MAIN ACTIVITIES / RESPONSIBILITIES:
This position is accountable for monitoring our market share in the overall construction market and in each segment in the country, and in particular, versus alternative construction materials. This share should grow in a profitable way, and become stronger and stronger through differentiation.
Marketing & Innovation Organisation & People
• Design and set up the marketing & innovation organization in Vietnam, which drives and contributes to the market strategy and profitable growth across all market segments for Cement and Concrete business lines and the country Extra Mile (advanced Marketing program worldwide) ambitions.
• Contribute to the development/ transformation towards a strong market and customer culture across the organisation, in all business functions (i.e. through training, value creation seminars, mobilization programs, communication etc).
• Together with business lines commercial functions and country HR, ensure the development of top level sales capabilities: sales effectiveness in all segments, in products, solutions and services, sales force skills and competencies (basics and Extra Mile), L&D, anticipation of new skills and competencies relating to new market trends, new products and solutions, new market approaches and differentiated ways of selling.
• Set up, follow up and control the yearly objectives of the country marketing & innovation teams. Challenge the commercial objectives and action plans for all product lines in the country and strive for strong customer engagement and loyalty schemes and objectives.
• Contribute in setting up country incentive schemes related to Extra Mile, sales force effectiveness, level of ambition for EBITDA results.
Extra Mile
• Define and contribute to Extra Mile growth strategy (product line related and cross product lines initiatives) in line with the 2015 Extra Mile EBITDA commitment for the Country.
• Propose and lead the implementation of value propositions for selected relevant segments: identification and incubation of new offers, new business opportunities through new market approaches.
• Define and drive/coordinate the implementation roadmap for “go to market” actions relevant to the country (i.e. distribution, route to market, oil well cement, prescriptive selling, franchising, sustainable construction, affordable housing, infrastructure, international contractors, etc.).
• Coordinate innovation initiatives in the country, ensuring consistency with the Extra Mile strategy. The Country Marketing Director is the country interface with the Group Innovation function.
Country Marketing operations
• Lead the country management of big projects. Liaise for international accounts with Group International Key Account Management team.
• Lead the management of the multi-product lines initiatives and value propositions in all market segments: products, solutions & services, pricing.
• Define, organize and coordinate the overall relationship with architects, specifiers, influencers and standard setting bodies in/for the country. Lead the lobbying activity in the country relating to products, solutions, raw materials, standards and labels.
Marketing plan
• Develop a deep understanding of the local construction industry: its segments, its players, our competitors (including other materials), influencers, decision makers, trends and opportunities. Translate end-user and stakeholders insights in actionable change approach.
• Contribute to management cycle and articulate the marketing plan of the country: country consolidated and segmented market knowledge (market data, customers, competition and players, decision process, products, solutions and services, access to market/segments, trends and markets/segments evolution), market opportunities and risks, regulation intelligence, branding, pricing strategy, marketing vision and strategic and market shares objectives, strategic marketing plan and operational roadmap for the coming years, including innovation.
