Brand Director – Trading & Retail Driven | Luxury Fashion & Accessories

Our client is a newly established luxury fashion and accessories company, backed by a well-capitalized and diversified group with a strong track record across multiple industries. The group is entering the luxury segment with a long-term strategic vision, aiming to build a distinctive, high-end brand that meets international standards in design, quality, and customer experience.

The company is currently at a critical market entry stage, preparing for its first official brand launch. This phase requires the establishment of the brand’s foundational DNA, retail concept, go-to-market strategy, and end-to-end brand experience from the ground up. The ambition is not only to create a refined luxury image, but to develop a commercially sustainable brand with strong retail performance and scalable growth potential.

The Brand Director will be responsible to:

• Define and own Brand Strategy, Positioning, and Brand DNA aligned with long-term business objectives.

• Lead the first-time market launch of the brand, including go-to-market and retail activation strategy.

• Drive retail brand execution across physical touchpoints, including store concept, visual merchandising, service experience, and in-store storytelling.

• Partner closely with Retail, Sales, and Merchandising teams to:

  • Optimize sell-through and conversion

  • Improve gross margin and retail productivity

  • Align brand campaigns with trading calendars

• Convert PR, events, VIP activations, and brand campaigns into measurable retail impact.

• Build, lead, and develop brand and retail branding teams.

Location: Thu Duc City, Ho Chi Minh City.

• 10–15+ years of experience in Brand, Marketing, Retail, or Commercial roles within luxury or premium consumer brands.
• Proven track record in brand launch, retail-driven brand building, or flagship/boutique expansion.
• Strong understanding of luxury retail economics and KPIs (sell-through, GM, ATV, productivity).
• Commercial mindset with solid exposure to P&L and trading logic.
• Strategic, execution-focused, high aesthetic standards.
• Excellent stakeholder management and leadership capability.
• Fluent in English.