Senior Marketing Manager

Lead the transformation of an iconic luxury retail landmark from a luxury shopping complex destination into a destination where luxury clients want to spend time, engage and return regularly.

As the ultra-luxurious shopping mall complex's brand governance leader, the Senior Marketing Manager will own and advocate its new positioning, define its luxury taste and point of view, and ensure that all customer-facing experiences consistently reflect the brand.

The role focuses on three core pillars: Partnership & Activation, CRM & Client Engagement, and Communication & Editorial, while providing strong brand direction across the landmark.

1. Brand Leadership & Governance:

• Own and champion the brand positioning, identity and experience principles.

• Act as the single point of brand governance, ensuring Marketing and cross-functional executions consistently reflect the positioning and luxury standards. 

• Define and protect the distinctive taste, point of view and cultural relevance across experiences, partnerships, communication and design.

• Guide and influence teams, challenging executions that do not meet the intended brand standard.

  2. Marketing Leadership

• Own the overall Marketing strategy, calendar, budget and performance.

• Build and develop a strong Marketing team and external creative/agency ecosystem.

• Act as a strong internal advocate for the brand, influencing Leasing, Operations and other functions beyond direct reporting lines.

• Balance strong creative judgment and luxury sensibility with commercial discipline and measurable business outcomes.

• Lead and manage the Marketing team's execution across its three core pillars:

Partnership & Activation:

• Develop ownable signature campaigns and experiences for the landmark, creating distinctive properties that customers recognize and look forward to over time.

• Curate partnerships across luxury, fashion, beauty, gastronomy, art, culture, hospitality and lifestyle that strengthen its positioning and bring new dimensions to the destination.

• Create compelling reasons for luxury clients to visit, spend time and return, beyond transactional shopping.

• Work with tenants and external partners to develop experiences that are relevant to its clientele while reinforcing the overall brand.

CRM & Client Engagement:

• Build a lifetime relationship strategy with the landmark's most valuable clients, moving beyond transactional CRM toward personalized engagement. 

• Develop a strong understanding of high-value client network, their interests, behaviors and relationships with the destination.

• Create personalized services, privileges, invitations and experiences that deepen client relationships and increase frequency of engagement. 

• Build meaningful client segmentation and use customer intelligence to continuously improve the property's experiences, communication and partnerships.

Communication & Editorial:

• Build and express the destination's distinctive luxury taste and point of view through its communication, content and creative direction. 

• Establish the brand as a curator, identifying what is worth discovering, experiencing and talking about across fashion, beauty, culture, gastronomy and contemporary luxury lifestyle.

• Develop a strong editorial approach that brings together the landmark's heritage, architecture, tenants, people, products and experiences into relevant stories.

• Guide social media, content, editorial and design teams to ensure every expression of the landmark feels distinctive, contemporary and consistent with its positioning. 

• Move communication beyond simply promoting what tenants or the mall have available toward curating what deserves attention and why it matters to the landmark's clients.

• 05+ years of progressive Marketing experience, with meaningful responsibility for brand building and consumer engagement.

• Strong editorial instinct and cultural curiosity, with the ability to identify what is worth discovering, curating and amplifying rather than simply promoting what is available.

• Sophisticated understanding of luxury with strong aesthetic judgment and sensitivity to experience, content, design and detail. 

• Strong experience in brand building, CRM/client engagement, partnerships, content or experiential marketing, ideally from global FMCG, luxury/fashion/beauty, premium hospitality, retail or other leading consumer brands. 

• Ability to translate a brand strategy into compelling experiences, communication and disciplined execution. 

• Strong understanding of affluent consumers and the ability to build meaningful long-term client relationships. 

• Strong leadership and influencing capability, including the confidence to guide and challenge cross-functional teams.

• Strategic and creative thinker with a strong commercial mindset. 

• Fluent Vietnamese and strong professional English.

KEY SUCCESS MEASURES:

• Strength and consistency of the property's new brand positioning.

• Development and impact of ownable iconic luxury landmark signature campaigns.

• Qualified footfall, visit frequency and client engagement.

• Growth and quality of CRM and high-value client relationships.

• Client retention, reactivation and participation in the destination experiences.

• Quality and distinctiveness of the brand's editorial and creative expression. 

• Tenant and strategic partner engagement.

• Attractive and competitive remuneration package.

• Social insurance fully covered based on actual salary (gross).