Head Of Media, Digital & E-commerce

Job Summary

We are seeking a dynamic and commercially astute Head of Media, Digital, and E-commerce to drive our market leadership in Vietnam's vibrant beer industry. This is a critical leadership role responsible for owning the online revenue streams, defining the digital media strategy, and navigating the local regulatory landscape.

The core function of this role is to act as the primary strategic link between the Marketing and Sales departments where relevant.

The role involves developing and leading media strategies, managing media relations and teams, overseeing campaigns, and analyzing performance to achieve business objectives. This senior-level position requires strong leadership, strategic planning, budgeting, and communication skills, and often involves working with media agencies, internal stakeholders, and managing the budget.

You will ensure seamless integration of digital initiatives into both brand campaigns and commercial sales strategies, guaranteeing a cohesive omnichannel approach that maximizes market impact, enhances brand equity, and delivers significant revenue growth across all online touchpoints.

Key Responsibilities

• Strategic leadership: Develop and lead comprehensive media strategies that align with overall business and marketing objectives.

• Team and agency management: Lead and manage internal media teams and external media agency partners, providing direction and performance management.

• Campaign execution: Oversee the planning, execution, and optimization of media campaigns across various channels (digital, print, broadcast, etc.).

• Performance analysis: Monitor, evaluate, and report on campaign performance, using data to provide insights and adjust plans to maximize ROI.

• Budget management: Develop and manage media budgets, including allocating funds across different channels and negotiating media buys with vendors.

• Content and messaging: Work with creative teams to ensure brand messaging is consistent across all media and contribute to content creation and distribution.

Driving Digital Marketing Performance & CRM

• Performance Marketing Leadership: Own the strategy and execution of all performance marketing channels (Paid Search/PPC, Paid Social, Programmatic Display, SEO, Zalo/Email Marketing). Drive continuous optimization of campaigns to achieve top-tier ROI and CPA targets.

• CRM Strategy & Customer Lifecycle: Develop and implement a comprehensive Customer Relationship Management (CRM) strategy. Leverage customer data to drive personalized marketing initiatives, increase customer lifetime value (CLV), improve retention rates, and encourage repeat purchases.

• Campaign Management & ROI: Lead the end-to-end management of all digital campaigns, from planning and creative briefing (with Marketing team collaboration) to execution, measurement, and post-campaign analysis. Focus strictly on measurable outcomes and commercial results.

• Data-Driven Optimization: Utilize advanced analytics (e.g., Google Analytics 4, internal CRM data) to test hypotheses, rapidly iterate on campaigns, and reallocate media spend in real-time to maximize efficiency and sales conversion.

• Media Mix Modeling: Develop an optimal digital media mix strategy that balances brand building objectives with direct response goals, ensuring adherence to all Vietnamese alcohol advertising regulations regarding age and content restrictions.

E-commerce & Commercial Growth

• P&L Ownership: responsibility for the e-commerce P&L, including budgeting, forecasting, and achieving ambitious online sales targets across all platforms (DTC website, Shopee, Lazada, GrabMart, etc.).

• Sales Channel Synergy (Collaboration with Sales): Work directly with the Sales team to manage online marketplaces and third-party delivery platforms. Develop integrated promotional strategies that bridge online sales with traditional off-trade and on-premise channels.

Strategic Alignment & Cross-functional Leadership (Core Function)

• Integrated Strategy Champion: Act as the central point of contact between Marketing (brand building, consumer insights) and Sales (channel execution, off-trade/on-premise strategies), leading the development of a unified media, digital and e-commerce strategy.

• KPI Alignment & Reporting: Establish shared KPIs across digital, marketing, and sales teams. Provide clear, data-driven reporting to leadership that connects digital marketing performance directly to commercial outcomes and market share gain.

• Regulatory Compliance: Ensure full compliance across all digital operations with Vietnamese laws and decrees affecting the alcohol industry (e.g., Decree 100 on alcohol limits for drivers, advertising laws).

• Experience: 7+ years of senior experience in Media, and specifically on Digital Marketing or E-commerce leadership, with a strong focus on performance marketing and CRM strategy, ideally within the FMCG, CPG, or adult beverage industries in Vietnam.

• Leadership and management: Proven experience in leading teams, managing performance, and fostering a collaborative, results-oriented culture.

• Project management: Exceptional organizational skills to manage multiple projects, prioritize tasks, and meet tight deadlines.

• Collaboration & Influence: Exceptional ability to work cross-functionally and influence stakeholders across sales, marketing, and operations teams to drive alignment and joint success.

• Local Market Expertise & adaptability: a keen and In-depth understanding of the industry trends, emerging technologies (AI, programmatic advertising, CTV), digital landscape, consumer behavior, local e-commerce platforms, and digital payment ecosystems. The ability to adapt to a fast-paced, dynamic environment is vital.

• Commercial acumen: Strong understanding of media buying, media landscape trends, and ROI to manage budgets effectively with proven track record of driving revenue growth and managing a P&L within a highly competitive market.

• Strategic and analytical thinking and rigor: Ability to develop and implement high-level strategies, highly data-literate, able to analyze complex data, and transform the organisational approach to make more data-driven decisions.

• Strong communication: Excellent verbal and written communication skills, with the ability to adapt tone and style for different audiences and stakeholders.

• Education: Bachelor's degree in Marketing, Business, Communications, Advertising, or a related business. Relevant coursework in consumer behavior, market research, and media studies is beneficial.

• Professional Certifications: Staying current with the rapidly evolving media landscape is important. Certifications in specific ad platforms (e.g., Google Ads, Meta Blueprint) and data analytics (e.g., Google Analytics) add significant value.