Marketing Activation Manager – Vietnam

2 days ago

Ho Chi Minh City, Ho Chi Minh, Vietnam Manpower Vietnam Full time

Location: Ho Chi Minh City, Vietnam

Working time: Mon-Fri

Role Overview

  • Develop and deliver go-to-market strategies for key customer segments, with a focus on customer campaigns and channel incentive programs (rebates, portfolio deals, loyalty initiatives, early-order programs, etc.).
  • Lead and inspire a cross-functional team throughout the annual cycle of planning, updating, and executing marketing and campaign activities. Oversee activation plans for all products and services in assigned markets.

Key Responsibilities

  • Create, refine, and implement 3-year customer segment strategies that drive value across the product and service portfolio through targeted communications, promotions, programs, and tools (e.g., CRM, personalized marketing), using both push and pull tactics.
  • Segment customers to understand needs and purchasing behaviors, with the goal of influencing desired behavior changes.
  • Provide monthly guidance to Marketing and Commercial leadership on campaign goals, priorities, and tactics.
  • Establish and manage Customer Advisory Boards to validate concepts, gather insights, and identify emerging trends. Integrate customer feedback and segmentation insights into activation plans to enhance acquisition, retention, cross-selling, and up-selling.
  • Deliver marketing programs and tactics (e.g., bundled offers, financial incentives, loyalty initiatives, digital touchpoints) that are aligned with customer needs and are measurable for performance.
  • Track project timelines, monitor execution, and ensure marketing initiatives are completed on schedule.
  • Oversee the end-to-end development, localization, and optimization of marketing materials while considering cultural and market-specific nuances.
  • Lead segment teams—including Field Sales and Technical Support—to gather input that shapes strategies and activation plans, and to drive execution of local campaigns and CRM initiatives.
  • Set performance metrics, evaluate campaign effectiveness, and reallocate resources to meet business objectives.
  • Participate in or lead customer events, product and needs-based training sessions, and product launch activities.
  • Coordinate with internal specialists and external agencies on product label artwork and related materials.

Working Relationships

  • Internal:
    Activation team, Product Managers, Commercial Excellence, Commercial Operations, Regulatory, Finance, Customer Service
  • External:
    End users, distributors, industry influencers, advertising agencies, media partners, trade associations, and other industry stakeholders

Qualifications & Experience

  • At least 6 years of relevant experience, ideally in marketing, with a track record of executing strategic marketing and campaign plans.
  • Fluency in Vietnamese and English; experience in Southeast Asia markets preferred.
  • Bachelor's degree in Business, Marketing, or a related field; an MBA or advanced degree is an advantage.
  • Background in environmental science markets, with understanding of relevant stakeholders.
  • Excellent communication skills—verbal, written, and interpersonal—with the ability to influence teams and stakeholders.
  • Strong relationship-building skills and ability to shape customer behavior through integrated channel strategies.
  • Advanced analytical and business modeling capabilities.
  • Proven experience developing long-term strategies, including preparing new products for testing and launch.
  • Strong organizational skills, teamwork orientation, and sound analytical judgment.
  • Demonstrated problem-solving abilities, especially in fast-changing or unpredictable market environments.

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