Brand Manager

A. Job Summary

The Company is seeking a strategic, hands-on Brand Manager to shape how it is understood, trusted, and chosen across the Group brand, B2C customer journey, and partner network. Reporting to the CEO, this role translates strategy, business priorities, product roadmaps, and data into a coherent brand architecture, market narratives, communications, and brand experiences.

The role sits within Brand & Communications, a distinct function from Growth. Brand owns positioning, narrative, creative standards, content systems, communications, and brand experience; it partners with Growth on acquisition, distribution, conversion, and CRM, and with the internal partner-network governance team on partner-related programs. The role combines strategic judgment with hands-on execution, builds repeatable systems, uses AI and data responsibly, and leads a lean mix of internal talent and external partners.

B. Key Objectives

•     Establish a clear, credible, and consistent brand across the Group, B2C customer journey, and partner network.

•     Build market authority and trust through evidence-led narratives, market education, executive communications, and high-quality brand experiences.

•     Translate business, product, customer, and market priorities into focused brand choices that support adoption and long-term platform value.

•     Build an AI-enabled brand operating system for research, insight, content, assets, distribution, measurement, and continuous learning.

•     Demonstrate brand contribution through shared metrics covering awareness, association, trust, qualified engagement, adoption, and business relevance.

C. Key Responsibilities

1. Brand Strategy, Architecture & Governance

•     Work directly with the CEO to develop and evolve the Group's positioning, brand narrative, brand architecture, and strategic priorities.

•     Define clear message hierarchies and audience propositions across the corporate brand, B2C experiences, products and services, and the partner network.

•     Maintain practical brand governance, including guidelines, tone of voice, message frameworks, claim books, and clear Live / Pilot / Building / Planned status.

•     Act as brand guardian across corporate, product, partner, digital, physical, employer-brand, and internal touchpoints without slowing down execution.

2. Market Education, Authority & Executive Communications

•     Turn market signals, company data, customer insight, and domain expertise into distinctive points of view, research stories, and market-education programs.

•     Lead editorial and campaign territories that strengthen the Company's authority, including  partner market education and other strategic narratives approved by the company.

•     Develop CEO and expert communications, thought leadership, media narratives, speaking opportunities, and flagship content.

•     Ensure external claims are source-backed, stage-accurate, and reviewed with the relevant data, business, legal, finance, or governance owners.

3. B2C, Product & Business Enablement

•     Participate in business and product-roadmap cadences to understand priorities, customer problems, version plans, dependencies, and proof points early.

•     Partner with business units, Product, Data, and Growth to translate use cases and roadmaps into propositions, go-to-market narratives, launch briefs, and reusable assets.

•     Design connected brand experiences across websites, social channels, PR, events, product education, and lifecycle touchpoints.

•     Maintain clear decision rights: Brand owns narrative, creative standards, and brand experience; Growth owns acquisition, distribution, conversion, CRM, and growth experimentation.

4. Content, Communications & Brand Experience System

•     Build and manage an AI-enabled editorial and content operating system, including insight, message and asset libraries, calendars, workflows, quality controls, source traceability, and learning loops.

•     Oversee the website, social and corporate channels, PR, events, and physical brand presence, ensuring a coherent Group brand experience across every touchpoint.

•     Lead internal communications for Group strategy, leadership messages, major change, culture, and shared priorities. Partner with HR to co-develop the employee value proposition and employer brand, with clear ownership between brand communication and people operations.

•     Prioritize high-value, reusable content over output volume. Use AI to strengthen market monitoring, research, content adaptation, asset management, performance analysis, and learning while maintaining human judgment and review.

5. Community & Partner Network Alignment

•     Own the community proposition, identity, education narrative, content standards, engagement experience, and partner brand direction for partner-facing initiatives.

•     Coordinate with Growth on member acquisition, funnel instrumentation, CRM, conversion experiments, and measurement.

•     Coordinate with the internal partner-network governance team on standards, eligibility, onboarding, training, certification, activation, quality, and governance. Brand does not manage partners or local operations and does not own execution governance.

•     Turn verified partner and customer outcomes into proof, case studies, and advocacy; Brand may define ambassador brand guidelines, while the governance team determines eligibility and execution rights.

6. Measurement, Leadership & Brand Operations

•     Define meaningful brand metrics and baselines across awareness, association, trust, qualified engagement, content and channel efficiency, and contribution to shared adoption or business outcomes.

•     Build regular reporting and learning cycles, connect brand indicators to product and business metrics with the relevant owners, and recommend where to scale, optimize, or stop.

•     Lead and develop a lean, AI-native team; build practical AI capability across employees and partners; decide which work should be automated, augmented, or remain human-led; manage agencies, freelancers, vendors, community partners, budgets, briefs, service levels, and quality.

•     Establish clear priorities, operating cadences, decision rights, and cross-functional handoffs; surface risks and dependencies early and drive decisions to closure.

D. What We Offer

•     Direct exposure to and collaboration with the CEO to shape the company’s narrative across data, finance, transactions, B2C, and a partner network.

•     Full ownership of strategic initiatives from problem framing and narrative through execution, evidence, and learning.

•     An AI- and data-enabled environment that values systems thinking, judgment, craft, and accountability.

•     Room to lead a lean team and partner model and shape how the function scales.

•     Competitive compensation, full benefits, and long-term career-development opportunities aligned with level and responsibility.

Must-Have

•     7+ years of experience in brand strategy, brand management, communications, content, product marketing, or related roles, with demonstrated ownership of Group-level or multi-portfolio brand priorities.

•     A strong portfolio of brand strategy, narrative development, integrated campaigns, or market-education work, with clear explanation of personal ownership and outcomes.

•     Exceptional Vietnamese writing and communication skills, with working proficiency in English for partner, corporate, and investor-related materials.

•     Ability to synthesize company strategy, customer insight, product logic, data, and complex market topics into clear audience narratives and practical execution.

•     Strong data literacy and measurement discipline; able to define useful KPIs, interpret performance, and turn learning into better decisions.

•     Strong working proficiency with AI for research, synthesis, briefing, content workflows, automation, and quality control — not only ad hoc content generation.

•     Proven ability to influence senior and cross-functional stakeholders while remaining hands-on in an ambiguous, fast-changing environment.

•     Experience managing people (team of 3+), agencies, partners, budgets, and multiple workstreams with high standards and clear accountability.

•     Sound judgment on evidence, claims, confidentiality, brand risk, and the difference between current capability, planned work, and long-term ambition.

Strong Advantage

•     Experience in proptech, fintech, marketplaces, platforms, or other data-, workflow-, or regulation-intensive industries.

•     Experience spanning B2C2C brand building and ecosystem, partner, or community development.

•     Experience in corporate communications, PR, executive communications, research-led thought leadership, or issues management.

•     Experience working with Product and Growth on go-to-market and adoption, or building a lean brand team, knowledge system, or AI-enabled workflow