Executive - Brand Development & E-Commerce

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Job Purpose: Responsible for Brand Development (building the brand foundation, adapting Thai Wah Group - Thailand campaigns and developing local campaigns), executing brand activation and consumer promotion, managing Digital channels, and operating and growing the official stores on e-commerce platforms (Shopee, TikTok Shop, Lazada) to strengthen brand awareness, drive sales and ensure effective use of the A&P budget. Key Responsibility: Brand Development (30%): - Participate in developing and ensuring the implementation of Brand Guidelines across all touchpoints: packaging, POSM, digital and e-commerce platforms. - Receive and adapt campaigns, key visuals and brand content from Thai Wah Group (Thailand) for the Vietnam market; and develop local campaigns for brands led by TWV. - Build and update the annual brand plan by brand: objectives, messaging, activity calendar and budget. - Independently or collaboratively implement New Product Development (NPD) projects as assigned: brief, packaging, positioning and launch plan. - Own packaging and product-labelling matters: artwork development, label content and Vietnamese-language labelling for imported and Group products, ensuring compliance with prevailing Vietnamese labelling regulations and the product declaration dossier required for circulation in Vietnam. - Coordinate with Legal/QA and Group on trademark registration, renewal and protection in Vietnam; ensure the use of trademarks and logos on packaging and communication materials is consistent with the registrations. - Prepare and guide the product dossier (label, declaration, quality certificates, imagery, SKU information) for Distributors when products go to distribution, and for listing at MT customers and on e-commerce platforms. - Conduct desk and field market/consumer research; consolidate trend and competitor reports with recommended actions. - Manage, monitor and report the monthly A&P budget by brand and by activity, ensuring cost efficiency. Brand Activation & Consumer Promotion (25%): - Lead the development of communication ideas and visual materials, and execute consumer promotion campaigns from planning and execution through to evaluation. - Design promotion mechanics, forecast campaign volume, prepare promotional goods/gifts and coordinate with Supply Chain to ensure on-time readiness. - Recommend, source and manage suppliers of POSM, gifts, sampling and activation activities; monitor timelines, quality and costs. - Work closely with Sales and Distributors to ensure programs are implemented as planned at point of sale and across online channels. - Develop and work with the Distributor network to roll out brand-related matters, POSM and in-store display materials; ensure a consistent brand image across the whole system. - Build materials for and deliver training on products, brand knowledge and category consumption trends for customer teams, Distributors and the Sales team. - Conduct market visits, evaluate actual execution and campaign effectiveness (incremental volume, ROI) and recommend adjustments. Digital & Content (20%): - Manage content and the posting calendar across Social Media channels (Facebook, TikTok, YouTube) and the company website. - Plan, execute and optimize digital advertising campaigns (Meta, TikTok, Google); track reach, engagement, CPC and ROAS. - Flexibly utilize design and video-editing tools (Canva, CapCut, etc.) to produce content quickly for campaigns and for platform stores. - Identify, engage and manage KOC/KOL/Livestreamer networks to drive sales and brand visibility. - Conduct basic SEO optimization across the Company's e-commerce platforms, website and social media channels; analyze and recommend improvements. E-commerce Platform Operations (20%): - Develop and execute monthly/quarterly E-commerce growth plans: GMV targets, SKU portfolio, pricing and promotion programs. - Manage the end-to-end operations and growth of official stores on Shopee, TikTok Shop and Lazada - listing, imagery, descriptions, stock, orders and customer service - either directly or through a partner. - Register and execute platform programs (campaigns, flash sales, vouchers, free shipping, livestream) in line with the platform calendar. - Analyze operational and business performance indicators (GMV, Traffic, CTR, CR, AOV, ROAS, CIR, etc.) and recommend improvement actions. - Monitor competitor pricing and activities on the platforms; ensure price and brand-image consistency between online and offline channels. - Prepare the monthly E-commerce performance report: sales, investment costs and channel effectiveness. Administration (5%): - Handle documentation and Marketing expense settlement in accordance with internal procedures. - Prepare periodic and ad-hoc reports as requested by management. • Ngày làm việc: • Giờ làm việc: • Cấp bậc: