Assistant Brand Manager (Lay's)

Overview Assistant Brand Manager for Lay's brand

Responsibilities

• Strategic Initiatives:
• Assist Marketing Manager to build the marketing strategy for Lay’s to meet the needs of VNMU business.
• Assist Marketing Manager to develop annual marketing plan and initiative calendar.
• Provide support and inputs for Marketing Manager to develop Strategic Business Plan (SBP), Acceleration Plan.
• Assist Marketing Manager to build brand distinction for Master Brand Lay’s.
• Understands and uses the key levers to drive consumer preference and volume for Lay’s.
• Develop bottom-up AOP budget and manage allocated budget for Lay’s.
• Communication Planning and Execution:
• Manage Lay’s communication and ensure all executions follow brand guidelines.
• Support in Equity Communication of Lay’s Master Brand: from briefing, creative planning, creative proposal, and launching.
• Lead creative assets production.
• Research: co-work & assist Insight for all related research projects, from Consumer/ Market research.
• Lead social & digital campaigns.
• Sampling Activation:
• Lead the full-year sampling activation plan Total PC
• Media Expertise:
• Media briefing by campaign base & AOP.
• Review & Input media plan together with regional media team.
• Tracking media performance.
• Lead 1P data acquisition.
• Innovation:
• Lead R&D, Operations, Procurement and Finance teams to develop new products and ensure on-time launching as per alignment with Marketing Lead and BU team.
• Ensure proper project management with Stage Gates alignment and innovation tracking in place.
• Research: co-work & assist Insight for all related research projects, from Product/ Consumer/ Market research.
• Lead packaging design. This requires working closely with internal (QC, GP, Production, Supply & Demand team) to deliver on time in full: product registration, product trial, transition plan, co-work with supplier (film/ material) for color proof/ sample test/ standard sample approval.
• Lead MKT deployment launch plan.
• Conduct post launch evaluation for all projects.
• Business Operation & Financial Management:
• Work closely with Marketing Manager and relevant cross functions to manage & control A&M budget for the assigned brand.
• P2P process: lead & ensure all projects/task comply with process.
• All other weekly/monthly/quarterly reporting.
• Deploy pricing strategy.
• Monitor market/ consumers:
• Track and continuously improve performance of initiatives.
• Examine brand market data (Retail Audit, Brand Health Tracking & other ad-hoc studies) to understand brand’s issues/ opportunities & propose action plans.
• Conduct market/ consumer visit to obtain feedbacks.
• Monitors competitor activity and growth opportunities.
• Improves implementation to increase performance and competitiveness.

Qualifications

• University graduation in marketing, economics or related fields.
• At least 4 years of relevant working experience, preferably FMCG.
• Strong project management, time management skills. Ability to manage and prioritize multiple projects.
• Critical thinking, strong interpersonal, communication and presentation skills.
• Positive, self-motivated and a good team player.