Senior Brand Manager

JOB DESCRIPTION

Strategic Brand Leadership

• Lead the end-to-end strategy across 3 categories (chewy candy, mints, gums), including positioning, portfolio architecture, innovation roadmap.

• Develop and implement annual brand plans aligned with business priorities and consumer trends.

• Track performance KPIs (volume, value, equity) and proactively drive corrective actions.

Brand Equity Building

• Build distinctive brand assets and ensure consistent, relevant brand messaging across all touchpoints.

• Develop and execute ATL/BTL/digital campaigns with strong storytelling

• Ensure creative execution aligns with global guidelines and local insights.

Innovation & Product Development

• Own the innovation funnel: from idea generation to launch, grounded in consumer insight and commercial opportunity.

• Work with R&D, supply chain, and regional teams to deliver successful launches OTIF.

• Drive renovation and SKU optimization to strengthen the core portfolio.

Integrated Marketing & Campaigns

• Develop and execute 360° marketing campaigns (ATL/BTL/digital) with compelling storytelling and consistent brand assets.

• Ensure brand creative and communication are aligned with global brand guidelines and local consumer insights.

• Track campaign ROI and continuously optimize for impact.

Commercial & Cross-Functional Collaboration

• Partner with Sales, Trade Marketing, and Shopper teams to deliver integrated plans in-store and online.

• Drive execution excellence across channels, ensuring visibility and availability of Mentos core and innovations.

Consumer, Market & Digital Insights

• Leverage data from Nielsen, Kantar, brand health trackers, and digital tools to drive strategic decisions.

• Identify growth opportunities through deep understanding of consumers, competitors, and trends.

JOB REQUIREMENTS

• 6–8 years of strong brand management experience in FMCG, ideally with multi-category or confectionery exposure.

• Proven success in building brands, managing P&Ls, and leading integrated marketing campaigns.

• Strong commercial acumen and strategic thinking with a data-driven approach.

• Experience managing innovation from insight to execution.

• Digitally savvy, with a track record in social-led campaigns (e.g., TikTok, YouTube).

• Excellent communication, influencing, and project leadership skills.

• Fluent in Vietnamese & English.