The Senior Product and Social Manager owns the total Brand & Product Portfolio strategy, launch excellence, and local brand activations in Vietnam. This role bridges traditional Brand Equity & P&L management with cutting-edge Social Strategy (TikTok, KOL/KOC, Community Building) to maximize dual-lever impact across both Offline and E-Commerce channels (O+O).
2. Key Responsibilities
Brand Strategy & Campaign Management:
Co-lead annual brand marketing plans and go-to-market (GTM) strategies aligned with business objectives and regional zone guidelines.
Protect and develop brand equity, ensuring consistent positioning, identity, and communication across all consumer touchpoints.
Own end-to-end integrated marketing communications (IMC) for hero product launches, seasonal campaigns, and brand activations from ideation to execution.
Manage the annual marketing budget, optimizing allocation across channels to drive maximum return on investment (ROI).
Product Portfolio & Demand Forecasting:
Own local product portfolio management, including launch calendars, pricing alignment, and range rationalization based on competitor tracking.
Partner cross-functionally with Supply Chain, Sales, and E-Commerce teams to build accurate monthly demand forecasts, ensuring healthy inventory levels and stock availability.
Analyze consumer research, market trends, and category health data to identify new growth opportunities.
Social Media, Influencer & Community Strategy:
Lead the brand’s social media vision across TikTok, Facebook, Instagram, and emerging platforms to balance brand awareness, engagement, and conversion.
Drive advocacy and creator campaigns by managing top KOL/KOC partnerships from strategy through execution.
Oversee content calendars across paid, owned, and earned media, identifying viral beauty trends to react swiftly while maintaining brand discipline.
Build community engagement initiatives (including consumer groups and brand advocates) to deepen brand love and loyalty.
Team Leadership & Stakeholder Management:
Lead, coach, and develop direct reports (Assistant Product Manager, Talent Management Lead) to foster a high-performance, consumer-centric team culture.
Manage external creative, PR, media, and event agencies to ensure high-quality, on-time campaign delivery.
Collaborate closely with internal stakeholders (Commercial Offline, E-Commerce, CMI, Finance, Supply Chain) and Regional/Zone brand teams.
3. Requirements
Bachelor’s degree with 6+ years of marketing experience, preferably within MNCs in FMCG, Beauty, or Lifestyle industries.
Proven track record in leading 360-degree brand campaigns and driving social, influencer, and community marketing initiatives.
Strong understanding of both Commercial Offline (Modern Trade/Boutiques) and Commercial E-Commerce mechanics.
Excellent analytical skills and data literacy, with the ability to translate consumer insights and sales data into actionable business plans.
Demonstrated ability to manage complex projects, lead agency partners, and coach junior team members.
Fluent in English and Vietnamese (both written and spoken) with strong presentation and storytelling skills.
Self-starter with high adaptability, passion for beauty and digital trends, and a growth-oriented mindset.
