This position is accountable for the attainment of assigned brand’s volume, share & financial objectives. As part of this accountability, this position is responsible for the development, implementation and evaluation of marketing strategies and action plans. He / she acts as the leader & single point of contact for the assigned brand in the country..
Scope of Responsibilities:
Development of Brand Equity
Responsible for Brand Equity Strategy to ensure the correct brand positioning and Brand Essence elements which are relevant to Vietnamese consumers.
Lead IMC process specific to their brand to develop the IMC plan.
Strategic Planning Process
Understand the Category strategies and how they apply to his/her brand/ segments.
Liaise cross functionally to conduct and collect all relevant market and consumer data for his/her brands to feed into the development of a brand plan (i.e. market and consumer needs analysis, competitor analysis, trade environment and pricing activities, manufacturing opportunities and assessing local economic situation).
Guide/ coach and support subordinates in the execution of marketing plans.
Annual Plan Development
Focus on collecting and analyzing the financial information relevant to his/her brands to be reviewed by the Marketing Manager.
Propose plans and programs for his/her brands to achieve the brand plan (i.e. market share, volume growth, etc.).
Lead monthly updates by providing relevant cross-functional information and analysis on his/her brands
Product and Packaging Quality Improvement
Be a part of the project team for all PPQSchanges and initiatives relevant to their brand and is responsible to ensure that all relevant information necessary for the project from a marketing perspective is submitted.
Ensure that the product quality meets the expected PPQS from a Consumer Insight and Research Development & Quality perspective.
In cases of variance, with his/her team develop recommendations for the Product and Packaging Quality Improvement which are reviewed by the Manager Marketing, initiate and drive necessary corrective actions recommended by the Manager Marketing
Pricing Strategy Implementation
Conduct competitor/ market place analysis for the brand and propose options to be considered by the Manager Marketing to determine the relevant pricing strategy in a given market.
Manage ongoing tracking of pricing activities within the market place relevant for his/her brands and provide the Manager Marketing with understanding of opportunities and risks existing in the local market.
Price Change Management
Contribute by having an in-depth understanding of his/her brand position in market and by liaising with the Sales Company to develop a change to the price of the brand.
Integrated Marketing Communication
Participate in the development of an IMC Planning Brief specific to his/her brands, and submitted to the Manager Marketing who obtains approval from the Marketing Director.
Monitor the progress of all communication initiatives for his/her brands.
Responsible to ensure a Creative Brief is created for his/her brands (based on IMC Planning Brief) in conjunction with the Manager Marketing for approval of the Marketing Director.
Responsible to review of the creative options for their brand presented by the Agency and develop recommendations for re-working of proposals to be discussed and approved by the Marketing Manager then Marketing Director
Lead the implementation of the agreed communication plan for his brand, including creative productions, cross-functional coordination with manufacturing, Logistics, Sales and Finance, within a framework provided by the Manager Marketing. Make evaluation of campaign results.
Media Planning
Participate in the media planning process for his/her brands through engagement in the IMC process.
Support the development of the Media Flowchart relevant for his/her brands which is led by the Media team and submitted to the Manager Marketing who obtains approval from the Marketing Director
Contribute to the discussion with the Manager Marketing to determine the risk and impact of Media Shifts (shift in time, shift to another vehicle, shift to another brand) against achievement of the strategic results.
Provide input to the Manager Marketing for the year end Media Agency evaluation.
A&P Management
Participate in the discussions with Sales to align the Trade Spend relevant for his brand.
Analyze market information from Sales Company, Consumer Insights and Commercial Finance Controllers in order to contribute to the development of the Trade Promotional Guidelines to be approved by Marketing Director.
Lead the development of the Trade Promotional Plans that are reviewed by the Manager Marketing. Trade Promotional Plans as approved are executed by the Sales Company.
Business Performance Indicators
Monitor and measure business performance for his specific brand against a set of KPIs including:
Volume, revenue, available profit, A&P (Advertising & Promotion), net contribution, share of market;
Marketing overheads are within budget
Day to day spend is within budget.
Participate in the discussion with Sales to challenge and seek improvements and makes recommendations to the Marketing Manager.
NPD (New Product Development)
Facilitate the NPD process with cross functions, including but not limited with RnD, Finance, Packaging, Demand & Planning, Factory team.
Provide relevant marketing input for NPD gates.
Sales and Operations Planning (S&OP)
Monitor volume achievement and inventory levels for their brands and liaises with the Sales team monthly to discuss changes in volume in order to propose adjustments to Marketing Manager.
People Leadership and Development
Be responsible (as appropriate) for leading and providing guidance to subordinates
Provide leadership, motivation and team development, including key people management, (e.g., Managing and Appraising Performance (MAP) / Training / Development plans together with the Marketing Manager and local HR).
Be responsible for effective relationships with third party suppliers (media, TV, outdoor, press, advertising, packaging agencies).
Job Requirement
Education, qualifications and training
University qualification in marketing or related field
Good analytical skills
Proficient in written and spoken English
Experience or skills required
Min 5 years marketing experience in the same position with a high skill level in all aspects of FMCG marketing mix
Experience in marketing with a mix of ATL & promotions
