Brand Director – Vietnam

Reports to: General Manager, Vietnam

Location: Ho Chi Minh City or Ha Noi, Vietnam,

About Us

Founded in Seattle in 1995 by Paula Begoun, Paula's Choice Skincare is a multinational brand with over 30 years of history. Our vision is to empower consumers with in-depth knowledge and enable people around the world to make the best choices for their skin.

About Our Culture

We’re a rapidly growing entrepreneurial team that thrives on change, prioritizing a culture of feedback and inclusivity. We adopted an agile way of working and thrive on change. Agile lives and breathes in our full organization, this makes us move fast and grow even faster. We are proud to consistently show high double-digit growth. Our main business is direct to consumer via our e-commerce business making us a fast-paced profitable organization.

Paula’s Choice is also committed to diversity! Our customers come from all walks of life and so do we. We hire great people from a wide variety of backgrounds, not just because it’s the right thing to do, but because it makes our company stronger. We hope you agree. If you share our values and our enthusiasm for empowering people to achieve their own definition of beautiful, Paula’s Choice could be a wonderful fit for you.

About the Role

The Brand Director is the brand custodian and growth leader for Paula's Choice in Vietnam. The role owns the local brand strategy, communications and creative expression across all consumer touchpoints, translating global and regional direction into plans that win with Vietnamese consumers.

The role leads and integrates the Brand Marketing, Product Marketing, Social Marketing, PR & KOL/KOC and Creative functions. It partners closely with Ecommerce, Wholesale, Trade Marketing, Finance, Supply Chain, Regulatory and Global team to grow both brand equity and revenue.

This is a leadership role requiring strategic thinking, agility, people leadership, creative judgement and commercial discipline.

Key Responsibilities

Brand strategy & stewardship

• Own and define the Vietnam brand strategy, aligned with Global brand direction while adapting for local consumer insight and cultural nuance
• Lead the local adoption and rollout of global initiatives (brand campaigns, portfolio launches, hero narratives)
• Ensure brand consistency and compliance across all channels, partners, KOLs and agencies, including local advertising and cosmetics regulations
• Provide consumer, category and competitor insight to guide brand and business decisions

Product Marketing

• Own the Vietnam product portfolio strategy: hero, core and new SKU roles, assortment by channel, SKU prioritization and range rationalisation
• Lead go-to-market for new product launches: localize global launch toolkits, define target consumer, positioning, key messages, launch timing and channel plan
• Translate global product science into clear local product stories (benefits, key ingredients, usage and regimen) that resonate with Vietnamese consumers
• Ensure product claims and communication comply with Vietnamese cosmetics and advertising regulations, working with Legal on product notification and claim approval
• Develop product education and sales-enablement materials (product training, FAQs, selling guides) for Ecommerce, livestream, Customer Service, retail partners and beauty advisors
• Partner with Ecommerce, Wholesale and Finance on pricing, price architecture, bundles/gift sets and promotional mechanics, protecting brand value and margin
• Provide input to demand forecasts and launch volumes with Supply Chain; track post-launch performance (sell-out, ratings & reviews, repurchase) and drive optimisation or phase-out decisions
• Feed local consumer and market needs back to Global and regional product teams to influence future innovation and portfolio decisions

Integrated campaigns & launches

• Lead end-to-end planning and execution of 360° campaigns, product launches and key commercial moments (e.g. mega sale days, Tet, brand days) across ATL, BTL, digital, social, retail and CRM
• Guide ideation from consumer insight through execution, balancing brand storytelling with commercial effectiveness
• Drive top-of-funnel awareness and brand love, building long-term equity alongside short-term sales
• Ensure content and assets are modular and optimised for omnichannel deployment

Social, PR & KOL/KOC

• Set the direction for social media, content and community, building brand buzz and engagement
• Lead the PR and KOL/KOC strategy, including expert and dermatologist partnerships, affiliate and livestream content
• Protect brand reputation and lead issue and crisis communication when needed

Commercial partnership

• Partner with Ecommerce and Wholesale teams to align the marketing calendar and brand storytelling with performance targets
• Work with Trade Marketing and retail partners on in-store activation, VM direction, events and co-created programs
• Collaborate with the Media team to align brand objectives with media planning and performance

Budget & performance

• Own the brand and A&P budget, balancing brand ambition with ROI accountability and operational feasibility
• Define brand KPIs (awareness, consideration, share of voice, engagement, brand health) and report results to the GM and regional team
• Manage creative, PR, KOL and production agencies for quality, cost and delivery

People leadership

• Lead, coach and develop a multi-disciplinary team across Brand Marketing, Product Marketing, Social Marketing, PR & KOL/KOC and Creative
• Build a high-performance culture grounded in clarity, accountability, collaboration and continuous improvement
• Define team structure, roles, capabilities and succession planning in line with business growth
• Act as the key link between Global team and Vietnam team
• Other responsibilities as assigned by General Manager

Requirements & Experience

• 8–10 years of experience in brand marketing, including at least 3 years in a senior leadership role
• Strong background in beauty, skincare, FMCG or premium consumer brands
• Proven experience leading integrated brand, product marketing, creative, social and PR/KOL functions
• Proven product marketing experience, including portfolio management and end-to-end go-to-market for new product launches, from launch planning to post-launch review
• Ability to translate scientific and technical product information into consumer-friendly, compliant claims and stories; knowledge of Vietnamese cosmetics regulations (product notification, claims, advertising) is a strong advantage
• Strong commercial and analytical acumen: pricing, margin/P&L, sell-in/sell-out and consumer data analysis
• Track record of brand campaigns and product launches that delivered both equity and commercial results
• Deep understanding of Vietnamese consumers and the local digital, social commerce and KOL/KOC ecosystem
• Strong people leadership experience, building and developing high-performing teams
• Excellent stakeholder management across senior internal partners, regional/global teams and external agencies
• Experience in agency management and budget ownership
• Strategic thinker with strong executional rigour and attention to detail
• Available to travel to Hanoi/ Ho Chi Minh City and vice versa
• Fluent in Vietnamese and English (written and spoken)

What can help you really stand out

• Strong understanding of digital marketing & consumer products
• Relevant beauty/skin care industry experience a plus
• Experience with creating strong go-to-market strategies for new product launches

Location: Ha Noi: 2nd floor, IDMC Duy Tan Building, No. 21 Duy Tan, Cau Giay, Ha Noi

Ho Chi Minh City: Suite 01, Level 21, Riverfront Finance Center, No. 3A-3B Ton Duc Thang, Sai Gon ward, Ho Chi Minh City

Working time: 8h/day, 5 days/week, flexible work from home

Base salary: Negotiate

Probation time: 02 month with 100% salary and SI, HI, UI

Our culture is the result of our behaviors, our personal commitments, our willingness to collaborate, listen and learn. If you recognize yourself in our values, you will feel at home at Paula’s Choice.