Advisor, Brand management & development (40001778)

Job Purpose

'As a strategic advisor, the Brand Advisor plays a pivotal role in shaping Techcombank’s brand vision and long-term positioning. This role provides expert guidance on brand strategy development, communication planning, and cross-functional/ Cross-Ecosystem alignment to ensure the brand resonates deeply with both mass-market customers and internal stakeholders. 
The Advisor partners closely with business units and senior leadership to embed brand thinking into all aspects of customer experience and employee engagement.
- The job holder develop a brand development plan and measure effectiveness to increase brand awareness, brand love, and brand health improvement (BHI).
- The job holder develop a plan to manage the key drivers that promote brand value in order to achieve brand value in the short term and long term.

Key Accountabilities (1)

'Strategic Brand Development
'Advise on the formulation and refinement of brand strategy, including vision, mission, brand promise, and positioning, ensuring alignment with the bank’s overall business strategy.
Guide the development of long-term brand communication strategies tailored to customer insights and journeys, covering both external audiences and internal stakeholders.
Provide strategic input into brand development plans across different time horizons, helping define objectives, target segments, and deployment models for each phase.
Establish frameworks and criteria to evaluate brand effectiveness and strategic impact.

Key Accountabilities (2)

'Performance & Impact Advisory
Oversee the measurement of brand campaign effectiveness, with a focus on ROI and strategic alignment.
Advise on the development of brand implementation reports and performance dashboards to inform decision-making.
Support the creation of content strategies and annual brand plans in collaboration with business units, ensuring consistency across integrated channels (e.g., social media, search, influencer marketing).

Key Accountabilities (3)

'Stakeholder Alignment & Governance
Develop brand strategy and plans to internal and external stakeholders to ensure understanding and coordinated execution.
Develop plans, budget planning and resource allocation for brand initiatives.
Lead advisory engagement with creative agencies and communication partners, both domestic and international, to ensure brand integrity and innovation.
Manage all brand activities from campaigns to signature brand activation and consumer engagement activities 

Key Relationships - Direct Manager

Head of Brand Management and Development

Key Relationships - Direct Reports

NA

Key Relationships - Internal Stakeholders

'MKT Division, Business units (BU), CSA, CA, development strategy, Finance plan, human resources

Key Relationships - External Stakeholders

'Agency consults domestic and foreign strategies, creative ideas, advertising communication, agencies and departments, TCB Group, Ecosystem

Success Profile - Qualification and Experiences

'Qualifications: Bachelor’s degree in Marketing, Communications, Business Administration, or related field. A Master’s degree or relevant certification in Brand Strategy, Behavioral Economics, or Strategic Communication is a strong advantage.

Expertise: 
- Extensive experience 15 years in brand strategy, marketing, or communications, preferably within banking, financial services, or consumer-focused industrie,  multinational advertising agencies. Especially, experience in managing large scale campaigns with focus on event/ partnership
- Strong understanding of customer psychology, segmentation, and journey mapping.
- Proven track record in advising senior leadership on brand positioning and strategic communications.
-Familiarity with agency management, sponsorship strategy, and brand governance.
- At least 12 >> 15 years of experience in brand management.

Foreign Language:  English, Level 3, TOEIC (605 – 780).