Brand Marketing Manager (CAO Fine Jewellery, Hồ Chí Minh)

1. Planning and developing brand communication strategy and brand management plans (20%)

• Develop long-term brand communication and development strategies (3–5 years).

• Establish KPIs for the brand, which are also KPIs for the Brand Manager.

• Develop the annual budget plan for the brand.

Expected Outcomes:

• Ensure accurate communication, reinforcing customer awareness of the brand’s vision, mission, core values, positioning, and brand personality.

• Drive growth in brand awareness, brand preference, and customer loyalty.

• Achieve brand KPIs.

2. Building and supervising the implementation of brand communication and marketing plans (50%)

• Develop the brand image value chain and ensure consistent communication across all channels and tools.

• Provide direction, content, and imagery for building and implementing brand communication, marketing, and promotional plans annually.

• Supervise the development and execution of revenue-driven and brand promotion programs, including:

  • Key campaigns during major shopping festivals.

  • New store opening programs.

  • Exhibitions, trade shows, events, sponsorships, and collaborations with other brands.

  • Other ad-hoc programs.

• Develop communication and promotional plans to drive sales growth across regions, branches, and markets based on strategic direction and company objectives (short, mid, and long term).

• Assign KPIs to brand assistants to measure program execution, and supervise their work planning to achieve KPIs.

• Allocate budgets for program groups/branches/media channels, monitor the brand’s budget planning and usage.

• Develop communication plans for each product line and collection under the brand.

• Supervise implementation timelines, responsibilities, and deliverables of departments, units, and branches in executing communication and marketing programs. Conduct regular reviews, reminders, evaluations, and corrective actions to ensure timely and effective program delivery.

Expected Outcomes:

• Ensure the brand has effective programs to achieve brand awareness and revenue growth objectives.

• Ensure the brand completes KPIs and follows the planned execution schedule for each program.

3. Cross-functional collaboration with departments and units according to company processes and regulations (20%)

• Collaborate with Marketing functions (e.g., Creative) as well as Finance & Accounting, Branches, and Retail Systems to guide brand activities and execute communication/marketing programs.

• Work with Strategy Division, Supply Department, branches, and other relevant units to conduct surveys, evaluate market and target customers, pricing policies, products, and assess direct/indirect competitors. From there, provide strategic directions, solutions, and develop programs to achieve brand promotion, revenue growth, and competitive advantage.

• Communicate brand knowledge and information about communication and marketing programs throughout the company.

Expected Outcomes:

• Ensure complete information sharing and collaboration with departments/units to execute brand programs and company-wide projects.

• Ensure accurate and full communication of brand information and programs to all employees.

4. Developing workflows & professional training (10%)

• Develop workflows aligned with functions, responsibilities, and workload of CAO.

• Ensure each team member has a job description, KPIs, and work plan that meet job requirements.

• Monitor, evaluate, motivate, and provide professional guidance, share experience, and recommend training programs for employees to meet their work plans and KPIs.

• Assign the right person to the right job with the right expertise.

• Enhance employees’ professional qualifications to meet departmental work requirements.

• Ensure a friendly, cooperative, and honest working environment.

• Foster a positive team culture.

• Accurately evaluate each employee’s capacity, and make recommendations on promotions, transfers, or personnel adjustments to ensure effective brand operations.

Expected Outcomes:

• Correctly assign staff to suitable roles and expertise.

• Enhance employee competencies to successfully fulfill departmental requirements.

• Build a friendly, cooperative, and honest working environment.

5. Other tasks:

• Perform additional duties as assigned by line managers.

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• Develop Marketing Department’s work plans, conduct regular reviews, evaluations, and propose corrective actions to ensure tasks are executed on time and effectively.

Education:

• Bachelor’s or Master’s degree in Communications, Marketing, or Business Administration.

• Fluent communication in English; proficient in English for economics and marketing-related work.

Experience:

• At least 8 years of experience in brand management and campaign management at major corporations in consumer goods, retail, or luxury fashion industries.

• Proven experience in executing impactful brand communication projects, particularly in digital marketing, media performance, and retail marketing.

• Experience managing teams of 5–10 members and successfully leading teams.

Soft skills:

• Leadership skills

• Strong communication, presentation, persuasion, and negotiation skills

• Problem-solving skills

• Creative and flexible thinking

• Attention to detail, meticulousness

• Good emotional management skills

• Ability to work in a fast-paced environment

• Ability to handle multiple projects simultaneously

• Proficient in all Microsoft Office applications

• Analytical skills and ability to interpret business and financial reports

Other requirements:

• Good appearance, fashion style suitable for the luxury jewelry industry

• Passionate about fashion, beauty, and jewelry, with strong aesthetic sense

• Willingness to travel frequently for business

• Flexibility to work overtime when required by programs