Senior Expert, Brand Management and Development

The Senior Expert, O2O (Online-to-Offline) Brand Experience Management is accountable for designing, orchestrating, and optimizing seamless brand experiences across digital and physical touchpoints-from awareness and acquisition to in-branch servicing and loyalty. The role ensures Techcombank's brand promise is consistently delivered through integrated journeys spanning app/web, social, CRM, contact center, events, partnerships, and branch/physical environments, driving stronger conversion, engagement, NPS, and customer lifetime value.

• Own end-to-end O2O brand experience frameworks
• Translate brand strategy into experience principles, journey maps, service scripts, and touchpoint guidelines across digital and physical channels.
• Identify friction points and opportunities through journey analytics, VOC insights, mystery shopping, digital funnel review, and branch/service performance data.
• Build and maintain a touchpoint architecture (what happens where, by whom, and with what message/offer).

• Partner with Integrated Marketing to ensure every campaign has a clear O2O conversion path
• Design and deploy branch activation toolkits (POSM, scripts, service cues, in-branch digital screens, staff enablement guides).
• Ensure consistent brand storytelling across events, sponsorships, partnerships, and in-branch experiences-aligned to campaign themes and brand identity.

• Work closely with UX/UI, Product, Channel Owners, Contact Center, Branch Ops to deliver cohesive experience improvements across channels.
• Define and enforce brand experience standards, including tone-of-voice, signage, service rituals, and customer communications.
• Provide governance for experience QA: pre-launch review, pilot controls, rollout checklists, and compliance with internal policies.

• Lead cross-functional squads/project teams across Marketing, Digital, Data, Branch Ops, Service Quality, Compliance, and Vendors.
• Manage agencies/vendors (experience design, activation, production, events, signage, training materials) with clear briefs, timelines, and quality checks.
• Drive alignment and obtain approvals in a regulated environment while maintaining speed-to-market.

Head of Brand Management and Development

Marketing Division and all functional units in the bank: mainly with Business Units (BU), RBG, CA, Development Strategy, Finance, Human Resource Management, Operations.

Domestic and foreign strategic consulting companies, creative designers, partners...