Brand Manager

Job Description

LOCATION & REPORT

· Job Title: Brand Manager

· Site: Bel Vietnam - Location: Head office in Ho Chi Minh City

· Scope: Vietnam

· Reporting to: Marketing Director

JOB SCOPE & CORE DELIVERABLES

Brand Manager leads the strategic development and execution to drive sustainable growth for a brand / group of brands. To do so, Brand Manager defines core strategies and translates those strategies into initiatives that will result in accelerated share and profit growth through focused and holistic marketing plans. This leader is responsible for enrolling and aligning leaders in the plans and is expected to work closely with Consumer Insights, RID, Finance, Sales, Global Marketing teams, and Industrial to optimize product lines and deliver sustainable profit growth.

In Vietnam, we manage a 2 in 1 plan with a focus on a Test & learn plan combined with a robust national development brand plan.

PERIMETERS OF THE JOB

Number of reports (direct & indirect): 1

RESPONSIBILITIES – WHAT DOES SUCCESS LOOK LIKE?

1. Developing and managing category/brand/product innovation strategies for assigned categories.

2. Develop consumer, market and competitor understanding, be the expert for your market, implement appropriate research to build knowledge – sales / competitor tracking, consumer knowledge. Lead market research with market research manager and market research agencies.

3. Analyse brand issues & opportunities, propose brand objectives and strategies based on the in-depth analysis to build annual marketing plan.

4. Managing P&L statements for assigned categories, to include development of marketing plans, pricing strategies, and trade programs to maximize financial value for the enterprise.

5. Implement marketing plans and daily marketing management.

o Develop product launch plan (with factory / sales team)

o Develop promotional plan.

o Develop communication strategy (including digital), aligned with mass marketing factory team, and brief to communication agency.

o Develop media strategy and planning with agency (including digital).

o Follow-up with sales department and factory on marketing plans and executions to ensure perfect implementation.

o Analyse impact, efficiency, and ROI of brand activities. Pro-actively recommend adjustments of the marketing plan when needed.

6. Manage product innovations / renovations.

o Analysing data to identify and translate insights into business opportunities and/or initiatives.

o Leveraging research (historical and secondary) and insights (consumer and supplier research and industry trends) to inform and drive innovation efforts.

o Networking with stakeholders throughout the enterprise (Global, R&D, Manufacturing, Sales, etc.) to both manage assigned projects and secure organizational buy-in/support.

o Working together with Sales team to integrate customer strategies into innovation plans and sell new products/platforms in to key channels/customers.

o Managing the end-to-end commercialization process (from concept to launch) for new product launches, including the brand in retail and horeca (partner with Horeca Sales Manager).

o Leading diverse cross-functional teams to achieve organizational goals and timelines.

7. Manage & follow-up marketing agreed budget per project along with all the paperwork needed (from contract with suppliers up to registration at government level for promotions).

8. Selecting, training, and managing career development of assigned direct report.