Brand Manager

Brands: The Matcha Tokyo & Mochi Sweets & Kintan BBQ
Industry: F&B / Japanese Dessert & Beverage
Job Overview
We are looking for a Brand Manager to oversee and develop the brand strategy and operations for The Matcha Tokyo and Mochi Sweets in Vietnam.
The Brand Manager will be responsible for maintaining brand identity, driving marketing initiatives, coordinating with headquarters/partners, and ensuring consistent brand execution across all stores and channels.
This role requires a strong understanding of Japanese F&B culture, brand management, and local market insights in Vietnam.
Key Responsibilities
Brand Strategy & Development
Develop and execute brand strategies to strengthen the market presence of The Matcha Tokyo and Mochi Sweets in Vietnam
Ensure brand consistency across all touchpoints including stores, marketing materials, packaging, and customer experience
Work closely with partners/franchisors to maintain brand standards and guidelines
Marketing & Campaign Management
Plan and implement marketing campaigns, seasonal promotions, and product launches
Manage both online and offline marketing activities (social media, PR, events, collaborations, etc.)
Monitor market trends, competitors, and customer insights to adjust brand strategies accordingly
Product & Menu Development
Coordinate with the brand owners and R&D teams regarding new menu items or seasonal products
Localize products when necessary while maintaining the original brand identity
Store Branding & Customer Experience
Ensure the in-store experience reflects the brand concept and Japanese hospitality (Omotenashi)
Work with the operations team to maintain visual merchandising and store presentation
Business & Performance Monitoring
Track brand performance, sales data, and marketing effectiveness
Prepare reports and propose improvements to grow brand awareness and revenue
Cross-functional Coordination
Work closely with Operations, Marketing, Supply Chain, and external partners
Communicate effectively with Japanese partners or headquarters when required
Requirements
Experience
Minimum 3-5 years of experience in Brand Management, Marketing, or Product Management, preferably in F&B or hospitality
Experience working with Japanese brands or Japanese companies is highly preferred
Preferred Candidate Profile
We strongly prefer candidates who meet one of the following:
Japanese nationals with working experience in Vietnam, preferably in the F&B industry
OR
Vietnamese candidates who have studied or worked in Japan, especially in the F&B sector
Skills
Strong understanding of brand management and marketing strategy
Experience managing multi-brand or franchise brands is a plus
Excellent communication and project management skills
Ability to work in a fast-paced environment and coordinate with multiple teams
Language
English: Business level
Japanese: Preferred (especially for communication with Japanese partners)
Benefits
Competitive salary based on experience
Opportunity to work with premium Japanese F&B brands
Dynamic and international working environment
Career development opportunities in the F&B industry