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Vietnam's Marketing Industry 2021 (PART 1)

Updated: Dec 28, 2020

In this video, Mr. Adrien Bizouard answers questions about the Marketing Industry in Vietnam in 2021. To watch the full presentation, please follow MARKETING CHANNEL on Below, you can also read the transcript of his answers to the Q&A.


QUESTION 1: What are the top benefits that companies offer to senior marketing executives in leadership roles? I believe that for major multinationals in Vietnam for senior marketing professionals, you have the overall base salary and always have a part of an incentive, depending on the nature of the company. So, you will have an incentive or bonus which could be based on the result of your team, your individual performance, and also the team performance.

If it's a digital-native organization, usually marketing professionals get stocks or shares within the company, which can be more or less valuable, depending on the maturity of the organization. But now, we also see more of the long term development of the employee. Aside from the cash benefit, we see other benefits such as learning opportunities like learning digital marketing.

Previously, we also saw benefits for international mobility. But obviously, at the moment it is not the top priority for people to be globally mobile. But this is a human aspiration, I believe. And I think that this is important for many Vietnamese or Filipino talents to move outside of the country. There are a lot of organizations that try to leverage their international networks to have a viable global movement for their talents. And also, if we talk about major multinationals, I think that would be the most standard type of benefits that people can potentially receive.

The conclusion is, cash benefits have become standard. And then the rest, we've started seeing more side benefits like providing the employees the opportunity to learn new skills and to stay in the company longer.


QUESTION 2: Do you think we're going to see any increase in job opportunities in marketing management positions open to expatriates?

I think if I look at before and after this year, No. I don't see an increase. I see more of a reduction. If I look at the global picture and scale of things, I believe Vietnam and the Philippines will definitely remain foreigner and expat-friendly because they are growing fast. These countries are growing faster than most of the other countries in the world. So if I put it in the global benchmark, I would say yes, it's going to remain appealing. If I look at the benchmark of last year and the last couple of years compared to what's happening now, I believe that localization has always been something that Vietnam and the Philippines have been looking at. If we look at the regulations around work, visas have become a bit more strict, immigration is becoming a bit harder as well. So companies are looking at trying to secure their workforce locally. I think that's a trend.

Having said that, as I've mentioned in the presentation, anyone, any nationality who has real technical skills that can be brought to an organization either in Vietnam or the Philippines or anywhere in Southeast Asia, is going to end up in a job at some point. The job they can attain would be either through their network, through recruitment agencies, or different channels that are variable. But I think this is possible when they market themselves the right way with the right tool, and with the right innovations. We talked about the CV video, for example.

So, I think it's going to be tougher overall. But it's still going to remain very exciting compared to what's happening in the rest of the world. And probably there will be a competitive advantage for people who are already in the country because it's easier to connect. In the Philippines and Vietnam, it's quite easy to connect with a CEO, with a general manager, or to an HR director because it's really less segmented than what we see maybe in Europe or the US, for example.

To watch the full presentation, please follow MARKETING CHANNEL on

QUESTION 3: What should Marketing Leaders look for when negotiating for a position in a non-digital native company?

There are still a lot of organizations who are going to operate outside of the digital world, or who are going to do both. This means that for any marketing professionals, who are looking at entering a non-digital based organization or even more traditional industry, it doesn't mean it's not going to be fun. It doesn't mean there is no digital transformation happening at some point. And I think what is important for marketing leaders to ask, is about the development of the organization, what's the distribution strategy in terms of branding? And to really have a good picture of what the marketing strategy is going to look like. This is because some industries don't really need to go digital.

I think that goes with the few slides around building up expertise. And I think in marketing, it's tempting to go through different industries, and then you lack that potential of becoming an expert. And at some point, you will see that the people who have actual knowledge, are those who have actually build up expertise in a certain industry over time. And that's the reason why I said sticking to the same role, or to the same type of company for a while, is going to help you to build up that potential expertise. I think it's important to be adventurous, but I think it's important also to become an expert in certain areas because it is what's going to take you to the next level.

It's asking the right questions to be clear about the development of the organization you are in discussion with. What platform would they be using? The current systems versus the future? How much do you sell online? How much do you sell offline? So just get into the details about what's really going on.

I think employers and companies are becoming quite transparent around their strategies. Usually, line managers are becoming a bit more chill around interviews, or this is what we hope to. But we try to guide companies towards being more modern around the way they drive interviews.

Continue reading Part 2:

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