Director, Brand Management and Development (40000546)

Job Purpose

• The job holder ensure that Techcombank's brand strategy in line with the development strategy of the whole line is implemented as planned.
• The job holder develop a brand development plan and measure effectiveness to increase brand awareness, emotional connection, brand love, and brand health improvement (BHI).
• The job holder develop a plan to manage the key factors (key drivers) that promote brand value in order to target brand value in the short term và long term.
• The job holder building a brand plan including implementing the "Be Greater" brand position that leads the media to strengthen the emotional connection with the target audience, at the same time to differentiate and lead the market of the brand trademark.

Key Accountabilities (1)

• Participate in building and perfecting the brand strategy (vision, mission, brand promise, brand positioning) consistent with the business strategy of bank-wide.
• Build and orient a long-term brand communication strategy in accordance with the psychology/insight and journey of the target audience (customer journey) including mass customers and employees.
• Develop long-term and short-term brand development plans including objectives, objects and orientation of deployment models for each stage to gradually realize the brand strategy.
• Develop criteria/framework to evaluate the effectiveness of the brand development plan.
• Measure and monitor the effectiveness of the brand campaign against the return on investment (ROI), ensuring the results are in line with the planned goals.

Key Accountabilities (2)

• Communicate about the brand strategy and brand plan periodically to relevant departments inside and outside the Marketing Division to understand and coordinate the implementation.
• Budget development and management.
• Manage consulting NCC, creative ideas, domestic and foreign advertising communication.
• Develop and implement a personal development plan (PDP).
• Develop and evaluate annual KRA results on time.
• Participating in a positive organizational culture, fulfilling requirements and on time.

Key Accountabilities (3)

PEOPLE MANAGEMENT

• Oversee human resources planning and execution (headcount & costs) of their function/ sub- function
• Attract, onboard and retain the right talents for a high- performing team
• Establish and communicate sub- function/ function and individual KRAs/ KPIs, goals, action plan, expectations and results to reporting line
• Manage sub- function/ function performance & provide feedback regularly (following the annual performance management cycle)
• Define team’s capability requirements and enable team member’s professional and personal development through capability assessment, training, coaching & feedback, mentoring, etc.
• Motivate and recognize team members’ contributions towards the team’s shared goals
• Responsible for developing talents within the function/ sub- function
• Act as a role model and promote corporate culture at function/ sub- function level
• Understand & communicate relevant HR offerings to team members.

Key Relationships - Direct Manager

Head of Brand Management and Development

Key Relationships - Direct Reports

Expert, Brand Management and Development
Senior Officer, Brand Management and Development

Key Relationships - Internal Stakeholders

Business units (BU), CSA, CA, development strategy, Finance plan, human resources

Key Relationships - External Stakeholders

Agency consults domestic and foreign strategies, creative ideas, advertising communication, agencies and departments.....

Success Profile - Qualification and Experiences

Qualifications

• Level 3.

Expertise

• Have professional knowledge in brand development, building communication and advertising plans (media), preferably in FMCG industry, MNC companies, multinational advertising agencies.

Work Experience

• At least 08 years of experience in brand management.
• 4+ years of experience in team management/leadership.

Foreign Language

• English, Level 3, TOEIC (605 – 780).