ABOUT KFC

Colonel Harland Sanders opened the first KFC in Corbin, Kentucky, in 1938. He started with one restaurant, 11 herbs and spices, and an idea. From there, our incredible brand and product grew to what it is today. KFC is one of the five brands operated by our parent company, Yum! Along with Pizza Hut, Taco Bell, The Habit Burger Grill and recently added Heartstyles.

KFC first came to Vietnam in 1997 with our first restaurant in Super Bowl, Ho Chi Minh City. Today, we are the biggest business in the fast-food industry in Vietnam, with more than 200 restaurants run and 5,000 restaurant team members. The Restaurant Support Centre (RSC) is located at the Bluesky office, Tan Binh District – near Tan Son Nhat Airport.

POSITION SUMMARY

Role Purpose:

The Marketing Manager is responsible for leading and driving overall Marketing initiatives across Trade Marketing, Menu Strategy, and Product Marketing for KFC Vietnam. This role plays a critical part in delivering sustainable revenue growth, increasing traffic, optimizing menu performance, and ensuring strong execution excellence in alignment with brand standards and YUM regional strategic priorities.

Key Responsibilities:

1.      Trade Marketing leadership

·        Develop and execute annual and quarterly Trade Marketing plans to drive sales growth, traffic generation, and promotion effectiveness across dine-in, takeaway, delivery, and digital channels.

·        Lead promotion strategy development, including bundling architecture, pricing strategy, and channel-exclusive programs.

·        Ensure strong in-store activation, POSM effectiveness, and campaign execution discipline nationwide.

·        Evaluate campaign ROI, sales uplift, margin impact, and traffic performance; drive continuous optimization based on data insights.

·        Partner with Operations and Supply Chain to ensure operational feasibility and smooth nationwide rollouts.

2.      Menu Strategy & Commercial Optimization

·        Own and drive menu strategy development, including menu mix optimization, pricing architecture, and profitability management.

·        Analyze sales performance, product mix, margin contribution, and consumer behavior to identify opportunities for growth and simplification.

·        Develop recommendations to optimize core menu, value platforms, premium offerings, and innovation balance.

·        Conduct competitor benchmarking and market analysis to ensure KFC Vietnam maintains strong competitiveness and differentiation.

·        Partner with Finance to ensure menu decisions align with profitability targets and cost structures.

3.      Product Marketing & Innovation Management

·        Lead end-to-end product marketing strategy, covering innovation pipeline planning, core product support, and lifecycle management.

·        Own the annual product calendar, including new product launches and Limited Time Offers (LTOs), aligned with brand and commercial priorities.

·        Collaborate closely with R&D in product development to ensure consumer relevance, cost targets, operational feasibility, and brand consistency.

·        Work with QA and Operations to ensure product quality standards, food safety compliance, and execution readiness.

·        Develop clear product positioning, value propositions, and pricing strategies that drive both traffic and check growth.

·        Lead cross-functional launch readiness, including forecasting, training alignment, POSM development, and post-launch performance tracking.

·        Monitor product performance and proactively recommend optimization actions (repositioning, bundling, reformulation, discontinuation).

·        Drive continuous product improvement initiatives based on guest feedback and performance analysis.

4.      Regional & Brand Alignment

·        Collaborate closely with the YUM Regional Team to ensure all marketing initiatives, menu strategies, and product executions align with brand standards and regional frameworks

·        Adapt regional campaigns and product strategies effectively to the Vietnam market while maintaining brand integrity.

·        Ensure compliance with brand guidelines across communication, product execution, and promotion design.

5.      Cross-Functional Partnership

·        Work closely with Operations, R&D, QA, Supply Chain, Finance, and Digital teams to ensure marketing initiatives are operationally feasible and commercially impactful.

·        Balance business ambition with operational capability in a high-volume QSR environment.

·        Provide clear communication and alignment across departments to ensure strong execution discipline.

6.      Team Leadership & Capability Development

·        Lead, coach, and develop the Trade & Product Marketing team to ensure strong execution and performance delivery.

·        Set clear KPIs and performance expectations aligned with business objectives.

·        Build a data-driven, performance-oriented culture within the team.

·        Develop succession planning and capability enhancement for long-term team growth.

Key Experiences:

·        Bachelor’s degree in Marketing, Business Administration, or a related field (MBA preferred).

·        Must have at least three years of relevant experience in a similar Marketing role, preferably within QSR, F&B industries.

·        Must have experience in campaign planning, product launches, and commercial optimization.

·        Strong analytical and numerical capabilities, with a proven ability to translate complex data into actionable business strategies

·        Have a good experience in team leadership and people management.

·        Excellent data analysis tools (e.g., Google Analytics, BI Dashboard).

Professional Skills:

·        Experience in working with relevant stakeholders (Regional teams and cross-functional partners)

·        High level of execution discipline, attention to detail, and results orientation

·        Ability to thrive in a fast-paced, high-pressure QSR environment

·        Budget Management. 

·        Fluent in English.

KFC Vietnam is an equal opportunity employer. We encourage applications from candidates of all backgrounds and experiences.

Disclaimer: This job description may not be a complete description of all the jobs and may be changed from time to time at the discretion of the management. It is intended to convey information essential to understanding the scope of the role. It is not intended to be an exhaustive list of skills, efforts, duties, responsibilities, or working conditions associated with the position.