Senior Brand Manager

7 months ago

Ho Chi Minh City, Vietnam Diageo Full time

Job Description:
About Us

Diageo is the world’s leading premium drinks company with an outstanding collection of brands, such as Johnnie Walker, Smirnoff, Baileys, Captain Morgan, Tanqueray and Guinness. Our purpose - Celebrating life, every day, everywhere - has an important role in our company, for our people, our diversity, our brands, in how we perform and how we create shared value.
- South East Asia (SEA) includes some of the fastest growing, dynamic markets and has the ambition to be the most respected premium alcohol beverage player in all the markets in which we operate, with undisputed leadership in premium and core brands as well as an appetite to launch new products at scale.
- Diageo Vietnam is seen as a key investment market for long term growth across the Asia Pacific region. It will continue to form strategic and collaborative partnerships within the Vietnam business, highlighting a long-term commitment to investment and growth.
- About You- We’re looking for a self-motivated and driven individual with a creative flair, coupled with performance drive.- Function- Marketing Team- About the Role
- The Brand Manager’s role is to oversee the brand strategy and the development and execution of key brand marketing programs that will delight consumers and customers alike. The role will ensure growth in brand equity and will ensure brand business performance by making recommendations based on the analysis of market trends and interpretations of market research data.
- While reporting directly to the Vietnam Marketing Director, the role interacts and seeks direction and guidance from the Regional Brand Team/Global Brand Team.
- Key Performance Indicators for the role- Brand volume-
- % market share-
- Brand equity (Awareness, P4W, Status, Gifting, Quality, Awareness, Trial, Good To Be Seen, Aspiration, Most Visible in Off/Off-Trade, Meaningful. Salience, Distinctive)-
- Brand equity growth-
- Program effectiveness - A&P spend as a % of sales-
- Timelines for promotions, campaigns and specific programs-
- Submission of high quality and detailed M&E form per program- Required Capabilities
- Leadership Capabilities- Collaboration: Collaboration is the ability to work productively with others. At the low end of performance, collaboration provides the ability to effectively break down complex tasks and distribute the parts across a group of people or organizations.-
- Creativity: The problems we face today are much more complex and time-critical than those of the past. They often cannot be solved by brute force alone. Creativity describes the organization’s ability to think differently and allow different thinking to influence day to day and strategic decisions. At the low end of the performance curve organizations can be trapped in tradition and best practices, unable to solve persistent problems. At the high end they are often challenged to prioritize among numerous new ideas.-
- Innovation: Innovation goes beyond creativity to turn creative ideas into reality. It is the ability to translate a good concept into a compelling value proposition that others are willing to support and invest in. When innovation ability is high, companies go beyond innovative products to design innovative processes, organizational structures, management practices, and employment engagement approaches.-
- Adaptability: At no time in our history has adaptability been so critical. Products, services, organizations, companies, and even whole industries come and go in a heartbeat. Adaptability is the organization’s ability to give up the existing skills, processes, and technologies that have led to its past success and create new skills and approaches that ensure success tomorrow. Organizations need to be adaptable just to survive and highly adaptable if they expect to thrive.- Experience Required/Skills- Bachelor's degree with a minimum of 5 years marketing experience in FMCG Sales and Marketing. Prior experience working in the luxury sector or handling luxury/premium categories will be value added.-
- Good communication and interpersonal skills.- Diversity statement
- Celebrating our inclusive and diverse culture is core to Diageo’s purpose of “celebrating life every day everywhere”. This purpose is, in itself, inclusive in nature, as it values everybody irrespective of background, disability, religion, gender identity, sexuality or ethnicity.
- We know that for our business to thrive and for Diageo to realize its ambition, we depend on having diverse talent with a range of backgrounds, skills and capabilities in each of the 180 countries in which we operate and to reflect our broad consumer base. We view diversity as one of the key enablers that helps our business to grow and our values, purpose and standards set the conditions for us to respect the unique contribution each person brings.
- Flexibility is key to success in our business and many of our staff work flexibly in many different ways, including part-ti

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