PCD VN Marketing Manager

PURPOSE OF THE JOB

The incumbent is required to develop marketing initiatives for new product launches, grow brand awareness and market share. She will be responsible for product management (forecasting, timely product registration with FDA), CRM and E-retail.

MAIN RESPONSIBILITIES

Product Management

• Forecasting
• Ensure accuracy of product forecast and timely submissions. (Measures: launch tracking)
• Product Registration
• Ensure close liaison with Central Registration support team so that products can be launch in line with ASPAC launch date. (Measures: On shelf date)
• Product Assortment
• Close monitoring of competitors product assortment and thereby identify our key priorities in Vietnam to gain market share. (Measures: monthly tracking)
• Product Listing
• Work closely with sales team to ensure products are listed into key retailers assortment in a timely manner (measures: Retailers On shelf date)
• Product Merchandising
• Work closely with merchandising team to ensure planograms are fully optimized and carrying the right assortment for each door (measures: presence rate)
• Management on non-sellable items

• Sampling management: ensure the right mix of samples to help achieve business objective. Work closely with sales team to ensure the right guideline for sampling is disseminated and followed closely by BCs
• GWP/Gifts management: utilizing GWP to drive higher basket purchase and create buzz to drive traffic to store.
• Pricing
• Review and analyze centrals recommendation of prices for new products. Ensure the pricing is competitive and in line with regional parity & local competitiveness. Review annual price increase with central team to ensure our prices stay competitive in the market.

CRM

• Planning & Execution of CRM initiatives including Rollout of new communication platforms in Vietnam, Client EDM management and client events & reward programs.
• Identify opportunities and weakness; and take pro-active action on the following:
  • increase recruitment rate
  • retention for customers by developing trial and loyalty
  • improve cross-selling
  • improve on repurchase rate
• Data analysis (through PowerBI reports and Datamart/WinCRM) and drilling to:
  • identify potential target market for key launches and events

E-Retail/ Ecommerce

• Roll out Dior Ecommerce platform
  • Be the key owner to roll out Dior Ecommerce platform
• Monthly reporting to Central HQ for Ecommerce business
• Monthly Planning for Ecommerce: including animation, GWP & Samples usage

Brand Communication

• Assist with timely PO issuing and invoice management for media agencies
• Work with regional media team to execute media campaigns locally
• Drive PR & KOL initiatives in Vietnam to achieve #1 PR dominance in market

KEY FIGURES

Budget management: F2 (Samples, Gifts, Animation Budgets) Direct report: 2 (Assistant Product manager and Marketing Executive)

KPIs:

• Market share (Beaute Research - TBC)
• Retail sales (Monthly retail sales report vs target)
• New launch performance tracking (sell-out vs sell-in & targets)
• CRM figures (Cross-sell rate, Average Age, repurchase rate, recruitment rate…)
• Earned media value results