Expert, Brand Experience and Identity

Job Purpose

• Developing and managing offline brand assets and physical brand touchpoints to ensure a consistent and premium Techcombank brand experience across customer journeys.
• Leads the development, implementation, and governance of offline branding initiatives, ensuring alignment with the Bank's brand strategy, brand identity standards, customer insights, and business objectives.
• Collaborates with internal stakeholders and external partners to strengthen brand visibility, emotional connection, brand love and overall brand equity through impactful offline brand experiences.

Key Accountabilities

1. Offline Brand Asset Development & Management
   • Develop and implement offline brand assets that enhance customer experience and strengthen brand perception, including:
     • Customer gifts and loyalty gifts.
     • Branding kits and merchandise.
     • Seasonal and special publications (Tet calendars, red envelopes, premium gift collections, etc.).
     • POSM materials supporting campaigns and business initiatives.
     • Uniforms and other branded materials.
   • Ensure all brand assets are aligned with Techcombank's brand positioning, customer insights, campaign objectives, and brand identity standards.
   • Manage the end‑to‑end development process of offline brand assets from concept development, design, production, procurement to deployment.
2. Physical Brand Touchpoint Development
   • Lead the implementation and enhancement of Techcombank's brand identity across physical customer touchpoints, including:
     • Branches and transaction offices.
     • Office buildings and workplaces.
     • Events, activations and experiential marketing programs.
     • Special occasions such as Tet holidays, Techcombank anniversaries, major campaigns and brand‑led initiatives.
   • Ensure seamless integration between online and offline brand experiences, translating campaign concepts into impactful physical experiences.
   • Work closely with business units, operation teams, facilities management, procurement and vendors to ensure consistency and quality execution.
3. Brand Identity Governance
   • Develop, update and standardize brand identity guidelines applicable to offline assets and physical environments.
   • Establish governance mechanisms and quality control processes to ensure compliance with Techcombank brand standards across all offline materials and touchpoints.
   • Conduct regular audits and reviews of offline branding implementation to identify improvement opportunities and ensure consistency nationwide.
   • Provide consultation and guidance to internal stakeholders on offline branding standards and applications.
4. Stakeholder & Vendor Management
   • Collaborate with internal stakeholders including Marketing, Retail Banking, Wealth Management, Human Resources, Administration and Operations teams to execute branding initiatives.
   • Manage relationships with creative agencies, production houses, printing vendors and other suppliers to ensure quality, timeline and cost effectiveness.
   • Monitor project progress, budget utilization and implementation effectiveness.
5. Reporting & Performance Evaluation
   • Track and evaluate the effectiveness of offline branding initiatives.
   • Prepare and present reports on project progress, implementation results, budget performance and opportunities for improvement.
   • Recommend innovative solutions and best practices to continuously enhance customer experience and brand visibility.
6. Other duties as assigned.

Success Profile - Qualification and Experiences

• Bachelor's Degree or above in Marketing, Brand Management, Business Administration, Communications, Design, Advertising or related disciplines.

• Strong expertise in Brand Management, Brand Identity Development and Brand Experience Management.
• Solid understanding of customer experience design and omnichannel branding.
• Knowledge of merchandising development, production management and offline marketing execution.
• Strong project management and stakeholder management capabilities.
• Experience in managing large‑scale branding projects and multiple vendors simultaneously.
• Ability to balance brand vision, business objectives and operational feasibility.

• Minimum 6 years of experience in Brand Management, Brand Development, Marketing Communications or related fields.
• Proven experience in managing offline brand assets, physical branding environments and customer experience initiatives.
• Experience working in Banking, Financial Services, FMCG, Retail or multinational organizations is preferred.
• At least 2 years of experience in leading project teams, cross‑functional initiatives or managing external agencies/vendors.