Senior Brand Manager - Ho Chi Minh City Metropolitan Area

Job summary

This role is responsible for translating business and marketing objectives into strong Coffee Product portfolio to meet the needs and preferences of customers and maximize profitability.

Responsibilities

• Understand competitors' activities, customers' need & preferences based on sales data and market research to proactively propose interventions, develop strong Coffee Product portfolio to deliver sales target, increase customer satisfaction and loyalty
• Develop product roadmap and menu management to ensure they align with the overall product strategy and brand positioning
• Identify gaps in the market and develop new products to fill those gaps
• Regularly review the menu, evaluate performance of individual products and the overall product mix to make decisions about which products to keep, which to replace, and which to add to optimize sales and profitability

Commercial

• Build plans, calendars and budgets for the Coffee Product lines including product positioning, target audience identification, pricing strategies
• Define a clear value proposition for Coffee Product that differentiates them from competitors and resonates with Coffee Product target audience to drive commercial success, achieve profitable product, category, and market share growth
• Design product specific marketing campaigns, track and analyze product campaign effectiveness, utilizing metrics and analytics tools, and provide recommendations for continuous improvement

Cross-functional Collaboration

• Build and maintain strong relationships with key stakeholders, including internal teams, external vendors, and industry partners, to support product marketing initiatives
• Ensure Product Innovation team is briefed to deliver right variety of products that deliver to our product experience goals
• Work closely with Supply Chain to ensure raw materials provided by vendors are in accordance with the product strategy, quality standards, and customer expectations.
• Collaborate with Supply Chain to provide insights on market trends, emerging ingredients or materials, and changes in customer preferences for sourcing decisions.

Consumer Market Understanding

• Understand competitors' products, marketing strategies, target audience, positioning within the market to identify market gaps or opportunities.
• Stay abreast of industry trends, market dynamics, changes in consumer behavior and regulatory requirements related to food and merchandise and incorporate relevant insights into marketing strategies and product development efforts.

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