Brand Manager

JOB DESCRIPTION

1. Strategic Brand Management

• Build and execute annual brand plans in line with regional and global strategies

• Define clear KPIs across consumer, customer, and financial lenses

• Conduct ongoing brand health tracking and competitive analysis

2. Innovation & Portfolio Management

• Lead end-to-end development of new products (concept, business case, commercialization)

• Drive packaging innovation, including Tet/seasonal thematics

• Co-own project timelines and feasibility with supply chain and R&D

3. Communication & Campaign Development

• Develop integrated marketing campaigns, ensuring relevance across touchpoints

• Partner with media and creative agencies for idea development and execution excellence

• Oversee digital and social strategy for Mentos (1st priority), Happydent, Golia

4. Commercial Execution & Trade Support

• Collaborate with Trade Marketing and Sales to translate brand plans into in-store execution

• Lead BTL activation plans, sampling programs, and consumer promotions

• Monitor off-take and ROI of trade activities

5. Budget & Performance Management

• Manage brand A&P budget with accountability for ROI

• Lead monthly brand performance reviews with cross-functional teams

• Provide timely updates to management on risks/opportunities

6. People Development

• Coach and mentor the Marketing Executive (shared resource) to build functional capabilities, marketing fundamentals, and ownership mindset

• Foster a collaborative, empowering, and performance-driven team culture, where open communication and learning are encouraged

• Act as a role model for cross-functional leadership, guiding both direct and indirect team members toward shared goals.

JOB REQUIREMENT

• Bachelor’s degree in Marketing, Business Administration, or related field.

• Minimum 5 years of experience in brand management or FMCG marketing

• Proven experience in developing and launching new products in FMCG environment.

• Strong project leadership and cross-functional collaboration skills.

• Proven ability to manage A&P budgets and deliver ROI-driven campaigns.

• Analytical mindset with ability to derive insights from data.

• Excellent communication skills in English and Vietnamese.