Senior Officer, Brand Marketing

POSITION PURPOSE

In this role, you will be responsible for brand growth by leading brand research and market study activities, brand development initiatives, overseeing and building a consistent brand image & messaging across channels. Collaborates with cross-departments, line-managers, colleagues and students and other relevant stakeholders in the planning, production, and execution of branding campaigns as well as supporting other marketing efforts to deliver business objectives.

AREAS OF RESPONSIBILITY

Brand research & Market Intelligence (Main responsibility):

• Conduct market research to understand audience needs and competitive offerings.

• Competitor monitoring, including tracking and analyzing top competitors’ marketing activities, pricing, promotional campaigns and digital presence.

• Brand perception tracking across various channels

• Market trend research to identify emerging trends, target audience preferences and market demands to feed MKT and branding campaigns with insightful information.

• Data analysis & reporting

Programmes promotion support:

• Develop and execute comprehensive marketing plans for academic programmes, focusing on driving student enrollments.

• Create compelling messaging to promote programmes, tailored to target audiences.

• Identify and leverage effective marketing channels to reach target audiences.

• Liaise with cross-departments, especially faculty, to develop programmes’ collaterals and other promotional content and materials.

Branding campaign deployment support:

• Support the Brand MKT team in branding campaign deployment, focusing on brand awareness and enrollment growth.

• Coordinate and oversee branding campaigns across all channels, tracking performance and reports.

• Ensure all marketing materials adhere to BUV’s brand guidelines.

• Plan and coordinate marketing events, including programme promotions, brand-building events, and sponsorship activities.

Agency Management and Collaboration:

• Serve as the primary point of contact for marketing agencies, ensuring timely delivery and execution of branding initiatives in line with brand objectives.

• Work closely with internal teams (e.g., Digital, Social, Creative, Communications) to align campaign activities with the brand development calendar.

• Facilitate smooth collaboration between agencies and internal stakeholders to ensure cohesive brand communication and messaging.

Additional Responsibilities:

• Propose, manage, and monitor the Branding budget, ensuring optimal allocation and ROI tracking.

• Provide regular reporting on branding activities, campaign outcomes, and performance metrics to key stakeholders.

• Execute other duties and responsibilities as assigned to support overall brand development and business objectives.

POSITION SPECIFICATIONS

COMPETENCIES (knowledge, skills, and abilities)

Essential

• Bachelor’s degree in Marketing, Communication, or related fields;

• Minimum of 5 years in branding, PR and communications;

• Exceptional Vietnamese writing skills and advanced English competencies with a strategic brand MKT mindset;

Key skills:

• Effective communication: To actively listen and strengthen the quality of interpersonal communication in various settings;

• Teamwork & Collaboration: To work effectively with others to accomplish team goals and objectives;

• Planning & Organising: To effectively plan, organise, prioritise, and manage time, budget & resources and day-to-day demands with attention to details and outcomes with minimal supervision;

• Problem Solving & Decision Making: To analyse situations and evaluate alternative solutions;

• Creative Thinking & Innovation: To look beyond current practices and think outside of the box to initiate new and better ways of doing things;

• Experience in education is an asset;

• Can-do attitude, proactive and solution-oriented at all times;

• Experience working in a flexible and changeable environment.

Desirable

• Readiness towards learning, honesty, attentivity, and sensitivity towards marketing trends;

• Attentivity, patience, perseverance, readiness toward learning, and a sense of responsibility.

COMPETENCIES (behavioural)

Essential

• Skill – Work organising and time management skills

• Skill – Creative thinking & innovation

• Skill – Flexibility and versatility

• Skill – Good at working in a team and independently

• Attitude – Detail-oriented, attentive

• Attitude – Can-do attitude, proactive

Desirable

• Skill – Effective communication skills

• Skill – Explanatory presenting skills

• Attitude – Perseverant

• Attitude – Integrity