Marketing Director (Automotive) at Qode

Ho Chi Minh City, , Vietnam -

Full Time

Start Date

Immediate

Expiry Date

13 Sep, 26

Salary

0.0

Posted On

15 Jun, 26

Experience

10 year(s) or above

Remote Job

Yes

Telecommute

Yes

Sponsor Visa

Skills

Brand Strategy, Go-to-Market Planning, Consumer Insights, Integrated Marketing Communications, Demand Generation, Digital Marketing, CRM, Retail Marketing, Budget Management, Agency Management, Stakeholder Management, Market Intelligence, Performance Marketing, Cross-functional Leadership, English Proficiency, Vietnamese Proficiency

Industry

Software Development

Description

Marketing Director (Automotive) Location: Ho Chi Minh City, Vietnam Workplace Type: On-site About the Role The Marketing Director will lead the development and execution of our client marketing strategy in Vietnam to drive brand awareness, customer engagement, customer acquisition, revenue growth, and market share expansion. As our client is at a launch stage, immediate priorities will include business launch, consumer acquisition, brand building, dealer engagement, and ecosystem growth, while also laying the foundation for long-term brand equity and sustainable commercial performance. This role is not only responsible for near-term launch execution, but also for helping shape our client long-term brand vision and market position in Vietnam. The Marketing Director is expected to play a leadership role in building a strong and differentiated brand, driving long-term market share delivery, and ensuring marketing contributes meaningfully to our client overall business plan and growth ambition. The role requires a strong mix of strategic thinking and hands-on execution, with responsibility across brand strategy, consumer insights, go-to-market planning, integrated campaigns, retail and channel marketing, partnerships, media planning, digital marketing, CRM, and demand generation. The successful candidate will work cross-functionally with commercial, sales, operations, product, digital, finance, and external agency partners to build CGM’s market presence and accelerate awareness, trial, conversion, and loyalty across both vehicle sales and the battery swapping service ecosystem. Key Responsibilities 1 - Marketing Strategy, Growth Planning & Go-to-Market Develop and lead our client annual and long-term marketing strategy in Vietnam, aligned with business objectives, launch milestones, revenue targets, and market share ambition. Translate the company’s business plan into clear marketing priorities, growth initiatives, and measurable execution plans across brand, digital, retail, partnerships, and customer lifecycle management. Lead go-to-market planning for pilot launch and commercial rollout, including target audience definition, value proposition development, launch campaigns, channel support plans, and customer communication strategy. Identify growth opportunities, priority customer segments, and route-to-market implications to support our client city-by-city expansion. Support portfolio strategy, product positioning, and pricing recommendations based on market needs, competitive landscape, and customer value perception. Ensure marketing investments and priorities are linked to business impact, including customer acquisition, conversion, revenue contribution, and market share growth. 2 - Long-Term Brand Building & Market Leadership Build and manage our client brand presence in Vietnam, ensuring consistent positioning, messaging, tone, and visual identity across all consumer and partner touchpoints. Help define and drive our client long-term brand vision, differentiated market positioning, and value proposition in the evolving electric two-wheeler and battery swapping market. Develop compelling brand narratives that communicate the value of smart electric mobility, battery swapping convenience, lower total cost of ownership, sustainability benefits, and our client broader ecosystem advantage. Lead initiatives to strengthen brand equity, trust, consideration, and preference over time. Ensure marketing plays a leading role in supporting long-term market share delivery and strengthening our client competitive position in Vietnam. Track and improve key brand health indicators such as awareness, consideration, preference, relevance, and advocacy. 3 - Integrated Marketing Communications & Campaign Leadership Lead the development and execution of integrated marketing campaigns across online and offline channels to drive awareness, interest, trial, and conversion. Oversee campaign strategy, creative development, media planning, messaging, content, and launch execution to ensure strong business impact and brand consistency. Manage PR, launch communications, brand storytelling, content development, and reputation-building initiatives with agency and internal stakeholders. Ensure campaigns are insight-led, well-targeted, and optimized for both short-term performance and long-term brand building. Develop communication platforms that support key customer and stakeholder priorities including launch, new city expansion, retail activation, partnerships, and ecosystem education. 4 - Consumer Insights, Market Intelligence & Business Action Gather and analyze consumer insights, market trends, competitor activity, mobility trends, and channel developments to inform marketing and business strategy. Use market research, customer feedback, and field learning to refine positioning, campaign messaging, channel activation, and commercial propositions. Translate consumer and market insights into actionable recommendations for business growth, product communication, promotional strategy, and customer engagement. Support strategic decision-making with insight-based recommendations on market entry, expansion priorities, pricing perception, customer adoption barriers, and brand opportunities. Continuously monitor our client competitive environment and emerging consumer behavior to strengthen marketing effectiveness and business responsiveness. 5 - Customer Acquisition, Demand Generation & Conversion Support Design and execute demand generation strategies to deliver qualified leads, increase test rides or product trial, and support conversion into vehicle sales and battery swapping service adoption. Build and optimize customer acquisition funnels across digital, retail, channel, activation, and partner-led touchpoints. Work closely with Sales and Distribution teams to align campaigns, promotions, lead management processes, retail activation, and conversion support tools. Improve campaign and funnel performance through continuous analysis of acquisition cost, engagement, traffic quality, lead conversion, and return on marketing investment. Drive localized activation programs to increase awareness, footfall, engagement, and community presence in launch and expansion cities. Ensure marketing contributes directly to commercial performance, customer growth, and sales outcomes. 