Create connections that move people and business forward.
At AIA, your customer insight, commercial expertise and ideas can contribute to our Purpose of helping millions of people live Healthier, Longer, Better Lives. Across our diverse markets, you will take on meaningful challenges, collaborate with talented colleagues and turn insight into engaging experiences, trusted relationships and sustainable growth for our customers and communities.
Join us to shape how people engage with health, wellbeing and protection, grow through new experiences and extend your impact across Asia.
About the Role
Report to: Associate Director, Brand & Communications
Location: Hochiminh City
Function: Marketing and Partnership Distribution | Department: Corporate Brand & Communications
Role: Managerial
The Opportunity
We are currently looking for Head of Brand Management who is responsible for leading and stewarding the AIA brand in Vietnam, ensuring a consistent, distinctive, and customer-centric brand experience across all touchpoints.
This role drives brand governance, integrated marketing communications, social media strategy, and creative excellence to translate brand strategy into impactful experiences that strengthen awareness, trust, customer engagement, and long-term brand equity.
Roles and Responsibilities
Brand Strategy, Governance & Stewardship
Lead the development, implementation, and governance of the AIA brand strategy in Vietnam, ensuring alignment with Group brand standards and business objectives.
Serve as the custodian of the AIA brand, safeguarding brand identity, positioning, visual standards, messaging, and tone of voice across all customer and stakeholder touchpoints.
Drive brand consistency and excellence across channels, campaigns, partnerships, and customer experiences.
Integrated Marketing Communications
Lead the planning and execution of integrated marketing campaigns from strategic conception through creative development, launch, optimization, and post-campaign evaluation.
Ensure effective localization and deployment of Group brand campaigns, platforms, and assets while maintaining relevance to the Vietnam market.
Collaborate with internal stakeholders and external partners to deliver impactful brand communications that support business growth and customer engagement.
Social Media & Content Leadership
Define and execute AIA Vietnam's social media and content strategy to strengthen brand presence, engagement, and advocacy.
Oversee always-on content programs and health ecosystem communications across owned, earned, and paid channels.
Drive social listening initiatives to identify market trends, customer insights, emerging opportunities, and reputational risks. Continuously optimize content performance through data-driven decision-making and audience insights.
Creative Excellence & Agency Management
Champion creative excellence across all brand and marketing initiatives. Provide clear strategic direction and high-quality creative briefs to agency partners and internal teams.
Ensure all campaigns, social content, video productions, and branded assets reflect best-in-class creative standards and deliver strong business outcomes.
Build and manage productive relationships with creative, media, digital, and production agencies.
Brand Performance & Insights
Establish and monitor key brand performance indicators, including Brand Power, Awareness, Consideration, Brand Preference, Social Buzz, Sentiment, and Engagement Metrics.
Leverage consumer research, brand health tracking, campaign analytics, and social intelligence to identify growth opportunities and improve brand effectiveness.
Develop actionable recommendations to strengthen brand equity, customer perception, and marketing ROI.
Stakeholder Collaboration
Partner closely with Corporate Communications, Brand Activation, Distribution, Product, Health & Wellness, Customer, and Group Marketing teams to deliver a seamless and coherent AIA brand experience.
Influence senior…