Brand Launch & Social Media Lead

Brand Launch & Social Media Lead
Location: District 7, Ho Chi Minh City, Vietnam. Reports to: Founders Type: Full-time, on-site
About the Opportunity
We are launching a portfolio of two innovative consumer brands in Vietnam that introduce product categories already proven and beloved across the US, UK, Japan, and Australia - but have barely been told properly to Vietnamese consumers yet. Sitting at the intersection of everyday women's wellness, sustainable fashion accessories, and modern personal care, our products carry a strong eco-conscious foundation that resonates deeply with Gen Z and younger millennials who are reshaping what they buy and why.
This is a rare ground-floor opportunity: you will not be running marketing for brands that already exist in Vietnam - you will be building two distinct brands from day one. Naming the moments, writing the playbooks, choosing the creators, designing the feeds, and deciding the tones across two complementary product lines. The categories are established globally; the Vietnamese stories are yours to shape.
You will work directly with experienced, tech-forward founders who have built and scaled consumer brands across Asia, alongside a small global team with operating experience in multiple markets. This is effectively a "one-down-from-founder" seat - high autonomy, high context, high learning curve, and a front-row view into how a modern, multi-brand consumer company gets built end-to-end.
Why This Role Is Different
You are the launch. Brand voice, social presence, content engine, e-commerce storefronts, and community across two brand verticals - you own the canvas, not just one corner of it.
Categories Vietnam is ready for. From sustainable accessories to daily wellness essentials - thoughtfully designed, genuinely useful, eco-forward products that Vietnamese Gen Z consumers are increasingly choosing over legacy options.
Founders who push you forward. Tech-fluent, data-literate, and used to building lean. You will get sharp feedback, real ownership, and exposure to strategic decisions most brand managers don't see until much later in their careers.
Learn from a global team. Cross-pollinate with operators who have built brands across Singapore, India, Indonesia, and beyond. The frameworks travel; the local execution is yours.
Adjacent to a meaningful space. The portfolio spans women's daily wellness and conscious lifestyle accessories - work that genuinely improves how people feel about their daily lives and personal style.
What You'll Own
Brand Strategy & Multi-Brand Launch
Develop and execute the overall launch and growth strategy for two distinct consumer brands across digital, social, and e-commerce channels in Vietnam.
Define brand positioning, tone of voice, communication guidelines, visual direction, and campaign themes tailored for the Vietnamese consumer across both wellness and sustainable accessory verticals.
Build quarterly and monthly marketing calendars aligned with sales and growth targets for both brand portfolios.
Plan and execute dual-brand launch moments, cross-promotional activations, seasonal campaigns, and platform events.
2. Social Media & Content Engine
Lead content strategy across TikTok, Facebook, Instagram, and Shopee content surfaces, with TikTok and short-form video as the center of gravity for both brands.
Concept and direct content formats including short videos, livestream concepts, creator collaborations, and trend-driven moments tailored to each brand's distinct aesthetic and audience.
Oversee copywriting (Vietnamese-first), visual direction, and creative execution across both portfolios - taste, versatility, and craft matter here.
Track content performance and continuously sharpen what's working using engagement and conversion data.
3. E-commerce & Platform Growth
Drive the launch and revenue growth on Shopee, TikTok Shop, and other online marketplaces for both brand storefronts.
Partner with the operations coordinator to manage platform campaigns, vouchers, promotions, and affiliate programs across both brands.
Monitor store performance - traffic, conversion, ratings, ROAS, campaign efficiency - and act on the numbers weekly.
Build relationships with platform account managers and unlock platform-led growth opportunities.
4. Creator, Influencer & Community
Build the creator and KOC strategy for both brands: who we work with (fashion/lifestyle creators vs. wellness/lifestyle influencers), why, and how we measure success.
Cultivate community: manage how each brand uniquely shows up in DMs, comments, livestreams, and offline events.
Stay obsessively close to what's trending - online culture, fashion/accessory trends, wellness conversations, and competitor moves.
5. Team & Vendor Management
Lead and grow a small internal team (designers, operations coordinator).
Brief and direct designers across both brand visual identities; uphold distinct brand standards across every asset that ships.
Coordinate workflow across marketing, operations, external agencies, and freelance creators.
6. Reporting & Analytics
Own the KPI dashboard across both brands: follower growth, engagement, sales, ROAS, content performance, and campaign effectiveness.
Deliver weekly and monthly performance reports with clear, opinionated recommendations for each brand portfolio.
Translate platform data into the next set of decisions - this is a data-informed brand role, not a vibes-only one.
What We're Looking For
Experience: 3-5 years in brand, social, content, or growth marketing for consumer brands - ideally across fast-moving DTC, lifestyle, fashion, accessories, beauty, wellness, or personal care.
Demonstrated experience launching or scaling a brand on TikTok, TikTok Shop, and Shopee in Vietnam.
Proven track record of managing content engines that delivered both engagement and commerce outcomes.
What You Bring
Versatile design and creative eye. You can spot the difference between premium lifestyle content and template-driven posts. You can switch fluidly between the visual language of daily wellness and sustainable lifestyle fashion.
Strong analytical instincts. Comfortable in spreadsheets and platform dashboards; you can read a funnel, isolate what's working, and translate numbers into next steps.
Vietnamese consumer fluency. Native-level Vietnamese; deep cultural literacy across regions, generations, and online subcultures. You know what plays on TikTok in HCMC versus Hanoi, and why.
Trend radar - online and offline. You spend time in feeds, street style, and physical retail. You notice lifestyle and accessory trends early and act on them.
Sustainability instinct. You understand why eco-conscious, cruelty-free, and ethical brands matter to Gen Z and Millennials here, speaking to those values authentically without greenwashing.
Founder-mode energy. Comfortable with ambiguity, fast cycles, multi-brand context-switching, and wearing several hats. You make decisions, ship, learn, repeat.
Working English. Most internal collaboration with the founders and global team happens in English; written and spoken fluency required.
Nice to Have but not mandatory
Background spanning both fashion/lifestyle accessories and health/wellness categories.
Prior experience working with Vietnamese KOLs/KOCs across both fashion/style and lifestyle/wellness niches.
Exposure to brand-building frameworks from international consumer brands.
Hands-on experience with creative tools (Figma, CapCut, basic video editing).
What You'll Get
A genuine seat at the table on a dual-category launch in Vietnam.
Direct mentorship from founders with cross-Asia operating experience.
Competitive compensation, performance-linked bonus, and profit sharing.
A small, sharp team where your work is visible and your decisions move the business.
The chance to build two brands Vietnamese consumers will actually love - and to learn more in 12 months than most brand managers learn in three years.
How to Apply
Send us: Your CV.
A short note (5-10 sentences) on a Vietnamese consumer brand you admire and what they get right.
2-3 examples of social/content work you've led - TikTok accounts, campaigns, or stores you've grown. Numbers welcome.