Marketing is one of the most exciting departments of BAT Vietnam. It is the driving function with a steering influence on all other functions within the organisation.

Very few FMCG multinational companies in Vietnam allow Marketing specialists to experience both in planning and execution of a diverse brand portfolio. At BAT Vietnam, you are given that challenge. From brand, research, to business development, and trade, each individual is tested against the most demanding and exciting benchmarks in the marketing world of FMCG.

Luong Vinh Toan
Let's not say that you won't know what is going to happen for a new day! I do expect certain things to achieve day by day, month by month, as I do have KPIs and timelines to work against. Nevertheless, the exciting factors of the job come from the ever changing dynamics of the market, consumers and competition where by BAT as a company always strive to be fast responding and even pre-empting to make sure we lead the trends and take the first advantages in any of the opportunities coming up for the business. On the other hand, the organization encompass a complex system with many stakeholders and cross functions in the process that requires great skill sets and right attitudes to be able to navigate and drive the work successfully. All of those actually help to shape myself up both in terms of marketing capabilities for market effectiveness and maturity personalities for people engagement. Having been in the team for 3 years, my proudest contributions are to develop the first cost-effective merchandising solutions for the rural retailers which will be rolled out in a nation-wide scale, and lead the pilot HORECA activation platform to explore the untapped geographies."
Luong Vinh Toan, Brand Manager, Craven A


Brand is the essence of Marketing at BAT Vietnam. Involving in product development is a critical part of Marketing and it is what makes the work in Brand exciting and unique. Unlike other products, communicating a tobacco brand requires a very innovative and out-of-the-box approach in order to stay fresh in the consumers’ mind, yet strictly comply with the local laws and the global responsible marketing principles.


Trade is the forefront of Marketing as it acts as the gateway to the consumers. We work with one of the most complex distribution systems in the FMCG world in Vietnam. With the market share of 30% in a dynamic retail environment such as Vietnam, the work in trade represents exciting challenges for those who want to master their skills and knowledge in trade.

Strategic planning & insights

Strategic Planning & Insights (SP&I) serves as the foundation of all of our innovations. We value our consumers and are committed to “satisfying the consumers’ moments”. The work in SP&I is very engaging, challenging but also extremely rewarding. We have to keep updated with cross category trends, related to price positioning, packaging or overall brand movements across other markets. SP&I is the key to understand the tastes, the preference, the habits of our valued consumers so that we can offer the best products in the market at the right time, right place, and in the right quantity.

Business development

Business Development at BAT Vietnam holds a critical role in bringing to live brand strategy and transform it to the trade team. It is where the knowledge of trade and brand comes together. That is why a successful performer in BD is required to have a wide range of understanding of trade, field operations, brand, communications, and of the retail landscape and operation in Vietnam.