Executive - Brand Development & E-Commerce

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,

Qualifications

• Bachelor's degree in Marketing, Business Administration, Communications or a related field.

Experience / skills required

• At least 3 years of experience with a proven track record in a related field, preferably in FMCG.
• Knowledge of Brand Development, consumer promotions, POSM, Digital Marketing, SEO, Social Media and E-commerce.
• Hands-on experience operating a store on Shopee and/or TikTok Shop is required: listing, platform campaigns, on-platform advertising and livestream.
• Proven hands-on experience in planning and executing marketing campaigns from planning and execution through to evaluation.
• Able to receive, translate and adapt brand and campaign materials from Group for the Vietnam market.
• Experience working with a Distributor network, plus training and presentation skills on product for Sales teams and customers.
• Knowledge of Vietnamese regulations on product labelling, product declaration and trademark protection; experience working with packaging and artwork is an advantage.
• Proficiency in basic design tools such as Canva and CapCut; knowledge of Adobe Illustrator and Photoshop is an advantage.
• Communication & teamwork
• Analytical & detail-oriented
• Creativity & visual sense
• Time management & multitasking
• Proactive & adaptable
• Good Excel and PowerPoint skills; able to handle, analyze and report data.
• Fluent Vietnamese and good English (Upper Intermediate or above)