Brand & Communications Manager

Role Purpose

The Brand & Communications Manager leads the development and execution of Starbucks Vietnam's brand and communication activities across key customer touchpoints.

The role is responsible for integrated marketing campaigns, brand identity, creative content, marketing assets, social media and PR communications. This position works closely with internal teams, regional stakeholders and external agencies to ensure all initiatives are strategically aligned, professionally presented and delivered with strong brand impact.

Key Responsibilities

1. Brand & Integrated Campaign Management

• Translate business, product and regional priorities into locally relevant brand and communication plans.
• Lead integrated marketing campaigns from briefing and planning through creative development, execution and post-campaign evaluation.
• Coordinate with relevant functions to ensure campaign alignment, operational readiness and timely execution.
• Protect and strengthen brand consistency across all consumer-facing touchpoints.

2. Creative, Content & Social Media

• Lead the development of campaign concepts, key visuals, copy, photography, video and master marketing assets.
• Ensure all creative work reflects Starbucks brand standards, premium positioning and local cultural relevance.
• Develop and manage social media strategy, content pillars and editorial calendars across relevant platforms.
• Oversee community management, social listening and brand sentiment, and identify opportunities to improve engagement and relevance.
• Continuously raise the quality of the brand's visual expression, content and storytelling.

3. Communications & Stakeholder Management

• Develop communication and PR plans for brand campaigns, product launches, events, store milestones and corporate announcements.
• Manage collaboration with internal teams, regional stakeholders, agencies, media partners, KOLs and content creators.
• Prepare communication toolkits, press materials, spokesperson briefs and key messages where required.
• Support reputation management and coordinate the response to potential brand or communication issues.

4. Performance, Reporting & Budget Management

• Define campaign and channel KPIs and evaluate performance against agreed objectives.
• Consolidate campaign results, social performance, media outcomes, consumer insights and key learnings.
• Prepare clear, concise and visually compelling reports, management presentations and regional update decks.
• Translate data and campaign results into strong storylines, actionable insights and business recommendations.
• Confidently present plans, results and recommendations to management and relevant stakeholders.
• Manage the assigned marketing budget and ensure effective allocation of resources.

5. Team & Agency Leadership

• Lead, coach and develop assigned team members.
• Manage creative, social, media, PR and production agencies to ensure quality, efficiency and accountability.
• Establish clear briefs, timelines, responsibilities and approval processes.
• Foster a professional, collaborative and high-performance working culture.

Qualifications & Experience

• Bachelor's degree in Marketing, Communications, Business Administration or a related discipline.
• Minimum 8 years of experience in brand marketing, integrated communications, digital or social media.
• At least 3 years of experience in a managerial or team leadership role.
• Proven experience leading integrated campaigns from strategy through execution and evaluation.
• Strong experience in content development, creative production, social media and agency management.
• Experience in F&B, retail, lifestyle, hospitality or other consumer-facing industries is an advantage.
• Strong command of both Vietnamese and English.

Professional Skills & Competence

• Strong strategic thinking, brand judgment and consumer understanding
• Excellent written, verbal and visual communication skills
• Strong presentation and data storytelling capabilities, with the ability to simplify complex information into clear and persuasive business narratives
• Advanced PowerPoint skills and strong visual sensibility, with the ability to create polished, management-ready presentation decks
• Strong Excel, reporting and analytical skills
• Excellent project management, prioritization and problem-solving capabilities
• Strong stakeholder management, negotiation and influencing skills
• Good business acumen and ability to connect marketing activities with commercial priorities
• High level of professionalism, executive presence and confidence in presenting to senior stakeholders
• Hands-on, agile and comfortable working in a fast-paced environment
• High ownership, attention to detail and commitment to quality

Key Measures of Success

• Quality and consistency of brand expression
• Effectiveness and timely delivery of marketing campaigns
• Social media, communication and PR performance
• Quality of management reports, presentations and business recommendations
• Team and agency performance
• Effective management of the assigned marketing budget