Head of Brand Management and Development (40000545)

Job Purpose

- Building Techcombank's brand strategy in line with the long-term development strategy of the whole line.
- Developing a brand targeting the public and employees to strengthen emotional connection, brand love, improve brand health (BEI), and foundation activities to increase brand value.
- Responsible for Techcombank's brand management to ensure uniformity in the implementation of brand positioning at the whole line and enhance brand value.

Key Accountabilities (1)

1. Brand management planning:
- Build and implement a brand management framework to enhance brand value based on research to identify, manage and monitor the main factors promoting brand value.
- Development of brand architecture, brand manifesto, brand guidelines/guidelines
- Build, train, and deploy the Guide to apply brand positioning in unit operations
- Build training, evaluate brand knowledge to develop appropriate training content and conduct periodic training throughout the row.
2. Brand development:
- Create, build and spread brand position to customers, transform brand position into inspiring activities so that customers understand, believe and live up to the purpose that TCB envisions.
- Plan and monitor the implementation of bank-wide product brand development, including but not limited to Go-to-market plans/activities through branding và marketing communication, based on segmentation to ensure consistency in activities to promote overall Techcombank brand development.
- Build and implement a Continuous Brand Presence (Always-On) for brand and product activities (Business Division); building brand awareness and brand identity through content on media channels.
- Develop and implement periodic brand activities programs (customer gifts, presence of Head Office/branches...) to increase special connection with key/priority customers.
- Develop sponsorship activities, brand events, create highlights in communication plans, themed brand campaigns.
- Co-develop the plan with Business Divisions, enhancing brand strength/brand love by product/offering group or by regions.
- Organize creative design production for brand activities; creative design orientation for product marketing activities, corporate communication.

3. Social responsibility:
- Develop required or brand-driven CSR activities.
- Manage bank-wide CSR activities in order to achieve objectives of brand strategy.

Key Accountabilities (2)

PEOPLE MANAGEMENT
- Oversee human resources planning and execution (headcount & costs) of their function
- Attract, onboard and retain the right talents for a high- performing team
- Establish and communicate function and individual KRAs/ KPIs, goals, action plan, expectations and results to reporting line
- Manage function performance & provide feedback regularly (following the annual performance management cycle);
- Define team’s capability requirements and enable team member’s professional and personal development through capability assessment, training, coaching & feedback, mentoring, etc.
- Motivate and recognize team members’ contributions towards the team’s shared goals
- Identify and monitor personal, professional development and career advancement of talents in the function
- Act as a role model and promote corporate culture at function level
- Understand & communicate relevant HR offerings to team members.

Success Profile - Qualification and Experiences

Qualifications
- University or higher.
Expertise:
- Have professional knowledge in brand development, building communication and advertising plans (media), preferably in FMCG industry, MNC companies, multinational advertising agencies.
Experience
- Minimum 14 years of experience in brand management.
- At least 10 years of experience in team management/leadership.
Foreign Language
- Level 3, TOEIC (605 – 780).