BRAND MANAGER

1. OVERVIEW

• The Brand Manager is responsible for translating the company’s brand direction into commercially relevant marketing, communication, and market-facing initiatives.
• The role bridges Brand, Marketing, and Commercial functions, ensuring that campaigns, content, partnerships, product launches, and customer-facing activities strengthen both long-term brand equity and measurable business performance.
• The Brand Manager acts as the guardian of brand consistency while maintaining a strong feedback loop with Sales, Account Management, markets, dealers, and clients to ensure that brand initiatives remain relevant, effective, and commercially aligned.

KEY RESPONSIBILITIES

1. BRAND STRATEGY & GOVERNANCE

• Maintain and implement brand guidelines across communication, commercial, and customer-facing touchpoints.

• Ensure consistent brand identity and positioning across markets and channels.

• Adapt global brand direction to local market requirements while maintaining overall brand integrity.

• Translate brand strategy into clear priorities for campaigns, communication, partnerships, and market execution.

• Provide recommendations for the continued development of brand guidelines based on market and implementation feedback.

2. INTEGRATED MARKETING & CAMPAIGNS

• Develop and manage integrated marketing initiatives supporting product launches, commercial campaigns, brand activations, trade shows, events, and market initiatives.

• Build campaign plans aligned with commercial priorities, product availability, and target markets.

• Coordinate internal and external teams to ensure timely and consistent execution.

• Review campaign performance using both quantitative and qualitative indicators.

3. CREATIVE & CONTENT LEADERSHIP

• Lead and coordinate the Marketing and Creative teams to ensure quality and consistency of brand outputs.

• Develop content direction and priorities across digital, social media, editorial, print, and sales/trade materials.

• Oversee the marketing and content calendar.

• Guide production of campaign assets, photography, communication materials, and other brand collateral.

• Work with external creative agencies, photographers, stylists, PR partners, and collaborators where required.

4. COMMERCIAL & MARKET ALIGNMENT

• Work closely with Sales and Account Management to understand client feedback, dealer and distributor requirements, market opportunities, commercial challenges, and customer response to products and campaigns.

• Establish a consistent commercial feedback loop between markets and internal teams.

• Translate market insights into improvements in campaigns, product positioning, sales tools, content priorities, and customer experience.

• Ensure Sales and Account teams are supported with relevant brand and commercial materials.

• Contribute to product and launch readiness from a market positioning and communication perspective.

5. DIGITAL BRAND & CHANNEL MANAGEMENT

• Ensure consistency of the brand experience across website, social media, email, e-commerce, and other digital customer touchpoints.

• Define content and communication priorities across digital channels.

• Work closely with Growth / Lead Generation functions on campaign distribution, audience development, lead-generation initiatives, tracking, and performance insights.

• Use digital performance data to improve brand communication and customer engagement.

6. PARTNERSHIPS, MEDIA & TRADE

• Identify and manage relevant brand partnerships, collaborations, and industry relationships.

• Coordinate commercial terms with Commercial and Legal where required.

• Support media and PR initiatives to strengthen brand visibility and positioning.

• Coordinate joint marketing initiatives with dealers, partners, collaborators, and external stakeholders.

• Support trade shows and international market activations from planning through execution.

7. BUDGET, PERFORMANCE & REPORTING

• Manage the approved brand and marketing budget, ensuring appropriate allocation across campaigns, projects, and channels.

• Monitor campaign and marketing effectiveness against agreed objectives.

• Report on brand performance, campaign effectiveness, engagement, qualified inquiries, market response, and commercial contribution where measurable.

• Provide recommendations for future investments and marketing priorities.

CROSS-FUNCTIONAL COLLABORATION

• Sales & Account Management: Market intelligence; client feedback; dealer support; campaign execution; sales enablement.
• Product / R&D: Product positioning; launch planning; product storytelling; market feedback.
• Growth / Lead Generation: Campaign distribution; lead-generation support; digital performance; funnel insights.
• Operations / Planning: Product availability; launch timing; trade show and activation requirements.
• Finance / Legal: Budget control; vendor and partnership agreements.

SCOPE OF AUTHORITY

Owns

• Brand execution and consistency

• Marketing calendar

• Campaign planning and coordination

• Content direction

• Marketing and creative team coordination

• Brand partnerships and communication activities

• Marketing budget management within approved limits

Contributes To

• Product positioning

• Market-entry initiatives

• Dealer and distributor programs

• Customer experience

• Commercial campaign planning

• Product launch strategy

Does Not Independently Own

• Final company brand direction

• Product development decisions

• Commercial pricing

• Dealer contracts

• Sales targets

• Commercial strategy

SUCCESS MEASURES

• Brand consistency across markets and channels

• Quality and timeliness of campaign execution

• Effectiveness of product launches

• Market and client engagement

• Qualified inquiries and commercial contribution from campaigns

• Quality of sales enablement materials

• Effectiveness of dealer and market support

• Strength of market feedback and internal communication

• Marketing budget effectiveness

• Team coordination and delivery quality

QUALIFICATIONS

• Proven experience in brand management, marketing, or a related field.

• Experience in furniture, design, interiors, lifestyle, or premium consumer brands is preferred.

• Strong understanding of brand positioning, integrated marketing, content, and commercial communication.

• Strong leadership and team coordination skills.

• Excellent communication and stakeholder management abilities.

• Commercial awareness and ability to interpret market and customer feedback.

• Strong project management and organizational skills.

• Comfortable working across creative, commercial, and operational functions.

• Strategic mindset combined with hands-on execution capability.

Office address

19/45 Tran Dinh Xu, Cau Kho Ward, District 1, Ho Chi Minh City, Vietnam