[VN] - Marketing Director - Makeup (Maybelline New York & 3CE)

As the Marketing Director, you will lead the full spectrum of brand building and business acceleration strategies for our powerhouse brands – Maybelline New York (MNY) and 3CE. Your mission is to define the brand vision, sharpen the strategic roadmap, and inspire teams to deliver iconic innovations, disruptive campaigns, and meaningful consumer experiences. 

1. Brand & Business Strategy 

• Define and own the long-term brand vision and 3-year strategic plan in line with global brand positioning and local market potential. 

• Prioritize brand-building levers: hero innovations, core catalogue acceleration, and consumer-centric storytelling. 

•  Serve as a strategic partner to zone teams to advocate local needs and shape future innovation pipelines. 

2. Consumer & Market Excellence 

•  Lead the continuous discovery of consumer, market, and category insights through data analysis and on-the-ground intelligence. 

•  Translate insights into growth-driving initiatives and brand actions, influencing both local execution and upstream development. 

3. Brand Equity & Campaign Execution 

• Drive development and execution of IMC (Integrated Marketing Communications) plans including 360° campaigns, digital activations, and retail experiences. 

•  Tailor global assets for local resonance, ensuring consistency of brand image and emotional impact at every consumer touchpoint. 

•  Deliver differentiated brand experiences that build love, drive recruitment, and reinforce brand equity. 

4. Launch Management & Innovation 

• Take full ownership of international launches and create the “angle of attack” for local success. 

•  Oversee end-to-end development from forecasting to go-to-market execution, ensuring alignment with commercial and retail plans. 

5. Business Management & P&L Accountability 

• Partner closely with Finance and Commercial teams to ensure financial health and sustainable growth. 

6. Cross-functional & External Influence 

• Collaborate across functions: Sales, Retail, Media, Education, Supply Chain, Digital, and E-commerce to build and execute cohesive business plans. 

•  Engage and influence external partners: creative/media agencies, KOLs, content creators to enhance brand love and reach. 

7. Leadership & Team Development 

• Inspire, coach, and develop a high-performing brand team, fostering a culture of creativity, accountability, and growth. 

• • Set clear performance expectations, lead with vision, and create development opportunities for team members. 

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B. QUALIFICATIONS & SKILLS 

Education & Language 

• Bachelor’s or higher degree in Marketing, Business, Communication or related field 

• Fluent in English  

Professional Experience 

• Minimum 8 years of progressive experience in Marketing, ideally within FMCG, Beauty, or Lifestyle industries 

• Proven track record in brand building, campaign management, and innovation leadership 

• Solid experience managing P&L and leading cross-functional project teams 

• Leadership & Core Competencies 

• Strategic thinker with sharp business acumen and consumer empathy 

• Inspirational leader who empowers and elevates team performance 

• Strong communicator (verbal and written) who can influence across levels 

• Demonstrated ability to drive change, challenge the status quo, and innovate 

• Highly organized, results-driven, and resilient in a fast-paced, ever-evolving environment 

• Digital-first mindset with curiosity for emerging trends and platforms