1. Role Purpose

The Senior Product and Social Manager owns the total Brand & Product Portfolio strategy, launch excellence, and local brand activations in Vietnam. This role bridges traditional Brand Equity & P&L management with cutting-edge Social Strategy (TikTok, KOL/KOC, Community Building) to maximize dual-lever impact across both Offline and E-Commerce channels (O+O).

2. Key Responsibilities

Brand Strategy & Campaign Management:

• Co-lead annual brand marketing plans and go-to-market (GTM) strategies aligned with business objectives and regional zone guidelines.
• Protect and develop brand equity, ensuring consistent positioning, identity, and communication across all consumer touchpoints.
• Own end-to-end integrated marketing communications (IMC) for hero product launches, seasonal campaigns, and brand activations from ideation to execution.
• Manage the annual marketing budget, optimizing allocation across channels to drive maximum return on investment (ROI).

Product Portfolio & Demand Forecasting:

• Own local product portfolio management, including launch calendars, pricing alignment, and range rationalization based on competitor tracking.
• Partner cross-functionally with Supply Chain, Sales, and E-Commerce teams to build accurate monthly demand forecasts, ensuring healthy inventory levels and stock availability.
• Analyze consumer research, market trends, and category health data to identify new growth opportunities.

Social Media, Influencer & Community Strategy:

• Lead the brand’s social media vision across TikTok, Facebook, Instagram, and emerging platforms to balance brand awareness, engagement, and conversion.
• Drive advocacy and creator campaigns by managing top KOL/KOC partnerships from strategy through execution.
• Oversee content calendars across paid, owned, and earned media, identifying viral beauty trends to react swiftly while maintaining brand discipline.
• Build community engagement initiatives (including consumer groups and brand advocates) to deepen brand love and loyalty.

Team Leadership & Stakeholder Management:

• Lead, coach, and develop direct reports (Assistant Product Manager, Talent Management Lead) to foster a high-performance, consumer-centric team culture.
• Manage external creative, PR, media, and event agencies to ensure high-quality, on-time campaign delivery.
• Collaborate closely with internal stakeholders (Commercial Offline, E-Commerce, CMI, Finance, Supply Chain) and Regional/Zone brand teams.

3. Requirements

• Bachelor’s degree with 6+ years of marketing experience, preferably within MNCs in FMCG, Beauty, or Lifestyle industries.
• Proven track record in leading 360-degree brand campaigns and driving social, influencer, and community marketing initiatives.
• Strong understanding of both Commercial Offline (Modern Trade/Boutiques) and Commercial E-Commerce mechanics.
• Excellent analytical skills and data literacy, with the ability to translate consumer insights and sales data into actionable business plans.
• Demonstrated ability to manage complex projects, lead agency partners, and coach junior team members.
• Fluent in English and Vietnamese (both written and spoken) with strong presentation and storytelling skills.
• Self-starter with high adaptability, passion for beauty and digital trends, and a growth-oriented mindset.