• Develop and own OnPoint's brand strategy - defining positioning, key messages, and brand architecture that clearly articulates what OnPoint stands for and why it matters to brand partners, talent, and the market.
• Build and maintain OnPoint's USP framework: translating the company's end-to-end e-commerce capabilities, AI-native approach, regional scale, and proven brand portfolio into compelling, differentiated claims that hold up under scrutiny.
• Establish OnPoint's brand guidelines - visual identity standards, tone of voice, and messaging framework - and enforce consistency across all internal and external touchpoints.
• Define and track brand health metrics (awareness, credibility, perception) among target audiences: brand partners, prospective talent, industry media, and investors.
• Drive OnPoint's visibility in industry media, trade publications, and e-commerce/marketing forums; manage relationships with journalists, editors, and industry associations across Vietnam and SEA.
• Develop thought leadership content - market reports, whitepapers, event keynotes, and data-backed insights - that position OnPoint as the authority on e-commerce enablement in Southeast Asia.
• Build and grow OnPoint's professional presence on social platforms, LinkedIn and relevant B2B channels; own the editorial calendar and content quality for all company-level communications.
• Build a robust library of case studies, client success stories, and performance proof points that make OnPoint's impact tangible and sales-ready; partner with Commercial team to embed these into pitches and proposals.
• Plan and execute brand campaigns that bring OnPoint's capabilities to life for a B2B audience - including events, co-marketing with platform partners (Shopee, TikTok, Lazada), and awards/recognition programs.
• Build OnPoint's employer brand narrative - positioning the company as a destination for top e-commerce and marketing talent in SEA. Partner with HR on recruitment marketing, LinkedIn employer presence, and employer awards.
• Support OnPoint's regional expansion and M&A integration from a brand perspective - harmonizing positioning across Vietnam and Thailand markets and building a scalable brand framework for future market entry.
• 5-7 years in brand management, corporate communications, or B2B marketing - experience in e-commerce, tech, media agency, or professional services strongly preferred.
• Proven track record building brand positioning from a relatively blank canvas - not just executing within an established brand system, but defining what the brand stands for and making it stick.
• Strong content and storytelling capability: writes sharp, clear copy; briefs agencies and freelancers effectively; holds editorial standards across channels without needing heavy oversight.
• Solid command of B2B marketing tactics: thought leadership, trade media and PR, LinkedIn, industry events, and sales enablement content development.
• Champion AI tool adoption within the
brand marketing function - leveraging AI for content production, competitive and brand intelligence, campaign ideation, and creative scaling; build repeatable AI-assisted workflows that enable a lean team to produce at significantly higher output without compromising brand quality or demonstrates clear initiative to build this capability fast. OnPoint is an AI-native organization, so this role is expected to lead by example.
• Experience managing external creative agencies, PR firms, and/or freelancers; able to direct creative work and hold vendors to brief.
• Strategic thinker who can also execute independently in a lean team - this is a builder role that requires both vision-setting and hands-on output.
• Exposure to regional markets (Vietnam and/or Thailand) and understanding of SEA e-commerce landscape is a strong advantage.
• Business-level English required.