Brand Manager

ABOUT KFC
Colonel Harland Sanders opened the first KFC in Corbin, Kentucky, in 1938. He started with one restaurant, 11 herbs and spices, and an idea. From there, our incredible brand and product grew to what it is today. KFC is one of the five brands operated by our parent company, Yum! Along with Pizza Hut, Taco Bell, The Habit Burger Grill and recently added Heartstyles.
KFC first came to Vietnam in 1997 with our first restaurant in Super Bowl, Ho Chi Minh City. Today, we are the biggest business in the fast-food industry in Vietnam, with more than 200 restaurants run and 5,000 restaurant team members. The Restaurant Support Centre (RSC) is located at the Bluesky office, Tan Binh District - near Tan Son Nhat Airport.
POSITION SUMMARY
Role Title: Brand Manager
Role Purpose:
The Brand Manager will Lead KFC Vietnam's Brand Strategy and Marketing Communications, strengthening brand relevance, customer engagement and business growth.
The role owns brand planning, integrated campaigns and creative development, working closely with Product Marketing, Trade Marketing, Media, Omnichannel and Operations to bring the KFC brand to life across all customer touchpoints
Key Responsibilities:
Lead brand strategy, positioning and annual brand planning, ensuring KFC remains distinctive, relevant and culturally connected.
Lead integrated marketing campaigns end-to-end, from customer and business insights, communication strategy and creative briefs through development and execution.
Drive creative development across KV, video, social/content, digital, activation and restaurant communications.
Write strong creative briefs and lead/challenge creative agencies to deliver high-quality, effective work - not simply manage agency output.
Ensure consistent execution of KFC Brand Identity, Tone of Voice and global brand standards, while maximizing local relevance.
Monitor brand health, customer trends, culture and competitive activities, translating insights into clear brand and communication actions.
Partner closely with Product, Trade, Media, Omnichannel, Operations and other functions to ensure campaigns connect brand building with traffic and business objectives.
Manage campaign timelines, budgets and effectiveness, and present key strategies and campaigns to senior management
Requirements:
5-8 years of experience in Brand Marketing / Marketing Communications, ideally within F&B, QSR, Retail or related industries.
A strong track record in MarCom and Creative Campaign Development is essential.
Strong understanding of customer insights, brand strategy, communication strategy and creative briefing.
Excellent creative judgment - able to recognize a strong idea, provide clear creative feedback and challenge agencies.
Good commercial mindset; understands that brand and communication need to contribute to customer behavior and business growth.
Strong project management and cross-functional leadership skills.
Excellent English communication and presentation skills, comfortable working with regional and global stakeholders.