Marketing Director

ACG_3863_JOB Our client is a leading retail mall who is looking for a qualified candidate to join their firm. KEY RESPONSIBILITIES 1. Brand Leadership & Governance Own and champion the brand positioning, identity, and experience principles. Act as the single point of brand governance, ensuring Marketing and cross-functional executions consistently reflect the brand positioning and luxury standards. Define and protect the distinctive taste, point of view, and cultural relevance across experiences, partnerships, communication, and design. Guide and influence teams across the organization, challenging executions that do not meet the intended brand standards. 2. Marketing Leadership Own the overall Marketing strategy, calendar, budget, and performance. Build and develop a strong Marketing team and external creative/agency ecosystem. Act as a strong internal advocate for the brand, influencing Leasing, Operations, and other functions beyond direct reporting lines. Balance strong creative judgment and luxury sensibility with commercial discipline and measurable business outcomes. Lead and manage the Marketing team’s execution across its three core pillars: a. Partnership & Activation Develop ownable signature campaigns and experiences, creating distinctive properties that customers recognize and look forward to over time. Curate partnerships across luxury, fashion, beauty, gastronomy, art, culture, hospitality, and lifestyle that strengthen positioning and bring new dimensions to the destination. Create compelling reasons for luxury clients to visit, spend time, and return beyond transactional shopping. Work with tenants and external partners to develop experiences that are relevant to the target clientele while reinforcing the overall brand. b. CRM & Client Engagement Build a lifetime relationship strategy with the most valuable clients, moving beyond transactional CRM toward personalized engagement. Develop a strong understanding of the high-value client network, including their interests, behaviors, and relationships with the destination. Create personalized services, privileges, invitations, and experiences that deepen client relationships and increase engagement frequency. Build meaningful client segmentation and use customer intelligence to continuously improve experiences, communication, and partnerships. c. Communication & Editorial Build and express the distinctive luxury taste and point of view through communication, content, and creative direction. Establish the brand as a curator, identifying what is worth discovering, experiencing, and discussing across fashion, beauty, culture, gastronomy, and contemporary luxury lifestyle. Develop a strong editorial approach that brings together heritage, architecture, tenants, people, products, and experiences into relevant stories. Guide social media, content, editorial, and design teams to ensure every expression feels distinctive, contemporary, and consistent with positioning. Move communication beyond simply promoting what tenants or the destination have available toward curating what deserves attention and why it matters to clients. Requirements 7+ years of progressive Marketing experience, with meaningful responsibility for brand building and consumer engagement. Strong editorial instinct and cultural curiosity, with the ability to identify what is worth discovering, curating, and amplifying rather than simply promoting what is available. Sophisticated understanding of luxury with strong aesthetic judgment and sensitivity to experience, content, design, and detail. Strong experience in brand building, CRM/client engagement, partnerships, content, or experiential marketing, ideally from global FMCG, luxury/fashion/beauty, premium hospitality, retail, or other leading consumer brands. Ability to translate brand strategy into compelling experiences, communication, and disciplined execution. Strong understanding of affluent consumers and the ability to build meaningful long-term client relationships. Strong leadership and influencing capability, including the confidence to guide and challenge cross-functional teams. Strategic and creative thinker with a strong commercial mindset. Fluent Vietnamese and strong professional English. Contact: Ha Hoang Due to the immense number of applications, only shortlisted candidates will be contacted.