6 - Channel, Retail & Dealer Marketing Partner with dealer, distributor, retail, and channel teams to develop and execute channel marketing programs that support sales performance and customer acquisition. Lead retail and channel marketing initiatives including point-of-sale materials, showroom branding, launch toolkits, visibility assets, trade activation, local area marketing, and promotional activities. Support dealer onboarding with clear brand, communication, and execution guidelines to ensure consistent consumer experience across channels. Ensure showrooms, retail touchpoints, and dealer assets reflect the desired our client brand image and smart mobility proposition. Align channel marketing investments and activities with revenue priorities, retail productivity, and launch requirements. 7 - Digital Marketing, CRM & Customer Lifecycle Management Lead digital marketing strategy and execution across social media, paid media, content marketing, website and landing pages, SEO/SEM, performance marketing, and lead generation. Drive digital customer acquisition efficiency through clear funnel design, campaign optimization, and performance tracking. Work with relevant teams to design CRM and customer journey programs that improve customer nurturing, conversion, onboarding, retention, repeat engagement, and loyalty. Support app/platform-related customer communications where relevant to product and service onboarding. Monitor digital metrics and campaign ROI, and optimize media mix, content, targeting, and spend allocation to improve business impact. Build stronger customer lifecycle communication programs to support long-term engagement and customer value. 8 - Budget, Agency & Marketing Performance Management Manage the marketing budget effectively, ensuring investments are aligned with strategic priorities and deliver measurable commercial and brand outcomes. Allocate resources across brand, demand generation, channel marketing, digital, media, PR, events, and partnerships based on business priorities and return expectations. Select, manage, and evaluate external agencies and vendors across creative, media, digital, production, events, and research. Ensure campaign execution is delivered on time, on budget, and in compliance with company standards and local regulations. Track and report marketing performance across brand health, campaign effectiveness, lead generation, conversion support, cost efficiency, ROMI (Return on Marketing Investment), and market impact. Build a performance-driven marketing culture with clear objectives, metrics, accountability, and continuous improvement. 9 - Cross-Functional Leadership & Team Development Work closely with Commercial, Sales, Operations, Product, Finance, Legal, Digital, and Customer Experience teams to ensure successful execution of launch and growth initiatives. Coordinate with partner teams from both JV shareholders where needed to align messaging, campaign development, assets, customer propositions, and market priorities. Act as a key marketing business partner to the leadership team by providing strategic recommendations, performance updates, risk identification, and growth opportunities. Lead, coach, and develop the marketing team and agency partners to build strong capability, execution discipline, and a high-performance culture. Foster strong collaboration across functions to ensure marketing supports broader business success, market development, and execution readiness. Required Skills & Qualifications Education Bachelor’s degree in Marketing, Business Administration, Communications, or a related field. MBA or an advanced degree is an advantage. Experience Minimum 10–15 years of relevant experience in marketing, brand management, commercial marketing, go-to-market strategy, or growth roles. Experience in automotive field is a must Strong experience in consumer marketing, brand building, demand generation, and go-to-market execution. Proven track record of building brands, driving market share growth, and delivering measurable business impact. Experience managing agencies, media budgets, integrated campaigns, and multi-channel marketing execution. Skills & Competencies Strong strategic marketing leadership capability. Strong commercial acumen and business orientation. Proven ability to build brands and drive long-term market share growth. Excellent go-to-market planning and execution capability. Strong understanding of both brand building and performance marketing. Strong consumer insight interpretation and action planning. Excellent stakeholder management and cross-functional collaboration skills. Strong agency management and budget management capability. Strong analytical thinking and performance measurement discipline. Excellent communication, presentation, and influencing skills. Ability to balance strategic vision with hands-on execution. Strong written and spoken English and Vietnamese. Personal Attributes Strategic, commercially minded, and growth-oriented. Strong brand instinct with execution discipline. Entrepreneurial and hands-on in a fast-moving environment. Customer-centric and insight-driven. Energetic, collaborative, and results-oriented. Resilient and adaptable in a launch-stage business. High ownership and accountability. Strong leadership presence and ability to inspire teams. Nice to Have(s) Experience working in a matrix, multinational, or joint venture (JV) environment is preferred. Vietnam market experience is highly desirable. Experience in launch-stage, growth-stage, or category-creation environments is highly preferred. Experience in industries such as automotive, mobility, EV, technology, consumer durables, energy, retail, or other consumer-facing sectors is strongly preferred. Experience in retail/channel marketing and working closely with sales or distribution teams is an advantage.

Responsibilities

Lead the development and execution of the client's marketing strategy in Vietnam to drive brand awareness, customer acquisition, and market share expansion. Oversee integrated campaigns, digital marketing, and retail channel strategies to support the launch of electric vehicles and battery swapping services.