The Role
Lead end-to-end marketing for VinFast E-Scooter in the Philippines: define brand strategy, run integrated campaigns (digital, OOH, events, in-store), manage digital channels and agencies, support trade/dealer activations, build and lead a 3-5 person team, manage budget and ROI, and report market insights to regional and country leadership.
Summary Generated by Built In
I. POSITION SUMMARY
THE MARKETING DIRECTOR WILL WORK ON-SITE IN PHILIPPINES
The Director of Marketing leads the full marketing function for VinFast's E-Scooter division in the assigned market (Philippines or Indonesia), driving brand strategy, demand generation, and channel growth.
This role owns end-to-end marketing execution — from brand positioning and campaign management to trade marketing oversight and digital channel performance. The Director operates in a fast-paced, high-accountability environment and is expected to move at speed while maintaining quality and brand consistency across all touchpoints.
The role requires a decisive, hands-on leader who can manage both strategy and execution, work across a matrix organization, and deliver measurable results in a competitive and rapidly evolving EV market.
II. KEY RESPONSIBILITIES
1. Brand & Campaign Management
- Define and execute VinFast E-Scooter brand strategy for the local market, aligned with regional positioning.
- Develop and manage integrated marketing campaigns across digital, OOH, events, and in-store.
- Ensure brand consistency across all consumer touchpoints — online and offline.
- Manage agency briefs, deliverable reviews, and campaign performance evaluations.
2. Digital & Social Media
- Own the performance of Facebook, TikTok, and Instagram channels, delivering growth in reach, engagement, and lead quality.
- Oversee content strategy and production in partnership with local agencies.
- Monitor and report channel KPIs weekly; drive data-informed optimization.
- Collaborate with regional digital team on campaign alignment and asset sharing.
3. Trade Marketing & Dealer Support
- Lead trade marketing strategy: point-of-sale materials, dealership activations, local events, and dealer co-marketing programs.
- Ensure brand standards are maintained at all dealership locations.
- Work closely with the Sales team to align promotional activities with dealer sales targets.
4. Team Leadership & Agency Management
- Build, manage, and develop a high-performing marketing team of 3–5 direct reports.
- Set clear performance expectations, provide coaching, and foster a culture of speed and ownership.
- Select, manage, and evaluate marketing agencies — creative, media, PR, digital.
- Manage marketing budget with full accountability for ROI and cost efficiency.
5. Reporting & Market Intelligence
- Report marketing performance to Country CEO and Regional team on a weekly/monthly basis.
- Track competitor marketing activities, product launches, pricing, and channel strategies.
- Provide market insights and recommendations to inform product positioning and go-to-market plans.
Requirements
- Bachelor's degree in Marketing, Business Administration, or related field; MBA preferred.
- Minimum 10 years of marketing experience, including at least 3 years in a senior marketing leadership role.
- Experience in the 2-wheel (2W) or electric vehicle industry is strongly preferred.
- Proven track record of managing digital channels and performance marketing in Southeast Asian markets.
- Strong experience managing agencies and external production teams.
- Excellent leadership and people management skills — ability to develop and retain talent.
- Highly data-driven: comfortable with performance dashboards, analytics tools, and ROI measurement.
- Thrives in a fast-moving, high-accountability environment with tight deadlines.
- Strong communication skills in English; Filipino or Bahasa proficiency is an advantage.
Skills Required
- Work on-site in the Philippines
- Bachelor's degree in Marketing, Business Administration, or related field
- MBA
- Minimum 10 years of marketing experience including at least 3 years in a senior marketing leadership role
- Proven track record managing digital channels and performance marketing in Southeast Asian markets
- Experience in the 2-wheel (2W) or electric vehicle industry
- Strong experience managing agencies and external production teams
- Excellent leadership and people management skills with ability to develop and retain talent
- Highly data-driven; comfortable with performance dashboards, analytics tools, and ROI measurement
- Strong English communication skills
- Filipino or Bahasa proficiency
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The Company
What We Do
VinFast is a Vietnamese multinational automotive manufacturer, established in 2017, that designs and manufactures electric vehicles (EVs), e-scooters, and e-buses. It is part of Vingroup, one of Vietnam's largest conglomerates.
