BAT started its operation in Vietnam in October 1994. BAT’s brands in Vietnam include Kent, State Express 555, Craven A, White Horse, 7 Diamonds, Everest, Virginia Gold, Dunhill, and PallMall. With a total of nine brands for the Vietnamese consumers, BAT holds a robust market position in the Vietnam market. Today, BAT is one of the most successful international businesses in Vietnam. Classed as one of the top employers in Vietnam in a recent survey by AC Nielsen, BAT is recognized as providing its employees high-quality training and developmental opportunities, competitive rewards, fast-track careers, on-going employee engagement and entrepreneurial culture. BAT is also recognized for its consistent corporate social responsibility policies and programs and has been awarded several Certificates of Merit by the central and local governments for its afforestation, poverty alleviation and sustainable agricultural technique transfer projects.

Location: Ho Chi Minh City, Vietnam

Job purpose:

This role is to maximise the potential of 555 brands in the Premium Segment by developing, communicating and implementing Brand strategies and consumer engagement activities which are aligned to Marketing, Brand Portfolio and Consumer Space strategies and which will drive the achievement of brand objectives.

Key deliverables:

• Business:
  • Develop and implement brand plans and consumer engagement activities to ensure that Brand objectives are achieved in respect of volume, value, shares, contribution, cash flow, and brand health indicators;
  • Lead the definition of brand vision, strategy, positioning, and marketing mix including pack and product specification and communications, in line with Consumer Group study;
  • Develop and implement local marketing mix elements (promotion, price management & distribution) for 555 brands, ensuring that solutions are developed and/or adapted to brand manifesto and guidelines;
  • Identify research requirements, initiate and monitor consumer insights to achieve a clear understanding of the market environment and utilize obtained information as direction for further brand development;
  • Brief and manage brand communications to Agencies to ensure effective brand activities are developed, produced and implemented on time in full;
  • Monitor and analyze market developments, competitive and brand performance indicators in order to have proper proposals in place & execution;
  • Propose goals and KPIs for Brand programs and track ongoing results. Manage budget for all brand program;
  • Understand the impact of cost elements on brand profitability, control brand support expenditure and monitor product-related costs to ensure brand profit objectives are achieved;
• People:
  • Participate in the development of sales forecast for allocated brands;
  • Employ innovation in products and processes in order to achieve competitive advantage;
  • Apply best practices in brand management to optimize efficiency and effectiveness;
  • Cultivate working relationships with internal stakeholders while managing agencies effectively in order to stimulate creativity and competitive project proposals;
  • Develop and coach people direct reports to ensure talented individuals feel motivated and able to progress.

Essential requirements:

• University graduate with solid academic results, preferably in Marketing management;
• Minimum 3-year experience in Brand Marketing/ Trade Marketing in a sizeable FMCG company (preferable an MNC) at the managerial level;
• Understanding and experience of brand strategy development, brand portfolio management, brand positioning, product development, and consumer engagement;
• In-depth understanding of long-term business imperatives;
• Proven ability to manage Marketing Agencies (brand and operational) to best effect;
• Acknowledged and proven leadership skills, motivating, coaching & developing people;
• Effective interpersonal skills, relationship management skills & project management;
• English proficiency (spoken and written).

Deadline: 03/02/2018

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For any further detailed information and question, please visit BAT Vietnam's official careers website.

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