Assistant Brand Manager

Position Purpose

The Assistant Brand Manager is primarily responsible for the execution of Brand Marketing strategies and programs for the assigned brand and GBAs that will:

• Develop and grow brand equity and market share

• Deliver category business objectives through the creation of demand at Point-of-Purchase

This position reports to the Brand Manager (or Senior Brand Manager).

Expectations

Business Objective Delivery

• Financial Targets - Delivery of the Budget and Target metrics of the assigned brand and GBA (e.g. Net Sales, Gross Margins, and Operating Profit).

• Market Share Targets – Conduct analysis and recommend actions to deliver market share targets for individual brand

Brand & Consumer Interface

• Brand Operating Plan (BOP) – Lead development of sub brand BOPs and provide input to the category BOP. Execute strategies and tactics based on approved resources.

• Brand Equity – Deliver Brand Equity targets in line with the BOP in association with the brand team

• Media Strategy, Planning and Execution – Execution of Brand media strategies with the Media Agency.

• Consumer Promotions – Execute Consumer Promotion programs for each brand to achieve sales and equity KPIs.

• Communication Material Development - Develop and manage local communication materials to support advertising (ATL and BTL) campaigns with creative agencies. Provide category and/or brand inputs for regional led campaigns.

• Advertising & Consumer Promotion Budget - Manage the Advertising and Consumer Promotion Budget for assigned brands.

• Consumer Response - Review monthly consumer feedback data and take appropriate actions in a timely fashion.

Product/Perceived Value

• Product Development - Provide market-specific consumer insights as inputs to the Sector and/or country innovation plan. Provide management oversight for the launch of product innovations

• SKU Portfolio Management - Develop recommendations for SKU line-up to address the local competitive environment, and work with the Sector Team to achieve optimum mix. Manage the number of SKUs to achieve SKU proliferation targets.

• Pricing Execution - Execute price increase/decrease plans based on the pricing strategy and BOP.

• Packaging Development - Communicate local packaging requirements in terms of language, government regulations and labelling laws to the Sector Team. Lead the local execution of regional packaging and country led products.

• Quality - Communicate any quality issues to the P&TD and Sector Teams on a timely basis.

• A minimum of bachelor’s degree preferably in Business Management/Marketing, and at least 3 years’ exposure to brand marketing in the FMCG industry.

• He/she should have good knowledge of brand development, trade marketing/promotion, and consumer goods industry dynamics.

• Proficiency in MS Office tools, Advisor of Nielsen and PC-based applications is also necessary.

• Fluently in English & Vietnamese communication.