Building Brand Positioning and Brand Management:
a. Establishing brand positioning and brand management according to designated touchpoints to ensure brand health in line with Manager's direction.

• Gather and analyze general market information of the brand to identify potential and opportunities.
• Develop brand positioning strategy aligned with predefined business objectives.
• Allocate and control Marketing budget according to positioning strategy to achieve business goals.
• Propose, develop Brand DNA, design guidelines, sales kits & IMC launching campaigns for assigned new SKUs.
• Propose parallel brand development to boost sales through online/offline communication campaigns with allocated budget. Generate ideas, execute, and evaluate campaigns covering the full marketing mix. Ensure proposed campaigns originate from and align closely with customer insights to boost overall sales for assigned brands.
• Implement commercialization of new products (Interdepartmental coordination) by planning interdepartmental collaboration and ensuring departments execute within agreed timelines with complete information. Develop detailed timelines as per the master timeline and proceed with execution.

b. Propose Integrated Marketing Communications (IMC) plan and coordinate IMC plan execution to achieve company's business objectives (sales, market share, and brand health).

• Define communication objectives based on campaign essence.
• Select primary communication platforms (ATL - mass targeted: TV, Digital, Print ads, OOH & BTL - directly target: Sampling, POSM) based on consumer behavior and media habits.
• Choose key hooks based on concept plan.
• Measure and optimize: Provide regular updates based on KPIs during implementation to optimize, and simultaneously analyze business conditions, competitors, and environment to propose timely actions.

c. Develop and coordinate content development (including materials) ensuring brand positioning and brand equity.

• Develop and coordinate content development (including materials) ensuring brand positioning and brand equity.
• Coordinate content production according to approved plan.

d. Develop plans for new communication channels as directed by Line Manager.

e. Handle communication crises, develop relationships with partners, KOLs/KOCs.

Reporting and Measurement:

• Collect and process market information, consumer insights, competitive analysis, etc.
• Regularly evaluate the effectiveness of brand communication activities and propose solutions.

Other Responsibilities:

• Prepare and submit weekly work plans for immediate management (week n - 1) ly and comprehensively.
• Coordinate with specialized departments to address 100% of job-related issues within the scope of responsibility.
• Perform other tasks as directed by immediate superiors.