Overview

Assistant 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.