LƯƠNG PHÚC MINH

As the Retail Marketing Head, you will develop and execute comprehensive trade marketing plans that enhance customer engagement, drive commercial excellence, and elevate our brand presence in the retail landscape. You will leverage your expertise in business intelligence, merchandising, and trade program management to propel our growth and adaptability in an ever-evolving market.

The position is based in Hanoi/HCMC. He/she hierarchically reports to the General Director.

RESPONSIBILITIES

Business Intelligence

• Analyze market trends, shopper behavior, and competitor activities to inform strategic decision-making.
• Leverage data-driven insights to develop targeted marketing campaigns and optimize resource allocation; and internal action plan to grow the market
• Continually monitor and report on the effectiveness of trade marketing initiatives, making data-driven adjustments as needed.
• Internal data analysis and insight sharing on regular basis to support business decision

Commercial Excellence

• Devise and implement effective retail strategies, promotional campaigns, and sales-driving initiatives.
• Collaborate with the team to ensure optimal product assortment, display, and visibility; via the effectiveness of the field-forces
• Develop and manage sales automation to support business implementation and execution
• Trade marketing efficiency and sales capability enhancement

Customer Engagement

• Spearhead the creation and execution of customer-centric campaigns that foster brand loyalty and advocacy;
• Develop and enhance customer loyalty programs, leveraging data to personalize the customer experience;
• Build and execute different channel-customers program to increase loyalty and product penetraiton

Merchandising

• Develop and implement innovative retail display and visibility strategies to maximize shelf presence and sales;
• Work closely with the team to align product assortment, visual merchandising, and in-store experiences with evolving consumer preferences;
• Ensure seamless integration between online and offline merchandising efforts for a cohesive brand experience.

Trade Program Creation and Management

• Design and manage comprehensive trade programs that incentivize and support our retail partners;
• Analyse, advise investment for different trade partners, optimizing revenue and profitability of channels.
• Closely monitor trade program performance and make improvement to improve effectiveness on a regular basis.

Activation and Brand Adaptation

• Lead the launch of new products, services, or brand adaptations across our retail channels;
• Ensure seamless integration of marketing strategies and activations across physical and digital touchpoints;
• Spearheaded the adaptation of our brand and marketing assets to meet the specific requirements of various retail channels.

REQUIREMENTS

General Knowledge, Skills & Qualifications

• University degree.
• Fluency in English (Speaking and Writing);
• Exceptional analytical and problem-solving skills, with the ability to translate data into actionable insights. Well- collaborate and influence different stake holders of the organization

Key Success Factors

• Minimum 12 years of experience in retail marketing, with a proven track record of success;
• Expertise in the key areas of business intelligence, commercial excellence, customer engagement, merchandising, trade program creation, and activation;
• Strong commercial acumen and a deep understanding of retail dynamics, including pricing, promotional strategies, and sales-driving initiatives;
• Proficiency in developing and executing integrated marketing campaigns across multiple channels, including digital and traditional media.
• Demonstrated experience in leading and collaborating with cross-functional teams, effectively influencing stakeholders at all levels
• Excellent communication and presentation skills, with the ability to articulate complex ideas clearly and persuasively
• A balance of strategic planning and hands-on execution, with the ability to drive initiatives from concept to implementation

Preferred Personal Characteristics

• Ability to take multitask, people and team-oriented, ‘Can do” attitude;
• Hard-working, energetic, and proactive individual with strong interpersonal, organizational, and time management skills;
• Ability to think critically but be creative in terms of reports or proposals.