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&D 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.