PCD VN Marketing Manager
LVMHCompany Description
Since 1947, the men and women of Parfums Christian Dior have embodied the founding "couturier-perfumer's" unique spirit of excellence, creativity and expertise, both in France and throughout the world. Our House is an open and highly-focused collective, a leader that thrives on the creativity of all its stakeholders. Our collective passion and our heritage, full of authenticity and dream, make us move forward and reinvent ourselves.
By revolutionizing the codes of French style and luxury through perfumes, and combining tradition with daring makeup and innovative skincare, we are reinventing every day the Dior style and its compelling, joyful and absolute beauty. Our stimulating missions give our employees the opportunity to develop new skills, overcome spectacular challenges and reveal their talent.
To go further, with Dior.
Job Description
POSITION: MARKETING MANAGER
LOCATION: VIETNAM
REPORTING TO: BRAND GENERAL 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 competitor’s 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 retailer’s assortment in a timely manner (measures: Retailer’s 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 central’s 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
Qualifications