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Country Manager - Vietnam

Vietnam Permanent View Job Description
This role is responsible for achieving sustainable, profitable growth of the assigned brands by delivering sales results, expanding market presence, and building strong brand equity in Vietnam. It functions as the local market expert and main point of contact for the distributor on commercial and activation matters, ensuring seamless execution. The position oversees all A&P deployment in collaboration with regional and global stakeholders.
  • Leading business to next level
  • Global reputation company

About Our Client

Our client is a large organization operating in the FMCG industry. They are dedicated to delivering high-quality products and maintaining a strong presence in the market.

Job Description

As a Country Manager - Vietnam, your main responsibilities will include:



  • 1. Strategy & Growth
    • Co-own annual market plan: targets, growth drivers, priority SKUs, pricing, and channel/city focus.
    • Build quantified growth roadmap across channels, regions, customers, and SKUs.



    2. Market Development & New Business

    • Identify and unlock new cities, markets, partnerships, and distribution opportunities.
    • Secure incremental listings and commercial wins for core brands.



    3. Channel & Customer Management

    • Manage senior relationships with distributors, wholesalers, and key retail accounts; lead JBPs (Joint business plans) with KPIs.
    • Conduct outlet visits and senior stakeholder engagements to drive distribution and brand visibility.



    4. Contracting & Commercials

    • Lead complex contract negotiations: trade terms, rebates, and marketing investment agreements.



    5. Investment Effectiveness & Reporting

    • Manage A&P budgets and ensure investment alignment with brand priorities.
    • Assess activation ROI and report impact on brand equity, event performance, and new listings.



    6. Trade Marketing & Activations

    • Develop and execute promotional initiatives aligned with global brand guidelines.
    • Approve localized POSM and visibility materials to ensure premium positioning.



    7. Execution Excellence

    • Lead outlet audits to ensure visibility and activation standards; drive corrective actions.
    • Elevate execution quality to meet global benchmarks with measurable commercial outcomes.


The Successful Applicant

A successful Country Manager - Vietnam should have:

Knowledge & Experience

  • Strong commercial + market intelligence in Vietnam across On/Off Premise channels.
  • 6-10 years' experience in FMCG driving growth and market expansion.
  • Skilled in A&P budget management, ROI evaluation, and activation effectiveness.
  • Proven ability to manage distributor & key account partnerships, including contract negotiations and JBPs (Joint business plan).
  • Data‑driven strategist with strong analytical skills and advanced Excel proficiency.
  • Bilingual: Vietnamese & English; effective cross‑cultural communication.



Qualification Requirements

  • Master's degree in HR, Business Administration, or related field.
  • 10-15 years' progressive HR leadership experience in large multinational or complex organizations.
  • Expertise in HR strategy, talent development, and enterprise‑wide engagement programs.
  • Experience working in organizations of 1,000+ employees with strong operational understanding.
  • Professional fluency in English; Vietnamese proficiency preferred.

What's on Offer

Our client offers you:

  • A competitive salary
  • A permanent position with opportunities for career growth in the FMCG industry.
  • The chance to lead and make a significant impact in the Vietnam market.



If you are a motivated leader with a passion for the FMCG industry, this is your opportunity to make a difference. Apply now to join a large organization and take your career to the next level!

Contact
Steph Nguyen
Quote job ref
JN-022026-6937648

Job summary

Function
Sales
Specialisation
Sales Manager/Director/VP
What is your area of specialisation?
FMCG (Fast Moving Consumer Goods)
Location
Vietnam
Contract Type
Permanent
Consultant name
Steph Nguyen
Job Reference
JN-022026-6937648

Diversity & Inclusion at Michael Page

We don't just accept difference - we celebrate it. We encourage applicants from all backgrounds to apply for this role and are committed to building inclusive, diverse workplaces where everyone can thrive. If you require any support or reasonable adjustments during the recruitment process, please let us know.