Assistant Brand Manager (Lay's)
PepsiCo · Ho Chi Minh City
OverviewAssistant Brand Manager for Lay's brand
Responsibilities
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.
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.
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.
- 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.
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