Senior Brand Manager

1 week ago

Ho Chi Minh City, Ho Chi Minh, Vietnam HEINEKEN Vietnam Full time ₫900,000 - ₫1,200,000 per year

Job Description

Developing, implementing the brand plans and monitoring brand activities to ensure these activities are implemented effectively according to Brand strategies to achieve sales volume targets and Brand Health, KPIs.

Key Responsibilities

1.Brand Management

  • Develop annual brand plans and KPIs, integrating consumer insights, commercial objectives, and cross-functional input.
  • Define budget allocation and track spending efficiency across marketing channels, ensuring ROI and financial discipline.
  • Manage brand campaigns end-to-end, from brief and creative development to production, launch, and post-evaluation to ensure on-time, on-budget and on-strategy delivery.
  • Manage agency relationships (creative, digital, media, research) to deliver on-brand activity and execution excellence.

2.Brand Communication & Commercialization

  • Define the brand's communication strategy and creative direction across ATL, digital, social, and experiential channels.
  • Build strong brand storytelling that is insight-led, emotionally resonant, and consistent with brand values and positioning.
  • Develop measurement systems for campaign results and apply learnings to future communication campaigns
  • Collaborate with Sales, Trade, Finance, and Supply Chain to ensure seamless brand deployment
  • Monitor performance of campaigns, innovation launches and trade programs, then recommend improvements based on data and shopper insights

3.Team Development

  • Coach BE/ABM to build strong marketing capabilities and project leadership skills.
  • Provide structured feedback and development plans to grow talent pipeline and succession readiness
  • Foster cross-functional collaboration through clear communication, stakeholder management, and structured project routines

Qualifications and Experience

  • University degree in Business Administration, Economics, Marketing
  • Knowledge of brand management & development
  • At least 5-year working experience in the relevant field in beverage industry or FMCG
  • Good communication, negotiation and presentation skills
  • Critical thinking, problem solving skill
  • Ownership & driving mindset
  • Fluent in English

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