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Head of Brand

2 weeks ago

Ho Chi Minh City, Ho Chi Minh, Vietnam Prudential Vietnam Assurance Private Ltd. Full time $90,000 - $120,000 per year

Prudential's purpose is to be partners for every life and protectors for every future. Our purpose encourages everything we do by creating a culture in which diversity is celebrated and inclusion assured, for our people, customers, and partners. We provide a platform for our people to do their best work and make an impact to the business, and we support our people's career ambitions. We pledge to make Prudential a place where you can Connect, Grow, and Succeed.

Job Summary
The Head of Brand and Marketing is responsible for defining and leading the company's brand and marketing strategy to build strong consumer trust, drive sustainable growth, and differentiate the business in a highly competitive and regulated market.
This role oversees all aspects of brand positioning, marketing communications, and customer engagement—balancing commercial objectives with the company's purpose of helping customers achieve financial security and peace of mind. The incumbent is accountable for shaping the brand narrative, driving marketing campaigns, and embedding the brand's values internally to foster employee advocacy.
The Head of Brand and Marketing partners closely with Distribution, Product, Digital, and Corporate Affairs teams to ensure marketing strategies translate into measurable business outcomes, strengthen customer relationships, and contribute to long-term brand equity.
Job Responsibilities
one. Brand Strategy & Positioning

  • Define and evolve the company's brand purpose, positioning, and narrative to build differentiation and emotional relevance in the life insurance market.
  • Develop and manage the brand architecture to ensure clarity across corporate, product, and sub-brand levels.
  • Safeguard brand reputation and ensure consistent expression across all channels and markets.
  • Monitor and report on brand equity, awareness, and perception metrics.

two. Marketing Strategy & Planning

  • Lead the development of an integrated marketing strategy aligned with business priorities—acquisition, retention, and customer value.
  • Translate corporate strategy and business plan into actionable marketing plans with clear KPIs.
  • Design and implement innovative monthly and quarterly sales campaigns in collaboration with distribution to deliver commercial targets.
  • Oversee marketing budgets, ensuring efficient resource allocation and ROI optimization.

3. Campaign Development & Execution

  • Lead the design and execution of integrated brand campaigns that educate, inspire trust, and simplify the insurance category.
  • Ensure storytelling reflects the brand's purpose and resonates with both existing and prospective customers.
  • Oversee media planning and partnerships, ensuring effective use of digital, social, and traditional channels.

4. Digital Marketing & Performance

  • Lead digital marketing strategy, including SEO/SEM, social, content, and performance marketing.
  • Drive data-led optimization of campaigns to maximize ROI.
  • Collaborate with technology and analytics teams to enhance marketing automation and personalization capabilities.

5. Leadership & Governance

  • Lead, mentor, and develop a high-performing marketing team across brand, digital, and communications functions.
  • Manage agency and vendor partnerships to ensure quality, innovation, and cost-effectiveness.
  • Establish strong governance over brand usage, trademarks, and creative standards.
  • Report marketing performance and insights to the executive team and board where relevant.

Job Requirements

  • 10 years minimum in the similar position or similar. University degree or higher in the same expert area.
  • At least 5 years of experience in leadership role
  • Knowledge of Insurance industry best practices, methodologies, and commercial project leadership experience
  • Ability to manage multiple priorities and adapt to changing business needs
  • Excellent stakeholder management, communication and interpersonal skills for effective interaction with top management leaders, biz stakeholders and technical teams.
  • Good customer centric mindset, analytical skillset and problem-solving skill

Prudential is an equal opportunity employer.
We provide equality of opportunity of benefits for all who apply and who perform work for our organisation irrespective of sex, race, age, ethnic origin, educational, social and cultural background, marital status, pregnancy and maternity, religion or belief, disability or part-time / fixed-term work, or any other status protected by applicable law. We encourage the same standards from our recruitment and third-party suppliers taking into account the context of grade, job and location. We also allow for reasonable adjustments to support people with individual physical or mental health requirements.