Marketing Lead

Marketing Lead

Job description

1. Lead the development of the 3-year Strategic Plan for the Vietnam Foods Brands, leveraging the Global/Regional Category PSP.

Recommend 3-year Marketing Strategic Plan based on consumer/market-place insights, field feedback and economics, in alignment with Regional Category Development (Marketing) team.

  • Advertising / communication strategy
  • Consumer interaction strategy (grass-roots, promotion, sponsorship, presence)
  • Packaging and pricing strategy
  • A&M strategy: level of support and Push/Pull balance
  • In-market success and new market/channel expansion (collaborate with Sales)


2. Develop the marketing Annual Operating Plan (AOP) for Foods, leveraging the Global/Regional Category PSP/AOP, and ensure timely deployment of AOP calendar

  • Leverage brand strategies to lead MU marketing activation
  • Lead localisation & execution of Global/Regional brand marketing plans, global platforms
  • Lead equity building / thematic / platform / consumer engagement for local brands and Commercial Unit (CU) specific occasions (e.g., TET)
  • Develop integrated Marketing platforms
  • Manage Agencies to develop/deploy Sales and Marketing materials
  • Lead the development of sales promotion communications
  • Work with MU/Partners/trade marketing and sales to create customer and shopper marketing plans


3. Coordinate development of New Product/Packaging platforms with Regional R&D and lead multi-functional teams

  • Work closely with Regional Category Development (Marketing) Team (CDT), Regional R&D on any new product developments or launches ensuring on time, quality and products that meet local markets needs/compliance
  • Provide insights and input to CDT for the development of the innovation strategy and pipeline at PSP
  • Coordinate development of R&D product strategy and pipeline of global product/packaging innovation
  • Ensure that innovation ideas comply with Brand strategy and facilitate global transfer of learnings
  • Provide support and local related inputs (cost, P&L, logistic, operations) for CDT led innovations


4. Build the Marketing organization capability on Brand and enable sharing of best practices

  • Raise Marketing expertise and know-how
  • Leverage PepsiCo Best Practices, and work creatively and efficiently within PepsiCo's matrix organization to see how best to recreate for Vietnam, if there is local relevance and opportunity
  • Nurture an environment of learning and development


5. Lead consumer/customer insights for Foods category, and analyze competitive intelligence

  • Identify consumer/market-place insights to sustain competitiveness of products and drive top-line volume
  • Monitor competitive strategy/moves and review implications on strategy/tactics
  • Leverage research, insights or competitive market information to lead the quick development and implementation of responsive action/tactical plans to address unexpected market changes and opportunities
  • Lead/develop local insights to provide input to PSP
  • Provide Insights support for adaptation of Global platforms to ensure local relevance
  • Provide analytics on in-market performance and opportunities (e.g. share performance, distribution opportunities, pricing, competitive activity)


Knowledge & Experience

  • Strong analytical skills: Able to identify and isolate opportunities/issues with action plans in a clear and logical way.
  • Strong presentation skills : able persuade manager and team on plan and thinking.
  • Strong consumer & creative marketing background with strategic thinking and insight orientation
  • Creative execution
  • Proven track record in launching new products into emerging markets that have been successful/sustained over time
  • Experience with matrix organizations

Personal Qualities & Qualifications

  • Strong Leader and able to inspire team.
  • Flexible, adapts to changes easily
  • Sound attention for details without losing focus on big picture
  • Ability to work with different people and exert good organization impact with confidence
  • Passionate about results
  • Entrepreneurial
  • Positive, self-motivated and a team player


  • Strong communication, analytic, organization and presentation skills
  • Excellent interpersonal skills (important due to multi party/external business partners bus. model)
  • Strong leadership and influencing skills
  • Ability to manage and prioritize multiple project

05 Dec 2017



[Ho Chi Minh City, Vietnam, Vietnam]

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Marketing Lead

Pepsico (Vietnam)