Senior Brand & Marketing Manager

1. Brand Guardianship
Own and protect the identity of each Me In Group brand, including Bếp Mẹ Ỉn, Bánh Mì Mẹ Ỉn, Mẹ Ỉn Noodle, Ốc Hẻm and future concepts.
Maintain and develop brand guidelines covering visual identity, tone of voice, storytelling, photography, graphic style, menus, packaging, signage, uniforms, digital presence and other guest-facing touchpoints.
Ensure every brand has a distinctive personality while remaining coherent within the Me In Group portfolio.
Perform final quality control before customer-facing materials are released.
2. Brand Identity & Creative Direction
Translate brand strategy into clear creative direction for campaigns, key visuals, menus, food photography, social content, restaurant collateral, packaging, signage and activations.
Brief and direct designers, photographers, videographers and creative partners.
Possess strong visual judgment and the confidence to challenge work that is off-brand, inconsistent or below standard.
Protect consistency without making the brands rigid or repetitive.
3. Storytelling & Content Leadership
Lead Me In Group's shift from generic restaurant posting toward story-led content.
Own the ME IN STORIES editorial philosophy across the portfolio.
Build weekly and monthly editorial plans using stories from kitchens, chefs, service teams, guests, suppliers, Vietnamese food culture, neighborhoods, R& and new concepts.
Ensure content creates interest and emotional connection, not only short-term promotion.
4. Campaign Execution
Own campaigns end-to-end: Business Objective → Insight → Brief → Creative Concept → Production → Launch → Amplification → Measurement → Learning.
Lead new restaurant openings, menu launches, seasonal campaigns, brand-building campaigns, collaborations and new concept launches.
Be physically present when needed for shoots, launches, events and restaurant execution.
Drive deadlines proactively and remove execution bottlenecks.
5. Outsourced Agency & Creative Management
Lead external digital agencies, creative agencies, freelance designers, photographers, videographers, production houses, PR agencies, influencers/KOLs/KOCs and media partners.
Write strong briefs, challenge proposals, control quality, manage budgets and timelines, and demand revisions when required.
Build a flexible outsourced ecosystem instead of unnecessarily internalizing every specialist capability.
Agencies execute; this role owns the outcome.
6. New Concept Development
Partner with CEO, Operations and Culinary teams before new concepts launch.
Contribute to positioning, target customer definition, naming, brand story, identity, menu presentation, pricing communication, launch strategy and customer journey.
Support rapid concept testing and translate learnings into stronger future launches.
7. Customer Experience & Brand Touchpoints
Regularly walk the restaurants through the eyes of the guest.
Review entrance, signage, menu, music, lighting, uniforms, table collateral, food presentation, payment, takeaway packaging and digital follow-up.
Identify inconsistencies and work cross-functionally to correct them.
Ensure the physical guest experience delivers what the brand promises.
8. Digital & Performance Marketing
Oversee digital partners across relevant channels including Meta, TikTok, Google, TripAdvisor and relevant Chinese travel/social platforms.
Understand performance data well enough to challenge agencies and connect Reach → Engagement → Traffic → Conversion → Reservations → Covers → Revenue → ROI.
Balance short-term performance marketing with long-term brand equity.