Brand Manager

We are looking for a Brand Manager to oversee and develop the brand strategy and operations for The Matcha Tokyo and Mochi Sweets in Vietnam. The Brand Manager will be responsible for maintaining brand identity, driving marketing initiatives, coordinating with headquarters/partners, and ensuring consistent brand execution across all stores and channels. This role requires a strong understanding of Japanese F&B culture, brand management, and local market insights in Vietnam.

Brand Strategy & Development

• Develop and execute brand strategies to strengthen the market presence of The Matcha Tokyo and Mochi Sweets in Vietnam
• Ensure brand consistency across all touchpoints including stores, marketing materials, packaging, and customer experience
• Work closely with partners/franchisors to maintain brand standards and guidelines

Marketing & Campaign Management

• Plan and implement marketing campaigns, seasonal promotions, and product launches
• Manage both online and offline marketing activities (social media, PR, events, collaborations, etc.)
• Monitor market trends, competitors, and customer insights to adjust brand strategies accordingly

Product & Menu Development

• Coordinate with the brand owners and R&D teams regarding new menu items or seasonal products
• Localize products when necessary while maintaining the original brand identity

Store Branding & Customer Experience

• Ensure the in-store experience reflects the brand concept and Japanese hospitality (Omotenashi)
• Work with the operations team to maintain visual merchandising and store presentation

Business & Performance Monitoring

• Track brand performance, sales data, and marketing effectiveness
• Prepare reports and propose improvements to grow brand awareness and revenue

Cross-functional Coordination

• Work closely with Operations, Marketing, Supply Chain, and external partners
• Communicate effectively with Japanese partners or headquarters when required

Experience

• Minimum 3–5 years of experience in a similar position, preferably in F&B or hospitality
• Experience working with Japanese brands or Japanese companies is highly preferred

Preferred Candidate Profile

We strongly prefer candidates who meet one of the following:

• Japanese nationals with working experience in Vietnam, preferably in the F&B industry, or
• Vietnamese candidates who have studied or worked in Japan, especially in the F&B sector

Skills

• Strong understanding of brand management and marketing strategy
• Experience managing multi-brand or franchise brands is a plus
• Excellent communication and project management skills
• Ability to work in a fast-paced environment and coordinate with multiple teams

Language

• English: Business level
• Japanese: Preferred (especially for communication with Japanese partners)

Benefits

• Competitive salary based on experience
• Opportunity to work with premium Japanese F&B brands
• Dynamic and international working environment
• Career development opportunities in the F&B industry