Building Techcombank&aposs brand strategy in line with the long-term development strategy of the whole line.
Developing a brand targeting the public and employees to strengthen emotional connection, brand love, improve brand health (BEI), and foundation activities to increase brand value.
Responsible for Techcombank&aposs brand management to ensure uniformity in the implementation of brand positioning at the whole line and enhance brand value.
Key Accountabilities (1)
Brand management planning:
Build and implement a brand management framework to enhance brand value based on research to identify, manage and monitor the main factors promoting brand value.
Development of brand architecture, brand manifesto, brand guidelines/guidelines
Build, train, and deploy the Guide to apply brand positioning in unit operations
Build training, evaluate brand knowledge to develop appropriate training content and conduct periodic training throughout the row.
Brand development:
Create, build and spread brand position to customers, transform brand position into inspiring activities so that customers understand, believe and live up to the purpose that TCB envisions.
Plan and monitor the implementation of bank-wide product brand development, including but not limited to Go-to-market plans/activities through branding v marketing communication, based on segmentation to ensure consistency in activities to promote overall Techcombank brand development.
Build and implement a Continuous Brand Presence (Always-On) for brand and product activities (Business Division); building brand awareness and brand identity through content on media channels.
Develop and implement periodic brand activities programs (customer gifts, presence of Head Office/branches...) to increase special connection with key/priority customers.
Develop sponsorship activities, brand events, create highlights in communication plans, themed brand campaigns.
Co-develop the plan with Business Divisions, enhancing brand strength/brand love by product/offering group or by regions.
Organize creative design production for brand activities; creative design orientation for product marketing activities, corporate communication.
Social responsibility:
Develop required or brand-driven CSR activities.
Manage bank-wide CSR activities in order to achieve objectives of brand strategy.
Key Accountabilities (2) PEOPLE MANAGEMENT
Oversee human resources planning and execution (headcount & costs) of their function
Attract, onboard and retain the right talents for a high- performing team
Establish and communicate function and individual KRAs/ KPIs, goals, action plan, expectations and results to reporting line
Manage function performance & provide feedback regularly (following the annual performance management cycle);
Define teams capability requirements and enable team members professional and personal development through capability assessment, training, coaching & feedback, mentoring, etc.
Motivate and recognize team members contributions towards the teams shared goals
Identify and monitor personal, professional development and career advancement of talents in the function
Act as a role model and promote corporate culture at function level
Understand & communicate relevant HR offerings to team members.
Success Profile - Qualification and Experiences Qualifications
University or higher.
Expertise
Have professional knowledge in brand development, building communication and advertising plans (media), preferably in FMCG industry, MNC companies, multinational advertising agencies.
Experience
Minimum 14 years of experience in brand management.
At least 10 years of experience in team management/leadership.
