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 purpose: The Brand Manager is responsible for enhancing the company's market presence and brand equity within the life insurance sector. This role is in charge for brand communication framework development to cascade to other stakeholders, as well as managing the implementation of brand activities to achieve brand KPI and monitoring all internal & external aspects that related to Prudential brand, to ensure consistent brand image & brand message across all touch points.
Job responsibilities:
- Brand Message Development: Understand the industry nature, business requirement relevant to branding, understand brand purpose & actions that can answer the business requirements, to collaborate with the (Senior) Brand Manager to develop and implement comprehensive branding strategies.
- Brand Message Implementation: Execution plan development, including framework communication development for different target audiences: mass audience, internal & agent… Understand the direction & insight and be able to explain to shared-service team or vendor, and answer through the correct execution (visual, tactic, content etc..)
- Cross-Department Collaboration: Coordinate closely with other comm team / sale / internal stakeholders to cascade the brand theme / message and collaborate in any suitable activities to ensure the brand theme delivered consistency across channels.
- Branding & Marcom Project Management: Oversee the implementation of brand activities across all communication touch points along with project budget controlling, tracking performance to keep updated on progress as well as being aware for any changes that may affection into the expected outcome, proposing a change immediately when necessary to achieve targeted goals. Post campaign evaluation & key learnings take out for next campaigns.
- Brand Monitoring: tracking and analyze brand performance metrics, customer feedback, conduct market research / competitor review to alert new things related to brand happening in the market: market trends, consumer insight & behaviors, competitive landscape to have key learning & suggest actions to maintain brand power vs competitors.
- Brand Management: Manage effective brand appearance across offline & online channel. Brand guideline consultation & endorsement for other stakeholders.
- And the other tasks appointed by line managers.
Job accountability: This role is accountable for:
- Brand Message Implementation: Ensure brand message and communication approach & framework are well communicated & clearly understood by internal team & stakeholders to ensure the consistent brand theme across comm channels.
- Branding & Marcom Project Management: Ensure to lead, guide and manage the implementation of all assigned projects to answer right objective & achieve KPI, under time & budget control.
- Brand Monitoring: Ensure effective brand appearance across offline & online channel. Be up-to-date on brand performance tracking, market trends and competitor activity to have key learning & suggest actions to maintain brand power vs competitors.
Performance measure:
- Brand Strategy Implementation: Quality of communication and collaboration with stakeholders, ensuring alignment of goals and activities. Alignment of the brand theme across all communication channels.
- Project Success: Quality of project execution in meeting objectives and achieving desired KPIs. Leadership and guidance in managing project teams to ensure smooth implementation and alignment with brand goals.
- Brand Monitoring: Ability to maintain consistent and impactful brand presence across offline and online channels. Regularity and thoroughness in tracking brand performance metrics, market trends & competitor landscape. Actionable insights and recommendations to enhance brand power compared to competitors.
Job Requirement:
- Education: Bachelor's degree in Marketing, Business, or a related field.
- Experience: At least 3-5 years of experience working in multi-national Branding/ Marketing Dept. or related departments with relevant experience, preferably within the life insurance industry.
- Skills: Strong strategic and analytical skills, excellent in Marketing Communication planning & implementation, proficiency in stakeholder management, digital marketing tools and platforms.
- Agile mindset and be able to adapt with fast change and confidently steps into the unknown.
- Fluent in English and Vietnamese
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.
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