Key Responsibilities:

• Strategic Planning:

  • Develop and execute the category marketing strategy, aligned with the corporate brand vision and annual business goals.
  • Identify market opportunities and establish category objectives, focusing on market share, volume growth, and profitability.
  • Conduct regular performance analysis and adjust the strategy to adapt to evolving market dynamics.

• Brand and Product Management:

  • Lead end-to-end management of brand portfolios, including new product development (NPD) and innovation pipeline.
  • Oversee product positioning, pricing, promotion, and distribution strategies to maximize brand impact and consumer appeal.
  • Ensure that product launches and rebranding efforts align with consumer needs and contribute to sustained category growth.

• Consumer Insights and Market Research:

  • Leverage market data, consumer insights, and trends to develop targeted marketing campaigns and refine brand messaging.
  • Monitor competitor activities and market trends to adjust category strategies and improve brand competitiveness.
  • Collaborate with insights teams to continuously assess brand health, consumer perceptions, and product performance.

• Campaign Development and Execution:

  • Work with the creative and digital marketing teams to develop integrated marketing campaigns across multiple channels (TV, digital, in-store, etc.).
  • Ensure campaigns are tailored to the Vietnamese market and resonate with local consumers, focusing on brand engagement and loyalty.
  • Oversee campaign budgets, timelines, and KPIs, ensuring optimal ROI and alignment with category objectives.

• Cross-Functional Collaboration:

  • Partner with sales, trade marketing, and supply chain teams to ensure category strategies are effectively implemented in the marketplace.
  • Coordinate with R&D and innovation teams on product development aligned with consumer needs and market trends.
  • Build relationships with external partners, agencies, and vendors to enhance campaign execution and brand visibility.

• Team Leadership and Development:

  • Lead, mentor, and develop a high-performing marketing team to foster professional growth and category expertise.
  • Encourage innovation, creativity, and proactive problem-solving within the team.
  • Establish clear objectives, regular performance reviews, and a culture of continuous learning and improvement.

Key Requirements:

• Education:

  • Bachelor’s degree in Marketing, Business Administration, or a related field. An MBA is preferred.

• Experience:

  • Minimum of 10 years of experience in category management, brand management, or marketing within the FMCG sector.
  • Proven track record in leading category strategy and brand building, with experience in the Vietnamese market strongly preferred.
  • Strong understanding of consumer behavior, product positioning, and competitive dynamics within FMCG.

• Skills:

  • Strong analytical and strategic thinking abilities, with a focus on achieving measurable results.
  • Excellent leadership and team management skills, with a collaborative approach to working cross-functionally.
  • Proficient in data analysis and market research tools to drive insights-based decision-making.
  • Effective communication, negotiation, and presentation skills in both Vietnamese and English.