ABOUT THE ROLE
The Branding Superintendent is responsible for developing and executing comprehensive brand strategies for INSEE Vietnam across 2 business segments: Bulk Cement & Ecocycle (Waste Management). This role reports directly to the
Marketing Manager and leads a Brand Communications team of 5.
KEY RESPONSIBILITIES
1. Brand Management
● Develop brand positioning, architecture, and messaging framework aligned with long-term business objectives
● Define and track brand KPIs: awareness, preference, brand equity, and digital metrics
● Analyze campaign effectiveness and ROI; adjust strategies based on market intelligence
● Support new product go-to-market planning; identify opportunities for brand refresh tied to ESG and green solution narratives
2. Communication & Branding Activities
● Plan and execute integrated branding campaigns (online & offline) across all 2 business segments
● Develop and maintain brand guidelines: visual identity, messaging consistency, and tone of voice
● Oversee all brand design assets: logo, marketing collateral, packaging, and digital materials
● Manage external agencies and vendors for branding-related projects
3. Customer Engagement
● Identify emerging trends and customer insights across target segments
● Build and manage loyalty programs, referral initiatives, and customer feedback loops
● Monitor customer satisfaction metrics and report findings to senior management
● Collaborate cross-functionally to develop and execute innovative marketing solutions
4. Brand Compliance
● Enforce brand standards consistently across all platforms, channels, and materials
● Address deviations from brand guidelines and implement corrective actions
● Ensure brand activities comply with relevant industry regulations and standards
5. Budget Management
● Plan and control the annual branding budget (-VND 10-12 billion)
● Optimize resource allocation without compromising brand quality
● Coordinate with Finance for monthly tracking, accruals, and expenditure reporting
6. Team Leadership & Development
● Coach, develop, and conduct performance assessments for team members
● Build IDPs and succession plans within the Brand Communications team
● Foster a collaborative, innovative, and result-driven team culture
