About this role

ACG_3863_JOB

Our client is a leading retail mall who is looking for a qualified candidate to join their firm.

KEY RESPONSIBILITIES

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.

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.

7+ years of marketing experience, with strong expertise in brand building, CRM, partnerships, content or experiential marketing, ideally from global FMCG, luxury/fashion/beauty or premium retail businesses.
Background in premium shopping malls, luxury retail, hospitality or lifestyle businesses; mall experience preferred.
Strong understanding of destination marketing, tenant collaboration, footfall generation and commercial performance.
Deep understanding of luxury consumers, VIP engagement and personalized customer experiences.
Strong aesthetic judgment, editorial instinct and cultural awareness, with a refined luxury sensibility.
Ability to translate brand strategy into impactful campaigns, experiences and measurable business results.
Strong leadership, cross-functional collaboration and strategic thinking with a commercial mindset.
Fluent Vietnamese and strong professional English.
KEY SUCCESS MEASURES
Strength and consistency of company's new brand positioning
Development and impact of ownable company signature campaigns
Qualified footfall, visit frequency and client engagement
Growth and quality of company's CRM and high-value client relationships
Client retention, reactivation and participation in company experiences
Quality and distinctiveness of company's editorial and creative expression
Tenant and strategic partner engagement
Contact: Ha Hoang *
*Due to the immense number of applications, only shortlisted candidates will be contacted.

Senior Marketing Manager ( Luxury Retail Background only)