Brand Manager

JOB SUMMARY Owns the Chivas brand in Vietnam: brand strategy, consumer activation and engagement, and consumer insight projects, to build brand equity and market share within agreed budget and timing. Also leads the gifting strategy, mainly the Tet special packs (design and production, all brands), the Tet communication campaign and the big October launch event for customers. KEY ACCOUNTABILITIES 1. Brand Strategy & Marketing Planning
• Develop and implement the Chivas brand strategy and annual plan in line with the agreed positioning, timeline and budget; contribute to the 3-year strategic plan with global and regional brand teams.
• Localize global activation platforms to Vietnam consumer needs; set quarterly action plans with clear, actionable KPIs. 2. Brand Activation & Engagement
• Build the annual activation and engagement plan, with strong focus on On-Trade activation, events, PR and key influencers.
• Develop, implement and evaluate programs against brand KPIs; manage agency performance and deliver annual appraisals. 3. Gifting Strategy & Tet Program (key priority)
• Gifting strategy: lead the gifting strategy with Tet as the main season, aligned with Sales, Trade Marketing and Commercial Finance on targets, channels and investment.
• Tet special packs: lead design and production end to end: concept and design brief, agency and supplier management, packaging specs, cost, quality and delivery timelines.
• Tet communication campaign: develop and run the gifting campaign across digital, trade and in-store touchpoints with agencies, and measure its results.
• October customer launch event: lead the concept, budget, agency and run-of-show for the big launch event for customers, with Sales on invitations and follow-up.
• Review: run a post-Tet review of packs, campaign and event results to shape the next season. 4. Sales Support
• Work with Commercial and Trade Marketing on products, packs, merchandising and promotions that accelerate Chivas growth; guide brand merchandising and promotion activities.
• Supervise on-ground implementation with an effective evaluation system. 5. Market Intelligence & Insights
• Manage consumer insight initiatives day to day; use agencies, brand companies, sales teams and market visits to gather market and competitor intelligence.
• Provide monthly analysis and commentary on brand activities and performance, including depletion data. 6. A&P Budget Management
• Control activation, engagement and gifting A&P spend against the brand plan with Finance, comply with SOPs, and assess ROI.
• Manage suppliers and vendors, POs, payments, and sourcing and use of POS material. 7. Communication & Relationships
• Work proactively with Commercial, Trade Marketing and other Pernod Ricard teams; build effective relationships with global and regional brand teams.
• Manage creative, advertising and research agencies; build a network with opinion leaders (trade, media, influencers). JOB REQUIREMENTS Education & Experience
• Degree holder with formal business or marketing qualifications, or equivalent.
• Minimum 5 years in FMCG with brand management experience; beverage industry an advantage. Experience in packaging development or event management is an advantage. Functional & Leadership Competencies
• Energetic, entrepreneurial, proactive: identifies opportunities, persuades others and gets things done.
• Self-motivated, results-oriented, analytical and adaptable to change; strong project planning and negotiation skills.
• Team player with excellent interpersonal, communication and presentation skills.
• Comprehensive understanding of consumer marketing practices and related laws; digital and social media knowledge.
• Fluent English (written and spoken) is mandatory