Assistant Brand Manager (Lay's)

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MarketingMarketing Manager

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Quick Summary

Key Responsibilities

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.

Technical Tools

MarketingMarketing Manager

Assistant Brand Manager for Lay's brand

Responsibilities

~2 min read

1. 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.

2. 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.

3. Sampling Activation:

→Lead the full-year sampling activation plan Total PC

4. Media Expertise:

→Media briefing by campaign base & AOP.
→Review & Input media plan together with regional media team.
→Tracking media performance.
→Lead 1P data acquisition.

5. 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.

6. 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.

7. 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.

Requirements

~1 min read

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.