Job Summary
The Group Brand Manager (GBM) is responsible for leading the development, execution, and performance of multiple brands within the company’s portfolio. This role ensures strategic alignment of marketing initiatives with business objectives while driving brand growth, consumer engagement, and market competitiveness. The GBM oversees a team of Brand Managers and collaborates with cross-functional teams to achieve revenue, profitability, and brand equity goals.
Key Responsibilities
1. Strategic Brand & Business Planning (60%)
- Lead the development and execution of both short-term and long-term marketing strategies to promote our brand, products, and services
- Set and monitor brand performance KPIs. Lead & drive cross functions to deliver those KPIs and ensure continuous growth and improvement
- Define brand positioning, messaging and overall identity for umbrella brand and multiple categories
- Conduct brand portfolio analysis and recommend rationalization or expansion strategies throughout keeping abreast of market situations, consumer trends, internal sales performances and competitors' movements.
- Fully management of PnL and marketing budgets within agreed targets.
- Develop communication/ NPI strategy that inlign with company vision & mission
- Define & excavate brand essence
2. Category Brand Activities Excellence (30%)
- Liaise closely with Marcom Team/Agencies/Trade for branding and consumer communication activities with excellent execution (Including both ATL and BTL activities, such as TVC, digital, activation, sampling, OOH, and POSM…).
- Monitor and analyze the performance of marketing campaigns and adjust strategies as needed; manage and track marketing budget, expenses and ensure ROI on marketing campaigns;
- Lead market research initiatives to understand consumer behavior, trends, and competitor activities. Translate insights into actionable marketing strategies and innovation opportunities.
- Lead cross functions (R&D, supply chain, purchasing, sales, trade marketing) to run the NPD process: sales forecasting, stock management, and sales movements... identify new product opportunities and to ensure the launch's success in Vietnam.
- Monitor brand health metrics and make data-driven decisions to optimize marketing efforts
- Develop annual brand marketing budgets and ensure cost-effective spending
- Monitor and manage P&L for assigned brands, driving profitability and cost optimization
3. Team Leadership & Developement (10%)
- Manage, mentor, and develop a team of Brand Managers, fostering a high-performance & supportive culture
- Work closely with HRBP to recruit and retain young talents to build up next-generation managers for company
