Job Purpose

The Marketing and Communications Manager is responsible for leading brand and campaign communications to support CIMB Bank Vietnam's business and customer growth objectives. This role drives the development and execution of integrated marketing and communication initiatives across brand, product, customer, and partnership touchpoints, ensuring consistency of message, strong creative quality, and alignment with business priorities.

The role focuses on brand management, campaign development, marketing communications, content direction, and cross-functional coordination. It also supports digital campaign effectiveness by working with internal teams and agency partners to ensure communication and media execution are aligned with acquisition, engagement, and conversion goals.

Key Responsibilities

1. Brand Management and Strategic Communications

Support the development and execution of brand and communication initiatives to strengthen CIMB's brand awareness, relevance, and customer preference in Vietnam.
Ensure consistency of brand identity, tone of voice, and messaging across all customer and partner touchpoints.
Translate business priorities, product propositions, and campaign objectives into clear and compelling communication platforms.
Safeguard the quality and consistency of all marketing and customer-facing communications in line with CIMB brand guidelines and regulatory standards.
Monitor market trends, competitor activity, and customer insights to identify communication opportunities and strengthen market positioning.

2. Campaign Planning and Delivery

Lead the planning and execution of integrated marketing campaigns across online and offline channels to support product, segment, and business objectives.
Develop campaign communication strategy, key messages, content requirements, rollout plans, and channel approach.
Coordinate campaign development across internal stakeholders including business, product, digital, sales, compliance, and operations teams.
Manage campaign timelines, briefs, approvals, and execution to ensure delivery is on time, on budget, and in line with expected quality standards.
Review campaign outcomes and recommend improvements to strengthen future campaign effectiveness.

3. Marketing Communications and Content Management

Lead key communication streams including product launches, promotional campaigns, customer communications, brand content, partnership communications, and campaign messaging.
Ensure all communication materials are customer-relevant, commercially effective, and aligned with CIMB's brand positioning.
Review and guide the development of copy and content across digital assets, website, social media, CRM communications, campaign materials, and sales support materials.
Work closely with creative, content, and agency partners to maintain strong communication quality and execution standards.
Support message development for key business initiatives, partnerships, and brand-building programs.

4. Digital Campaign and Channel Support

Work with digital marketing teams, media agencies, and internal stakeholders to ensure communication strategy is effectively translated into digital campaign execution.
Support content and creative direction for paid media, social, digital, and performance-based campaigns.
Review campaign messaging, creative fit, and audience relevance to improve communication effectiveness across channels.
Monitor key campaign indicators such as reach, engagement, traffic, leads, and conversion performance, and recommend adjustments where needed.
Ensure digital communication activities support broader brand and business objectives rather than operating as isolated media executions.

5. Stakeholder and Agency Management

Act as a key marketing contact across business units, product teams, digital teams, creative agencies, media agencies, and external partners.
Develop clear briefs, manage review cycles, and ensure agency outputs meet business requirements and quality expectations.
Build strong cross-functional relationships to improve alignment, speed, and execution quality.
Challenge weak messaging, inconsistent creative work, or poor execution standards to raise the quality of marketing output.
Manage external vendors and partners effectively to ensure consistency, accountability, and cost discipline.

6. Budget and Performance Oversight

Manage campaign and communication budgets in line with approved plans and priorities.
Track campaign and communication performance, providing regular updates and actionable recommendations to stakeholders.
Support annual and quarterly planning with data-backed recommendations on communication priorities, channel focus, and investment effectiveness.
Ensure efficient allocation of resources across campaign development, communication materials, digital support, and agency management.

Requirements

Education

Bachelor's degree in Marketing, Communications, Business, or a related field.

Experience

Typically 5-6 years of relevant experience in marketing, brand management, communications, or campaign management.
Proven experience in developing and executing integrated marketing or communication campaigns across multiple channels.
Strong experience in content development, customer communication, campaign messaging, and agency management.
Experience in banking, financial services, fintech, or other regulated industries is strongly preferred.
Experience working in a fast-paced, matrixed environment with multiple stakeholders is preferred.

Knowledge and Skills

Strong understanding of brand management, campaign planning, customer communications, and content development.
Strong written and verbal communication skills in English and Vietnamese.
Strong stakeholder management and cross-functional coordination skills.
Strong briefing, review, and quality control capability for creative and communication materials.
Good commercial awareness and ability to align marketing communications with business priorities.
Working knowledge of digital marketing channels and campaign performance metrics.
Ability to balance strategic thinking with strong execution discipline.
Comfortable working in a regulated environment with attention to governance, compliance, and approval processes.

Product Marketing Manager, AI-based Start-up

Manager, Marketing and Communications

Vietnam Marketing & Partnerships Manager