Head of Branding

3 days ago

Ho Chi Minh City, Ho Chi Minh, Vietnam Talentnet Corporation Full time

Vietnamese Application only

Job Description – Head of Branding (Hospital/Healthcare)

1. Position Summary

The Head of Branding is responsible for shaping, developing, and elevating the hospital's brand identity across all touchpoints. This role leads brand strategy, communication direction, and customer experience initiatives to strengthen patient trust, increase brand recognition, and position the hospital as a top healthcare destination.

2. Key Responsibilities

Brand Strategy & Development

  • Develop and implement the hospital's brand strategy aligned with business goals and patient-centric values.
  • Build a strong, consistent brand identity across all channels (online & offline).
  • Lead market positioning strategies to differentiate the hospital from competitors.
  • Oversee annual brand plans, campaigns, and budget allocation.

Brand Communication & Marketing

  • Lead integrated branding campaigns including digital, social media, PR, events, CEM, and community healthcare programs.
  • Direct messaging frameworks to ensure medical accuracy, professionalism, and patient relevance.
  • Work closely with Medical Directors, Operations, and PR teams to align communication with service quality and patient experience.
  • Manage crisis communication related to brand reputation.

Customer Experience (CEM) & Patient Journey Optimization

  • Collaborate with Operations to design and improve all touchpoints: clinic reception, consultation, waiting areas, after-service, etc.
  • Ensure brand experience is consistent across all departments and hospital branches.
  • Conduct patient insights, brand health surveys, and NPS measurements.

Digital Branding & Content Strategy

  • Oversee website, social platforms, SEO/SEM, and medical content quality.
  • Drive thought-leadership initiatives (medical experts' content, health talk shows, webinars).
  • Ensure compliance with MOH communication regulations.

Stakeholder & Team Management

  • Lead Branding/Marketing/PR team (5–20 pax depending on hospital scale).
  • Manage relationships with agencies, media partners, KOLs, medical associations, and community organizations.
  • Report performance and brand metrics to Board of Directors.

3. Requirements

Qualifications

  • Bachelor's degree in Marketing, Communications, Business, or related fields.
  • MBA is a plus.

Experience

  • Minimum 7–10 years in Branding/Marketing, with at least 3 years in a managerial role.
  • Strong strategic branding capabilities; deep understanding of patient behavior and healthcare positioning.
  • Excellent leadership, cross-functional communication, and stakeholder management skills.
  • Strong sense of empathy, integrity, and attention to detail.
  • Ability to manage crisis communication in sensitive healthcare environments.
  • Fluent in English is preferred.

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