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&D 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 ứng viên

-        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.