Brand Specialist (PUBG Mobile), VNGGames

1. Strategic Planning & Leadership

• Lead the development of Integrated Marketing Communication (IMC) strategies for brands, campaigns, and product launches.

• Translate business objectives into clear marketing objectives, consumer insights, big ideas, and communication frameworks.

• Provide strategic direction to planning teams and ensure high-quality strategic outputs.

2. Campaign Planning & Execution

• Collaborate closely with Brand, Creative, Media, Performance, PR, Social, and external partners to build and execute integrated campaign plans.

• Design and manage full-funnel strategies across Awareness, Consideration, Conversion, and Retention.

• Ensure message consistency and brand coherence across all channels (ATL, BTL, Digital, Social, Influencer, Activation).

3. Consumer & Market Insight

• Conduct market, consumer, and industry research to identify trends, behaviors, and growth opportunities.

• Analyze data including brand health metrics, campaign performance, and consumer insights to inform strategic decisions.

• Monitor competitors and propose strategic improvements or differentiation opportunities.

4. Stakeholder Management

• Act as the key point of contact for internal stakeholders and agency partners.

• Present and defend strategies to leadership and/or clients with clear rationale and insights.

• Manage expectations, timelines, and deliverables to ensure smooth project execution.

5. Measurement & Optimization

• Define and track campaign KPIs across brand, media, and performance objectives.

• Monitor campaign effectiveness and proactively recommend optimization actions.

• Consolidate post-campaign reports and extract actionable learnings.

6. Team Development

• Coach and mentor junior Integrated Planners.

• Standardize planning processes, frameworks, and best practices.

• Support capability assessment and development planning for team members.

Requirements & Experience

• Proven experience leading large-scale IMC campaigns (launch, rebrand, growth campaigns).

• Strong understanding of brand strategy, consumer journey, and media & digital ecosystems.

• Experience in gaming, entertainment, FMCG, tech, or digital products is a strong advantage. Major advantage if you are a long-term PubG Mobile player.

Skills

• Strong strategic thinking and problem-solving abilities.

• Excellent storytelling, presentation, and persuasion skills.

• Data-driven mindset with the ability to translate insights into strategy.

• Strong project management and cross-functional collaboration skills.

Personal Attributes

• Proactive with a high sense of ownership and accountability.

• Able to balance big-picture thinking with attention to detail.

• Thrive in fast-paced, high-pressure environments.