Hồ sơ ứng viên

Communication:
- Identify the J2BD based on brand strategy and performance (both market & consumer) to make
a proper proposal to internal and brief to agencies.
- Propose the communication framework and content as well as the activities to create the stunts of the campaign to register the message into the consumer's mind.
- Work closely with agencies (Advertising, Social, PR, Media, etc.) to execute flawless brand experiences across touchpoints.
- Engage with internal team to synchronize the message of the campaign in disruptive activities as engaging with retailers via salesteam, engaging with consumers in MT via U-basket and DT via
U-house, etc.
Brand analysis and strategy:
- Analyze market situations, internal sales performance, consumer insights, market trends, competitors’ movements, etc. to identify brand opportunities and issues, understand unmet needs for brand planning.
- Development of the Brand Marketing Plan by developing an understanding of the drivers of brand gain and loss and identifying key issues and opportunities.
- Propose the short-term and long-term plan to compete with competitors and gain shares as well as penetration.
- Partner with different functions (Customer Development, Supply Chain, etc) for on-going projects to ensure high stock and visibility in-store during the campaign period.
- Monitor budget spend and provide timely communication to relevant stakeholders on
overspend/ cash availability.
Innovation:
- Work closely with CMI to identify the consumer unmet needs or their perception towards the current product to design the product concept for a launch /revamp plan.
- Work closely with R&D to have a proper formulation that can help to win over the current product and competitor to offer the best-in-class to consumers.
- Lead revamp project for total OMO powder with the new proposition to offer the new RTD with superior performance on tough stains & odor, and environmental friendly at the same time as it's leading the market.
- Deployment and the integrated 360-degree activity for the launch to ensure consistency with Brand Proposition and Brand Purpose including internal engagement - production - stock management - communication.
- Monitor and evaluate the launch performance to recommend, and execute appropriate ways to
increase brand equity and the share.
Promotion:
- Innovative promotion that can break the norm of internal and gain share for the brand.
- Offer a valuable menu gift across the channel to gain volume for the brand.
- Deliver specific brand projects as per brand plan, eg. co-branding with a major retailer.
NRM (Net Revenue Management):
- Work closely with internal team and stakeholders to find the optimization for improving the GM for brand
- Project lead for innovative material for saving production cost in order to increase the GM
Achievement:
1. OMO Tet 2019 campaign - Land purpose to the traditional occasion to encourage Moms
and Kids to plant a seed instead of picking a tree as a ritual for positive lucky New Year
and greener Tet
- Brand Power: Increase +7 points in Meaningful and +4 point in Salient, Differentiation keeps
maintain
- Volume: +6% vs Tet 2018 & +14% vs Pre-Tet
- Ranking top 6 in BSI & No.1 FMGC brand in BSI among Tet campaign
2. A disruptive promotion for retailer & consumer by offering banded promotion that
brings outstanding benefits compare to competitors in the market
- Volume: +18% for Pri and 12% for Sec
- Share: +230bps in Rural and maintain in Urban

Branding
- Creating a brand plan and brand strategy and ensuring all aspects of the product or companies
marketing and activities align with the ethos and goals of the brand
- Championing the brand internally making sure all elements of the company understand the
brand and its goals. Working closely with all parts of the company to ensure the commercial
goals of the brand are met.
- Analysing the sales trend in external and internal, understanding the success of marketing
campaigns and brand review
- Seeking out new marketing opportunities that fit with the brand and maximizing all
opportunities for growth
- Carrying out market research in order to keep up to date with customer trends, as well as trying
to predict future trends
- Supervising advertising, product design, and other forms of marketing to maintain consistency
in branding
- Coordinating closely with Global Marketing to ensure brand in local follow strictly global brand
architecture and direction in innovation going well.
- Launching NPD with an integrated communication plan, combine with trade support and well
preparation from the sales team
- Owning budget of the brand in the whole year, then allocate monthly according to activities and
track, report to MD monthly
- Organizing events such as product launches, exhibitions, and photo shoots
Gross Margin
- Analysing costing from raw material to packaging material to understand deeply which factor
impact to brand's gross margin
- Coordinate to calculating the gross margin of NPD
- Ensure gross margin healthy with NPD and existing SKU
Packaging develops
- Building concept in design request suits brand characteristic
- Working closely with Designer team global for AW of upcoming campaign / NPD
Achievement "Alpenliebe Lollipop Moo Moo Relaunch" campaign:
- Increase 71% sales volume
- Awareness from 64% to 83%
"Alpenliebe 2Chew - Loop the fun" campaign:
- Increase 36% sales volume
- BLS 21.7% vs benchmark of 8% within FMCG

- Brand communication plan for promotion and direction to utilize brand equity for long term
- Follow and execute to make sure campaign run well in the market and get feedback from consumer to have key learning for the next one
- Work with the agency for having new ideas and build a plan for the brand, especially catching trend because the snack market moves very fast
- Launching a new brand to compete with competitors
- Preparation for upgrading product's quality delivery to consumer (study from other developing countries: Thailand, Korea,...
- Cooperate with others department (Supply chain, production team) to have reasonable
production plan, delivery plan, and control stock plan follow marketing promotion / launching
plan
Research
- Consumer research for understanding shopping behavior and insight, base on that to build the
concept for the new brand and finding opportunities from lack of demand in the market
- Survey to check consumer's acceptance toward campaign, new flavor or new brand character
Media
- TVC concept ideas and airing execution
- Checking effectiveness before and after airing
- Work with the agency for the digital communication plan
- Bus ad / OOH execution
Packaging
- Packaging ideas design and concept
- Work closely with the Korea design team in the design request
Sale activities:
- Build sales strategy and tactics to push up the sale Team directly into Target
- Timeline progress of sale activities (trade, hanger, launching new products,...)
- Solve problems in the market (fail products, stock on wholesaler,...)
Cost
- Analysis OP of the brand through campaign / OP for new brand and report to marketing director
by month
- Control agency fee for the permanent project (BHT, OQC - Orion Quality Checking)
- Find out the new way in production for reducing material cost, increase OP for brand
Achievement "Swing Đậm Đà - Gank Quà Đỉnh" campaign:
- Increase 50% sales - sales shop from 70,000 to 90,000
- Awareness from 52% to 78%
- OP from -0.2% to 1.46%
"Toonies One Piece" campaign:
- Sales highest of all the time: 176,000 / months
- Awareness 92% (oishi 100%), jump into no.3 to no.1 brand in corn segment (Y17)
- OP from 10.79% to 19.58%
Snack pack size reduce (3 years project)
- Reduce snack pack size to balance chips and air (increasing quality for consumer)

- Build stable brand’s strategies compete with competitors
- Promotion plan (percentage of products, cost of gift)
- Build the plan of sampling for the area or nationwide
- Report after activities done about effective and sales revenue
- Collect customer’s information list, check recommendation to improve activities better
- Market research, monthly data report

Build trade and promotion program
- Follow up import timing and stock status at warehouse
- In charge of managing event and report for manager