Assistant Brand Manager - Lay's

Overview

The Assistant Brand Manager Job is responsible for supporting Brand Lead in the achievement of the annual marketing and operations plan. Major responsibility is in securing flawless execution of the overall marketing calendar, from communication to innovation.

Responsibilities

• Strategic Innitiatives:
  - Assist Marketing Manager to build the marketing strategy for Lay’s CORE to meet the needs of VNMU business.
  - Assist Marketing Manager to develop annual marketing plan and initiative calendar.
  - Provide support and inputs for Marketing Manager to develop Strategic Business Plan (SBP), Acceleration Plan.
  - Assist Marketing Manager to build brand distinction for Master Brand Lay’s.
  - Understands and uses the key levers to drive consumer preference and volume for Lay’s CORE.
  - Develop bottom-up AOP budget and manage allocated budget for Lay’s CORE
• Communication Planning and Execution:
  - Manage Lay’s Core communication and ensure all executions follow brand guideline.
  - Support in Equity Communication of Lay’s Master Brand: from briefing, creative planning, creative proposal, and launching.
  - Lead creative assets production.
  - Research: co-work & assist Insight for all related research projects, from Consumer/ Market research.
  - Lead social & digital campaigns.
• Media Champion:
  - Media briefing by campaign base & AOP.
  - Review & Input media plan together with regional media team.
  - Tracking media performance.
  - Lead 1P data acquisition.
• Innovation:
  - Lead R&D, Operations, Procurement and Finance teams to develop new products and ensure on-time launching as per alignment with Marketing Lead and BU team.
  - Ensure proper project management with Stage Gates alignment and innovation tracking in place.
  - Research: co-work & assist Insight for all related research projects, from Product/ Consumer/ Market research.
  - Lead packaging design. This require working closely with internal (QC, GP, Production, Supply & Demand team) to deliver on time in full: product registration, product trial, transition plan, co-work with supplier (film/ material) for color proof/ sample test/ standard sample approval.
  - Manage up to 32 packaging AW renovation.
  - Lead MKT deployment lanch plan.
  - Conduct post launch evaluation for all projects.
• Business Operation & Financial Management:
  - Manage & control overall PC A&M budget.
  - Work closely with Marketing Director, Brand Manager, and relevant cross functions to allocate & monitor A&M budget.
  - P2P process: lead & ensure all projects/task comply with process.
  - All other monthly/quarterly reporting: Own monthly share analysis.
  - Deploy pricing strategy: Upgram/ Degram.
  - GCS.
• Monitor market/ Consumers:
  - Tracks and continuously improves performance of initiatives.
  - Examine brand market data (Retail Audit, Brand Health Tracking & other ad-hoc studies) to understand brand’s issues/ opportunities & propose action plans.
  - Conduct market/ consumer visit to obtain feedbacks.
  - Monitors competitor activity and growth opportunities.
  - Improves implementation to increase performance and competitiveness.

Qualifications

• – University graduation in marketing, economics or related fields.
• – At least 4 years of relevant working experiences, preferable in FMCG.
• – Ability to work with both statistics and creativity.
• – Have good understanding of marketing brand & digital knowledge (especially Facebook/YouTube/TikTok/Instagram).
• – Good at English and literate in Microsoft Office.