Brand Manager - Adults Learning Programs

Job Description

The Brand Manager is responsible for building the brand and running marketing activities to increase brand awareness and attract students in Vietnam. This role turns business goals into effective campaigns for both individual learners (B2C) and corporate clients (B2B). As the team lead, the Brand Manager works closely with the internal marketing team to make sure all messages, visuals, and channels are consistent and effective. Key tasks include shaping the brand story, overseeing content, and improving campaign results. The role requires strategic thinking, strong coordination skills, and hands-on execution. The ideal candidate understands the Vietnamese media landscape, is confident using digital platforms, and knows how to connect storytelling with real business impact. Experience with content performance tools and AI in marketing is a plus.

1. Marketing Strategy & Planning

• Lead annual and quarterly marketing plans aligned with business and acquisition goals.

• Set campaign objectives, messaging, and channel mix across digital and offline platforms.

• Work with internal teams to ensure strategies are actionable and performance-driven.

• Maintain campaign calendar to maximize brand visibility and lead flow.

2. Brand Messaging & Channel Strategy

• Ensure consistent brand voice and visuals across all platforms.

• Adapt messaging for B2C and B2B segments based on market and audience insights.

• Manage media mix (paid, owned, earned, shared) to maximize reach and impact.

3. Content & Execution Oversight

• Oversee content production to ensure quality, alignment, and performance.

• Guide creative briefs, storyboards, and copy for relevance and platform fit.

• Push innovation in video, influencer, and UGC content (TikTok, IG, YouTube, LinkedIn).

• Promote smart use of AI tools to scale content without losing brand integrity.

4. Team & Agency Coordination

• Align internal marketing functions on goals, timelines, and outputs.

• Ensure smooth collaboration across creative, digital, media, and telesales teams.

• Review key deliverables for brand fit and quality before launch.

5. Performance & Optimization

• Own KPIs: awareness, engagement, lead generation, and enrollments.

• Track results via analytics tools (GA, HubSpot, Meta, etc.) to improve ROI.

• Collaborate with sales and performance teams to refine messaging and reduce CAC.

6. Market & Consumer Insights

• Stay updated on market trends, learner behavior, and competitor moves.

• Use audience data and personas to shape campaigns for key segments.

Job Requirement

• Bachelor’s degree in Marketing, Communications, Business, or related field. Master’s degree or certifications (e.g. CIM, DMI) preferred.

• Training in brand strategy, content marketing, or digital media is a plus

• Bilingual in Vietnamese and English with strong communication skills

• 7+ years in brand marketing, content, or integrated marketing roles

• Background in consumer-focused industries (education or lifestyle preferred)

• Experience working cross-functionally with internal teams (creative, content, digital)

• Skilled at leading through influence in matrix/shared-service setups

• Proven success in multi-channel campaigns (online & offline) with business impact

• Strong knowledge of Vietnam’s digital/media landscape and consumer culture

• Hands-on with tools like:

  • Content & project platforms: HubSpot, CoSchedule, ClickUp

  • Social media: TikTok, Meta, LinkedIn, YouTube

  • Analytics: Google Analytics, Meta Insights

  • AI: Tools for content ideation, creation, personalization

• Strategic thinker with clear execution skills

• Creative eye for content quality and storytelling

• Results-driven, with strong commercial sense and ROI focus

• Excellent collaboration and stakeholder management skills

• Adaptive, curious, and tech-savvy

• Passionate about education and learner success