Marketing Director

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.