Senior Brand Executive (US Market)

Working Location:16th, 34 Road, Tran Nao Street, An Khanh Ward, Thu Duc City, HCMC.

Team:International

Line report:Brand Director

Lixibox is a full-stack one-stop omni-channel solution for luxury affordable beauty brands, funded by well-known Silicon Valley investors. The company focuses on optimizing operations by leveraging in-house agency and technology solutions to bring effective brand launching for end consumers.

As aSenior Brand Executive - Affiliate & Content, you will manage our affiliate programs by finding, and collaborating closely with TikTok creators, you will drive key performance goals through efficient workflows, strategic campaigns, and measurable results. This role balances strategic planning, analytics and hands-on execution.

ABOUT HALIO

Halio is redefining at-home beauty-tech by giving every woman the cheat code to glowing skin. We blend real science and high end technology, effortless results, and accessible luxury to create beauty-tech that's so effective it feels like cheating and so stylish you want to show it off. We are now entering the U.S. market with full speed: launching breakthrough devices, dermatologist-backed innovation, and bold, pop-culture-driven storytelling. This is your chance to help build a global brand from Vietnam shaping how Halio becomes the longevity hack around the world.

Responsibilities

1. Brand Strategy & Growth

• Build and execute the full-year brand strategy for Halio (brand positioning, US consumer insights, competitive intelligence).
• Own the content calendar, strategic priorities, and monthly brand plans aligned to global roadmap.
• Develop and optimize personas based on real behavior, social trends, and US market dynamics.
• Serve as the guardian of Halio's brand identity, tone of voice, and positioning across all channels and partners.

2. Consumer & Market Insights

• Lead continuous consumer research: qualitative insight mining, surveys, competitor deep-dives, product reviews, social listening, and cultural trend spotting.
• Transform data into strategic recommendations (JTBD, personas, barriers, motivations).
• Understand the U.S. consumer deeply from pop culture signals to category behaviors.

3. Analytical & Commercial Rigour

• Work closely with the business team to monitor sales, traffic, conversion, CAC/ROAS, retention, repeat purchase, and content performance.
• Identify growth drivers, diagnose issues, and recommend actions backed by data.

4. Integrated Campaigns & New Product Launches

• Lead the full 360 launch process for new products.
• Build launch toolkits: messaging, key visuals, selling stories, creator strategy, training decks, and digital assets.
• Partner with product, R&D, creator, media, affiliate, and e-commerce teams to deliver seamless go-to-market execution.
• Ensure every launch feels unmissable, hijacks social media, and drives category leadership.

5. Social Media, Content & Trend-Driven Storytelling

• Own Halio's content strategy across TikTok, Instagram, YouTube, and DTC channels.
• Stay ahead of US beauty trends, pop culture, meme culture, and key creator moments.
• Hands-on content creation using tools likeCapCut, Canva, AI tools (ChatGPT, Gemini, Kive), TikTok, Meta, Klavyio, Shopify, etc.
• Ensure content feels native, addictive, high-performing, and always aligned with the brand.
• Leverage AI to accelerate content creation, insight generation, research, creative ideation, and workflow automation.
• Build smarter processes using AI to scale brand building without scaling headcount.

6. Affiliate, Creator & Dermatologist Endorsement Support

• Align with the Affiliate/Creator team on briefings, direction, and quality of creator content.
• Evaluate which creators best match persona, tone-of-voice, and brand storytelling.
• Work with the derm & clinical team to bring credibility and authority to messaging.

7. Performance Marketing, DTC, Website & CRM

• Understand end-to-end funnel: content traffic conversion CRM retention.
• Work closely with the Paid Ads team to provide high-performing assets and optimize creatives.
• Monitor KPIs across ROAS, CAC, repeat purchase, CTR, engagement, and TikTok Shop metrics.
• Support DTC conversion: product pages, storytelling, banners, landing pages, email flows.
• Partner with the CRM team for lifecycle flows, retention campaigns, and cross-selling logic.

8. Cross-Functional Collaboration

• Work seamlessly with Product, Ops, Sales, Affiliate, Ads, Social, and Customer Service to deliver aligned brand execution.
• Present brand plans and results to leadership with clarity and confidence.
• Mentor interns and coordinators where needed.

Qualifications

• 25 years in brand management or marketing (beauty, consumer tech, DTC, or FMCG preferred).
• Strong strategic thinking with a brand-builder mindset.
• Excellent analytical skills: able to read data, diagnose business problems, and make data-backed recommendations.
• Experience in consumer research or insight generation (social listening, surveys, interviews, competitor research).
• Deep understanding of US pop culture, social trends, Gen Z behavior, and the beauty landscape.
• Hands-on content creator: scripting, editing, briefing creators, designing simple assets.
• Familiarity with performance marketing metrics (ROAS, CAC, CTR, conversion funnels).
• Strong DTC and CRM awareness.
• AI-native: comfortable using AI for content, research, workflows, and creative ideation.
• Excellent English communication (written & spoken).
• High sense of ownership, detail-oriented, fast, resourceful, and solution-driven.
• Deep love for beauty, culture, innovation, and creating brands people fall in love with.