Job Description
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Job Title:  Shopper Marketing Manager
Posting Start Date:  19/10/2025
Req ID:  1348

About Us

Masan Consumer is one of Vietnam’s largest local diversified FMCG companies. The company manufactures and distributes a range of food and beverage products, including soya sauce, fish sauce, seasoning, chili sauce, instant noodles, instant congee, instant coffee, instant cereals, bottled beverages, processed meat, and beer. Masan Consumer has grown its product portfolio and domestic distribution channels to establish a leading position in Vietnam’s branded consumer food and beverage market. Its key brands include CHIN-SU, Omachi, Kokomi, Vinacafé, Wake-up, Wake-up 247, Compact, Lemona, Vĩnh Hảo, Vivant, Quang Hanh, Sư Tử Trắng và Red Ruby. With acquisition of NETCO, Masan Consumer extends in the home and personal care space, offering such products as Joins and Super Net washing powder, Chante’ and Sopa liquid detergent, Homey dishwashing liquid and La'Petal body wash.

Job Summary

Shopper Marketing Manager is responsible for leading the development and execution of shopper marketing strategies that drive purchase behavior at the point of sale, enhance shopper engagement, and contribute to sustainable business growth across all channels.

Job Responsibilities

1. Strategy Development & Planning:
- Develop and execute integrated shopper marketing strategies in line with brand, channel, and commercial priorities.
- Champion data-driven marketing and shopper insights to deliver impactful and targeted activation plans across Modern Trade, General Trade, and eCommerce.
- Drive strategic alignment across functions (Brand, Trade Marketing, Sales, Customer Insights...) to ensure shopper programs deliver on business KPIs.

2. Campaign Execution & Performance Management:
- Lead end-to-end planning and execution of national-level campaigns including brand fairs, customer events, thematic launches, and phygital activations.
- Be the product owner and driver of best-in-class platforms like digital redemption, ensuring seamless user journeys and high consumer engagement.
- Manage POSM strategy and execution to optimize in-store presence and drive conversion.

3. Budget & Agency Management:
- Track and evaluate campaign effectiveness through clear KPIs and ROI metrics.
- Leverage shopper and retail analytics to continuously improve the quality and impact of shopper programs.
- Manage the shopper marketing budget and external agency partnerships to ensure efficiency and innovation.

Job Responsibilities - Continued

Skills

  • Business English

Functional Competencies

  • Strategic Communication Planning
  • Communication and Interpersonal Skills
  • Negotiation & Persuasion

Masan's Core Competencies

  • Consumer Centricity
  • Innovation
  • Ownership
  • Passion for winning
  • Purposeful Leadership

Masan's Leadership Competencies

  • Business Acumen
  • Learning Agility
  • Dealing With Ambiguity
  • Vision & Strategy
  • Talent Catalyst
  • Leading The Change
  • Integrity & Trust
  • Stakeholder Management
  • Collaboration
  • Planning
  • Problem Solving
  • Result Driven

Education

  • Bachelors trong Business Administration hoặc Marketing

Certifications

    Conditions of Employment

      Physical Requirements

        Relevant Industries

          Interview Questions
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