JOB PURPOSES:
Effective branding attracts potential customers, creates a sense of loyalty among existing ones, and encourages repeat business. This involves articulating why customers should choose a particular brand over others and what unique benefits it offers
A trusted brand is more likely to weather crises, maintain customer loyalty, and command higher prices for its products or services
A well- defined brand helps the company stand out in a competitive market, build trust with customers, and establish a unique and memorable presence
MAIN DUTIES:
Brand Management:
Brand Strategy Development
+ Define brand positioning, architecture, and messaging framework
+ Align brand strategy with company&039;s long- term business objectives
+ Conduct market, competitor, and customer insights analysis
Brand Health & Performance Tracking
+ Analyze campaign effectiveness and ROI
+ Monitor market perception and adjust strategies accordingly
+ Define and track brand KPIs (awareness, preference, equity, digital metrics)
Innovation & Brand Evolution
+ Data- driven decisions and continuous improvement of brand impact
+ Support new product development and go- to- market strategy
+ Clear, differentiated, and relevant brand positioning that supports business growth and competitive advantage
+ Timely responses to market changes and consumer insights
+ Identify opportunities for brand refresh, sustainability initiatives, and ESG- driven narratives
+ Reinforced leadership position and Stronger association with innovation, green solutions, and long- term value
Communication and branding activities
+ Plan and implement comprehensive communication and branding strategies aligned with the topline direction
+ Manage and oversee all aspects of brand design, including logo development, marketing collateral, packaging, and digital assets
+ Branding campaigns for 4 business segments (Bag, Bulk, Conwood & Ecocycle)
+ Develop and implement digital & social communication plan in relavant channels to ensure brand positioning as leader in the industry
+ Go- to- market initiatives bring INSEE outstanding from the rest and have firm position in the industry
+ Lead and implement brand campaigns and initiatives, both online and offline, to increase brand awareness and engagement
+ Manage external stakeholders and vendors as needed for branding- related projects.
+ Collaborate with internal teams to define and maintain brand guidelines, ensuring consistency in messaging, visual identity, and tone of voice
Customers engagement
+ Engagement activities for all customer segments are generated to keep INSEE image on top of customers mind. (signature of INSEE away from competitors)
+ Collaborate with external partners, agencies, and vendors to explore and implement innovative marketing solutions that resonate with our target audiences
+ Collect and analyze customer feedback through surveys, interviews, and other channels to identify opportunities for improvement.
+ Provide training and guidance to customer- facing teams to ensure consistent and positive interactions with clients.
+ Create and manage customer engagement programs, including loyalty initiatives, referral programs, and feedback loops.
+ Collaborate and influence cross- function to generate innovative product and service concepts, campaign ideas, and customer engagement strategies that align with customer preferences.
+ Stay up- to- date with industry trends, best practices, and emerging technologies/creative initiatives in marketing and customer insights
+ Develop and maintain a deep understanding of our products and services to effectively address customer inquiries.
+ Identify emerging trends, technologies, and opportunities in marketing that can be leveraged to create value propositions that meet customer insights for each customer segments.
+ Monitor customer satisfaction metrics and KPIs, reporting insights to senior management.
Ensure brand compliance for INSEE Vietnam
+ Brand compliance standards to be applied successfully and aligned with brand guidelines
+ Enforce brand compliance standards across all branding activities and materials
+ Conduct regular assessment to ensure consistency in branding across different platforms
+ Stay informed about industry regulations and standards to ensure the brand&039;s legal compliance
+ Collaborate with internal teams to address any deviations from brand guidelines and implement corrective actions
Budget Management
+ Identify cost- saving opportunities without compromising brand quality and effectiveness
+ Planning and manage the annual branding budget, ensuring optimal allocation of resources
+ Collaborate with finance teams to ensure accurate tracking, accruing budget monthly and reporting of branding expenditures
MKT budget under good management and optimization
Lead, coach & develop the Brand Communications team
+ Conduct regular performance assessments and provide constructive feedback to team members
+ Foster a collaborative and innovative work environment to encourage creativity among the team
+ Coach & develop people to assure good and effective functioning of team and succession planning.
+ Lead by example, inspire team and ensure team culture to a positive and result- driven culture within the Brand Communications team.
Identify training needs and development opportunities to enhance the team&039;s skills and capabilities
+ Successor planning: IDP roadmap for each team member
+ On- field training to enhance staff competencies in line with project executions
