Marketing Manager

About M.O.I Cosmetics

A Vietnamese beauty brand making products for Vietnamese women's skin, climate and lifestyle. Lip, base makeup and new categories, sold across own channels, e-commerce, distributor and beauty retail nationwide.

Role purpose

Own M.O.I’s marketing strategy, conversion marketing, A&P budget and team across categories and channels – a conversion-driven marketer who turns a creative, founder-led brand into measurable demand that Sales and E-commerce can convert into revenue.

Key responsibilities

1. Brand & category strategy and annual plan (25%)

● Build the annual marketing plan and brand roadmap aligned with company revenue targets.

● Set category and portfolio strategy for makeup and new categories: hero SKUs, price architecture and the role of each channel.

● Lead consumer, market and competitor insight; turn it into clear positioning and growth priorities.

● Protect brand positioning and aesthetic direction together with the founders and the Creative team.

2. Growth engine: campaigns, content and influencers (30%)

● Own the 360° campaign calendar; every campaign carries a hero SKU, channel and conversion goal.

● Set the strategy and guardrails for the KOL/KOC, affiliate and livestream network.

● Co-own mega-sale and always-on plans for Shopee, TikTok Shop and Lazada with the E-commerce team, for M.O.I and distributor channels.

● Maximise the value of celebrity and founder assets across selling content.

● Run launch campaigns for new products handed over from the NPD owner; ensure claims and communications comply with Vietnamese cosmetic advertising rules, working with Legal.

3. Conversion marketing (25%)

● Own the conversion funnel across own channels, marketplaces and livestream: traffic, product page content, visuals and offers.

● Set performance ads strategy and guardrails (ROAS, cost per order) together with the E-commerce team.

● Design promotion and bundle mechanics, POSM and in-store activation that help Sales, Modern Trade and distributors convert.

● Run continuous A/B tests on content, offers and creatives; scale what converts and stop what does not.

4. Marketing P&L, budget and measurement (10%)

● Own the annual A&P budget; allocate between brand building and conversion based on measured return.

● Own the marketing KPI tree from content, creators and campaigns to revenue; ensure weekly dashboards are live.

● Present a monthly marketing business review to the COO and BOD with clear recommendations.

5. Team, organisation and partners (15%)

● Build a high-performance culture: ownership, on-time delivery, test-and-learn and accountability for results.

● Manage agencies, production and media vendors; keep brand consistency across E-commerce, Modern Trade and distributors.

• Ngày làm việc: T2 - T6 • Giờ làm việc: 09:00 - 18:00 • Cấp bậc: Quản lý • Loại công việc: Toàn thời gian