marketing communications, brand performance analysis, pricing recommendations, new product initiatives and demand planning in collaboration with internal stakeholders and external agencies.

Key Responsibilities

Brand Strategy and Annual Planning

·       Translate category strategies into brand and segment plans, using market, consumer, competitor, trade, pricing and economic insights.

·       Analyze relevant brand financial information and propose marketing programs to support market share and volume objectives.

·       Provide monthly brand updates, cross-functional inputs and performance analysis to the Food Marketing Manager.

Market Data & Insight-Driven Strategy

·       Analyze market measurement data (e.g., Nielsen, Kantar, panel data) to extract actionable insights, track category dynamics, and unlock new distribution and volume growth drivers.

Regional & Cross-Cultural Alignment

·       Collaborate closely with Regional Marketing teams on regional campaigns and New Product Developments (NPDs), adapting global/regional frameworks to fit local market dynamics.

·       Serve as the main local contact point for regional research, strategy alignment, and cross-cultural stakeholder management.

Pricing Strategy and Market Monitoring

·       Analyze competitor and marketplace pricing and recommend pricing options for management consideration.

·       Track market pricing activities and identify relevant brand opportunities and risks.

New Product Development & Local Production Commercialization

·       Implement brand growth and new product launch initiatives, including trade materials, sales communication, launch support and point-of-sale execution.

·       Coordinate the NPD process with R&D, Finance, Packaging, Demand Planning and Factory teams.

·       Provide marketing input at relevant NPD decision gates.

·       Lead end-to-end local NPD development, integrating consumer insights and sensory testing to tailor products specifically to local Vietnamese consumer preferences.

·       Work directly with local plant operations and supply chain teams to ensure manufacturing readiness and commercial viability for locally produced categories (e.g., Biscuits expansion).

Brand Advertising and Promotions Management

·       Develop brand-specific IMC planning briefs and creative briefs with the Marketing Manager for the required approvals.

·       Review agency creative proposals and recommend refinements for management review and approval.

·       Coordinate approved communication campaigns, including production and collaboration with Manufacturing, Logistics, Sales and Finance.

·       Monitor campaign execution, evaluate communication and media effectiveness, and recommend adjustments where needed.

·       Manage end-to-end digital marketing execution, including performance social content, influencer/KOL strategies, and digital asset management to drive targeted customer acquisition and engagement.

·       Partner with creative agencies to brief, produce, and optimize compelling social-first content tailored to high-value consumer segments

·       Manage the Advertising & Promotion (A&P) budget in line with Finance Controller guidelines.

·       Record and track pending expenditures accurately and on time in accordance with company processes.

Sales and Operations Planning

·       Propose brand volume targets to support annual demand forecasts.

·       Monitor volume achievement and inventory levels; review changes with Sales monthly and recommend adjustments to the Marketing Manager.

People Leadership and Agency Management

·       Guide, coach and support subordinates in executing marketing plans, as applicable.

·       Maintain effective working relationships with third-party media, advertising, creative and packaging agencies.

Resource & Intern Management

·       Take end-to-end ownership of single-brand execution while managing, mentoring, and delegating work streams to assigned marketing intern(s).

Core Competencies

·       Brand and Strategic Planning

·       Integrated Marketing Communications and Media Evaluation

·       Market, Consumer and Competitor Analysis

·       A&P Budget Management

·       New Product Development and Launch Execution

·       Cross-functional Project Management

·       Stakeholder and Agency Coordination

·       People Leadership and Communication

Job Requirements

Must-have Requirements

·       University degree in Marketing or a related field.

·       At least 1 year of experience in a similar position.

·       Marketing experience across above-the-line (ATL) communications and promotions.

·       Good project management and analytical skills, with effective negotiation capability.

·       Proficiency in written and spoken English.

·       Excellent interpersonal and communication skills.

Preferred Requirements

·       Proven experience working within a regional matrix structure or cross-cultural corporate environment.

·       Strong track record in digital marketing, including KOL program management and social media campaign execution.

·       Hands-on experience with syndicated market research databases (e.g., NielsenIQ and Kantar Worldpanel).

·       Solid understanding of FMCG local manufacturing processes and supply chain fundamentals.