Head of Brand Management

Create connections that move people and business forward.
At AIA, your customer insight, commercial expertise and ideas can contribute to our Purpose of helping millions of people live Healthier, Longer, Better Lives. Across our diverse markets, you will take on meaningful challenges, collaborate with talented colleagues and turn insight into engaging experiences, trusted relationships and sustainable growth for our customers and communities.
Join us to shape how people engage with health, wellbeing and protection, grow through new experiences and extend your impact across Asia.
About the Role
Report to: Associate Director, Brand & Communications
Location: Hochiminh City
Function: Marketing and Partnership Distribution | Department: Corporate Brand & Communications
Role: ManagerialThe Opportunity
We are currently looking for Head of Brand Management who is responsible for leading and stewarding the AIA brand in Vietnam, ensuring a consistent, distinctive, and customer-centric brand experience across all touchpoints.
This role drives brand governance, integrated marketing communications, social media strategy, and creative excellence to translate brand strategy into impactful experiences that strengthen awareness, trust, customer engagement, and long-term brand equity.
Roles and Responsibilities
Brand Strategy, Governance & Stewardship
Lead the development, implementation, and governance of the AIA brand strategy in Vietnam, ensuring alignment with Group brand standards and business objectives.
Serve as the custodian of the AIA brand, safeguarding brand identity, positioning, visual standards, messaging, and tone of voice across all customer and stakeholder touchpoints.
Drive brand consistency and excellence across channels, campaigns, partnerships, and customer experiences.
Integrated Marketing Communications
Lead the planning and execution of integrated marketing campaigns from strategic conception through creative development, launch, optimization, and post-campaign evaluation.
Ensure effective localization and deployment of Group brand campaigns, platforms, and assets while maintaining relevance to the Vietnam market.
Collaborate with internal stakeholders and external partners to deliver impactful brand communications that support business growth and customer engagement.
Social Media & Content Leadership
Define and execute AIA Vietnam's social media and content strategy to strengthen brand presence, engagement, and advocacy.
Oversee always-on content programs and health ecosystem communications across owned, earned, and paid channels.
Drive social listening initiatives to identify market trends, customer insights, emerging opportunities, and reputational risks. Continuously optimize content performance through data-driven decision-making and audience insights.
Creative Excellence & Agency Management
Champion creative excellence across all brand and marketing initiatives. Provide clear strategic direction and high-quality creative briefs to agency partners and internal teams.
Ensure all campaigns, social content, video productions, and branded assets reflect best-in-class creative standards and deliver strong business outcomes.
Build and manage productive relationships with creative, media, digital, and production agencies.
Brand Performance & Insights
Establish and monitor key brand performance indicators, including Brand Power, Awareness, Consideration, Brand Preference, Social Buzz, Sentiment, and Engagement Metrics.
Leverage consumer research, brand health tracking, campaign analytics, and social intelligence to identify growth opportunities and improve brand effectiveness.
Develop actionable recommendations to strengthen brand equity, customer perception, and marketing ROI.
Stakeholder Collaboration
Partner closely with Corporate Communications, Brand Activation, Distribution, Product, Health & Wellness, Customer, and Group Marketing teams to deliver a seamless and coherent AIA brand experience.
Influence senior stakeholders and cross-functional teams to align strategic priorities and drive integrated execution.
Act as a trusted advisor on brand-related matters across the organization.
Team Leadership
Lead, coach, and develop a high-performing Brand Management team.
Foster a culture of innovation, collaboration, customer-centricity, and continuous improvement.
Build organizational capabilities in brand management, integrated communications, social media, and creative excellence.
Minimum Job Requirements
Education: Bachelor's degree in Marketing, Communications, Business or a related field.
Experience
10+ years of experience in brand management, integrated marketing communications, advertising, or strategic marketing, with substantial leadership experience.
Proven track record of building brands and leading large-scale integrated marketing campaigns.
Strong understanding of digital marketing, content marketing, social media, consumer insights, and brand analytics.
Experience managing agencies and cross-functional stakeholders in a complex matrix organization.
Financial services, insurance, healthcare, or consumer-facing industry experience is preferred.
Skills: Strong brand fundamentals; modern digital, social and content capabilities; excellent creative judgment; proven agency management; ability to use consumer, brand and performance data to make clear brand decisions.
Will: Strategic and commercially minded; confident stakeholder leader and influencer; collaborative and able to align multiple teams behind one clear brand narrative.
Thrill: Potential to broaden into larger brand, marketing and communications leadership roles by connecting brand strategy, business priorities, creative excellence and cross-functional execution.
Build a career with us as we help our customers and the community live Healthier, Longer, Better Lives.
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