Assistant Brand Manager (Lay's)

Assistant Brand Manager for Lay's brand

1. Strategic Initiatives:

• Assist Marketing Manager to build the marketing strategy for Lay’s to meet the needs of VNMU business.
• Assist Marketing Manager to develop annual marketing plan and initiative calendar.
• Provide support and inputs for Marketing Manager to develop Strategic Business Plan (SBP), Acceleration Plan.
• Assist Marketing Manager to build brand distinction for Master Brand Lay’s.
• Understands and uses the key levers to drive consumer preference and volume for Lay’s.
• Develop bottom‑up AOP budget and manage allocated budget for Lay’s.

2. Communication Planning and Execution:

• Manage Lay’s communication and ensure all executions follow brand guidelines.
• Support in Equity Communication of Lay’s Master Brand: from briefing, creative planning, creative proposal, and launching.
• Lead creative assets production.
• Research: co‑work & assist Insight for all related research projects, from Consumer/ Market research.
• Lead social & digital campaigns.

3. Sampling Activation:

• Lead the full‑year sampling activation plan Total PC.

4. Media Expertise:

• Media briefing by campaign base & AOP.
• Review & Input media plan together with regional media team.
• Tracking media performance.
• Lead 1P data acquisition.

5. Innovation:

• Lead R&D, Operations, Procurement and Finance teams to develop new products and ensure on‑time launching as per alignment with Marketing Lead and BU team.
• Ensure proper project management with Stage Gates alignment and innovation tracking in place.
• Research: co‑work & assist Insight for all related research projects, from Product/ Consumer/ Market research.
• Lead packaging design. This requires working closely with internal (QC, GP, Production, Supply & Demand team) to deliver on time in full: product registration, product trial, transition plan, co‑work with supplier (film/ material) for color proof/ sample test/ standard sample approval.
• Lead MKT deployment launch plan.
• Conduct post launch evaluation for all projects.

6. Business Operation & Financial Management:

• Work closely with Marketing Manager and relevant cross functions to manage & control A&M budget for the assigned brand.
• P2P process: lead & ensure all projects/task comply with process.
• All other weekly/monthly/quarterly reporting.
• Deploy pricing strategy.

7. Monitor market/ consumers:

• Track and continuously improve performance of initiatives.
• Examine brand market data (Retail Audit, Brand Health Tracking & other ad‑hoc studies) to understand brand’s issues/ opportunities & propose action plans.
• Conduct market/ consumer visit to obtain feedbacks.
• Monitors competitor activity and growth opportunities.
• Improves implementation to increase performance and competitiveness.
• University graduation in marketing, economics or related fields.
• At least 4 years of relevant working experience, preferably FMCG.
• Strong project management, time management skills. Ability to manage and prioritize multiple projects.
• Critical thinking, strong interpersonal, communication and presentation skills.
• Positive, self‑motivated and a good team player.