Marketing Director

Role Overview

• Develop and lead our client annual and long-term marketing strategy in Vietnam, aligned with business objectives, launch milestones, revenue targets, and market share ambition.
• Translate the company’s business plan into clear marketing priorities, growth initiatives, and measurable execution plans across brand, digital, retail, partnerships, and customer lifecycle management.
• Lead go-to-market planning for pilot launch and commercial rollout, including target audience definition, value proposition development, launch campaigns, channel support plans, and customer communication strategy.
• Identify growth opportunities, priority customer segments, and route-to-market implications to support our client city-by-city expansion.
• Support portfolio strategy, product positioning, and pricing recommendations based on market needs, competitive landscape, and customer value perception.
• Ensure marketing investments and priorities are linked to business impact, including customer acquisition, conversion, revenue contribution, and market share growth.
• Build and manage our client brand presence in Vietnam, ensuring consistent positioning, messaging, tone, and visual identity across all consumer and partner touchpoints.
• Help define and drive our client long-term brand vision, differentiated market positioning, and value proposition in the evolving electric two-wheeler and battery swapping market.
• Develop compelling brand narratives that communicate the value of smart electric mobility, battery swapping convenience, lower total cost of ownership, sustainability benefits, and our client broader ecosystem advantage.
• Lead initiatives to strengthen brand equity, trust, consideration, and preference over time.
• Ensure marketing plays a leading role in supporting long-term market share delivery and strengthening our client competitive position in Vietnam.
• Track and improve key brand health indicators such as awareness, consideration, preference, relevance, and advocacy.
• Lead the development and execution of integrated marketing campaigns across online and offline channels to drive awareness, interest, trial, and conversion.
• Oversee campaign strategy, creative development, media planning, messaging, content, and launch execution to ensure strong business impact and brand consistency.
• Manage PR, launch communications, brand storytelling, content development, and reputation-building initiatives with agency and internal stakeholders.
• Ensure campaigns are insight-led, well-targeted, and optimized for both short-term performance and long-term brand building.
• Develop communication platforms that support key customer and stakeholder priorities including launch, new city expansion, retail activation, partnerships, and ecosystem education.
• Gather and analyze consumer insights, market trends, competitor activity, mobility trends, and channel developments to inform marketing and business strategy.
• Use market research, customer feedback, and field learning to refine positioning, campaign messaging, channel activation, and commercial propositions.
• Translate consumer and market insights into actionable recommendations for business growth, product communication, promotional strategy, and customer engagement.
• Support strategic decision-making with insight-based recommendations on market entry, expansion priorities, pricing perception, customer adoption barriers, and brand opportunities.
• Continuously monitor our client competitive environment and emerging consumer behavior to strengthen marketing effectiveness and business responsiveness.
• Design and execute demand generation strategies to deliver qualified leads, increase test rides or product trial, and support conversion into vehicle sales and battery swapping service adoption.
• Build and optimize customer acquisition funnels across digital, retail, channel, activation, and partner-led touchpoints.
• Work closely with Sales and Distribution teams to align campaigns, promotions, lead management processes, retail activation, and conversion support tools.
• Improve campaign and funnel performance through continuous analysis of acquisition cost, engagement, traffic quality, lead conversion, and return on marketing investment.
• Drive localized activation programs to increase awareness, footfall, engagement, and community presence in launch and expansion cities.
• Ensure marketing contributes directly to commercial performance, customer growth, and sales outcomes.
• Partner with dealer, distributor, retail, and channel teams to develop and execute channel marketing programs that support sales performance and customer acquisition.
• Lead retail and channel marketing initiatives including point-of-sale materials, showroom branding, launch toolkits, visibility assets, trade activation, local area marketing, and promotional activities.
• Support dealer onboarding with clear brand, communication, and execution guidelines to ensure consistent consumer experience across channels.
• Ensure showrooms, retail touchpoints, and dealer assets reflect the desired our client brand image and smart mobility proposition.
• Align channel marketing investments and activities with revenue priorities, retail productivity, and launch requirements.
• Lead digital marketing strategy and execution across social media, paid media, content marketing, website and landing pages, SEO/SEM, performance marketing, and lead generation.
• Drive digital customer acquisition efficiency through clear funnel design, campaign optimization, and performance tracking.
• Work with relevant teams to design CRM and customer journey programs that improve customer nurturing, conversion, onboarding, retention, repeat engagement, and loyalty.
• Support app/platform-related customer communications where relevant to product and service onboarding.
• Monitor digital metrics and campaign ROI, and optimize media mix, content, targeting, and spend allocation to improve business impact.
• Build stronger customer lifecycle communication programs to support long-term engagement and customer value.
• Manage the marketing budget effectively, ensuring investments are aligned with strategic priorities and deliver measurable commercial and brand outcomes.
• Allocate resources across brand, demand generation, channel marketing, digital, media, PR, events, and partnerships based on business priorities and return expectations.
• Select, manage, and evaluate external agencies and vendors across creative, media, digital, production, events, and research.
• Ensure campaign execution is delivered on time, on budget, and in compliance with company standards and local regulations.
• Track and report marketing performance across brand health, campaign effectiveness, lead generation, conversion support, cost efficiency, ROMI (Return on Marketing Investment), and market impact.
• Build a performance-driven marketing culture with clear objectives, metrics, accountability, and continuous improvement.
• Work closely with Commercial, Sales, Operations, Product, Finance, Legal, Digital, and Customer Experience teams to ensure successful execution of launch and growth initiatives.
• Coordinate with partner teams from both JV shareholders where needed to align messaging, campaign development, assets, customer propositions, and market priorities.
• Act as a key marketing business partner to the leadership team by providing strategic recommendations, performance updates, risk identification, and growth opportunities.
• Lead, coach, and develop the marketing team and agency partners to build strong capability, execution discipline, and a high-performance culture.
• Foster strong collaboration across functions to ensure marketing supports broader business success, market development, and execution readiness.

Requirements

• Bachelor’s degree in Marketing, Business Administration, Communications, or a related field.
• MBA or an advanced degree is an advantage.
• Minimum 10–15 years of relevant experience in marketing, brand management, commercial marketing, go-to-market strategy, or growth roles.
• Strong experience in consumer marketing, brand building, demand generation, and go-to-market execution.
• Proven track record of building brands, driving market share growth, and delivering measurable business impact.
• Experience managing agencies, media budgets, integrated campaigns, and multi-channel marketing execution.
• Strong strategic marketing leadership capability.
• Strong commercial acumen and business orientation.
• Proven ability to build brands and drive long-term market share growth.
• Excellent go-to-market planning and execution capability.
• Strong understanding of both brand building and performance marketing.
• Strong consumer insight interpretation and action planning.
• Excellent stakeholder management and cross-functional collaboration skills.
• Strong agency management and budget management capability.
• Strong analytical thinking and performance measurement discipline.
• Excellent communication, presentation, and influencing skills.
• Ability to balance strategic vision with hands-on execution.
• Strong written and spoken English and Vietnamese.
• Experience working in a matrix, multinational, or joint venture (JV) environment is preferred.
• Vietnam market experience is highly desirable.
• Experience in launch-stage, growth-stage, or category-creation environments is highly preferred.
• Experience in industries such as automotive, mobility, EV, technology, consumer durables, energy, retail, or other consumer-facing sectors is strongly preferred.
• Experience in retail/channel marketing and working closely with sales or distribution teams is an advantage.