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BAT Vietnam - Senior Brand Manager 2018


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;