Head of Brand Management and Development (40000545)

• Lead the development of Techcombank’s overarching brand strategy, ensuring full alignment with the bank’s long-term business ambition and enterprise-wide strategic direction.
• Design and drive brand programs for both external audiences and employees to deepen emotional connection, build brand affinity and love, enhance overall brand health (BEI), and strengthen the foundational pillars that sustainably grow brand value.
• Oversee and enforce Techcombank’s end-to-end brand management framework, ensuring consistent execution of brand positioning across all business units, channels, and customer touchpoints, while continuously elevating the bank’s brand equity and market presence.

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.

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.

Chief Marketing Officer

• Director, Brand Management & Development
• Senior Expert/Senior Manager/Expert, Brand Management & Development

All functional units in the bank: mainly with Business Units (BU), RBG, CA, Development Strategy, TCKH, Human Resources, OnT.

Domestic and foreign strategic consulting companies, creative designers, partners…

Qualifications

• University or higher.

Expertise:

• Have professional knowledge in brand development, building communication and advertising plans (media), preferably in banking and finance, 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

• Proficient English, minimum TOEIC 700

Working location: Head Office 06 Quang Trung, Cua Nam Ward, Hanoi