We are looking for a Head of Marketing & Communications to shape how CIMB Bank Vietnam communicates to both customers and employees in a clear, consistent, and impactful way.
This is a player–coach role in a lean setup, combining strategic thinking with hands-on execution. You will drive campaigns end-to-end, ensure strong messaging across all touchpoints, and align communication with business priorities.
Why Join Us
- High-impact role reporting directly to CEO
- Real ownership in a lean, fast-moving environment
- Opportunity to shape both customer and internal narratives
Job Purpose
This role leads marketing and communications for CIMB Bank Vietnam in a lean operating model, combining strategic direction with hands-on execution to ensure clear, consistent, and effective communication to customers and employees.
The role is responsible for shaping how the bank communicates its products, value propositions, and priorities, both externally and internally, ensuring messaging is customer-centric, commercially relevant, and aligned with business direction.
Operating with a small team, this role acts as a player–coach, directly contributing to campaign development while guiding communication strategy. The role partners closely with Business, Product, CX, and HR teams to ensure communication supports customer growth, organizational clarity, and cultural alignment.
This role contributes to CIMB's purpose of advancing customers and society by ensuring communication is simple, meaningful, and valuable.
Key Responsibilities
1. Marketing Strategy & Communication Direction (20–30%)
- Define clear and focused communication strategy and priorities aligned with business objectives and customer needs
- Translate business goals, product propositions, and customer insights into simple, compelling communication platforms
- Shape campaign direction, key messages, and value propositions across key customer segments
- Provide strategic input to business teams on how to position products and initiatives from a customer communication perspective
- Ensure all communication reflects CIMB's purpose and customer-centric values
- Own communication strategy and messaging across all customer touchpoints, including digital and in-app channels, in partnership with Product teams who own experience design and delivery
2. Campaign Development & Hands-on Execution (50–60%)
- Lead end-to-end development of integrated marketing campaigns across digital and offline channels
- Personally drive key campaign elements, including message development, communication angles, and content direction
- Review, refine, and elevate campaign messaging to ensure clarity, relevance, and impact
- Develop clear briefs and work closely with internal teams and agencies to deliver high-quality execution
- Act as the final gatekeeper for communication quality, brand alignment, and customer relevance
- Step in directly to resolve gaps in messaging, creative direction, or execution where needed
3. Customer-Centric Communication & CX Integration (10–20%)
- Ensure all communication is grounded in customer understanding, needs, and pain points
- Leverage CX insights, customer feedback, and frontline inputs to continuously improve messaging and campaigns
- Identify recurring customer friction points and recommend communication improvements
- Support development of clear and intuitive customer communication journeys
- Ensure messaging across app-based touchpoints (e.g., push notifications, in-app content) is clear, consistent, and aligned with overall communication strategy
- Champion a customer-first mindset in all marketing outputs
4. Internal Communication & Organizational Messaging (10–20%)
- Lead internal communication strategy to ensure clarity, consistency, and alignment across the organization
- Translate leadership direction, business priorities, and key initiatives into clear and meaningful internal messaging
- Support CEO and leadership team in crafting strategic communications (e.g., announcements, transitions, key updates)
- Ensure consistency in tone of voice across internal and external communications
- Partner with HR to support culture and engagement initiatives through strong communication and storytelling
- Improve organizational clarity by reducing fragmented or inconsistent communication
5. Cross-functional Alignment & Orchestration
- Partner closely with Business (Retail), Product, Digital, CX, and HR teams to align on priorities and messaging
- Ensure communication strategy is effectively translated into performance marketing execution (owned by Business)
- Work with agencies and partners to ensure efficient and high-quality delivery
- Manage a lean team (1 junior staff), providing clear direction and prioritization
- Drive alignment, speed, and clarity across stakeholders in a fast-paced environment
6. Marketing Effectiveness & Advisory to Leadership
- Evaluate and report on campaign effectiveness from a communication perspective (e.g., engagement trends, message clarity, creative performance)
- Provide insight-driven recommendations to improve campaign outcomes and customer response
- Bring market, competitor, and customer insights to inform business and communication decisions
- Act as a trusted advisor to leadership on customer communication, messaging effectiveness, and brand positioning
Requirements
Experience
- 5–8 years of experience in marketing, communications, or campaign management
- Experience across both agency and in-house environments is strongly preferred
- Proven track record in developing and executing integrated marketing campaigns with strong communication impact
- Experience in banking, financial services, fintech, or regulated industries is a plus
- Experience working in lean teams or fast-paced environments is preferred
Skills & Capabilities
- Strong ability to combine strategic thinking with hands-on execution
- Excellent communication and storytelling skills (both English and Vietnamese)
- Strong understanding of customer insight, messaging, and communication effectiveness
- Ability to challenge and elevate creative and communication output
- Strong stakeholder management and cross-functional collaboration skills
- Good understanding of digital marketing channels and performance dynamics
- High ownership, adaptability, and willingness to roll up sleeves when needed
Mindset
- Customer-centric: prioritizes clarity, simplicity, and real value to customers
- Hands-on: comfortable working directly on execution, not just managing
- Practical and outcome-driven: focuses on what works, not just frameworks
- Collaborative: able to influence and align across teams
- Growth-oriented: willing to evolve into a broader marketing leadership role over time
