Marketing Director - Vietnam

Responsibilities 1. Craft Vietnam Foods Marketing Strategic Plan based on consumer/market-place insights, field feedback and economics, in line with Global category strategy, including, Advertising / communication strategy Consumer interaction strategy (grass-roots, promotion, sponsorship, presence) Packaging and pricing strategy A&M strategy: level of support and Push/Pull balance In-market success and new market/channel expansion (collaborate with Sales) 2. Effectively develop the marketing AOP for Foods, leveraging the Global/Regional Category PSP/AOP, and ensure timely deployment of AOP calendar Effectively influence the market’s agenda to execute premier programs and deliver Volume, NOPBT, Share, and Net Revenue Plans for Vietnam Market Lead and support the commercial team in the execution of the AOP and delivery of key brand & financial goals. Lead localization & execution of Global/Regional brand marketing plans, global platforms Lead equity building / thematic / platform / consumer engagement for local brands and CU specific occasions (e.g., TET) Develop integrated Marketing platforms Manage Agencies to develop/deploy Sales and Marketing materials Lead the development of sales promotion communications Work with MU/Partners/trade marketing and sales to create customer and shopper marketing plans. Understands, develops recommendations and guides critical decisions & trade-offs related to end-to-end business model, financial feasibility, P&L and investments Manage assigned brand budgets and partner with marketing services team to evaluate ROIs for all program spend 3. Coordinate development of New Product/Packaging platforms with Regional R&D and lead multi-functional teams Work closely with Regional Category Development (Marketing) Team (CDT), Regional R&D on any new product developments or launches ensuring on time, quality and products that meet local markets needs/compliance Provide insights and input to CDT for the development of the innovation strategy and pipeline at PSP Coordinate development of R&D product strategy and pipeline of global product/packaging innovation Ensure that innovation ideas comply with Brand strategy and facilitate global transfer of learnings 4. Lead consumer/customer insights for Foods category, and analyze competitive intelligence Identify consumer/market-place insights to sustain competitiveness of products and drive top-line volume Monitor competitive strategy/moves and review implications on strategy/tactics Leverage research, insights or competitive market information to lead the quick development and implementation of responsive action/tactical plans to address unexpected market changes and opportunities Provide analytics on in-market performance and opportunities (e.g. share performance, distribution opportunities, pricing, competitive activity) Develop and align with MU GM and Sector CMO on detailed marketing activity plans to deliver the agreed strategies, including: Pull activities (advertising, consumer promos, sampling and activation) Distribution targets and market activations Marketing Channel strategies Develop the category strategy, build and activate local playbooks to support priority brands. Lead the execution of the annual marketing plans, including: Adaptation/translation, of advertising copy Executing sampling, consumer promotion and activation campaigns Developing activation material required to suit local channels and customers Responsible for leading & managing the local creative agency to deliver on business agenda. Responsible for the copy production process for “Perform” projects Partner with cross functional team to drive impactful marketing programs that have scale, are repeatable, & improve efficiency and effectiveness in market. Coordinates with media team & agency in executing MU specific media plans and sponsorships Develop innovative ways to leverage local media and prestige properties to build awareness, trial, and repeat of our brands Launch innovation priorities through sampling, customer-specific programming and consumer engagement 5. Build the Marketing organization capability on Brand and enable sharing of best practices Raise Marketing expertise and know-how Leverage PepsiCo Best Practices, and work creatively and efficiently within PepsiCo’s matrix organization to see how best to recreate for Vietnam, if there is local relevance and opportunity Nurture an environment of learning and development Qualifications 1.University graduation. Master is preferable. At least 7+ year experience in Marketing management position 2. Knowledge & Experience Strong consumer & creative marketing background with strategic thinking and insight orientation A strong marketer with digital-first mindset Strong intellectual curiosity and a drive for entrepreneurship and for innovation Strong strategic profile/ drive Strong commercial acumen Financial knowledge to understand ROI assessments of different initiatives Strong leadership, eg. Situational leadership, negotiation and team building skills Influencing and cross-functional collaboration skills Strong project management skills and full understanding of the stage gate model Ability to drive the business agenda Strong ideation and conceptualization skills A hunger to share, learn and ability to flourish in a dynamic and high-growth environment Creative execution Proven track record in launching new products into emerging markets that have been successful/sustained over time Experience with matrix organizations 3.Personal Qualities & Qualifications A strong Leader and able to inspire team. Flexible, adapts to changes easily Sound attention for details without losing focus on big picture Ability to work with different people and exert good organization impact with confidence Passionate about results Entrepreneurial Positive, self-motivated and a team player 4.Skills Strong communication, analytic, organization and presentation skills Excellent interpersonal skills (important due to multi-party/external business partners bus. model) Strong leadership and influencing skills Ability to manage and prioritize multiple project Digital Marketing experience is needed.