Senior Expert, Brand Experience Management(40000548)

## Job Purpose The Senior Expert, O2O (Online-to-Offline) Brand Experience Management is accountable for designing, orchestrating, and optimizing seamless brand experiences across digital and physical touchpoints—from awareness and acquisition to in-branch servicing and loyalty. The role ensures Techcombank’s brand promise is consistently delivered through integrated journeys spanning app/web, social, CRM, contact center, events, partnerships, and branch/physical environments, driving stronger conversion, engagement, NPS, and customer lifetime value. ## Key Accountabilities

- Own end-to-end O2O brand experience frameworks  - Translate brand strategy into experience principles, journey maps, service scripts, and touchpoint guidelines across digital and physical channels. - Identify friction points and opportunities through journey analytics, VOC insights, mystery shopping, digital funnel review, and branch/service performance data. - Build and maintain a touchpoint architecture (what happens where, by whom, and with what message/offer). - Partner with Integrated Marketing to ensure every campaign has a clear O2O conversion path  - Design and deploy branch activation toolkits (POSM, scripts, service cues, in-branch digital screens, staff enablement guides). - Ensure consistent brand storytelling across events, sponsorships, partnerships, and in-branch experiences—aligned to campaign themes and brand identity. - Work closely with UX/UI, Product, Channel Owners, Contact Center, Branch Ops to deliver cohesive experience improvements across channels. - Define and enforce brand experience standards, including tone-of-voice, signage, service rituals, and customer communications. - Provide governance for experience QA: pre-launch review, pilot controls, rollout checklists, and compliance with internal policies.