Senior Manager, Marketing, Vietnam

JOB DESCRIPTION

Senior Manager, Marketing, Vietnam

Reports to: Senior Director, Marketing - Vietnam

Location: Ho Chi Minh, Vietnam

ASP OU Marketing is undergoing a step-change to deliver more balanced, sustainable growth, powered by deeper consumer intimacy, stronger integration, accelerated innovation, and data- and tech-enabled precision marketing. The organization is designed to combine local relevance with scale, shift data and technology from experimentation to competitive advantage, and operate with clear accountability for impact and ROI. All roles operate within a tightly integrated OU-Market model, where the OU elevates and enables strategic growth + OU-wide platforms while markets integrate, execute, and track performance with speed and rigor while developing local content, partnership and experiences.

• Leads annual and quarterly planning, execution, and tracking of brand marketing programs, key innovation launches, and local campaigns within the designated brand/segment.

• Partners with brand leadership and OU/category teams to adapt and optimize global playbooks, toolkits, and innovation platforms for relevance and impact in the country.

• Develops and implements integrated marketing (IMX), digital, shopper/trade, and channel activities, ensuring all local executions uphold brand standards and drive tangible business outcomes.

• Conducts local research, competitive analysis, and post-campaign reviews to inform campaign effectiveness, future planning, and continuous improvement.

• Manages relationships with agencies and external partners, setting clear objectives, briefing partners, and ensuring high-quality, on-time delivery of execution.

• Supports resource planning and DME budget management for assigned initiatives, ensuring disciplined spend and accurate forecasting in line with business plans.

• Builds and sustains collaborative relationships with bottler and commercial teams to drive impactful in market execution.

• 5 - 8+ years of brand or shopper marketing experience in FMCG, beverage, or related categories,

• Demonstrated experience in translating global strategy based on local market needs and consumer relevance.

• Proven track record of leading end-to-end campaigns and local activations, from insight to business case, launch and post-evaluation.

• Execute and oversee field-level brand activation, including point-of-sale, promotions, experiential marketing, and events, in close coordination with bottlers and Operations.

• Leadership in agency management, resource allocation, and project execution.

• Comfort with analyzing local consumer/shopper data and competitive landscape, translating insights into actionable marketing plans. Demonstrated ability to leverage data, digital, and analytics as competitive advantages

• Strong organizational and cross-functional communication skills.

• Action-oriented with the ability to think and react quickly to changing circumstances.

• Strong sense of urgency, even when managing initiatives with long lead times, adaptability, and flexibility to meet changing priorities and adjust to different management styles.

• Represents the brand's voice for assigned projects in the country, engaging internal and external partners for campaign alignment and collaboration.

• Maintains regular contact with Brand Director and OU/category teams to share local insights, execution progress, and performance learnings.

• Develops effective working relationships with agencies, bottler teams, commercial, and channel partners, ensuring integrated planning and on-ground alignment.

• Communicates initiative results, challenges, and insights upward, supporting the Brand Director in shaping brand direction and continuous improvement.