Tuyển dụng Senior Brand & Marketing Manager tại Hồ Chí Minh

• 1. Brand Guardianship
• Own and protect the identity of each Me In Group brand, including Bếp Mẹ Ỉn, Bánh Mì Mẹ Ỉn, Mẹ Ỉn Noodle, Ốc Hẻm and future concepts.
• Maintain and develop brand guidelines covering visual identity, tone of voice, storytelling, photography, graphic style, menus, packaging, signage, uniforms, digital presence and other guest-facing touchpoints.
• Ensure every brand has a distinctive personality while remaining coherent within the Me In Group portfolio.
• Perform final quality control before customer-facing materials are released.
• 2. Brand Identity & Creative Direction
• Translate brand strategy into clear creative direction for campaigns, key visuals, menus, food photography, social content, restaurant collateral, packaging, signage and activations.
• Brief and direct designers, photographers, videographers and creative partners.
• Possess strong visual judgment and the confidence to challenge work that is off-brand, inconsistent or below standard.
• Protect consistency without making the brands rigid or repetitive.
• 3. Storytelling & Content Leadership
• Lead Me In Group's shift from generic restaurant posting toward story-led content.
• Own the ME IN STORIES editorial philosophy across the portfolio.
• Build weekly and monthly editorial plans using stories from kitchens, chefs, service teams, guests, suppliers, Vietnamese food culture, neighborhoods, R& and new concepts.
• Ensure content creates interest and emotional connection, not only short-term promotion.
• 4. Campaign Execution
• Own campaigns end-to-end: Business Objective → Insight → Brief → Creative Concept → Production → Launch → Amplification → Measurement → Learning.
• Lead new restaurant openings, menu launches, seasonal campaigns, brand-building campaigns, collaborations and new concept launches.
• Be physically present when needed for shoots, launches, events and restaurant execution.
• Drive deadlines proactively and remove execution bottlenecks.
• 5. Outsourced Agency & Creative Management
• Lead external digital agencies, creative agencies, freelance designers, photographers, videographers, production houses, PR agencies, influencers/KOLs/KOCs and media partners.
• Write strong briefs, challenge proposals, control quality, manage budgets and timelines, and demand revisions when required.
• Build a flexible outsourced ecosystem instead of unnecessarily internalizing every specialist capability.
• Agencies execute; this role owns the outcome.
• 6. New Concept Development
• Partner with CEO, Operations and Culinary teams before new concepts launch.
• Contribute to positioning, target customer definition, naming, brand story, identity, menu presentation, pricing communication, launch strategy and customer journey.
• Support rapid concept testing and translate learnings into stronger future launches.
• 7. Customer Experience & Brand Touchpoints
• Regularly walk the restaurants through the eyes of the guest.
• Review entrance, signage, menu, music, lighting, uniforms, table collateral, food presentation, payment, takeaway packaging and digital follow-up.
• Identify inconsistencies and work cross-functionally to correct them.
• Ensure the physical guest experience delivers what the brand promises.
• 8. Digital & Performance Marketing
• Oversee digital partners across relevant channels including Meta, TikTok, Google, TripAdvisor and relevant Chinese travel/social platforms.
• Understand performance data well enough to challenge agencies and connect Reach → Engagement → Traffic → Conversion → Reservations → Covers → Revenue → ROI.
• Balance short-term performance marketing with long-term brand equity.

Yêu cầu công việc

• Approximately 5-7+ years of marketing / branding experience; F&B, hospitality, lifestyle, retail or consumer-brand experience strongly preferred.
• Strong brand sensitivity and understanding of visual identity, storytelling and creative direction.
• Extremely detail-oriented; notices inconsistencies others miss.
• Highly proactive; identifies opportunities and problems before being asked.
• Hands-on executor who is comfortable moving between strategy, restaurant operations and production.
• Strong creative judgment; does not need to be a designer but must be able to direct designers effectively.
• Proven ability to brief, challenge and lead agencies and outsourced specialists.
• Commercial mindset with understanding of restaurant traffic, covers, revenue, customer acquisition and ROI.
• Leadership ability to build and develop an internal marketing team without becoming the bottleneck.
• Strong communication, project management and cross-functional leadership skills.

Quyền lợi được hưởng

• Competitive salary + Parking allowance + Meal allowance + Monthly performance bonus.
• Social Insurance, Health Insurance, and Unemployment Insurance in accordance with Vietnamese labor regulations.
• 12 annual leave days per year.
• Holiday, Tet, Birthday, and 13th-month salary bonuses in accordance with the Company's policies.
• Annual health check-up.
• 24/7 accident insurance after 6 months of employment.
• Comprehensive health insurance for employees who have completed at least 1 year of service.