Brand Manager (Quản Lý Thương Hiệu)

Prudential's purpose is to be partners for every life and protectors for every future. Our purpose encourages everything we do by creating a culture in which diversity is celebrated and inclusion assured, for our people, customers, and partners. We provide a platform for our people to do their best work and make an impact to the business, and we support our people's career ambitions. We pledge to make Prudential a place where you can Connect, Grow, and Succeed.
Job Purpose
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Mục tiêu vị trí
The Brand Manager is responsible for strengthening the company's market presence and brand equity within the life insurance sector. The role develops brand communication frameworks, leads Brand and Marcom projects from planning to execution, and works closely with internal and external stakeholders to achieve agreed KPIs and ensure brand consistency across all touchpoints.
Job Responsibilities
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Brand Strategy and Message Development: Understand business and customer needs, brand purpose and market context; work with the Senior Brand Manager to translate these into clear brand platforms, communication frameworks and integrated activity plans.
Brand and Marcom Planning: Develop campaign roadmaps for relevant audiences, including mass consumers, agents and employees. Translate strategic direction and insights into clear briefs and execution requirements.
Project Management: Lead and coordinate assigned Brand and Marcom projects across key workstreams, such as Master Brand, Customer, Propositions and Agency, based on business priorities and project requirements. Manage timelines, budgets and deliverables to achieve agreed objectives and KPIs.
Project Governance: Establish project plans, track progress, proactively manage risks and issues, escalate when needed, and capture key learnings for future campaigns.
Stakeholder Management and Collaboration: Work closely with internal stakeholders, shared-service teams and external partners to align priorities, roles and expectations. Maintain clear and professional communication throughout project delivery.
Agency and Vendor Management: Provide clear briefs, oversee deliverables and output quality, and ensure agencies and vendors comply with brand standards and internal processes.
Brand Monitoring and Insights: Track and analyze brand performance, customer feedback, market trends, consumer behavior and competitor activity. Turn findings into actionable recommendations to strengthen brand relevance and competitive position.
Brand Governance and Asset Management: Ensure consistent brand identity across marketing and promotional materials; provide brand guideline consultation and endorsement; maintain brand repositories and oversee branding goods and assets in line with internal controls.
Other Duties: Undertake other tasks assigned by the line manager.
Job Accountability
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Trách nhiệm chính
Brand Strategy and Message Implementation
Effective communication frameworks and consistent brand messaging across relevant channels and touchpoints.
Project Management and Delivery
Assigned Brand and Marcom projects delivered against agreed objectives, KPIs, quality standards, timelines and budgets.
Project Governance
Project progress tracked regularly, with risks and issues addressed or escalated in a timely manner and key learnings captured for future campaigns.
Stakeholder Alignment and Collaboration
Stakeholders aligned on priorities, roles, timelines and next steps, supported by professional and effective communication throughout project delivery.
Brand Performance and Insights
Brand and market insights translated into practical recommendations to strengthen brand relevance and competitive position.
Brand Governance and Consistency
Brand assets, approvals, documentation and partner deliverables compliant with brand guidelines and relevant internal processes.
Job Requirements
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Education: Bachelor's degree in marketing, Business, or a related field.
Experience: At least 3-5 years of relevant experience in Branding, Marketing Communications or a related function within a multinational or complex organization. Experience in life insurance or financial services is an advantage.
Skills: Strong project management, stakeholder engagement, communication, analytical and problem-solving skills, with proven ability to lead cross-functional projects, manage timelines and budgets, and translate insights into effective Brand and Marketing Communications activities. Good knowledge of brand governance, campaign execution and digital marketing platforms.
Agility: An agile mindset, with the ability to adapt to changing priorities and work effectively in an evolving environment.
Languages: Fluent in English and Vietnamese.
Prudential is an equal opportunity employer.
We provide equality of opportunity of benefits for all who apply and who perform work for our organisation irrespective of sex, race, age, ethnic origin, educational, social and cultural background, marital status, pregnancy and maternity, religion or belief, disability or part-time / fixed-term work, or any other status protected by applicable law. We encourage the same standards from our recruitment and third-party suppliers taking into account the context of grade, job and location. We also allow for reasonable adjustments to support people with individual physical or mental health requirements.