Deodorant Brand Lead

With last year’s double digital growth and an expected upcoming high double digital annual growth rate, Deodorant Brand Lead will be responsible in handling total Deodorant portfolio of across 3 different ranges (with multiple formats). The portfolio is spread through all winning segmentations of our cornerstone brand with scopes of expansion where sparks of creativity and marketing excellence are required to take the category to a higher level.

The position is embedded within itself a massive portfolio management learning curve with a strong influence of marketing creativity and excellence in driving a premium and super premium brand portfolio that answers to the needs of Vietnamese consumers with best-in-class product benefits & experience.


MAIN PURPOSE OF THE JOB:

• Leaf-frog the growth of the Brand through landing Consumer-Centric Brand Strategy via revitalization and re-excitement of the core portfolio, with outstanding execution of different brand aspects, including but not limited to product mix, proposition, claims, social engagement, digital consideration, on-ground activations, brand events.
• Expand brand presence and standing across different price-tier, existed and potential demand-spaces, with new mix exploration, social content creation and massive content conversion that drives new portfolios in the new digital-social space.
• Advocate for consumer needs, desires and brand enthusiasm across the business as a whole. Lead with understanding consumer barriers and triggers, then offer the undeniably attractive marketing mix.
• Provide market-, social-, customer-insights driven input into innovation platform projects and brand deployment planning to ensure future market demands and emerging engagement platform are well met and satisfied.
• Spearhead innovative thinking in platform choice, engagement tactics, deployment strategy to develop an unmissable and outstanding brand offer to our consumers.
• Achieve brand share and profitable growth by effectively translating brand and marketing strategies into dedicated market-deaveraging and customer-specific plans (including customized activities when needed).

MAIN ACCOUNTABILITIES:

• Stay connected and engaged with our consumers to understand their needs, the triggers and barriers, then translate these understanding to unmissable brand engagement strategy and deployment execution.
• Create a marketing and category plan aimed at share & penetration growth by capitalising on opportunities in product renovation, pricing strategies, competitor actions, and the specific needs of customers/channels (e.g., DCom, H&B, Hyper markets).
• Embrace the trends and the rise of social 1st and digital-led marketing approach in bring core portfolio closer to our consumers, appearing at the right place at the right time with the right message that triggers better consideration and conversion.
• Represent and advocate consumer insights, brand strategy, and product quality requirements within the cross-functional team for better comprehension and alignment.
• Develop and lead the implementation of activation platforms and ideas, in line with the brand vision plan, collaborating across different ATL & BTL agencies and media agency.
• Translate the marketing and category plan into a business framework to optimise commercial opportunities and identify potential threats. Contribute to monthly and annual planning processes.
• Develop and implement a 12–18-month portfolio roadmap that includes product range and quality, brand development, value delivery for consumers, pricing and affordability, and range extension.
• Lead with Social agency and Social Strategy team to create a unified communication message and social activation for the brand building communication plan.
• Monitor and review the effectiveness of innovation and renovation programs to evaluate and further improve subsequent activities/ plans.
• Manage marketing budgets within agreed targets and align them with customer advertising activities.

Other tasks assigned by line manager


Direct Report:
• Assistant Brand Managers


RELEVANT EXPERIENCE

· 5-7 years brand management experience in an FMCG environment.
· Business management and brand development experience.
· Strong exposure to Social & Digital Marketing space.
· Solid knowledge on SCom, DCom and Performance Marketing modelling.

Unilever is an organisation committed to equity, inclusion and diversity to drive our business results and create a better future, every day, for our diverse employees, global consumers, partners, and communities. We believe a diverse workforce allows us to match our growth ambitions and drive inclusion across the business. At Unilever we are interested in every individual bringing their ‘Whole Self’ to work and this includes you! Thus if you require any support or access requirements, we encourage you to advise us at the time of your application so that we can support you through your recruitment journey.