Senior Brand Manager
Brand Management
Salary
Location
Job Overview And Responsibility
Purpose of Role: • Lead the strategic growth and full P&L management of Chupa Chups — one of the company’s flagship, high-investment brands — ensuring both short-term volume/profit goals and long-term equity development. • Champion integrated marketing strategies that elevate brand distinctiveness, consumer penetration, and retail visibility across all channels, including Modern Trade, General Trade, and E-commerce. Key Responsibilities: 1. Strategic Brand Management • Own the end-to-end brand strategy including positioning, architecture, innovation pipeline, and go-to-market execution. • Define and drive annual brand plans aligned with business objectives and market opportunities. • Monitor brand performance (volume, margin, equity) and recommend corrective actions as needed. 2. Brand Equity Building • Build and grow distinctive brand assets (colors, logos, slogans, characters) in line company principles • Strengthen brand salience, reference, and meaningful difference in consumers’ minds. 3. Integrated Marketing & Campaigns • Develop and execute 360° marketing campaigns (ATL/BTL/digital) with compelling storytelling and consistent brand assets. • Ensure brand creative and communication are aligned with global brand guidelines and local consumer insights. • Track campaign ROI and continuously optimize for impact. 4. Innovation & Product Development • Drive innovation funnel with clear consumer insight, concept development, and business case validation. • Collaborate with regional teams and R&D to develop and launch NPDs that meet consumer needs and business goals. • Lead cross-functional teams to ensure on-time, in-full product launches. 5. Consumer & Market Insights • Use data from Nielsen, Kantar, brand tracking, and digital analytics to drive decision-making. • Translate insights into actions that improve trial, usage, and loyalty. 6. Cross-Functional Collaboration • Collaborate with Sales, Trade, and cross-functional teams to deliver impactful in-store activations and ensure seamless execution across functions. 7. Leadership & Development • Lead and mentor junior marketers, fostering a culture of ownership, creativity, and data-driven thinking. • Represent the brand in internal and external forums, including with global partners and agencies.
Required Skills and Experience
FMCG Marketing Expertise • 6–8 years of solid experience in brand management, preferably in confectionery, snacks, or FMCG categories. • Proven success in leading integrated brand campaigns and launching impactful NPDs. Strategic & Commercial Acumen • Strong ability to build brand strategy, manage P&L, and drive brand equity and market share growth. • Data-driven mindset with proficiency in Nielsen, Kantar, and digital performance tools. Innovation & Project Leadership • End-to-end experience in innovation pipeline development and cross-functional project management. • Ability to lead launches with speed, agility, and consumer insight. Digital Mindset • Solid understanding of digital-first campaigns, TikTok, social media trends Collaboration & Communication • Strong interpersonal skills; able to influence across functions and work with regional/global teams. • Fluent in Vietnamese & English, with excellent communication and presentation skills.
Why Candidate should apply this position
• Benefits will be shared in details for successful candidates
Preferred skills and experiences
• Prioritize candidate who can onboard asap
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