Commercial Director

1. ROLE PURPOSE

The Commercial Director is a critical leadership role responsible for rebuilding the shopping mall's tenant portfolio and commercial proposition, shifting from a traditional, transaction-driven leasing model into a strategically curated, experience-led luxury retail destination that drives footfall, dwell time, and revenue.

Reporting directly to the Group's Vice President and working in close partnership with the Operations Director, this role serves as the key on-site commercial leader in Hanoi and is responsible for:

- Driving the execution of the shopping mall's commercial transformation roadmap approved by the Group and external consultants;

- Rebuilding and curating the tenant mix to strengthen the shopping mall's luxury positioning while addressing traffic, dwell time, and customer demographic challenges;

- Leading leasing strategy, negotiation, and brand partnerships, with direct oversight of the Leasing Manager and leasing team;

- Leading marketing, brand experience, and customer engagement strategy, with direct oversight of the Marketing team;

- Ensuring every commercial decision reflects the standards expected of a world-class luxury destination and supports the shopping mall's long-term revenue growth.

The role requires a hands-on leader who can operate independently, navigate complex stakeholder environments, and lead organizational change across a long-established organization.

2. RESPONSIBILITIES:

2.1. Commercial Strategy & Transformation

- Translate the shopping mall's repositioning strategy into a commercial strategy covering tenant mix, leasing, and marketing.

- Develop and lead the two-track commercial transformation: protecting and elevating the shopping mall's luxury DNA while rebuilding traffic through experience-led retail, F&B, and activations.

- Set and monitor commercial KPIs including occupancy, footfall, dwell time, tenant sales performance, and revenue per sqm.

- Lead change management within the Commercial division and champion a performance driven, customer-obsessed culture across legacy and new staff.

2.2. Leasing Strategy, Brand Curation & Tenant Portfolio Management

- Directly manage the leasing team; set leasing strategy, targets, and curation standards, and hold the team accountable for delivery.

- Own overall leasing revenue performance, including renewals, new leases, and commercial partnerships, and approve major leasing decisions.

- Set floor-by-floor curation logic and approve brand alignment criteria, exercising the judgment to hold space for the right tenant rather than accept a misaligned one.

- Drive the rebuild of the tenant mix, toward a target luxury and experience-led portfolio, addressing vacant and underperforming units.

- Approve strategy for recruiting destination F&B and experience-led tenants as a primary lever to increase footfall and dwell time.

- Personally lead or co-lead negotiations with major anchor tenants, key international luxury brands, and strategic partners at senior brand-side and regional principal level.

- Approve lease terms, rent relief, CPI relief, and early termination requests within the commercial framework, in coordination with Finance and Legal.

2.3. Marketing, Brand Experience & Customer Engagement

- Directly manage the Marketing team; set the marketing and brand strategy that supports the shopping mall's luxury repositioning and commercial targets.

- Develop integrated marketing campaigns, events, and brand activations that increase traffic, extend average dwell time, and attract a broader customer base.

- Partner with Leasing to use pop-ups and activations as a credibility-building entry point for new brands and as a test for category fit.

- Develop VIP, loyalty, and concierge engagement programs in partnership with tenants and the Operations team to enhance the luxury customer journey.

- Oversee digital presence, social media, PR, and brand communications to reposition the shopping mall's image in the market.

- Track marketing effectiveness against footfall, dwell time, conversion, and demographic shift objectives.

2.4. Revenue & Financial Performance

- Develop and own the annual commercial budget, revenue targets, and forecasts for leasing and marketing.

- Drive rent optimization and revenue growth through structured renewal negotiations and repositioning of underperforming units.

- Monitor and report commercial performance, pipeline, and market intelligence to the Group's Vice President.

- Balance short-term revenue needs with long-term curation discipline required to restore the shopping mall's luxury positioning.

2.5. Anchor & Key Tenant Relationship Management

- Own the retention strategy for major luxury anchors, with structured engagement at brand GM and regional principal level.

- Develop tenant-specific retention plans and coordinate with Operations, Marketing, and Design to deliver visible improvements that rebuild anchor confidence.

- Maintain a differentiated relationship management approach for anchors, premium tenants, and tenants flagged for non-renewal.

2.6. Retail Environment & Luxury Customer Experience

- Partner closely with the Operations Director to ensure the retail environment, presentation, and service standards support the commercial and luxury positioning of the shopping mall.

- Ensure tenant fit-outs, activations, and marketing initiatives meet luxury design and brand standards.

- Champion a seamless, end-to-end luxury customer journey in partnership with Operations and tenants.

2.7. Governance & Stakeholder Management

- Maintain strong relationships with brand principals, retail groups, F&B operators, brokerage firms, and relevant authorities.

- Represent the shopping mall at relevant trade events, brand engagements, and industry forums.

- Ensure all leasing and marketing activities comply with relevant regulations, contractual, and Group governance requirements.

- Work collaboratively with the Operations Director and functional teams (Legal, Finance, Design & Fit-Out) to integrate commercial decisions with broader transformation execution.

2.8. People Leadership & Team Development

- Build and lead a high-performing Commercial organization spanning Leasing and Marketing.

- Develop future leaders and succession pipelines within the Commercial team.

- Strengthen accountability and performance culture, including among long-tenured staff from the organization's earlier ownership.

- Coach and develop teams toward luxury hospitality-driven commercial standards.

• Bachelor's degree or above in Business Administration, Real Estate, Marketing, or related disciplines.

• Minimum 10 years of leadership experience in commercial/leasing/marketing roles, including shopping malls, retail operations, property management, airport commercial operations, or multi-site businesses.

• Proven track record of of at least 5 years directly managing a leasing function or leasing team, with demonstrated experience negotiating with high-end/premium and international brands at senior brand-side level.

• Experience leading or closely partnering with a marketing function to drive footfall, brand positioning, and customer engagement is required.

• Experience in organizational transformation and change management is highly preferred.

• Native Vietnamese proficiency and local market understanding are required for this role, together with business-level English.

The ideal candidate is:

• Operationally strong Commercially astute with strong strategic thinking and revenue accountability.

• An excellent negotiator, credible with senior brand principals and regional leadership.

• Hands-on and detail-oriented, comfortable navigating complexity and ambiguity.

• A strong people leader and change agent, able to build a performance culture in a long established organization.

• Data-driven, with the discipline to link leasing and marketing decisions to measurable footfall, dwell time, and revenue outcomes.

• Highly collaborative with strong stakeholder management skills, including close partnership with the Operations Director

• Capable of building a high-performance culture while delivering transformation results

• Salary: Competitive salary, negotiable based on your capabilities and practical experience.

• Bonuses: Attractive performance-based bonuses tied to company business results and individual key performance indicators (KPIs).

• Mandatory Insurance: Social, health, and unemployment insurance contributions calculated on 100% of the official gross salary.

• Healthcare Insurance: Comprehensive premium healthcare insurance coverage applicable for both the employee and their family members.

• Working Hours: From 8:30 AM to 5:30 PM, Monday through Friday, plus 2 Saturday mornings per month.