Senior Portfolio Marketing Manager (Strategy and Innovation)

The Senior Portfolio Manager is responsible for developing franchise strategies across brand building, portfolio development, innovation and renovation, and investment planning to drive brand value, competitive advantage, and sustainable long-term growth.

This role orchestrates integrated commercial teams to deliver effective planning, resource allocation, performance tracking, and actionable business recommendations with clear measurable impact and risk mitigation.

Key Responsibilities:

Franchise strategy

Collaborate with relevant partners to develop:

• Develop and drive portfolio architecture aligned with growth ambition and brand positioning.

• Define innovation and renovation roadmap with clear roles, sources of growth, and financial impact.

• Identify key growth levers across revenue, mix, pricing, and value chain optimization.

• Ensure alignment across stakeholders to deliver a coherent and future-fit franchise strategy.

Brand Building, performance tracking and report

• Translate global brand positioning into strong local execution (communication platform, messaging, product proposition, and channel touchpoints).

• Ensure effectiveness and efficiency of marketing mix based on consumer insights and business priorities.

• Champion Brand Power agenda and embed continuous learning into brand building.

• Lead performance tracking, generate insights, and recommend strategic actions to optimize results.

Integrated Commercial Planning

• Lead annual and quarterly Integrated Commercial Planning for the portfolio.

• Define sources of growth, commercial priorities, and resource allocation.

• Orchestrate cross-functional alignment (Marketing, Sales, Finance, Supply Chain) to ensure execution excellence.

Innovation & renovation development and commercialization

• Lead renovation initiatives end-to-end.

• Contribute to innovation pipeline development and readiness-to-launch.

• Build and validate robust business cases, ensuring clear KPIs and return expectations.

• Monitor post-launch performance and embed learnings for continuous improvement.

Consumer centricity

• Identify key consumer and market knowledge gaps.

• Partner with CMI to define research agenda and translate insights into actionable strategies.

BU championship:

• Act as key brand team focal point for planning, performance tracking, and forecasting.

• Ensure accuracy and robustness in forecast and business performance reviews.

• Drive alignment and accountability across stakeholders for delivery of agreed plans.

Qualifications & Experience

• Bachelor’s or master’s degree

• Minimum 10 years of experience in marketing strategy, brand building, and innovation/renovation. Preferred experiences in FMCG / multinational environment experience.

• Strong track record in portfolio management and integrated commercial planning.

• Demonstrated experience in leading and developing high-performing teams.

• Experience managing brands across their lifecycle (innovation, incubation, high growth, maturity) and navigating complex geographic dynamics.

• Strong analytical and strategic thinking, with solid business acumen.

• Exceptional stakeholder engagement skills, with the ability to collaborate internally (global/local cross functions) & externally (agencies/partners).

• Proficiency in resource planning and efficient allocation of large-scale investments.

• Integrity, transparency & open-mindedness.

• Good at English and Vietnamese communication

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