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Ho Chi Minh City

Ho Chi Minh City

Sales

Full

• Time

12-Jan-2026

A / Position Objective: To orchestrate permanent brand expression and strategic category layouts across all Points of Sale (POS), ensuring alignment with brand DNA and divisional growth strategies. This role acts as the bridge between brand aesthetics and commercial productivity, optimizing shopper navigation and space efficiency to drive category value for L’Oréal and its retail partners.

B / Work Relationships:

• Internal: CBD Team (Category, RGM); Marketing, Commercial (Head of Channels, KAMs), Business Controller, Zone CBD Team.
• External: Creative Agencies, Retail Design Firms, Production Contractors, and Third-party Vendors.

C / Key Responsibilities & Deliverables:

1. Brand Expression & Shopper Experience (O+O)

• Vision & Playbooks: Define and own the long-term merchandising vision. Develop execution playbooks to ensure "Perfect Store" standards across Offline and Online touchpoints.
• Shopper Journey: Lead store layout transformations to enhance navigation, ensuring a "joy of shop" experience that increases dwell time and conversion.
• Innovation: Partner with DMI/Zone to pioneer innovative category animation tools and sustainable merchandising materials.
• Agency Management: Lead the selection and performance management of creative and production agencies.

2.

Merchandising Strategy & Space Productivity:

• Launch Excellence: Define the update strategy for New Product Developments (NPD) to ensure speed-to-market.
• Space Optimization: Conduct data-driven analysis of assortment and space allocation (Planograms) to maximize sales per square meter.
• Category Elevation: Collaborate with Category Managers to translate brand equity into physical category growth drivers.
• Quality Assurance: Oversee contractor builds to ensure high-quality execution and durability in-store.

3. Financial Stewardship (CAPEX & OPEX)

• Long-term Planning: Build and maintain a 3-year CAPEX roadmap.
• Budget Ownership: Manage the annual Merchandising budget, ensuring accurate forecasting and ROI tracking in collaboration with Finance.
• Strategic Sourcing: Partner with the Purchasing team for vendor tenders to optimize cost-efficiency without compromising quality.

D / Requirements & Qualifications:

• Experience: 7–10 years in Merchandising, Retail Design, or Trade Marketing within FMCG or Beauty. Minimum 3 years in a leadership/people management role.
• Technical Skills: Advanced Planogramming & Space Productivity software.
• Shopper Intelligence & Path-to-Purchase mapping.
• Strong Budget Management (CAPEX/OPEX).
• Project Management of retail build-outs.
• Soft Skills: High-level stakeholder influencing, agility, and a strong aesthetic eye balanced with commercial logic.
• Education: University degree in Business, Marketing, or Architecture/Design.

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