Job Description

Brand trust, Legitimacy & Long-term commitment

• Own the brand narrative that positions the company as a credible, long-term company, not a startup bet, through PR, brand campaigns, storytelling, and corporate communications.
• Actively market after-sales quality and service commitments as core brand differentiators, not just support functions.
• Translate the company’s operational strengths, such as engineering depth, manufacturing capability, service infrastructure, into visible signals of permanence and reliability.
• Amplify real owner stories and long-term riding experiences as the most credible proof points for trust.

Tech innovation & Performance-price leadership

• Own product storytelling end-to-end by translating technical specs and engineering achievements into compelling, accessible consumer narratives.
• Establish the company as the category's innovation benchmark: the brand that sets the standard others follow, not the challenger catching up.
• Consistently communicate the performance-price advantage in ways that are concrete, credible, and shareable.
• Work closely with the product and engineering teams to shape how new features and technologies are named, framed, and launched.

Category expansion through product launches

• Build and lead integrated product launch campaigns for new models, from pre-launch narrative to post-launch momentum, targeting specific new customer segments.
• Develop segment-specific messaging and channel strategies that make the company relevant to new audiences without diluting the core brand.
• Ensure every launch is a nationwide moment through earned media, creator partnerships, live experience, and digital activities.
• Set and track hard launch KPIs, such as pre-order volume, test-ride conversion, press quality, and share of voice.

Demand generation & Retail enablement

• Lead creative and activation activities that drive leads, test rides, and conversions across all channels: digital, social, physical, and partnership.
• Own performance marketing strategy and work with the digital team to scale customer acquisition efficiently without compromising brand quality.
• Partner closely with the Sales team to align on distribution expansion, equipping new stores with local activation, launch support, and marketing materials.
• Build clear marketing attribution and reporting so leadership always knows what is working, what is not, and where to invest next. Team leadership:
• Build, lead, and develop a high-performing marketing team spanning brand, content, digital, and activation.
• Manage external agencies and vendors to a high standard of output, efficiency, and creative ambition.
• Foster a culture of creative bravery and rigorous measurement: big ideas pursued, results honestly assessed.
• Operate as a collaborative partner to Sales, Product, and the CEO, bringing marketing insight into every major business decision.

Job Requirement

• 8+ years in marketing, with meaningful time in brand-building leadership, ideally spanning both consumer brand and tech or product-led environments.
• Proven track record of building consumer trust and brand credibility, not just awareness, in a competitive market.
• Experience taking a brand from early adopter to mainstream, understanding how the messaging, channels, and creative approach must evolve.
• Deep fluency in digital and social marketing, content strategy, performance marketing, and creator ecosystems.
• Experience in automotive, mobility, consumer tech, or lifestyle categories is a strong plus.
• Sharp brand strategist: you define positioning, voice, and emotional territory with precision, and brief creative teams that deliver.
• Strong product storyteller: you make technical products feel exciting and accessible to mainstream consumers.
• Data-fluent and commercially sharp: you understand CAC, attribution, and the relationship between brand investment and revenue.
• Excellent communicator in both English and Vietnamese: you express ideas clearly whether in a CEO briefing, a media interview, or a campaign brief.
• Genuinely passionate about the company's mission: you want to be the person who shapes how Vietnam electrifies.
• Creative courage: you push for bold ideas, not safe ones.
• Ego-light, conviction-heavy: you collaborate openly and fight hard for what you believe is right.
• Builder mentality: you are energized by the blank page, the unbuilt team, the undefined process.