Marketing Director

**Responsibilities**:
**1. Craft Vietnam Foods Marketing Strategic Plan based on consumer/market-place insights, field feedback and economics, in line with Global category strategy, including,**
- Advertising / communication strategy
- Consumer interaction strategy (grass-roots, promotion, sponsorship, presence)
- Packaging and pricing strategy
- A&M strategy: level of support and Push/Pull balance
- In-market success and new market/channel expansion (collaborate with Sales)

**2. Effectively develop the marketing AOP for Foods, leveraging the Global/Regional Category PSP/AOP, and ensure timely deployment of AOP calendar**
- Effectively influence the market’s agenda to execute premier programs and deliver Volume, NOPBT, Share, and Net Revenue Plans for Vietnam Market
- Lead and support the commercial team in the execution of the AOP and delivery of key brand & financial goals.
- Lead localization & execution of Global/Regional brand marketing plans, global platforms
- Lead equity building / thematic / platform / consumer engagement for local brands and CU specific occasions (e.g., TET)
- Develop integrated Marketing platforms
- Manage Agencies to develop/deploy Sales and Marketing materials
- Lead the development of sales promotion communications
- Work with MU/Partners/trade marketing and sales to create customer and shopper marketing plans.
- Understands, develops recommendations and guides critical decisions & trade-offs related to end-to-end business model, financial feasibility, P&L and investments
- Manage assigned brand budgets and partner with marketing services team to evaluate ROIs for all program spend

**3. Coordinate development of New Product/Packaging platforms with Regional R&D and lead multi-functional teams**
- Work closely with Regional Category Development (Marketing) Team (CDT), Regional R&D on any new product developments or launches ensuring on time, quality and products that meet local markets needs/compliance
- Provide insights and input to CDT for the development of the innovation strategy and pipeline at PSP
- Coordinate development of R&D product strategy and pipeline of global product/packaging innovation
- Ensure that innovation ideas comply with Brand strategy and facilitate global transfer of learnings

4
**. Lead consumer/customer insights for Foods category, and analyze competitive intelligence**
- Identify consumer/market-place insights to sustain competitiveness of products and drive top-line volume
- Monitor competitive strategy/moves and review implications on strategy/tactics
- Leverage research, insights or competitive market information to lead the quick development and implementation of responsive action/tactical plans to address unexpected market changes and opportunities
- Provide analytics on in-market performance and opportunities (e.g. share performance, distribution opportunities, pricing, competitive activity)
- Develop and align with MU GM and Sector CMO on detailed marketing activity plans to deliver the agreed strategies, including:

- Pull activities (advertising, consumer promos, sampling and activation)
- Distribution targets and market activations
- Marketing Channel strategies
- Develop the category strategy, build and activate local playbooks to support priority brands. Lead the execution of the annual marketing plans, including:

- Adaptation/translation, of advertising copy
- Executing sampling, consumer promotion and activation campaigns
- Developing activation material required to suit local channels and customers
- Responsible for leading & managing the local creative agency to deliver on business agenda. Responsible for the copy production process for “Perform” projects
- Partner with cross functional team to drive impactful marketing programs that have scale, are repeatable, & improve efficiency and effectiveness in market. Coordinates with media team & agency in executing MU specific media plans and sponsorships
- Develop innovative ways to leverage local media and prestige properties to build awareness, trial, and repeat of our brands
- Launch innovation priorities through sampling, customer-specific programming and consumer engagement

**5. Build the Marketing organization capability on Brand and enable sharing of best practices**
- Raise Marketing expertise and know-how
- Leverage PepsiCo Best Practices, and work creatively and efficiently within PepsiCo’s matrix organization to see how best to recreate for Vietnam, if there is local relevance and opportunity
- Nurture an environment of learning and development

Qualifications:
**1.University graduation. Master is preferable. At least 7+ year experience in Marketing management position**

**2. Knowledge & Experience**
- Strong consumer & creative marketing background with strategic thinking and insight orientation
- A strong marketer with digital-first mindset
- Strong intellectual curiosity and a drive for entrepreneurship and for innovation
- Strong strategic profile/ drive
- St