Integrated Marketing Communications Manager

Core Competencies:

• Integrated Communication Planning

• Lead the integrated communication approach and planning for all campaigns related to HEINEKEN, BIA VIET, and LARUE, acting as a key business partner to the brand team.

• Map and analyze the customer journey to identify areas for improvement and innovation.

• Review and evaluate integrated communication proposals/plans from cross-agencies.

• Adjust media concept plans in response to changes (e.g., down rating, decreased KPIs, changes in marketing/media plans).

• Evaluate booking plans across various channels: TV, Digital, Mobile, OOH, Social KOL, Sponsorship.

• Measure media placement effectiveness and efficiency based on KPIs.

• Media Mapping Business Acumen

• Define category movements by analyzing historical data and competitor actions.

• Identify and generalize communication strategies to support ATL forecasts and adjust YTG communication plans.

• Identify communication threats and opportunities to enable agile business turn-around actions.

• Develop new consumer touchpoints, transforming new channels into brand-building touchpoints integrated into the holistic consumer journey.

• Focus on mapping and optimizing the end-to-end customer journey.

• Identify key touchpoints and moments of truth that impact the customer experience.

• Design and implement consumer experience strategies that align with the company's brand and business goals.

• Analyze consumer behavior via digital signals and develop strategies to enhance engagement, reduce friction, and increase satisfaction at each stage.

• Collaborate with cross-functional teams to implement improvements and measure their impact on consumer behavior and business results.

• Optimization, Measurement, and Innovation Seeking

• Build and maintain a report analysis structure to track media KPIs.

• Establish and maintain strategic partnerships with media partners/suppliers.

• Evaluate partnership sponsorship packages.

• Stay updated on market trends, including new branding marketing activities, commercials, and regulations, and recommend suitable innovations for our brands.

• Respond to ad-hoc requests from brand teams.

Leadership Competencies:

• Maintain strong communication lines with key stakeholders to ensure smooth organizational operations.

• Foster a team culture among agencies that embraces new challenges with a positive, win-win spirit.

• Collaborate with marketing, sales, and product development teams to ensure a cohesive consumer experience.

• Lead consumer experience initiatives and projects from conception to execution.

• 5-6 years of experience in marketing communication.

• Preferably with experience in communication planning.

• Solid knowledge of brand-building fundamentals: brand funnel, brand health tracking, etc.

• Strong analytical skills and proficiency in using Martech tools like PowerBI.

• Agile problem-solving skills.

• Strong stakeholder management skills.