Master Brand Strategy (Senior/ Manager)

Job Description

We are searching for a passionate brand manager to join our Strategy & Innovation Office. Your scope involves both high level brand construction and very hand-on brand communications and execution. You will be working with the best in class creative minds to drive our key initiatives that renovate the master brand of Vinamilk and shape the foundation for our future portfolio.

Your scope

Master Brand Concept and Communication

● Work closely with our strategic agencies to define our master brand concept and identity.

● Develop an annual plan to achieve the master brand positioning that we are after.

● Execute the plan either independently or in strong collaboration with the marketing team to make sure that our master brand image is relaunched successfully and maintained consistently.

Direct-to-Consumer Communication

• Create a unified brand narrative in line with Masterbrand identity that moves the consumer effortlessly from discovery to purchase across our digital and physical assets (E-shop, Ecommerce, Vinamilk stores).

• Collaborate with Digital Media team and Vinamilk stores team to build DTC-only digital campaigns and communication to recruit new user and drive recurring revenue

• Design in-store experiential communication for Vinamilk stores that turns a routine purchase into a brand experience.

• Align promotional visuals and messaging with Masterbrand guidelines to prevent brand dilution during high-volume sales periods

Global Expansion

• To scale Vinamilk Masterbrand beyond Vietnam, establishing a premium and trusted global presence in strategic markets, and ensure that global brand assets are cross-border synergetic to amplify the core Masterbrand identity.

• Adapt Masterbrand narrative for each market, develop tailored communication frameworks that address specific regional needs, ensuring cultural relevance while maintaining brand integrity

Brand Guidelines and Co-Creation

● Inspire our marketing team on the master brand guidelines and co-create brand essences and visual identities to elevate the whole Vinamilk's portfolio.

● Work in partnership with our marketing team, in-house and external creative agencies on strategic projects, provide guidance and inputs to bring up our creative quality and overall campaign performance.

● Collaborate with our media team to develop communication templates for different consumer journeys and effectively use data and business results to timely and effectively improve your templates.

Culture Shaper

● Support our employer branding team on idea generation, event organization and communications to promote the corporate brand of Vinamilk, turning our employees into passionate brand advocates.

To succeed in this role, you should:

● Have relevant experiences in creative development, product development, branding works, customer experience and engagement (at least 5 years).

● Passionate for communication and creativity. You understand both the hassle and the beauty of the creative process.

● Strong in concept and project management, resourceful and flexible.

● Have a structured approach to navigate complicated matters and network. Be a good problem solver.

● Think strategically but don't mind getting your hands dirty for execution work. You own your results 100%.

● Have an excellent communication skill and a win-win mindset

● Fluency in English

*** Please note that only qualified profiles will receive a reply and be contacted for an interview due to the large number of applications Vinamilk receives. Thanks for your attention and application!