Role Overview

The Assistant Brand Manager leads the Brand and Social Content teams to drive the end-to-end, on-time execution of marketing campaigns, with a primary focus on product development, and Limited Time Offer (LTO) campaigns.

This role is responsible for seamlessly transferring brand identity into impactful marketing campaigns while translating business goals into concrete product communications and creative visual directions. Serving as a critical strategic hub, the position ensures total launch readiness and commercial feasibility by driving tight cross-functional collaboration with Research & Development (R&D), Supply Chain (SCM), Finance (FIN), and Operations (OPS) teams.

Key Responsibilities

1. Brand Campaign Planning

• Manage the monthly marketing calendar. Define overarching campaign directions, communication roles, and launch timelines for all assigned brand initiatives to guarantee on-time execution.
• Drive creative ideation and brainstorming sessions to develop breakthrough, social-first strategies. Translate campaign concepts into engaging digital content formats that resonate with modern consumers
• Oversee the strategic rollout of integrated marketing and social assets to maintain total campaign readiness and strict quality control.
• Lead and manage the day-to-day operations of the Brand team to drive execution excellence.

2. LTO & Product Communication

• Leading campaign strategy, commercial planning, and execution for LTO programs to drive brand excitement and traffic
• Measure, track, and evaluate the performance of active discount mechanics or menu launches, delivering comprehensive post-mortem profitability reports
• Act as the core coordinator between Marketing and operational departments like OPS, SCM, FIN,… to monitor stock on hand, manage inventory risks, and propose timely campaign mechanics.
• Build and manage data-driven report dashboards to track, evaluate, and report on product and promotional performance.

3. Commercial Agility & Market Intelligence

• Conduct comprehensive post-mortem evaluations on active discount mechanics, bundles, and menu launches to measure absolute campaign profitability.
• Track and manage project-based marketing expenditures, monitoring budget allocations and processing vendor settlements within target financial parameters.
• Actively audit competitor pricing, promotional bundles, and consumer sentiment to propose rapid, localized menu or communication adjustments.

4. Stakeholder Management & Reporting

• Act as the primary bridge connecting internal departments (R&D, SCM, OPS, FIN) and external partners (creative, media, and production agencies) to deliver campaigns within the agreed scope, quality, and timeline.
• Consolidate business updates, initiative performance summaries and data into clear, actionable reporting formats.
• Provide proactive support to the Marketing Manager on ad-hoc tasks, strategic portfolio reviews, and other departmental projects as required.

Key Requirements

• Bachelor’s degree in Marketing, Business Administration, Communications, or a related field.
• Minimum 4+ years of marketing experience, with at least 1 year in the same role or Senior Marketing Executive role within the F&B, Retail, QSR, or fast-paced consumer industries.
• Strong financial and commercial acumen (proven experience in budget tracking, campaign forecasting, and margin analysis).
• Fluent in English with strong presentation and corporate storytelling skills.
• Detail-oriented, proactive, and highly comfortable executing in a high-velocity retail environment.

Preferred Profile

• Demonstrates a strong understanding of Vietnamese youth culture, digital behavior, and social media trends.
• Combines strong creative instinct with a commercial and performance-focused mindset.
• Comfortable working independently while collaborating across multiple teams and stakeholders.
• Previous experience guiding interns is an advantage.