Activation Category Manager

About the Role:

L'Oréal Vietnam is seeking a dynamic and strategic Skincare Activation Category Manager to join our Consumer Products Division (CPD) team. This pivotal role is responsible for co-creating and executing the Go-To-Market (GTM) strategy and activation plans specifically for the Skincare category, with a strong focus on offline channels and leveraging key shopper activation levers such as launches, promotions, and events.

Key Reasons for This Position:

This role is crucial for enhancing our market presence and driving growth within the Skincare category. The incumbent will be instrumental in:

• Co-creating the Skincare category GTM strategy.
• Executing activation plans for CPD Makeup category in offline channels.
• Utilizing shopper activation levers, including launches, promotions, and events, to drive market engagement and sales.

Main Responsibilities, Deliverables, and Contribution to L'Oréal Vietnam:

This role plays a critical part in shaping the commercial success of the category by driving both strategic planning and executional excellence.

1. GTM Strategy Development:

2. Co-create the O+O (Online + Offline) Go-To-Market Strategy for the Skincare category, encompassing brand activation across all relevant channels.

3. Ensure the GTM strategy is fully aligned with the total category strategy, brand ambitions, and is developed in close collaboration with ECBM (e-Commerce Business Manager/Marketing).
4. Differentiate GTM approaches by retailer and channel where appropriate, leveraging deep customer and shopper insights.

5. Define, own, and meticulously track sell-out and market share targets for the Skincare category and individual brands, ensuring alignment with divisional objectives.

6. GTM Activation & Execution:

7. Design and develop comprehensive launch and campaign plans, including hero SKU ambitions, through innovative shopper marketing initiatives.

8. Maintain and communicate a yearly calendar of activation plans across each customer and brand, providing clear visibility across the business.
9. Define the assortment master plan for the Skincare category and brand level for all Offline activations, in close consultation with Marketing and Commercial teams.
10. Consult with Revenue Growth Management (RGM) to define the optimal promotional strategy via brand 'golden rules' applicable to total trade.
11. Define Point of Sale (PLV) and event plans, including detailed budget planning and management.
12. Ensure activation plans are appropriately balanced across brands within the Skincare portfolio to meet both category and individual brand targets.
13. Responsible for cultivating and managing strong trade marketing relationships with retailers; collaborating with Key Account Managers (KAMs) to present New Product Development (NPD) and activation plans, and supporting KAMs with compelling selling stories to commercially land activation plans effectively.

Key Relationships:

• Internal: ECBM, Marketing, Commercial, Revenue Growth Management (RGM), Key Account Managers (KAMs), Category Business Development Director, Senior Skin & Hair Category Manager.
• External: Retailers, Agency Partners (as required).

Most Important Qualifications, Background, and Experience:

Core Skills:

• Stakeholder management
• Business relation management
• Project Management
• Data-driven decision making
• Complexity Management
• Category growth management
• Assortment optimization
• Category vision

Experience: 4-6 years of experience in Trade Marketing and Brand Activation.

Makeup Expertise: Proven experience or strong passion for the Skincare category.

Strategic & Analytical: Ability to manage stakeholders, budget, and business objectives effectively.

Communication: Strong storytelling and hardworking ethic.

Problem-Solving: Ability to handle complexity.