Brand Manager (Beverage industry)

Responsibilities:

Product Portfolio Management

• Understand competitors’ activities, customers’ need & preferences based on sales data and

market research to proactively propose interventions, develop strong Coffee product portfolio to

deliver sales target, increase customer satisfaction and loyalty

• Develop product roadmap and menu management to ensure they align with the overall product

strategy and brand positioning

• Identify gaps in the market and develop new products to fill those gaps

• Regularly review the menu, evaluate performance of individual products and the overall product

mix to make decisions about which products to keep, which to replace, and which to add to

optimize sales and profitability Commercial

• Build plans, calendars and budgets for the Coffee product lines including product positioning,

target audience identification, pricing strategies

• Define a clear value proposition for Coffee products that differentiates them from competitors

and resonates with the target audience to drive commercial success, achieve profitable product,

category, and market share growth

• Design product specific marketing campaigns, track and analyze product campaign

effectiveness, utilizing metrics and analytics tools, and provide recommendations for continuous

improvement

Cross-functional Collaboration

• Build and maintain strong relationships with key stakeholders, including internal teams, external

vendors, and industry partners, to support product marketing initiatives

• Ensure Product Innovation team is briefed to deliver right variety of products that deliver to our

product experience goals

• Work closely with Supply Chain to ensure Coffee products provided by vendors are in

accordance with the product strategy, quality standards, and customer expectations.

• Collaborate with Supply Chain to provide insights on market trends, emerging ingredients or

materials, and changes in customer preferences for sourcing decisions. Consumer Market

Understanding

• Understand competitors' products, marketing strategies, target audience, positioning within the

market to identify market gaps or opportunities

• Stay abreast of industry trends, market dynamics, changes in consumer behavior and regulatory

requirements related to Coffee products and incorporate relevant insights into marketing

strategies and product development efforts.

• Bachelor’s degree in Marketing. A master’s degree is a plus.

• Prefer candidates from beverage industry.

• Experience across consumer insights, product marketing, product development, store marketing.

• Proven track record of building strong product portfolio and driving business results

• Product roadmap development and menu management

• Ability to move products from ideation to commercialization

• Strong analytical skills with the ability to interpret data and market research to drive strategic decision-making for Coffee items

• Excellent communication skills, both written and verbal, with the ability to craft compelling marketing messages and presentations for Coffee products

• Ability to build trust and influence broad range of stakeholders – internal, external

• Demonstrated ability to manage multiple projects simultaneously and meet deadlines in a fast-paced, dynamic environment

• Highly collaborative with the ability to work cross-functionally and build relationships with stakeholders at all levels for Coffee marketing initiatives

• Creative thinker with a passion for innovation and staying ahead of industry trends for Coffee products.

• Results focused – ability to deliver in high pressure environment

• Strong Vietnamese & English language skills.