Brand Manager

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.
Brands: The Matcha Tokyo & Mochi Sweets & Kintan BBQ
Industry: F&B / Japanese Dessert & Beverage
Location: Ho Chi Minh City, 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