Market Entry & Brand Positioning • Build and refine the Vietnam brand positioning, adapting global identity into a clear, locally relevant story. • Analyze target consumers, market trends, and competitors to spot clear growth opportunities in Vietnam. • Define local Go-To-Market (GTM) plans, communication frameworks, and messaging tailored to local consumer habits. Strategy & Brand Management • Set and execute multi-channel marketing plans that directly support business revenue and brand targets. • Direct commercial calendars, communication plans, and visual creative to maintain strong brand identity. • Build brand awareness, consideration, and trial across social, e-commerce, performance marketing, PR, and retail pop-ups. • Work closely with commercial teams to align brand messaging with sales channels and promotional plans. • Monitor competitor moves and consumer trends to continuously sharpen our market position. Campaign Execution & Performance • Lead campaigns from concept to launch across digital, social, paid media, CRM, and offline channels. • Track and evaluate performance metrics (CAC, ROAS, LTV, conversion rates) to optimize spend and ROI. • Use analytics and CRM data to map customer acquisition funnels and improve performance. • Plan, manage, and optimize monthly, quarterly, and annual marketing budgets. Team & Operational Leadership • Lead, mentor, and grow a high-performing marketing team. • Manage agencies, freelancers, and vendors to ensure deliverables stay on schedule and within budget. • Partner with Sales, Product, and internal teams to ensure execution plans achieve overall brand targets. [Requirements] Education & Experience • Bachelor’s degree in Marketing, Business Administration, Communications, or a related field; MBA is a plus. • 5–8 years of progressive marketing experience, including at least 2–3 years in a managerial or brand leadership role. • Proven experience in the Beauty & Personal Care or FMCG/Cosmetics industry is strongly preferred. • Prior experience supporting an international brand’s market entry or expansion into Vietnam is a strong advantage. • Demonstrated track record of building brand positioning and go-to-market strategies in a new or fast-growing market. Industry & Functional Expertise • Deep understanding of the Vietnam beauty and personal care consumer landscape, retail environment, and ecommerce ecosystem (Shopee, Lazada, TikTok Shop, etc.). • Strong hands-on experience across multi-channel marketing execution: digital, social, e-commerce, performance marketing, PR, CRM, and offline/retail activation. • Solid grounding in marketing budget planning and ROI-driven campaign optimization, with fluency in key metrics such as CAC, ROAS, LTV, and conversion rate. • Experience partnering with global or regional brand teams to localize brand strategy while safeguarding brand equity and guidelines. • Familiarity with agency and vendor management, from creative production to media buying. Skills & Competencies • Strong strategic thinking paired with hands-on execution ability – equally comfortable shaping brand strategy and managing campaign details. • Data-driven mindset, with proficiency in using analytics and CRM tools to guide decisions and measure performance. • Excellent stakeholder management skills, with the ability to align cross-functional teams (Sales, Product, Commercial) and external partners. • Strong leadership and people management skills, with experience building, mentoring, and growing a marketing team. • Sharp creative sensibility and eye for brand storytelling, visual identity, and consumer experience. • Excellent communication, presentation, and negotiation skills, including the ability to influence senior and global stakeholders. Language & Other Requirements • Fluent in English (spoken and written) to work directly with global/regional brand partners; fluent Vietnamese required. • Willingness to travel occasionally for brand and market activities as needed. • High sense of ownership, adaptability, and resilience, with the ability to thrive in a fast-paced, entrepreneurial environment.