Role Overview
The Business Marketing Senior Expert takes a more senior role in both execution and strategic contribution, owning the full marketing and project lifecycle for one or more assigned developments end-to-end. This role sits at the threshold between deep expert execution and strategic leadership. The Senior Expert is expected to not only manage the work but to understand the business context behind it, lead during the development phase of a project, anticipate challenges before they arise, and contribute to shaping how work gets done across the team.
This role manages team members directly and is accountable for both the quality and timeliness of the team's output.
Key Responsibilities
Project Development Leadership
- Serve as the marketing lead during the development phase of assigned projects, giving substantive inputs on product mix, unit typologies, facilities, amenities and landscaping.
- Collaborate closely with Project, Design and Sales teams to ensure the development is shaped by customer needs and achieves a strong product-market fit before launch.
- Advocate for the customer perspective in product decisions and ensure that what is built can be marketed with clarity and conviction.
Strategy Input & Go-to-Market Planning
- Contribute substantively to go-to-market strategy for assigned projects, including market analysis, customer targeting, channel selection, key messaging and campaign architecture.
- Develop integrated marketing plans covering timeline, budget, KPIs and channel mix, and present these to senior stakeholders for review and approval.
- Translate approved strategy into operational plans with clear task ownership, timelines and quality checkpoints.
- Provide well-founded insight on product positioning, customer behavior and competitive dynamics that meaningfully shapes marketing and product decisions.
End-to-End Project Ownership
- Own the full lifecycle of assigned projects from the development and inception phase through go-to-market strategy, campaign development, launch and post-launch optimization.
- Manage all campaign workstreams across ATL, BTL, digital, events and sales tools with full accountability for seamless execution and brand consistency.
- Lead agency and partner relationships at a senior level, setting clear expectations, managing quality and holding partners accountable to deliverables.
- Monitor marketing funnel performance from awareness through engagement to conversion and implement data-driven optimizations in a timely manner.
- Manage project budgets with full accountability, proactively flagging variances and recommending corrective action.
Risk Management & Problem Solving
- Identify risks to timeline, quality or business outcome before they become issues and bring forward structured solutions for resolution.
- Communicate status, risks and decisions required to senior management with clarity and confidence.
People & Team Development
- Directly manage 1–2 team members, setting clear expectations, delegating effectively and providing regular coaching and feedback.
- Review and quality-control the team's output before it reaches senior stakeholders, reducing revision loops and building team capability over time.
- Support the onboarding and ongoing development of each team member with structured guidance and timely feedback.
Stakeholder Management
- Build and maintain effective working relationships with internal stakeholders across Sales, Project, Legal, Brand, Design, Segmentation and Operations.
- Navigate competing priorities across teams with maturity and a solutions-first orientation, escalating when needed and always with a recommended path forward.
Qualifications & Experience
- Bachelor's degree in Marketing, Business Administration, Communications or a related discipline. An advanced degree or professional qualification is an advantage.
- Minimum 12 years of experience in project marketing or integrated marketing communications, with significant exposure to large-scale real estate developments across residential, mixed-use or township-scale projects.
- Demonstrated ability to lead a project end-to-end and hold accountability for results, not just delivery activities.
- Strong strategic thinking with the ability to move between big-picture planning and ground-level execution without losing quality in either.
- Experience managing team members and producing work that consistently meets a high-quality bar.
- Commercially literate with an understanding of how marketing activity connects to sales outcomes and business performance.
- Strong analytical skills with the ability to draw actionable conclusions from performance data.
- Excellent written and verbal communication in Vietnamese and English, with the ability to present clearly and confidently to senior stakeholders.
