Brand Lead

BRAND LEAD - AI HAY

Location:
Ho Chi Minh City, Vietnam

Type:
Full-time

Team:
Marketing & Growth

Who We Are:

AI Hay is building the most loved and useful AI platform for Vietnamese people. With nearly
20 million downloads
, we're
Vietnam's second-largest AI app
- solving local problems from daily curiosities to critical workflows. We understand how Vietnam actually works: the schools that changed admission policies, the districts that restructured, the businesses that opened last month. Vietnamese reality, not just vocabulary. A friendly, local companion, not just another tool.

And our users notice. We ranked
2nd in customer satisfaction in Vietnam's Consumer AI Report by Decision Lab
and
won the 2025 Better Choice Award
- recognition that we're building something users genuinely love.

This is why we've
raised $19M from top global investors
who bet on companies solving real problems at scale. And it's why
AWS selected us as one of only three AI startups in Southeast Asia for their Global Generative AI Cohort
, backing us with over $1M in computing credits to accelerate what we're building.

The momentum is undeniable:
Forbes Asia named us to their 100 To Watch list,
making AI Hay the only AI company in Vietnam to make it. The world is paying attention to what we're building.

But here's what makes us different:
We're not just a generic chatbot. AI Hay is both a productivity assistant AND an entertainment companion, spanning the full spectrum of how people actually want to use AI in their daily lives.

Our momentum is only starting, and the next decade will be crucial for us to become Vietnam's AI champion. The foundation is built; now be part of the ride to help us scale.

The Opportunity

You'll be the founding brand leader at a company on the edge of breakout scale. Vietnamese people ask tens of millions of questions every day about their lives, businesses, and futures. Right now, that value leaks to multiple tools that don't fully understand Vietnam. We're building the AI that captures that value - and becomes the default answer for 100M+ Vietnamese people.

Your mission:
Make "AI Hay" the brand Vietnamese people reach for first. Whether they need to analyze a business report or unwind with their favorite AI companion, AI Hay should be the answer.

You won't be "managing a brand." You'll be
building
one from proven traction to household name status.

What You'll Own

Brand Strategy & Positioning

• Define and own how AI Hay shows up in market: messaging, narrative, differentiation
• Navigate the productivity-entertainment duality: Position us as the all-in-one AI platform (serious + fun), or craft distinct positioning for each angle, whatever resonates most with Vietnamese people
• Make "Vietnam's AI" feel inevitable, not aspirational
• Translate product features into emotional and cultural relevance

Brand Campaigns

• Launch and scale brand campaigns: billboards, TV, digital, out-of-home across Vietnam's major cities
• Execute campaigns that drive mass awareness and make AI Hay a household name
• Own campaign performance: what's working, what's not, and how we iterate
• Partner with agencies and creative teams to produce world-class work on Vietnamese timelines

Cultural Relevance & Partnerships

• Make AI Hay part of Vietnamese internet culture, memes, and daily conversation
• Activate celebrity and influencer partnerships that make AI Hay culturally iconic
• Build partnerships that become brand moments (not just business deals)
• Ensure AI Hay feels like it belongs to Vietnam, not borrowed from elsewhere

Community & Voice

• Turn millions of users into active evangelists through storytelling and community programs
• Own AI Hay's voice across all channels - social media, campaigns, product messaging
• Create the moments people share: launches, features, campaigns that generate organic buzz
• Build programs that make users feel like insiders building something together

You'll report directly to the CEO and Senior Management Team.
This is a founder-facing role. Your work will shape the company's trajectory.

What We Are Looking For:

Brand-building experience:

• 4+ years in brand marketing, growth marketing, or creative strategy
• You've launched campaigns that moved the needle (brand awareness, user acquisition, cultural impact)
• Experience in Vietnamese consumer market (you understand what moves people here)
• Track record of campaigns that worked: show us your wins, whether at big brands or scrappy startups

Hands-on execution:

• You're not a "strategy only" person: you build decks AND negotiate with billboard companies
• Comfortable with performance marketing concepts (CAC, conversion funnels, attribution)
• Can manage agencies, freelancers, and partners to get high-quality output
• Move fast: you ship campaigns in weeks, not quarters

Strategic thinking:

• Understand positioning and competitive dynamics
• Can you zoom out (brand strategy) and zoom in (this TikTok video isn't working, why?)
• Data-informed but not paralyzed by it (you test, learn, iterate)

Cultural fluency:

• Vietnamese native or deep Vietnamese market knowledge
• Understand what resonates culturally (not just translating US/global playbooks)
• Connected to Vietnamese internet culture, trends, memes, influencers
• Know how Vietnamese people make decisions (trust, social proof, local credibility)

Nice-to-Haves:

• Startup experience (comfortable with ambiguity, fast pace, doing things for the first time)
• Consumer tech or app marketing background
• Experience with influencer/celebrity partnerships
• Built brands that competed against much bigger global players
• Creative chops (you can write, conceptualize campaigns, give creative direction)

Compensation & Benefits

• Competitive base salary + performance bonus + equity package
• Annual health insurance, check ups,...
• Details discussed during interview process

If you've read this far and you're excited, you should apply. We're looking for people who see the vision, have that dog in them, and want to build it with us.

The window is open. Let's not waste it.