Integrated Marketing Communications Senior Manager

Job Summary:

The IMC Senior Manager is responsible for developing and executing integrated marketing communications (IMC) plans that strengthen the brand and drive business performance. This role leads the entire IMC process, from planning and creative briefing to full-funnel creative development, production, and asset optimization, collaborating with various internal teams and external agencies to ensure a seamless customer experience and impactful brand communication.

Key Responsibilities:

Marketing Communications Planning (20%):

• Develop and implement innovative IMC plans aligned with business objectives and brand equity goals.

• Create a rolling 12-month communications calendar in partnership with marketing leadership.

• Manage the IMC budget, optimizing resource allocation for maximum effectiveness.

• Monitor market trends and consumer insights to identify opportunities for innovation and strategic enhancements.

Integrated Marketing Communications (35%):

• Lead the development and execution of above-the-line (ATL) marketing campaigns across multiple platforms.

• Establish and analyze KPIs to measure campaign effectiveness, ROI, and audience engagement, using insights to inform future strategies.

• Collaborate with marketing and product marketing teams to ensure cohesive messaging and integrated product promotion within campaigns.

• Partner with the Omni-channel team to identify and leverage optimal communication channels (digital, social, traditional).

• Stay abreast of industry trends and consumer preferences to continuously innovate and optimize IMC strategies using agile methodologies.

Brand Communication (20%):

• Contribute to the development of Brand Communication Ideas aligned with the brand vision and long-term goals.

• Collaborate with marketing leadership to execute Brand Communication Ideas, ensuring consistent brand messaging and effective audience engagement across all channels.

• Contribute to the development of brand guidebooks and creative assets that reflect brand identity, values, and visual guidelines.

Creative Management (25%):

• Translate marketing briefs into creative briefs to initiate the creative development process.

• Provide creative direction to agencies and internal teams, ensuring brand guideline adherence.

• Build and maintain strong relationships with creative, media, store concept, and in-house studio agencies.

• Evaluate agency performance and recommend improvements.

• Evaluate creative concepts and campaigns for strategic fit, brand consistency, audience relevance, and effectiveness.

• Develop store concept briefs, collaborate with store roll-out teams and design agencies, and work with operations to ensure effective implementation.

Education: Bachelor's degree in marketing, communications, or a related field; Master's degree preferred.

Experience: 7+ years in integrated marketing communications or related roles within multi-unit retail, F&B, or FMCG. Strong experience in the Retail industry is essential. Proven experience designing and executing ATL campaigns and managing agencies.

Knowledge: Planning, budgeting, marketing ROI analysis, USP and communications development, integrated marketing communications strategies, brand communication (plus), coffee industry/consumer goods industry (plus).

Skills: Strong strategic thinking, excellent communication and collaboration skills, creative and innovative thinking, project management proficiency, ability to build trust and influence stakeholders, results-oriented, strong Vietnamese and English language skills.

Communication & Interpersonal Skills: Exceptional communication and interpersonal skills with the ability to effectively interact with key stakeholders.

Industry Experience: Strong experience in the Retail industry is essential.

International Exposure: Preferred.

Language Proficiency: Fluency in English communication is required.

Open to Expatriates: Yes, from Indonesia, Thailand, Malaysia, Singapore, South Korea, China, and Taiwan.