Vice Head of Marketing

1. Product Portfolio Strategy & Lifecycle Management (20%)

- Build the 1–3 year Product Portfolio Strategy for assigned brands/crops: portfolio structure, positioning by crop, pack-size assortment, proposals for new launches and SKU deletions – submitted to HoM for approval.

- Manage the product lifecycle: propose pricing, product policy and price corridors by channel; control channel inventory and portfolio Gross Profit.

- Co-develop Trade Marketing programs with Sales (DORs/ASMs) for C1/C2 dealers and farmers, aligned with the C1/C2 sales policy approved by HoM/TOM.

- Provide inputs (sell-out, POG, inventory, field feedback) to the Monthly Forecast Review by Brand/SKU chaired by HoM.

2. Commercial Execution Bridge & Campaign Plan by Region – Step 3 (15%)

- Translate the crop strategy and quarterly campaign strategy approved by HoM into executable regional campaigns.

- Co-Responsible with Product Marketing Manager(s) for the Campaign Plan by Region (Step 3): objectives, target areas/dealers, activity mix, timeline and budget by region/ASM – submitted to HoM for approval.

- Synchronize campaign calendars between Marketing, Farmer Solution and Sales so that campaigns hit the right crop stage and season in each region.

3. Field Solutions Leadership – Nationwide FS Team of 19 (25%)

- Directly lead, direct and manage the performance of the nationwide FS team (FSM – T1/T2 Managers, Campaign Supervisors/Executives): territory deployment, monthly work plans, field calendars and KPIs.

- Turn Technical Claims (from R&D/Technical and Product Marketing) into sharp selling tools: field protocols, demo kits, farmer talk-tracks, comparison results and training content for Sales and dealers.

- Set, track and review FS KPIs; run the FS incentive scheme; coach, assess and develop FS capabilities; propose recruitment, promotion and succession for the FS team.

- Directly manage Product Marketing Manager(s): assign brands/crops, approve action plans and review KPIs.

4. Grassroots Demand Creation (15%)

- Directly manage and execute Demand Creation programs: field Demos/trials, Field Days, farmer workshops, dealer meetings and season-long field programs.

- Allocate the approved Demand Creation budget by region/ASM/dealer; ensure quality standards, evidence (photos, data, attendance) and post-activity results.

- Measure the effectiveness of each activity (cost per farmer, conversion to sell-out) and recommend optimization to HoM.

5. Digital & Commercial Sales Promotion Programs (15%)

- Directly manage the digital & commercial sales-driving programs: QrTrace, Farmer Promotion, QR C2 Promotion Program, ZMS/SMS, MMC App and product-related campaigns.

- Own operational KPIs of these programs (scans, participating retailers, redemption, cost per redemption) and ensure data is used to target dealers and farmers.

- Coordinate with Customer Service, IT/Digital vendors and Finance for program set-up, reward fulfilment and reconciliation.

6. Field Commercial KPIs, Project Tracking & Reporting (10%)

- Commit to field commercial KPIs: drive Sell-out; expand retailer coverage by +20%; increase Product on Ground (POG) by +10% (QR-verified); keep channel inventory at healthy levels; protect portfolio Gross Profit.

- Monitor the progress of Marketing-led projects and report to HoM and TOM, ensuring delivery on time and to quality according to the approved strategy and plan.

- Submit weekly/monthly reports to HoM; present field and portfolio performance to BOD/TOM upon request.

Knowledge & qualifications:

• University graduate or higher in Agriculture / Plant Protection / Agronomy, or Marketing / Business Administration / Economics.
• Formal training in brand / product management or MBA is preferred.
• Sound knowledge of crop protection products, crop techniques, pest pressure by season and region, C1/C2 channel economics and PPD regulations.

Skills:

• Portfolio management, pricing and trade marketing; commercial and data analysis (sell-out, POG, inventory, GP).
• Field team leadership: KPI setting, coaching, incentive design and performance management of a multi-region team.
• Ability to translate technical claims into farmer- and dealer-friendly selling tools; strong communication with farmers and dealers.
• Digital promotion and data tools (QR/Track & Trace, ZMS/SMS, DMS, Power BI) are an advantage; good working English.

Ability:

• Execution excellence; travels frequently to key agricultural regions (Mekong Delta, Central Highlands, Southeast, Central, North); works under pressure; solves problems quickly in the field.

Experience:

• At least 8 years in brand / product / trade marketing or market development, of which at least 3 years managing field or multi-region teams (10+ staff).
• Experience in crop protection, agrochemicals or fertilizers is preferred; OR strong FMCG brand management experience with wide General Trade distribution.