Direct-To-Consumers (DTC) Brand Manager

About us

Since 1976, VINAMILK has grown from a reconstructed facility in a war-ridden country to become world’s top 50 dairy company, with an unwavering commitment for health and wellness through nutrition. Our mission is to nurture the next generation. We will continue to set the standards for food quality, engage deeply with our customers, deliver personalized and sustainable solutions, and exercise greater corporate and social responsibility, all powered by R&D and technology disruption. The Digital Marketing team in the Strategy & Innovation office owns Corporate & DTC marketing strategy development & execution (demand generation, growth, and performance) for all brands across DTC sales channels (Vinamilk Online & Offline Sales Channels), across all areas related to acquisition, engagement & retention, and analytics, across channels: content, paid media, paid social, web, email, or SMS.

Main Responsibilities

• Market intelligence - be the expert on our shoppers, who are they, how they buy and their key buying criteria.

• Understand and document our buyer’s process, including where they get information, and the who, what, when and why behind the decisions they make. Then drive changes to DTC sales channel and marketing processes based on what you learn.

• Understand the competitive landscape - be an expert on our competition and how they are positioned.

• Gain insight into customer use of current products, untapped opportunities, and buyer personas.

• Measure and optimize the buyer journey as it relates to product feature adoption and usage.

• Develop product messaging that differentiates new products and services from direct and indirect competitors in the market.

• Collaborate with product owners (tech team) and marketing communications to develop product positioning and messaging that resonate with our target buyer personas.

• Develop a marketing plan for the products you support in conjunction with our marketing team, including key activities and budgets to support the retention of existing customers and the acquisition of new customers.

• Assess the effectiveness of the marketing programs that support your products on an ongoing basis, and report back to the business on required changes.

• Plan the launches of new products and releases of existing products and manage the cross-functional implementation of the plan.

• Manage marketing budget and approval processes.

• Develop and implement promotional activities such as promotions and product launches.

• Speak and present both internally and externally to promote the story of our product. Communicate the value of new products and services to the sales and marketing team.

• Act as the primary thought leader for the products you support externally, including speaking engagements and written works.

• Bachelor’s Degree in Business, Marketing or related field

• 5+ years of brand management and 2+ years of product marketing

• Exceptional ROI-tracking skills, able to prove what is –or isn’t—working

• Firm understanding of all performance marketing tactics and metrics (Open Rate%, Click Rate%, Data Qualification Rate%, Contracted Rate%, Conversion Rate%, Lifetime value)

• Excellent written & verbal communication skills

• Creative thinker and problem solver

• Thriving in matrix environments and are adept at building relationships with different stakeholders

• Proven record of leadership in a work setting and/or through extracurricular activities