Brand Manager (MNC FMCG)

The Brand Manager spearheads the strategic development and implementation to achieve sustainable growth for a brand or group of brands. This role involves defining core strategies and translating them into initiatives that drive accelerated market share and profit growth through comprehensive marketing plans. The Brand Manager must engage and align leaders with these plans, working closely with Consumer Insights, RID, Finance, Sales, Global Marketing teams, and Industrial to optimize product lines and ensure sustained profit growth. In Vietnam, we implement a 2-in-1 plan that combines a Test & Learn approach with a strong national development brand plan.

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 the 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 a promotional plan.

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

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

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

o Analyse the impact, efficiency, and ROI of brand activities. Proactively 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 timeline.

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

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