The Brand Manager is responsible for building the brand and running marketing activities to increase brand awareness and attract students in Vietnam. This role turns business goals into effective campaigns for both individual learners (B2C) and corporate clients (B2B). As the team lead, the Brand Manager works closely with the internal marketing team to make sure all messages, visuals, and channels are consistent and effective. Key tasks include shaping the brand story, overseeing content, and improving campaign results.
The role requires strategic thinking, strong coordination skills, and hands- on execution. The ideal candidate understands the Vietnamese media landscape, is confident using digital platforms, and knows how to connect storytelling with real business impact. Experience with content performance tools and AI in marketing is a plus.
Key Responsibilities
Marketing Strategy & Planning
• Work with internal teams to ensure strategies are actionable and performance- driven.
• Set campaign objectives, messaging, and channel mix across digital and offline platforms.
• Maintain campaign calendar to maximize brand visibility and lead flow.
• Lead annual and quarterly marketing plans aligned with business and acquisition goals.
Brand Messaging & Channel Strategy
• Adapt messaging for B2C and B2B segments based on market and audience insights.
• Ensure consistent brand voice and visuals across all platforms.
• Manage media mix (paid, owned, earned, shared) to maximize reach and impact.
Content & Execution Oversight
• Guide creative briefs, storyboards, and copy for relevance and platform fit.
• Oversee content production to ensure quality, alignment, and performance.
• Push innovation in video, influencer, and UGC content (TikTok, IG, YouTube, LinkedIn).
• Promote smart use of AI tools to scale content without losing brand integrity.
Team & Agency Coordination
• Ensure smooth collaboration across creative, digital, media, and telesales teams.
• Align internal marketing functions on goals, timelines, and outputs.
• Review key deliverables for brand fit and quality before launch.
Performance & Optimization
• Track results via analytics tools (GA, HubSpot, Meta, etc.) to improve ROI.
• Own KPIs: awareness, engagement, lead generation, and enrollments.
• Collaborate with sales and performance teams to refine messaging and reduce CAC.
Market & Consumer Insights
• Stay updated on market trends, learner behavior, and competitor moves.
• Use audience data and personas to shape campaigns for key segments.
