Brand Manager

1. Brand and Business Strategy

• Research and gain deep understanding of brand strategy, vision, mission, positioning, core values, and both short-term and long-term business objectives in order to design and implement brand development plans for each product line at the Branch, ensuring alignment with the Company’s mid- and long-term brand strategy.

• Quickly acquire knowledge of the key features and characteristics of the jewelry, fashion, and retail industries to provide solutions and recommendations for the Branch in positioning PNJ’s brand in the Southeast market.

• Understand corporate culture, core values, organizational structure, key workflows, and operating models, as well as the responsibilities of divisions/departments to ensure compliance, reinforce company culture, enhance productivity, and foster a positive work environment for the team.

2. Market Research and Customer Insights

• Conduct market research and customer surveys to capture consumer psychology, behaviors, preferences, and needs of target segments, thereby developing product plans, communication campaigns, brand promotion activities, and sales programs for maximum effectiveness.

3. Brand Management

• Refine and adapt brand identity and standards to better suit target customers.

• Manage brand image and content to ensure consistency across all customer touchpoints.

• Establish monitoring, evaluation, and corrective mechanisms to safeguard brand consistency.

4. Communications

• Build and expand PNJ’s press and media network in the Northern market.

• Collaborate with the marketing division and external agencies to develop concepts, plans, and implement communication campaigns to strengthen brand awareness and boost sales across the Branch’s regions.

• Develop and manage core brand communication platforms and channels.

• Propose budgets and KPIs for communication activities, evaluate and report on outcomes regularly, and consolidate learnings into guidelines for future communication programs.

• Represent PNJ Southeast in managing and expanding public relations networks, reinforcing and enhancing PNJ’s brand reputation through PR initiatives.

• Maintain and broaden media partnerships to maximize the communication effectiveness of brand campaigns and new product launches.

5. Budget and KPIs Management

• Propose plans, closely monitor execution, provide regular reports, and ensure optimal use of allocated budgets while achieving KPIs set by project teams and the marketing department.

6. Customer Experience Management

• Collaborate with retail, omni-channel, and CS/CX departments to design and oversee the implementation of customer experience plans, ensuring excellence across physical stores, online channels, and after-sale services, consistent with brand promises.

7. Revenue Growth

• Work closely with sales, merchandise strategy, retail marketing, omni-channel, and other stakeholders to regularly review performance, propose initiatives, and implement revenue-driving programs to achieve business, sales, and new customer acquisition targets.

8. Team Leadership

• Cultivate a positive team culture built on respect, collaboration, flexibility, determination, creativity, and innovation, inspiring motivation and passion.

• Provide ongoing training and skills development for team members.

• Actively participate in corporate culture-building and engagement activities of the Group.

1. Education

Bachelor’s degree in Economics, Business Administration, Marketing, or a related field.

2. Experience

Minimum 3–5 years of experience in a similar managerial role, preferably within the Retail, FMCG, Fashion, Jewelry, or Lifestyle industry.

Experience in managing multi-province retail store networks is preferred.