Senior Manager – Power Brands

JOB IDENTIFICATION
Job Title: Senior Manager – Power Brands
Work Location: Ho Chi Minh
Direct Supervisor: Marketing Director
Direct Reports: Brand Manager(s); Brand Advocacy Supervisor(s)
Department: Marketing
JOB SUMMARY
Under the Direction of the Marketing Director, the Senior Manager- Power Brands will be responsible for effectively understanding, adapting, and implementing global brand strategies for a defined perimeter of brands within the Pernod Ricard portfolio of brands. This individual is responsible for developing and implementing local annual brand plans and the long- term strategic brand direction line with our business objectives. This role will focus on building meaningful consumer relationships with our brands by having consumer insight at the heart of all decisions. You will lead the progression of integrated and innovative programs for our brands that may include above the line, digital and below the line activation as well as managing and tracking allocated A&P and team resources.
KEY ACCOUNTABILITIES
Brand Strategy & Planning
• Development and execution of annual brand plans and support the development of three- year strategic plans
Brand Communication & Activation
• Development and execution of integrated communication strategies
• Develop, plan, and oversee the execution of annual activation and engagement plans across brands with brand managers.
• Responsible for interfacing with sales, trade marketing and customers in all relevant marketing related activities to ensure activations are aligned with brand plans and guidelines.
Consumer Insights
• Develop an intimate understanding of consumer & shopper behaviours, to identify insights and trends, to capture sources of business in line with business objectives and brand strategy
• Be the lead on all consumer insights development programs and work closely with PR regional & global HQ to run all consumer understanding programs – PRIME, Maestria etc.
• Development and application of compelling, relevant consumer and market insights
Brand Advocacy
• Lead the team of Brand Ambassadors to build brand love among the trade community & bartenders
• Manage the BA team to ensure fair use & deployment across the full portfolio & including the Tet season
Team Management
• Ensure a challenging and developmental environment to effectively stretch and grow the capabilities of direct reports & the wider team.
• Coach direct reports in development, management, and execution of brand related business.
Analyses and Reporting
• Analysis of the effectiveness of all marketing efforts against strategic objectives
• Monitor and track all major brand KPIs and provide scheduled updates on brand plan progress to marketing director and wider teams
Creativity, Innovation & digitalization
• Identify consumer insights, business & other technical opportunities (Innovations at suppliers...), define innovation strategies and concepts to transform them into initiatives and to achieve their implementation
• Work closely with digital manager and external agencies to enhance marketing digital transformation and team capabilities
• Inspire and explore new and relevant ideas by thinking out- of- the- box, finding imaginative solutions, and fostering a creative spirit within both the marketing team and external partners
Portfolio Strategy
• Management and development of the product range strategy including NPD
• Assess portfolio opportunities in line with consumers/market needs and lead team on implementation.
A&P Management
• Effectively assign, manage, and track A&P budgets with monthly reports and analysis for the marketing director.
• Track and monitor effectiveness of Marketing programs within budget allocated and brand tool effectiveness and provide regular reports and proposals.
Relationship Building
• Develop close working relationships with strategic brand companies and regional HQ to ensure the best service and support for local market needs
• Develop a collaborative relationship with the trade marketing and sales team.
• Build efficient network with opinion leaders (trade, media, influencers) to support brand and business development
• Lead, manage and direct external marketing agencies and closely monitor performance KPIs and deliver annual appraisals
Project Management
• Participate in and occasionally lead diverse tasks in transversal projects, managing and maximizing performance of project teams (internal & external), to achieve objectives in time
CSR
• Ensure the compliance of Corporate Social Responsibility policies in all marketing activities developed and support the global/local Corporate Social Responsibility platform throughout the fiscal year

Dynamic and Fast Growing Company
Premium Health Insurance for employee and family member
Competitive Salary Package

Cập nhật gần nhất lúc: 2026-04-06 19:10:02