Senior Officer, Marketing & Brand (50000363)

Job Purpose
The Senior Officer, Marketing & Brand responsible for designing, proposing, and implementing business marketing and brand communication initiatives. This includes developing business marketing and communication plans and managing the effectiveness of related programs; creating and optimizing multi‐channel marketing and communication content for various programs and campaigns; and developing as well as executing integrated marketing and brand communication campaigns to ensure alignment with business objectives and brand positioning.
Key Accountabilities (1)
1. Develop marketing, communication and program performance plans
Participate in developing and proposing an overall marketing plan, detailing marketing and communication activities for each customer segment, economic sector, and contract life cycle stage, ensuring alignment with the company's overall business strategy.
Implement marketing and communication activities according to approved plans; manage budgets, monitor expenses, and provide periodic updates on execution progress to ensure investment efficiency and transparency.
Coordinate with relevant departments (Marketing, Product, Communication, Technology...) to develop communication programs that align with product characteristics, brand positioning, and target customer behavior.
Proactively support the preparation and implementation of service quality surveys (e.g., NPS), analyze results, and propose improvements to enhance customer experience and service quality.
Support the design, development, and implementation of loyalty programs, periodic promotions, and personalized initiatives for specific customer groups, through collaboration with functional teams and strategic partners.
Monitor the effectiveness of each campaign, analyze feedback data, and propose adjustments to content, communication channels, or execution mechanisms to optimize outcomes.
Key Accountabilities (2)
2. Design marketing & communication content for customer care programs/policies
Actively coordinate with internal departments (Marketing, Communications, Customer Service, etc.) and external partners (agencies, solution providers) to develop marketing content for customer care programs, ensuring consistency with brand positioning and the behavioral characteristics of each customer segment.
Propose, develop, and optimize multi‐channel communication content (email, SMS, push notifications, social media, landing pages, etc.) to increase engagement, influence customer behavior, and enhance the customer experience throughout the service journey.
Participate in developing communication messages for new customer service policies and processes, ensuring clarity, consistency, and suitability for each target audience (Customers, Employees, Partners).
Support the implementation of internal communications for customer service programs, including designing guideline documents, organizing internal training sessions, and providing communication and execution tools for frontline teams.
Monitor communication effectiveness through key indicators (CTR, conversion rate, engagement levels, customer feedback, etc.), analyze performance data, and recommend adjustments to content, channels, or formats to optimize campaign outcomes.
Ensure all communication content complies with legal requirements, data security policies, and the organization's brand standards.
Key Accountabilities (3)
3. Execute marketing and brand communication campaigns
Coordinate the development, implementation, and management of marketing campaigns related to customer service, including proposing customer‐engagement strategies, defining operating standards, execution processes, and documentation aligned with company guidelines.
Work closely with relevant departments to implement communication programs, awards, and community activities aimed at strengthening brand awareness and the company's reputation in the life insurance industry.
Ensure that communication content and formats used in campaigns align with brand positioning, service messaging, and the behavior of target customer segments.
Monitor campaign performance, analyze customer feedback and response data, and propose improvements for subsequent marketing and communication activities to enhance reach and engagement
Key Relationships - Direct Manager
Head of Marketing & Brand
Key Relationships - Direct Reports
Other units in division, other units in company
Key Relationships - Internal Stakeholders
Other units in division, other units in company
Key Relationships - External Stakeholders
Media & advertising partners; Press & mass media agencies; Technology & digital platform partners, Customers & communities
Success Profile - Qualification and Experiences
- Bachelor's degree in Economics / Finance / Banking / Marketing / Business Administration
Priority to have a master's degree or higher
Minimum 5 years in the position related to financial analysis / credit / market research, marketing of finance and banking, insurance
Prioritize work experience related to customers
Mimimum TOEIC 550 or equivalent