Giám Đốc Marketing Ngành Hàng

Position Overview

Karofi is seeking an experienced Category Marketing Director to lead the development and growth of a strategic product category in the Vietnam market.

Reporting directly to the CEO, this role will take ownership of the category’s marketing strategy, with a strong focus on brand development, product marketing, consumer understanding, and category growth.

The ideal candidate should bring strong experience in either Brand Marketing or Product Marketing, with the ability to translate consumer and market insights into clear product propositions, brand strategies, go-to-market plans, and integrated marketing initiatives.

The role requires a combination of strategic thinking and strong execution capability, working closely with Product, Sales, Trade Marketing and other cross-functional teams to build sustainable category growth in the domestic market.

Key Responsibilities

1. Marketing Strategy & Category Growth

• Develop and lead the overall marketing strategy for the assigned product category in Vietnam.
• Take full ownership of the category P&L: deliver the assigned Net Sales, market share and profit (EBIT) targets in line with the company’s business strategy.
• Identify category growth opportunities based on consumer insights, market trends and competitive dynamics.
• Define category positioning, target consumer segments and key value propositions.
• Develop annual and long-term marketing plans aligned with business and category objectives.
• Drive initiatives to strengthen category penetration, consumer preference and sustainable growth.
• Act as a strategic marketing advisor to the CEO on category, brand, product and consumer opportunities.

2. Marketing Mix (4P) Management

• Consumer & market research. Develop a strong understanding of consumer needs, behaviors, purchase drivers and barriers within the category.
• Monitor market trends, competitors and category performance to identify opportunities and risks.
• Plan and lead market research (MR): concept and idea testing for launched products, and identification of unmet or under-served consumer needs to generate new product ideas.
• Translate consumer and market insights into product, brand and marketing actions.
• Work closely with relevant teams to continuously improve product-market fit and consumer propositions.
• Product. Own product strategy and the product roadmap by category and by channel, keeping the portfolio healthy and competitive so it contributes sustainably to revenue and profit.
• Translate product features and consumer needs into compelling product propositions and communication messages.
• Support new product launches from positioning and proposition development through market activation.
• Price. Build and manage a competitive pricing policy based on COGS provided by Finance, competitor analysis, price elasticity and consumer value perception, to maximise purchase volume while optimising EBIT.
• Place. Lead go-to-market strategies for new products and category initiatives.
• Partner closely with Sales and other relevant functions to ensure effective go-to-market execution.
• Align marketing strategies with commercial priorities and channel requirements.
• Ensure strong alignment between category strategy, product strategy, brand strategy and commercial execution.
• Promotion. Own the communication strategy and the campaign brief for the category — message, target audience, channel priorities and success measures — and work with the Marcom team, who execute across ATL, BTL, digital, PR and content and manage agencies. Review output against the brief and remain accountable for Brand Awareness, Brand Equity, Consideration and Preference.
• Drive consumer awareness, consideration and adoption through effective brand and product marketing programs.
• Ensure consistency between product proposition, brand communication and market execution.

3. People Development & Succession Planning

• Build and lead a high-performing marketing team.
• Build a succession pipeline for key marketing roles and develop successors for the position.
• Develop the team on the job using the 70-20-10 model (70% learning by experience, 20% by coaching, 10% by formal training).
• Plan and run in-depth product training for the sales force – product knowledge, positioning, benefits, pricing policy and selling story – then coach adoption and measure impact on product knowledge, selling skills and sales results.
• Manage marketing resources and external partners effectively.

4. Marketing Management System & Team Productivity

• Establish clear marketing priorities, KPIs and execution plans.
• Monitor marketing and category performance and continuously optimize initiatives.
• Apply AI / data-intelligence tools in Product Marketing – automation tools, analytics dashboards and predictive modelling – to sharpen insight and decision-making.
• Standardise and continuously improve the end-to-end marketing workflow, from research and planning to execution and measurement, to raise team productivity and cut time, cost and errors.

Key Performance Indicators

• Net Sales of the assigned category / company (VND bn).
• Market share and profit (EBIT) contribution of the assigned category.
• DMEC / Net Sales (%) kept within the approved range (marketing cost efficiency).
• Brand health: Brand Awareness, Brand Equity, Consideration and Preference.

Qualification

• Bachelor’s degree in Marketing, Business Administration or related fields. MBA is preferred.
• 12+ years of experience in Marketing, with strong experience in Brand Marketing and/or Product Marketing.
• Proven leadership experience at Marketing Director, Head of Marketing, Head of Brand, Category Marketing Head/Director, Product Marketing Head or equivalent level.
• Strong track record in building brands, developing product propositions, launching new products, or growing product categories.
• Strong understanding of Vietnamese consumers, domestic market dynamics and competitive landscape.
• Experience in Consumer Electronics, Home Appliances, FMCG, Retail, or related consumer industries is highly preferred.
• Strong capability in consumer insight, brand positioning, product marketing and go-to-market strategy.

• Hands-on experience in category P&L and pricing strategy (COGS, price elasticity, EBIT optimisation).
• Experience in planning and using market research (U&A, concept test, product test) to drive product and brand decisions.
• Experience in sales enablement / product training for a sales force is preferred.
• Experience in applying AI or data-intelligence tools and in standardising marketing workflows is an advantage.

• Strategic thinking combined with strong hands-on execution capability.
• Strong cross-functional leadership and stakeholder management skills.
• Based in Hanoi or willing to be based in Hanoi.