KEY ACCOUNTABILITIES

1.  Brand Strategy & Marketing Planning

• Develop and implement the Chivas brand strategy and annual plan in line with the agreed positioning, timeline and budget; contribute to the 3-year strategic plan with global and regional brand teams.

• Localize global activation platforms to Vietnam consumer needs; set quarterly action plans with clear, actionable KPIs.

2.  Brand Activation & Engagement

• Build the annual activation and engagement plan, with strong focus on On-Trade activation, events, PR and key influencers.
• Develop, implement and evaluate programs against brand KPIs; manage agency performance and deliver annual appraisals.

3.  Gifting Strategy & Tet Program (key priority)

• Gifting strategy: lead the gifting strategy with Tet as the main season, aligned with Sales, Trade Marketing and Commercial Finance on targets, channels and investment.
• Tet special packs: lead design and production end to end: concept and design brief, agency and supplier management, packaging specs, cost, quality and delivery timelines.
• Tet communication campaign: develop and run the gifting campaign across digital, trade and in-store touchpoints with agencies, and measure its results.
• October customer launch event: lead the concept, budget, agency and run-of-show for the big launch event for customers, with Sales on invitations and follow-up.
• Review: run a post-Tet review of packs, campaign and event results to shape the next season.

4.  Sales Support

• Work with Commercial and Trade Marketing on products, packs, merchandising and promotions that accelerate Chivas growth; guide brand merchandising and promotion activities.
• Supervise on-ground implementation with an effective evaluation system.

5.  Market Intelligence & Insights

• Manage consumer insight initiatives day to day; use agencies, brand companies, sales teams and market visits to gather market and competitor intelligence.

• Provide monthly analysis and commentary on brand activities and performance, including depletion data.

6.  A&P Budget Management

• Control activation, engagement and gifting A&P spend against the brand plan with Finance, comply with SOPs, and assess ROI.

• Manage suppliers and vendors, POs, payments, and sourcing and use of POS material.

7.  Communication & Relationships

• Work proactively with Commercial, Trade Marketing and other Pernod Ricard teams; build effective relationships with global and regional brand teams.
• Manage creative, advertising and research agencies; build a network with opinion leaders (trade, media, influencers).

JOB REQUIREMENTS

Education & Experience

• Degree holder with formal business or marketing qualifications, or equivalent.
• Minimum 5 years in FMCG with brand management experience; beverage industry an advantage. Experience in packaging development or event management is an advantage.

Functional & Leadership Competencies

• Energetic, entrepreneurial, proactive: identifies opportunities, persuades others and gets things done.
• Self-motivated, results-oriented, analytical and adaptable to change; strong project planning and negotiation skills.
• Team player with excellent interpersonal, communication and presentation skills.
• Comprehensive understanding of consumer marketing practices and related laws; digital and social media knowledge.
• Fluent English (written and spoken) is mandatory; excellent Excel and PowerPoint.

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