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Job summary
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Job Summary
Responsible for planning, development and implementation of marketing activities for assigned brand(s)/category.
Relationships
This position who reports directly to Group Brand Manager(GBM)/Marketing Manager(MM) and indirectly to the CEO.
This position has primary working relationships with the Executive Director, Group Brand Manager(GBM)/Marketing Manager(MM) and marketing staff.
This position coordinates marketing services agencies (advertising, media, below-the-line, among others) and media owners.
Scope of Work
1. Market Intelligence:
- Collect information on: 1) market dynamics, 2) consumer insights 3) and competitors’ movements on a regular basis and ensure the translation of these insights into winning marketing programs
- Suggest the need to conduct marketing and brand research to identify sources and strength of brand equity of brands and competing brands, including fem care, infant care and wet wipes.
- Work with research agencies to conduct marketing research projects in a timely and effective manner.
2. Developing Brand Strategies
- Assist MM/GBM and CEO to develop positioning strategies and personality for master brands and their sub-brands in the company’s brand architecture to create a strong, favorable and unique position in target consumers’ mindset
- Assist MM/GBM and CEO to make decisions on establishing an optimized brand architecture, including decisions on depth and breath of each brand hierarchy level, rationalizing brand architecture to maximize growth prospects while maintaining strong focus on core brand values, and identifying the opportunity for brand extensions
- Ensure the consistency of sub-brands’ positioning in relation to their master brands over time and across market segments (North/Central/South)
- Adapt brand strategies, brand associations/image and personality to different market conditions, especially Southern provinces, while maintaining consistency
3. Enhance Brand Equity of master/sub-brands
- Develop brand-oriented marketing plans and budget, including ATL (TV, Print, Internet, Radio, OOH) and BTL (Special Events, Sponsorship, Celebrity Endorsements, Promotion...) to enhance brand equity of master/sub-brands and achieve brand sales/profit.
- Protect and enhance brand equity of all company brands over time, across markets, along the category and product line, and over all marketing programs
- Monitor the brand health tracking commissioned to research agencies and propose changes to MM/GBM and CEO to maximize opportunities
4. Managing, Executing and Monitoring Marketing Programs
- Collaborate with and manage professional marketing service agencies (ad agencies, media agencies, BTL agencies, among others) to prepare and execute marketing programs, with approval of MM/GBM and/or CEO.
- Ensure the timeliness, effectiveness and efficiency of services delivered by marketing agencies (A&P plans, designs, TVC/Print Ads production, promotion production, media planning/buying, researches etc.)
- Liaison with other company departments (Trade Marketing, Sales, Finance) to ensure the timely and effective execution of marketing programs, especially promotion campaigns.
- Monitor the effectiveness of marketing programs and its contribution to the company’s sales and profit growth and propose improvement
Qualifications
• Minimum 2 years’ experience in Marketing Management/ Brand Management with demonstrated success, especially in FMCG industry.
• A recognized Bachelor degree in Business and Marketing, mostly favored those graduated from Europe or United State of America.
• Strong creative, strategic, analytical, organizational and interpersonal skills.
• Commitment to working with shared leadership and in cross-functional teams.
• Excellent communication skills (effective presentations at all levels, negotiation, conflict resolution) in English and Vietnamese.
• PC literacy
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