Head of Marketing

Job Description

Auto req ID: 181775BR

Job Description

Main Purpose:
To lead the development and delivery of the Marketing agenda for Vietnam Snacks brands/products

1. Lead the development of the 3-year Strategic Plan for the Foods Brands
Recommend 3-year Marketing Strategic Plan based on consumer/market-place insights, field feedback and economics, in alignment with Regional MKT team

  • Core Brand profile/target and extension strategy
  • 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 AOP for Foods and ensure timely deployment of AOP calendar
  • Develop integrated Marketing platforms
  • Manage advertising development in alignment with Global/Regional platform and guide key local copy projects
  • Manage Agencies to develop/deploy Sales and Marketing materials
3. Coordinate development of New Product/Packaging platforms with Regional R&D and lead multi-functional teams
  • Work closely with Regional Marketing Team, Regional R&D on any new product developments or launches ensuring on time, quality and products that meet local markets needs/compliance
  • 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
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
6. As a process owner for A&M process, lead the GCS agenda in accordance with PepsiCo Accountability model by building GCS capability, ensuring robust risk assessment, quarterly GCS testing by Control Owners. Assess key control effectiveness and ensure gaps, as identified in quarterly testing and corporate audit, are remediated on a timely basis. Maintain process documentation that is complete and accurate and main a strong control environment in Marketing function.


  • 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
  • Skills
    • 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

Relocation Eligible: Not Eligible for Relocation
Job Type: Regular