Branding Superintendent

I. JOB PURPOSES:

A well-defined brand helps the company stand out in a competitive market, build trust with customers, and establish a unique and memorable presence

Effective branding attracts potential customers, creates a sense of loyalty among existing ones, and encourages repeat business. This involves articulating why customers should choose a particular brand over others and what unique benefits it offers

A trusted brand is more likely to weather crises, maintain customer loyalty, and command higher prices for its products or services

II. MAIN DUTIES:

1. Brand Management:

A. Brand Strategy Development

+ Conduct market, competitor, and customer insights analysis

+ Define brand positioning, architecture, and messaging framework

+ Align brand strategy with company's long-term business objectives

B. Brand Health & Performance Tracking

+ Define and track brand KPIs (awareness, preference, equity, digital metrics)

+ Analyze campaign effectiveness and ROI

+ Monitor market perception and adjust strategies accordingly

C. Innovation & Brand Evolution

+ Support new product development and go-to-market strategy

+ Identify opportunities for brand refresh, sustainability initiatives, and ESG-driven narratives

+ Clear, differentiated, and relevant brand positioning that supports business growth and competitive advantage

+ Data-driven decisions and continuous improvement of brand impact

+ Timely responses to market changes and consumer insights

+ Reinforced leadership position and Stronger association with innovation, green solutions, and long-term value

2. Communication and branding activities

+ Plan and implement comprehensive communication and branding strategies aligned with the topline direction

+ Lead and implement brand campaigns and initiatives, both online and offline, to increase brand awareness and engagement

+ Develop and implement digital & social communication plan in relavant channels to ensure brand positioning as leader in the industry

+ Collaborate with internal teams to define and maintain brand guidelines, ensuring consistency in messaging, visual identity, and tone of voice

+ Manage and oversee all aspects of brand design, including logo development, marketing collateral, packaging, and digital assets

+ Manage external stakeholders and vendors as needed for branding-related projects.

+ Branding campaigns for 4 business segments (Bag, Bulk, Conwood & Ecocycle)

+ Go-to-market initiatives bring INSEE outstanding from the rest and have firm position in the industry

3. Customers engagement

+ Identify emerging trends, technologies, and opportunities in marketing that can be leveraged to create value propositions that meet customer insights for each customer segments.

+ Collaborate and influence cross-function to generate innovative product and service concepts, campaign ideas, and customer engagement strategies that align with customer preferences.

+ Collect and analyze customer feedback through surveys, interviews, and other channels to identify opportunities for improvement.

+ Create and manage customer engagement programs, including loyalty initiatives, referral programs, and feedback loops.

+ Monitor customer satisfaction metrics and KPIs, reporting insights to senior management.

+ Develop and maintain a deep understanding of our products and services to effectively address customer inquiries.

+ Provide training and guidance to customer-facing teams to ensure consistent and positive interactions with clients.

+ Collaborate with external partners, agencies, and vendors to explore and implement innovative marketing solutions that resonate with our target audiences

+ Stay up-to-date with industry trends, best practices, and emerging technologies/creative initiatives in marketing and customer insights

+ Engagement activities for all customer segments are generated to keep INSEE image on top of customers mind. (signature of INSEE away from competitors)

4. Ensure brand compliance for INSEE Vietnam

+ Enforce brand compliance standards across all branding activities and materials

+ Conduct regular assessment to ensure consistency in branding across different platforms

+ Collaborate with internal teams to address any deviations from brand guidelines and implement corrective actions

+ Stay informed about industry regulations and standards to ensure the brand's legal compliance

+ Brand compliance standards to be applied successfully and aligned with brand guidelines

5. Budget Management

+ Planning and manage the annual branding budget, ensuring optimal allocation of resources

+ Identify cost-saving opportunities without compromising brand quality and effectiveness

+ Collaborate with finance teams to ensure accurate tracking, accruing budget monthly and reporting of branding expenditures

MKT budget under good management and optimization

6. Lead, coach & develop the Brand Communications team

+ Coach & develop people to assure good and effective functioning of team and succession planning.

+ Foster a collaborative and innovative work environment to encourage creativity among the team

+ Lead by example, inspire team and ensure team culture to a positive and result-driven culture within the Brand Communications team.

+ Conduct regular performance assessments and provide constructive feedback to team members

Identify training needs and development opportunities to enhance the team's skills and capabilities

+ On-field training to enhance staff competencies in line with project executions

+ Successor planning: IDP roadmap for each team member

+ Bachelors degree in marketing, business administration, brand communication, or a related field.

+ MBA or equivalent will be a plus

+ Fluent English (speaking, presenting), around TOEIC: 725 at least

+ Proven experience (4+ years) in brand management

+ 1-3 years in managerial position with well reputed international company

+ Well experienced in working with advertising agencies

+ Proficient in Microsoft Offices

+ Ability to work collaboratively in a cross-functional team environment.

+ Strong project management and organizational skills.

+ Results-oriented with a track record of successfully executing branding initiatives

+ Excellent problem-solving and decision-making abilities

+ Analytical mindset with the ability to interpret customer data and feedback.

+ Experience in creating and managing customer engagement programs.

+ Excellent communication and presentation skills.

+ Project management experience with the ability to lead cross-functional teams.

+ Passion for staying at the forefront of marketing trends and emerging technologies