Primary Objective:
As a member of the Corporate Communications department, this position plays a critical role contributing to one of the company&039;s goal that is to "strengthen AEON Holistic Brand in Vietnam Retail Industry" by realizing 2 missions below:
Enhance AEON Brand Image in the Perception of both External & Internal Stakeholders. That ensures the synergy of 3 Brand Pillars:
(1) Product/ Store Brand: at AEON Vietnam, the product brand pillar is divived into 2 key sub- pillars. That are:
(1.1) Store/ Business Segment Brand: e.g. "AEON General Merchandise Store", "Glam Beautique Specialty Store", "MaxValu Supermarket", "AEONESHOP E- Commerce", etc.
(2) Employer Brand: "AEON Vietnam", which is branding and promoting AEON Vietnam Workplace as an Employer of Choice in Vietnam Retail Industry
(1.2) Product/ Goods Brand: e.g. "TOPVALU- AEON Private Brand Product", etc.
(3) Corporate Brand: "AEON Vietnam", which is to build the perception that unites a group of products/ services under the single name, a shared visual identity, and a common set of symbols.
Minimize the negative impact on AEON Brand caused by media crisis
Key Activities:
That includes 5 main functions as following:
BRAND MANAGEMENT: (a) Brand Identity; (b) Branding Assets; (c) Trademarks & Trade name Management
COMMUNICATIONS: (a) Public Communications; (b) Internal Communications; (c) Owned Media Communications
RELATIONS: (a) Media Relations; (b) Talent Relations: Employees & Potential Candidates
CRISIS MANAGEMENT: (a) Crisis Handling; (b) Media Hotline Management
RECOGNITION: (a) Award; (b) Leader Voice enhancement
Roles and responsibilities:
Public Communications (40%):
Goal: enhance AEON Vietnam’s brand performance to both internal and external stakeholders through effective communications
to strengthen AEON Brand in the perception of multi- stakeholders by planning and implementing the effective communications projects/ campaigns
Role: This position, playing as a storyteller, who bridge the company&039;s stakeholders and AEON by the audiences&039; insight- driven story. Thus helping to build a long- lasting and trustworthy relationship and drive the target audiences&039; understanding, support and love to AEON Brand.
Tactic:
[1.2] Organising and conducting communications focused events which are press conference, opening, launching, etc.
[1.1] Planning and implementing communications activities which are PR retainer, PR retaining, Communications campaigns;
[1.3] Develoing and writing communications content such as news release, articles, corporate profile, corporate brochure, video script, presentation, official letters, media interview, etc.
Media Relations (30%):
to build and maintain the AEON good relationship with the journalists to generate the positive and earned media for AEON Brand
[2.1] Media Engagement:
(b) Organising and implementing regular and ad- hoc media engagement activities
(a) Developing and sustaining the network and relationships with journalists, particular with economy and market sections
[2.2] Media Appreciation
[2.3] Media Interview & Partnership: Being a primary contact to receive and handle media enquiries/ media issues
Crisis Management (20%): to minimize negative impact to brand image and reputation through managing & handling media crisis[3.1] Daily Media Moniroting and Social Media Listening for potential crisis alert
[3.2] Being responsible to work with the related departments for related tasks which are assigned by direct supervisor in media crisis handling
Brand Identity Management & Reporting (10%)
[4.1] Brand Identity Management: Supervising and consulting on any use of AEON Trademark/Tradename, Brand Guideline
[4.2] Reporting tasks: being accountable for AEON Brand Performance reports, which are:
[b] Social Media Report: Twice a year
[c] Brand Health Check: every 3 years
[a] Mass Media report: Quarterly & Year- end
