Brand Manager (EdTech) – Logiscool Vietnam

About Logiscool 

Logiscool teaches children coding and digital literacy in fun-based after-school centres. Founded in Budapest, Hungary, in 2014, Logiscool has taught over 320,000 students across ca. 360+ locations in 30 countries.  

Logiscool’s unique educational platform is developed for an easy transition from visual coding to text-based programming languages:  

· Blox coding: children start coding education with “building blocks”. This unique visual coding method is always best adjusted to all ages and knowledge levels.  

· Mix coding: as a second step, students start writing codes in MIX mode, where they can see both the building block and the text-based languages in parallel.  

· Text coding: once students feel confident to leave the visual blocks behind, they move to text-based programming languages, like Python, Unity, Godot, or C#.  

With a presence across 30 countries and an award-winning proprietary methodology, Logiscool has emerged as a clear leader with an excellent offline and online product.   

Logiscool’s operations were launched in Vietnam in 2023. 

Job Content

Role Purpose

The Brand Manager is responsible for leading the strategic development and execution of marketing initiatives that build Kids and Us’s brand equity and drive student acquisition in Vietnam. Acting as the architect of the marketing strategy, the Brand Manager transforms business goals into actionable brand and campaign plans that resonate with both B2C and B2B audiences.

This role serves as the central orchestrator across our internal marketing agency, ensuring that messaging, creative assets, and channel strategies are aligned, purposeful, and high performing. From shaping the brand narrative to monitoring content delivery and optimizing campaign outcomes, the Brand Manager combines creativity, commercial thinking, and cross-functional leadership.

Success in this role requires a strategic planner with strong execution oversight, deep understanding of Vietnamese media and learner behavior, and the ability to harmonize storytelling with tangible business results. A strong grasp of digital platforms, content performance, and emerging tools, including AI, is essential.

Key Areas of Responsibility:

1. Marketing Strategy & Planning 

• Lead the development of the annual and quarterly brand marketing plans aligned with Logiscool Vietnam’s business objectives and learner acquisition targets.
• Define campaign objectives, strategic positioning, core messaging, and integrated communication plans across digital and physical channels.
• Work closely with internal agency teams (creative, content, digital performance) to ensure marketing strategies are actionable, on-brand, and measurable.
• Maintain a campaign calendar and align content, media, and outreach activities to maximize brand awareness and lead generation throughout the student lifecycle.

2. Brand Messaging & Channel Strategy 

• Champion the brand’s tone of voice and visual identity across all owned and earned channels, ensuring consistent and authentic storytelling.
• Tailor messaging and positioning for key segments across B2C and B2B, adapting to market insights and learner behavior.
• Select and manage the mix of marketing channels, including paid, owned, earned, and shared, to optimize reach and effectiveness across platforms.

3. Content Quality & Execution Oversight 

• Guide the production of high-quality, engaging, and performance-driven content by collaborating with internal creative and media teams.
• Oversee content briefs, storyboard, and copy to ensure alignment with the strategic messaging framework and platform best practices.
• Drive innovation in content formats including short-form video, influencer-led content, and user-generated content, particularly across TikTok, Instagram, YouTube, and LinkedIn.
• Promote the effective use of AI tools to scale and personalize content production without compromising quality or brand coherence. 

4. Internal / External Agency Coordination & Delivery Assurance 

• Act as the key orchestrator of campaign delivery across the internal marketing agency, ensuring each function is aligned on objectives, timelines, and outputs.
• Facilitate collaboration between brand, digital performance, media buying, and telemarketing to ensure cohesion in message delivery and campaign execution.
• Review and approve major campaign deliverables to ensure brand and business alignment, escalating or redirecting as needed to uphold standards.

5. Performance Monitoring & Optimization 

• Own key brand and marketing KPIs such as brand awareness, engagement rates, lead generation, and contribution to student enrollments.
• Use analytics dashboards (e.g., Google Analytics, HubSpot, Meta Insights) to continuously evaluate campaign and channel performance, optimizing based on ROI and learner behavior.
• Work with performance and sales teams to feed content and messaging insights into the broader funnel strategy and to improve cost-efficiency (e.g., CAC reduction).

6. Market & Consumer Insight Integration 

• Continuously monitor market trends, learner preferences, competitor positioning, and cultural shifts to ensure brand relevance and campaign impact.
• Apply audience segmentation and persona-based insights to tailor marketing initiatives and measure resonance across priority demographics.

While the above includes a description of the position’s essential functions, other duties may be assigned. This job description is subject to change at the discretion of management.

Know-how and Competency requirements:

• Bachelor’s degree in marketing, Communications, Business, or a related field.
• A master’s degree or professional certifications (e.g. CIM, Digital Marketing Institute) is an advantage.
• Formal training in brand strategy, content marketing, or digital media is a strong plus.
• Minimum 7 years of progressive experience in brand marketing, content strategy, or integrated marketing roles, preferably within consumer-facing industries (education or lifestyle sectors are ideal).
• Experience working cross-functionally with internal stakeholders such as creative, content, and digital teams to drive alignment and deliver marketing initiatives. The ability to lead through influence in a matrix or shared-services environment is highly valued.
• Proven track record in designing and delivering multi-channel campaigns across digital and offline platforms, with measurable business impact.
• Strong understanding of the Vietnamese digital landscape and cultural dynamics influencing consumer engagement.
• Hands-on familiarity with marketing tools including:
  • Content management and scheduling platforms (e.g., HubSpot, CoSchedule, Click-up, or else).
  • Social media and short-form content platforms (TikTok, Meta, LinkedIn, YouTube).
  • Web and campaign analytics tools (Google Analytics, Meta Insights).
• AI tools for content ideation, generation, or personalization.
• Bilingual fluency in Vietnamese and English, with outstanding communication and storytelling skills in both languages.