Country Head of Marketing

Organizational Information

Asia Strategic Holdings ("Asia Strategic") is a London-listed investment company (ASIA: LN) with headquarters in Singapore, Ho Chi Minh City and Yangon. As an operator and developer of a fast-growing portfolio of businesses, the company aims at creating opportunities for investors to gain exposure to the world's final frontier markets: Vietnam and Myanmar.

Asia Strategic employs over 2,500 people operating across three principal sectors that it has focused on thus far: education, hospitality, and business services. It is actively looking into additional industries with potential growth such as healthcare, retail services and renewable energy.

Position Overview

The Country Head of Marketing (Vietnam) leads the execution engine of Asia Strategic Holdings' internal marketing agency, overseeing the centralized delivery of marketing services across business units including Wall Street English, Kids&Us, Logiscool, and Exera.

This role is responsible for orchestrating a cross-functional marketing team that delivers high-quality, on-brand execution across campaign management, content production, media planning, digital performance, events, brand activations, and marketing conversion support. The successful candidate will bring structure, speed, and precision to the shared marketing function, enabling Brand Managers in each business unit to turn strategy into results.

Beyond operational leadership, the Country Head of Marketing also serves as a center of marketing excellence, advising Brand Managers on best practices in campaign design, messaging frameworks, and performance evaluation. This role plays a key part in promoting consistent use of internal tools, templates, and SOPs, while fostering a culture of continuous learning and shared standards across the Group.

The ideal candidate is both a hands-on marketing operator and a strategic enabler, capable of driving measurable impact through structured execution, functional advisory, and high-trust collaboration across teams.

Key Areas of Responsibility

1. Marketing Operations Leadership

• Lead the internal marketing shared service function, ensuring structured and efficient delivery of marketing campaigns across all business units.

• Translate strategic brand and campaign briefs into operational plans with clear timelines, deliverables, and execution oversight.

• Enforce standards, workflows, and SOPs to ensure consistent service delivery across content, digital, media buying, events, activation, and marketing conversion support.

2. Shared Services Governance & Quality Assurance

• Build and manage a clear service governance model between the shared services team and business unit Brand Managers.

• Implement briefing, planning, and approval frameworks to streamline campaign execution and reduce friction.

• Drive continuous improvement through post-campaign reviews, quality control processes, and operational feedback loops.

3.Cross-Functional Team Oversight

• Supervise a team of campaign managers, content producers, media planners, and conversion support staff.

• Foster a high-performance team culture grounded in accountability, delivery excellence, and creative impact.

• Facilitate strong coordination between brand strategy owners (Brand Managers) and marketing delivery teams.

4. Platform & Process Enablement

• Champion the adoption of marketing planning and coordination platforms (e.g., Click-Up, CoSchedule, Airtable) to enhance visibility and alignment.

• Promote practical use of AI tools for content ideation, copywriting, and production scaling, ensuring agility and consistency.

• Maintain an internal marketing handbook with SOPs, templates, and tools to support ongoing delivery and team onboarding.

5. Performance Tracking & Campaign Optimization

• Ensure execution teams are
aligned
to KPIs including campaign timeliness, quality standards, volume of leads, and channel efficiency.

• Collaborate with brand managers and analytics teams to track campaign effectiveness and drive actionable insights.

• Integrate performance dashboards and reporting loops to inform decision-making and resource prioritization.

6. Budget and Resource Management

• Manage shared marketing resources, tools, and budgets in alignment with campaign pipelines and service priorities.

• Optimize resource deployment across business units while maintaining high service standards and responsiveness.

7. Marketing Excellence & Advisory Support

• Act as a marketing thought partner and executional advisor to Brand Managers and business unit leaders, supporting them in structuring campaign briefs, refining positioning, and applying best practices.

• Serve as a guardian of marketing maturity by promoting consistency in campaign quality, message discipline, platform usage, and data-led performance insights.

• Contribute to a culture of continuous learning by sharing lessons learned, coordinating playbooks, and fostering internal upskills in marketing delivery.

• Participate in the Group Marketing Center of Excellence by helping shape SOPs, templates, and training materials aligned with evolving business and market needs.

The above statements are a snapshot of the duties and responsibilities of the role and are not intended to be an exhaustive list.

Key Leadership Attributes & Competencies

•
Executional Rigor
: Proven ability to lead complex marketing operations across content, digital, media buying, events, activations, and conversion support, with disciplined follow-through and delivery assurance.

•
Marketing Enablement & Advisory Mindset
: Skilled at both delivering marketing execution and advising Brand Managers to sharpen briefs, improve campaign structure, and apply best practices.

•
Operational Leadership
: Adept at designing systems, optimizing workflows, and leading cross-functional teams in a shared service or internal agency model.

•
Strategic Influence & Coaching
: Ability to guide and elevate marketing practices across units, fostering alignment, continuous improvement, and knowledge sharing.

•
Cross-Functional Collaboration
: Strong interpersonal and communication skills with the ability to align diverse stakeholders, resolve operational blockers, and maintain trust with BU leadership.

•
Performance & Results Orientation
: Data-literate and focused on measurable outcomes, with a strong grasp of executional KPIs, channel effectiveness, and ROI-driven campaign management.

•
Creative Quality Control
: High attention to detail in campaign deliverables, ensuring brand coherence and quality across formats, from digital to physical activations.

•
Digital & Tool Fluency
: Hands-on experience with project management platforms, AI-powered content tools, analytics dashboards, and marketing coordination systems.

•
Adaptability & Resourcefulness
: Agile and solution-oriented, comfortable with experimentation and introducing new tools or formats to enhance team output and scalability.

•
Team Leadership & Capability Building
: Experienced in coaching, developing, and motivating both direct reports and cross-functional collaborators to raise performance standards.

Qualification and Experience Required

•
Education

o Bachelor's degree in marketing, Communications, Business, or a related field.

o A master's degree (e.g., MBA) or professional certification (e.g., CIM, DMI) is a strong advantage.

•
Professional Experience

o Minimum 10 years of progressive experience in marketing, with at least 3–5 years in a leadership role managing cross-functional delivery teams.

o Proven experience leading execution across multiple marketing domains, including content creation, digital campaigns, media buying, events, activations, and funnel conversion support.

o Demonstrated ability to operate within a shared services or internal agency model, with a track record of supporting multiple brand stakeholders and business units.

o Prior exposure to advising or coaching internal marketing stakeholders (e.g., Brand Managers) and contributing to marketing governance, playbooks, or SOP development.

o Experience in environments focused on marketing maturity building, quality assurance, or center of excellence principles is highly valued.

o Strong familiarity with Vietnam's media landscape and consumer behavior, particularly across education or consumer service sectors.

• Technical Competence

o Proficiency with project and task management platforms (e.g., Click-Up, Airtable, , CoSchedule).

o Familiarity with content management/scheduling tools, analytics dashboards (e.g., Google Analytics, Meta Insights), and CRM/funnel tools (e.g., HubSpot).

o Exposure to AI tools for content ideation, production, or campaign optimization is an advantage.

• Languages

o Bilingual fluency in Vietnamese and English, with strong written and verbal communication skills in both languages.

Management Information

•
Number of subordinates directly reporting to this position:
4–7

•
Number of subordinates indirectly reporting to this position:
10–25