Brand Manager

About Us

At Ford Motor Company, we believe freedom of movement drives human progress. With our incredible plans for the future of mobility, we have a wide variety of opportunities for you to accelerate your career and help us define tomorrow’s transportation.

About the Team

Marketing, Sales & Service plays an important role in Ford’s revitalization as a modern, progressive vehicle and mobility services company delivering a trusted customer experience. Candidates should have a vast depth of knowledge and expertise in implications of data and taking actions based on those, as well as have a passion for the lifetime value of a customer. Ford MS&S embraces an audience-first mindset and way of doing business that improves customer loyalty, vehicle repurchase, as well as additional sales of vehicles, parts, accessories and services. We are the eyes, ears and voices of Ford, meeting customer demand by delivering the right products to the right dealers at the right time.

Job Overview:

This position will create and manage Brand portfolio and Brand performance. Lead the development of Brand strategy and Marketing campaigns to grow, nurture or sustain Brand to ensure delivering business objectives

Job Responsibilities:

- Product Launch

• Act as the end-to-end product owner for assigned products, understanding the product development lifecycle from conception to launch

• Closely work with Product Marketing, Research Team, representing Vietnam Market to work with Global/Regional Ford Team for key gateways of Product Development or related Business development/enhancement

• Liaison with Central Product Marketing team for ME update, pricing, Feature/Content at every gateway and ensure alignment with overall marketing strategies

• Lead for Go To Market Strategy and lead cross functional integration and execution of GTM plan

• Represent Market for all IMG/ASEAN GTM updates and liaison with Central ASEAN team for sharing best practices

• Responsible for “Marketing Launch Plan”:

o Integrated Communication PLan

o Event/Activation

Product Expertise and Customer Focus

• Deep dive into product performance data including competitive information tracking, identify opportunities for improvement, and develop action plans in collaboration with relevant stakeholders

• Anticipate consumer trends/behaviors, analyse competitive environment & action planning

• Provide inputs and validate training materials for new product launches, ensuring sales teams are equipped to effectively communicate the product's benefits

• Co-work with CRM team, ensuring accurate customer data, and utilizing it to enhance customer engagement, targeting communication and build loyalty

Brand Strategy and Execution

• Develop overall brand strategy, target audience, and product positioning

• Provide inputs for the Retail Marketing Manager to develop and execute proper marketing programs

• Propose initiatives for appropriate marketing approaches/ channels to achieve effective brand awareness

• Lead Marketing functional teams to develop and execute Marketing Plan, including Marketing Communication, Event/Activation, Retail campaigns, Partnership program

• Direct & supervise content development, asset production to ensure Brand message delivery in differentiated & creative ways

• Measure and report on success of marketing campaigns

Agency Management

• Work closely with agencies (creative, media, event, …) to make sure the right message to the right audiences through the right channels and all are consistent with Brand positioning/guideline

Tasks to do by Central/Regional team:

- Key nameplates launched strategy developed by ASEAN Team

- Creative & asset development is handled by ASEAN Team to support for local market at efficient cost

- Big ideas/Activations/Initiative recommended by ASEAN Team

- Strategic Partnership such as Google, Meta, Tiktok, etc is centralized at ASEAN level to support the local market.

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Education & Experience:

• A bachelor's degree in Business Administration, Marketing, Sales or a related field is typically required. A master's degree can be an advantage.

• Minimum of 5-7 years of progressive experience in marketing, sales or a related field within a fast-paced, dynamic industry (e.g., consumer goods, manufacturing, logistics), preferably in the automotive sector.

Key Skills & Competencies:

• Understanding of business plan, brand positioning & management and consumer insight.

• Understanding of media planning & creative asset management

• Understanding of Vietnamese consumer's buying behaviour in automotive industry

• Strategic thinking and analytical skills for conducting market research and competitive analysis.

• Communication & Presentation Skills: Excellent written and verbal communication skills, with the ability to articulate ideas clearly, concisely, and persuasively to various audiences.

• Attention to Detail: Highly detail-oriented with a commitment to accuracy and precision in all aspects of work

• Software Proficiency: Advanced proficiency in Microsoft Office Suite (Excel, PowerPoint, Word) and relevant sales and marketing software.

Industry & Market Knowledge:

• Knowledge on automobile industry, market segmentation

• Up-to-date knowledge of industry trends, competition and Vietnamese government's policies in auto industry

Personal Attributes:

• Proactive, results-oriented, and driven to succeed in a fast-paced environment.

• Strong work ethic, with the ability to work independently and as part of a team.

• Excellent interpersonal skills, with the ability to build and maintain strong relationships with internal and external stakeholders.

* Working location: Hanoi, Hybrid working model