About the Role

The Marketing Director will lead the development and execution of the marketing strategy in Vietnam to drive brand awareness, customer acquisition, revenue growth, and market share. As a launch-stage business, immediate priorities include market entry, consumer acquisition, brand building, dealer engagement, and ecosystem growth.

Key Responsibilities

1 - Strategy, Go-to-Market & Growth

Develop and execute annual and long-term marketing strategies aligned with business launch milestones, revenue targets, and market share expansion.

Lead go-to-market (GTM) planning for pilot launch and commercial rollout, including target audience definition, value proposition, and city-by-city expansion plans.

Translate business objectives into measurable marketing priorities across brand, digital, retail, and partnerships.

2 - Brand Building & Integrated Communications

Build and manage brand presence in Vietnam, ensuring consistent positioning, messaging, and visual identity across all touchpoints.

Develop compelling brand narratives around smart electric mobility, battery swapping, and sustainability to strengthen brand equity and preference.

Lead integrated marketing campaigns (ATL/BTL/PR) to drive awareness, interest, and trial, ensuring campaigns are insight-led and optimized.

3 - Demand Generation, Digital Marketing & CRM

Design and optimize customer acquisition funnels across digital, retail, and partner-led touchpoints to deliver qualified leads and test rides.

Lead digital marketing strategy across performance marketing, social media, SEO/SEM, website, and lead generation.

Develop CRM and customer lifecycle programs to improve nurturing, conversion, retention, and long-term loyalty.

4 - Channel, Retail & Dealer Marketing

Partner with dealer and sales teams to develop retail marketing programs, point-of-sale materials, showroom branding, and local activation toolkits.

Ensure showrooms and dealer assets consistently reflect the brand image and smart mobility proposition.

5 - Budget, Agency & Team Leadership

Manage the marketing budget efficiently, allocating resources based on ROMI (Return on Marketing Investment) expectations.

Select and manage external creative, media, digital, and PR agencies.

Lead, coach, and develop a high-performance marketing team; collaborate cross-functionally with Sales, Product, Operations, and JV stakeholders.

Required Skills & Qualifications

Education

• Bachelor’s degree in Marketing, Business Administration, Communications, or a related field.
• MBA or an advanced degree is an advantage.

Experience

• Minimum 10–15 years of relevant experience in marketing, brand management, commercial marketing, go-to-market strategy, or growth roles.
• Experience in automotive field is a must
• Strong experience in consumer marketing, brand building, demand generation, and go-to-market execution.
• Proven track record of building brands, driving market share growth, and delivering measurable business impact.
• Experience managing agencies, media budgets, integrated campaigns, and multi-channel marketing execution.

Skills & Competencies

• Strong strategic marketing leadership capability.
• Strong commercial acumen and business orientation.
• Proven ability to build brands and drive long-term market share growth.
• Excellent go-to-market planning and execution capability.
• Strong understanding of both brand building and performance marketing.
• Strong consumer insight interpretation and action planning.
• Excellent stakeholder management and cross-functional collaboration skills.
• Strong agency management and budget management capability.
• Strong analytical thinking and performance measurement discipline.
• Excellent communication, presentation, and influencing skills.
• Ability to balance strategic vision with hands-on execution.
• Strong written and spoken English and Vietnamese.

Nice to Have(s)

• Experience working in a matrix, multinational, or joint venture (JV) environment is preferred.
• Vietnam market experience is highly desirable.
• Experience in launch-stage, growth-stage, or category-creation environments is highly preferred.
• Experience in industries such as automotive, mobility, EV, technology, consumer durables, energy, retail, or other consumer-facing sectors is strongly preferred.
• Experience in retail/channel marketing and working closely with sales or distribution teams is an advantage.