📌 Core Information
🔹 Job Title: Senior Brand Manager
🔹 Company: Perfetti Van Melle
🔹 Location: Vietnam
🔹 Job Type: On-site
🔹 Category: Food and Beverage Services
🔹 Date Posted: 2025-04-23
🔹 Experience Level: 5-10 years
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Leading the strategic growth and full P&L management of Chupa Chups brand
- Championing integrated marketing strategies across multiple channels
- Building brand equity and driving market share growth
- Innovating and developing new products
- Collaborating cross-functionally and leading teams
ASSUMPTION: This role requires a strategic mindset, commercial acumen, and strong leadership skills to drive brand success in a competitive market.
📋 Key Responsibilities
✅ Lead the strategic growth and full P&L management of Chupa Chups, ensuring both short-term volume/profit goals and long-term equity development
✅ Champion integrated marketing strategies that elevate brand distinctiveness, consumer penetration, and retail visibility across all channels, including Modern Trade, General Trade, and E-commerce
✅ Build brand equity through consumer insights, market trends, and data-driven decision making
✅ Lead innovation and product development, driving new product launches with speed, agility, and consumer insight
✅ Collaborate cross-functionally with regional/global teams to execute brand strategies and ensure alignment with corporate objectives
✅ Develop and mentor team members, fostering a culture of continuous learning and improvement
ASSUMPTION: This role requires a balance of strategic thinking, hands-on execution, and leadership to drive brand success in a dynamic market.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field
Experience: 6-8 years of solid experience in brand management, preferably in confectionery, snacks, or FMCG categories
Required Skills:
- Proven success in leading integrated brand campaigns and launching impactful NPDs
- Strong ability to build brand strategy, manage P&L, and drive brand equity and market share growth
- Data-driven mindset with proficiency in Nielsen, Kantar, and digital performance tools
- End-to-end experience in innovation pipeline development and cross-functional project management
- Ability to lead launches with speed, agility, and consumer insight
- Solid understanding of digital-first campaigns, TikTok, and social media trends
- Strong interpersonal skills; able to influence across functions and work with regional/global teams
- Fluent in Vietnamese & English, with excellent communication and presentation skills
Preferred Skills:
- Experience working in a multinational corporation
- Knowledge of the Vietnamese confectionery market
ASSUMPTION: Given the role's strategic nature and cross-functional responsibilities, candidates should possess a strong blend of marketing expertise, commercial acumen, and leadership skills.
💰 Compensation & Benefits
Salary Range: Based on industry standards for a Senior Brand Manager role in Vietnam, the estimated salary range is ₫250,000,000 - ₫400,000,000 per year. This range may vary depending on experience and qualifications.
Benefits:
- Competitive salary and performance-based bonuses
- Health, dental, and vision insurance
- Retirement savings plan with company matching
- Employee discounts on Perfetti Van Melle products
- Opportunities for professional development and career growth
Working Hours: Full-time, Monday to Friday, with occasional weekend work as needed
ASSUMPTION: The salary range provided is an estimate based on market research and may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Perfetti Van Melle operates in the competitive Food and Beverage Services industry, focusing on confectionery and chewing gum products. The company faces intense competition from both local and international players.
Company Size: Perfetti Van Melle is a large multinational corporation with over 17,000 employees worldwide. This size offers opportunities for career growth and exposure to diverse markets and cultures.
Founded: The company was founded in 2001 through the merger of Perfetti Spa and Van Melle N.V., with a history dating back to the 1940s for both founding companies.
Company Description:
- Perfetti Van Melle is a privately owned company producing and distributing candies and chewing gums in over 150 countries worldwide
- The company is present in the Asia Pacific Region, Europe, Middle East, Africa, and the Americas
- Perfetti Van Melle's global brands, such as Mentos and Chupa Chups, are well-known and loved by consumers of all ages
Company Specialties:
- Confectionery and chewing gum production and distribution
- Brand management and marketing
- Innovation and product development
- Global operations and supply chain management
Company Website: http://www.perfettivanmelle.com
ASSUMPTION: Perfetti Van Melle's extensive global reach and diverse product portfolio provide a dynamic and challenging work environment for employees.
📊 Role Analysis
Career Level: This role is at the senior management level, reporting directly to the Marketing Director or a similar position.
Reporting Structure: The Senior Brand Manager is responsible for leading a team of brand managers and marketing specialists, as well as collaborating with cross-functional teams such as sales, trade marketing, and product development.
Work Arrangement: This role is on-site, with occasional travel to regional offices or client meetings as needed.
Growth Opportunities:
- Progression to a regional or global marketing role within the company
- Expanding responsibilities to include additional brands or categories
- Developing leadership and mentoring skills through team management and training
ASSUMPTION: Given the company's global presence and diverse product portfolio, there are ample opportunities for career growth and development within Perfetti Van Melle.
