Marketing Director - Ho Chi Minh City, Việt Nam - PepsiCo

PepsiCo
PepsiCo
Công ty đã được xác minh
Ho Chi Minh City, Việt Nam

1 tuần trước

Đức Nguyễn

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Đức Nguyễn

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Mô tả

Responsibilities

1. Craft Vietnam Foods Marketing Strategic Plan based on consumer/market-place insights, field feedback and economics, in line with Global category strategy, including,

  • Advertising / communication strategy
  • Consumer interaction strategy (grassroots, promotion, sponsorship, presence)
  • Packaging and pricing strategy
  • A&M strategy: level of support and Push/Pull balance
  • Inmarket success and new market/channel expansion (collaborate with Sales)

2. Effectively develop the marketing AOP for Foods, leveraging the Global/Regional Category PSP/AOP, and ensure timely deployment of AOP calendar

  • Effectively influence the market's agenda to execute premier programs and deliver Volume, NOPBT, Share, and Net Revenue Plans for Vietnam Market
  • Lead and support the commercial team in the execution of the AOP and delivery of key brand & financial goals.
  • Lead localization & execution of Global/Regional brand marketing plans, global platforms
  • Lead equity building / thematic / platform / consumer engagement for local brands and CU specific occasions (e.g., TET)
  • Develop integrated Marketing platforms
  • Manage Agencies to develop/deploy Sales and Marketing materials
  • Lead the development of sales promotion communications
  • Work with MU/Partners/trade marketing and sales to create customer and shopper marketing plans.
  • Understands, develops recommendations and guides critical decisions & tradeoffs related to endtoend business model, financial feasibility, P&L and investments
  • Manage assigned brand budgets and partner with marketing services team to evaluate ROIs for all program spend

3. Coordinate development of New Product/Packaging platforms with Regional R&D and lead multi-functional teams

  • Work closely with Regional Category Development (Marketing) Team (CDT), Regional R&D on any new product developments or launches ensuring on time, quality and products that meet local markets needs/compliance
  • Provide insights and input to CDT for the development of the innovation strategy and pipeline at PSP
  • Coordinate development of R&D product strategy and pipeline of global product/packaging innovation
  • Ensure that innovation ideas comply with Brand strategy and facilitate global transfer of learnings
4

. Lead consumer/customer insights for Foods category, and analyze competitive intelligence

  • Identify consumer/marketplace insights to sustain competitiveness of products and drive topline volume
  • Monitor competitive strategy/moves and review implications on strategy/tactics
  • Leverage research, insights or competitive market information to lead the quick development and implementation of responsive action/tactical plans to address unexpected market changes and opportunities
  • Provide analytics on inmarket performance and opportunities (e.g. share performance, distribution opportunities, pricing, competitive activity)
  • Develop and align with MU GM and Sector CMO on detailed marketing activity plans to deliver the agreed strategies, including:
  • Pull activities (advertising, consumer promos, sampling and activation)
  • Distribution targets and market activations
  • Marketing Channel strategies
  • Develop the category strategy, build and activate local playbooks to support priority brands.
Lead the execution of the annual marketing plans, including:


  • Adaptation/translation, of advertising copy
  • Executing sampling, consumer promotion and activation campaigns
  • Developing activation material required to suit local channels and customers
  • Responsible for leading & managing the local creative agency to deliver on business agenda. Responsible for the copy production process for "Perform" projects
  • Partner with cross functional team to drive impactful marketing programs that have scale, are repeatable, & improve efficiency and effectiveness in market. Coordinates with media team & agency in executing MU specific media plans and sponsorships
  • Develop innovative ways to leverage local media and prestige properties to build awareness, trial, and repeat of our brands
  • Launch innovation priorities through sampling, customerspecific programming and consumer engagement

5. Build the Marketing organization capability on Brand and enable sharing of best practices

  • Raise Marketing expertise and knowhow
  • Leverage PepsiCo Best Practices, and work creatively and efficiently within PepsiCo's matrix organization to see how best to recreate for Vietnam, if there is local relevance and opportunity
  • Nurture an environment of learning and development

Qualifications

1.University graduation. Master is preferable. At least 7+ year experience in Marketing management position

2. Knowledge & Experience

  • Strong consumer & creative marketing background with strategic thinking and insight orientation
  • A strong marketer with digitalfirst mindset
  • Strong intellectual curiosity and a drive for entrepreneurship and for innovation
  • Strong strategic profile/ drive
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