Trách nhiệm chính

• Lead the development, implementation, and governance of the AIA brand strategy in Vietnam, ensuring alignment with Group brand standards and business objectives.
• Serve as the custodian of the AIA brand, safeguarding brand identity, positioning, visual standards, messaging, and tone of voice across all customer and stakeholder touchpoints.
• Drive brand consistency and excellence across channels, campaigns, partnerships, and customer experiences.
• Lead the planning and execution of integrated marketing campaigns from strategic conception through creative development, launch, optimization, and post‑campaign evaluation.
• Ensure effective localization and deployment of Group brand campaigns, platforms, and assets while maintaining relevance to the Vietnam market.
• Collaborate with internal stakeholders and external partners to deliver impactful brand communications that support business growth and customer engagement.
• Define and execute AIA Vietnam's social media and content strategy to strengthen brand presence, engagement, and advocacy.
• Oversee always‑on content programs and health ecosystem communications across owned, earned, and paid channels.
• Drive social listening initiatives to identify market trends, customer insights, emerging opportunities, and reputational risks. Continuously optimize content performance through data‑driven decision‑making and audience insights.
• Champion creative excellence across all brand and marketing initiatives. Provide clear strategic direction and high‑quality creative briefs to agency partners and internal teams.
• Ensure all campaigns, social content, video productions, and branded assets reflect best‑in‑class creative standards and deliver strong business outcomes.
• Build and manage productive relationships with creative, media, digital, and production agencies.
• Establish and monitor key brand performance indicators, including Brand Power, Awareness, Consideration, Brand Preference, Social Buzz, Sentiment, and Engagement Metrics.
• Leverage consumer research, brand health tracking, campaign analytics, and social intelligence to identify growth opportunities and improve brand effectiveness.
• Develop actionable recommendations to strengthen brand equity, customer perception, and marketing ROI.
• Partner closely with Corporate Communications, Brand Activation, Distribution, Product, Health & Wellness, Customer, and Group Marketing teams to deliver a seamless and coherent AIA brand experience.
• Influence senior stakeholders and cross‑functional teams to align strategic priorities and drive integrated execution.
• Act as a trusted advisor on brand‑related matters across the organization.
• Lead, coach, and develop a high‑performing Brand Management team.
• Foster a culture of innovation, collaboration, customer‑centricity, and continuous improvement.
• Build organizational capabilities in brand management, integrated communications, social media, and creative excellence.

Yêu cầu

• Bachelor’s degree in Marketing, Communications, Business or a related field.
• 10+ years of experience in brand management, integrated marketing communications, advertising, or strategic marketing, with substantial leadership experience.
• Proven track record of building brands and leading large‑scale integrated marketing campaigns.
• Strong understanding of digital marketing, content marketing, social media, consumer insights, and brand analytics.
• Experience managing agencies and cross‑functional stakeholders in a complex matrix organization.
• Strong brand fundamentals; modern digital, social and content capabilities; excellent creative judgment; proven agency management; ability to use consumer, brand and performance data to make clear brand decisions.
• Strategic and commercially minded; confident stakeholder leader and influencer; collaborative and able to align multiple teams behind one clear brand narrative.

Yêu cầu ưu tiên

• Financial services, insurance, healthcare, or consumer‑facing industry experience is preferred.

Thông tin khác

• Địa điểm làm việc: Hochiminh City
• Toàn thời gian