Head Of Marketing (Mekong Delta)

Key Responsibilities

1. Trade Marketing

• Lead trade marketing strategy and shopper activation programs to drive sales and increase brand visibility.

• Plan and execute seasonal campaigns, promotional events, store launches, and in-store activations.

• Develop strategies for exhibitions, fairs, sponsorships, and co-branding initiatives.

• Manage trade promotions, merchandising, and POSM activities aligned with business goals.

• Monitor budgets, track ROI, and ensure efficiency of marketing spend.

2. Digital Marketing

• Develop integrated communication campaigns, ensuring consistent brand messaging across channels.

• Oversee paid media, social, and digital advertising campaigns, optimizing conversion and ROI.

• Align digital activities with trade marketing to drive traffic and in-store conversion.

• Use analytics and performance metrics to continuously refine digital strategies.

3. Omnichannel Marketing

• Design and implement omnichannel strategies to deliver seamless customer journeys across online and offline touchpoints.

• Oversee e-commerce operations, ensuring service excellence, order fulfillment efficiency, and customer satisfaction.

• Leverage customer data and analytics to identify behavioral trends and optimize channel performance.

4. Brand & Partnerships

• Execute regional brand strategy in alignment with corporate guidelines.

• Safeguard brand identity and ensure consistency across all customer touchpoints.

• Build and manage strategic business partnerships to expand brand presence and maximize investment returns.

• Lead brand communication, product launches, and visual merchandising programs.

• Analyze market dynamics, shopper insights, and competitor activities to refine brand strategies.

5. Public Relations & External Communications

• Act as the company’s representative for PR and external communication in the region.

• Build and maintain strong relationships with government agencies, associations, media, and local communities.

• Develop and manage PR campaigns, press releases, and crisis communication when needed.

• Drive CSR initiatives and community engagement programs to reinforce corporate reputation.

6. Customer Experience

• Analyze shopper insights to design initiatives that improve customer satisfaction and loyalty.

• Collaborate with Customer Service to enhance retention and personalize experiences.

• Manage loyalty programs and create value-added partnerships to enrich customer

Qualifications

• Bachelor’s degree or higher in Marketing, Business Administration, or related fields.

• 8–10 years of marketing experience, including 3–5 years in senior management within retail, FMCG, fashion, or consumer goods.

• Proven track record in 360° Marketing: trade, digital, omnichannel, PR, branding, and customer experience.

• Strong commercial acumen with ability to translate data into actionable insights.

• Excellent stakeholder management, communication, and negotiation skills.

• Hands-on experience in shopper marketing and retail activation preferred.

• Fluent in English; proficiency in marketing tools (CRM, BI, digital platforms).

Key Competencies

• Strategic thinking with execution excellence.

• Strong leadership and people development skills.

• Analytical, data-driven, and financially literate (budgeting, ROI, P&L impact).

• Creative and innovative in marketing solutions.

• Resilient, agile, and adaptable in fast-paced retail environments.