🌍 Location & Work Environment
Office Type: Modern, multi-story office building with a collaborative work environment
Office Location(s): Ho Chi Minh City, Vietnam
Geographic Context:
- Vietnam is a rapidly growing market with a young and dynamic consumer base
- The confectionery market in Vietnam is competitive, with both local and international players
- Ho Chi Minh City is the commercial hub of Vietnam, offering a vibrant and multicultural work environment
Work Schedule: Standard office hours, with flexibility for remote work as needed
ASSUMPTION: The dynamic and growing market in Vietnam, coupled with the company's global presence, offers a unique and challenging work environment for the successful candidate.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Phone or video call interview with the HR department
- In-person or video call interview with the hiring manager and/or team members
- Case study or presentation preparation and presentation
- Final interview with the Marketing Director or a similar position
Key Assessment Areas:
- Marketing and brand management expertise
- Strategic thinking and commercial acumen
- Leadership and team management skills
- Communication and presentation skills
- Cultural fit and alignment with company values
Application Tips:
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Prepare for behavioral and situational interview questions, focusing on your marketing and leadership experiences
- Research the company, its products, and the market to demonstrate your enthusiasm and understanding of the role
ATS Keywords: Brand Management, Marketing Strategy, P&L Management, Integrated Marketing, Campaign Management, Innovation, Product Development, Consumer Insights, Market Share Growth, Cross-Functional Collaboration, Leadership, Fluent in Vietnamese & English
ASSUMPTION: The application process for this role is likely to be competitive, with a strong focus on marketing and leadership skills and experience.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Google Workspace (Gmail, Google Drive, Google Docs)
- Marketing and analytics tools (Nielsen, Kantar, Google Analytics)
- Social media platforms (Facebook, Instagram, TikTok)
- Project management tools (Asana, Trello, Microsoft Project)
ASSUMPTION: The successful candidate should be comfortable using a range of marketing and project management tools to drive brand success.
👔 Cultural Fit Considerations
Company Values:
- Passion for our products
- Innovation and continuous improvement
- Collaboration and teamwork
- Responsibility and accountability
- Integrity and respect
Work Style:
- Dynamic and fast-paced work environment
- Cross-functional collaboration and teamwork
- Data-driven decision making
- Results-oriented and action-focused
- Adaptable and resilient in the face of change
Self-Assessment Questions:
- How do you demonstrate passion for our products and brands in your daily work?
- Can you provide an example of a time when you drove innovation and continuous improvement in a marketing campaign or project?
- How do you collaborate effectively with cross-functional teams to achieve common goals?
ASSUMPTION: The successful candidate should possess a strong cultural fit with Perfetti Van Melle's values and work style, demonstrating a passion for the company's products and a commitment to driving brand success through innovation, collaboration, and data-driven decision making.
⚠️ Potential Challenges
- Managing a high-investment brand with both short-term volume/profit goals and long-term equity development
- Operating in a competitive market with intense rivalry from local and international players
- Balancing strategic thinking with hands-on execution and leadership responsibilities
- Adapting to a dynamic and growing market with a young and evolving consumer base
ASSUMPTION: The successful candidate should be prepared to face these challenges head-on, leveraging their marketing expertise, commercial acumen, and leadership skills to drive brand success in a competitive market.
📈 Similar Roles Comparison
- Compared to other Senior Brand Manager roles, this position offers a unique opportunity to lead a high-investment, global brand with a strong presence in the Vietnamese market
- Industry-specific context: The confectionery market in Vietnam is competitive, with both local and international players vying for market share
- Career path comparison: This role offers opportunities for career growth and development within Perfetti Van Melle, with potential progression to regional or global marketing roles
ASSUMPTION: Candidates should consider the unique aspects of this role and the company's global presence when evaluating their career prospects and fit for this position.
📝 Sample Projects
- Developing and executing a comprehensive marketing strategy to drive Chupa Chups brand equity and market share growth in Vietnam
- Launching a new product line or flavor variant, managing the end-to-end innovation pipeline, and driving consumer adoption
- Conducting consumer and market research to identify trends, insights, and opportunities for brand growth and innovation
ASSUMPTION: These sample projects illustrate the strategic, hands-on, and leadership aspects of the Senior Brand Manager role at Perfetti Van Melle.
❓ Key Questions to Ask During Interview
- How does this role fit into the company's overall marketing strategy and growth plans for the Chupa Chups brand?
- What are the key priorities for this role in the first 90 days, and how will success be measured?
- How does the company support the professional development and career growth of its marketing team members?
- What is the company's approach to innovation and product development, and how does this role contribute to that process?
- How does the company foster a culture of collaboration and teamwork across its marketing and other functions?
ASSUMPTION: These questions demonstrate the candidate's interest in the role, the company, and its culture, while also providing valuable insights into the position and the organization.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your relevant experience and skills for this role
- Prepare for behavioral and situational interview questions, focusing on your marketing and leadership experiences
- Research the company, its products, and the market to demonstrate your enthusiasm and understanding of the role
- Follow up with the HR department one week after submitting your application to confirm receipt and inquire about the next steps in the process
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
