Tiếng Việt
- Tiếng Việt
- English

Tuyển Dụng - Marketing Director

JOB DESCRIPTION

Marketing Director

About Scope Of Work

We are Hiring The Lead of Marketing Department who be able to own Brand Strategy & Identity, Team Leadership, - Drop & Launch Strategy, Growth & Revenue, Community & Culture.

This role has five ownership areas. All of them matter. All of them connect.

01 -- Brand Strategy & Identity

Define and document the brand world: aesthetic, voice, values, visual identity, how we sound, how we look, who we are for
Ensure every touchpoint -- TikTok, email, packaging, store, customer service -- feels like the same brand
Own the product launch narrative: before launches anything, there is a story. Every launch at thebluetshirt needs one.
Build the brand calendar: seasonal moments, cultural events, drop windows -- plan 3 months ahead minimum
Be the brand guardian: the final answer on "does this feel like us?" is yours

02 -- Team Leadership

You are hiring and leading three specialists. Your job is to set the direction, remove blockers, and make the team better than you could be alone.

Lead and develop three direct reports: Content & Social Lead, Retention & CRM Lead, Retail Marketing
Set clear individual KPIs for each team member -- and hold them accountable with support, not just pressure
Build the marketing team operating rhythm: weekly syncs, monthly reviews, quarterly strategy sessions
Hire well: the team we are building now sets the culture for the next 5 years. Every hire is a cultural decision.
Be the person your team comes to with problems and ambition -- both

03 -- Drop & Launch Strategy

Own the product launch playbook: pre-launch hype, early access for VIPs, launch day across all channels, post-launch community moment
Build the waitlist / early access mechanic: loyal customers and CRM subscribers get in before the public -- every time
Design the launch narrative: why does this product exist? What is the cultural moment it belongs to? What is the content angle?
Coordinate across the full team for every launch: Content creates the story, CRM activates the audience, Retail makes the store a moment
Measure launch performance: sell-through rate, revenue in first 48 hours, earned media, community response

04 -- Growth & Revenue

Brand without commercial is a hobby. This role owns the revenue contribution of marketing.

Own marketing-attributed revenue: set the model, track it, improve it
Define the full-funnel strategy: how does someone go from never hearing of us to buying for the third time?
Set and manage the marketing budget: allocate across channels based on ROI, not gut feel -- and adjust based on data
Own the paid amplification strategy: when to spend, where to spend, how much, and when to stop
Quarterly marketing P&L review: revenue generated vs. marketing investment. This is your accountability document.

05 -- Community & Culture

The best D2C brands are not brands. They are communities with a brand attached. Your job is to build that.

Define what our community stands for: who are our customers, what do they believe, what do they have in common beyond buying our products?
Build the ambassador and creator strategy: identify the 10-20 people in Vietnam who genuinely love the brand and give them a reason to stay loud
Own the cultural calendar: what moments in Vietnamese culture, global fashion, and the D2C world do we show up for?
Build the feedback loop: what are customers saying? What content do they create? What do they want next? Use this to brief product.
The community health metric: are our customers advocates? Are they bringing new customers? If not, why not?

What This Role Is Not

We have had the wrong kind of marketing leader before. Here is what we are not hiring.

Not a brand awareness person who cannot connect activity to revenue.

Not someone who manages agencies and calls it strategy.

Not a person who needs 6 weeks and a committee to approve a TikTok video.

Not someone who has studied great D2C brands from the outside but never built one.

Not a career marketer who has forgotten what it feels like to care whether something actually works.

The person we want.

Has built something before: a community, an audience, a brand that people care about. Not managed it. Built it.

Can lead a team and hold people accountable without becoming someone they are afraid of.

Thinks in brand moments, not marketing tasks. Every drop is a cultural event waiting to happen.

Cares about the revenue number as much as the brand. One without the other is not good enough.

The person we have seen before.

Knows the names of great brands but has never felt the urgency of building one with limited resources.

Manages upward well but struggles to develop and challenge the team below.

Treats brand and performance as separate disciplines. Talks about brand equity while being unable to attribute it to revenue.

Needs a large team, a large budget, and a lot of process before anything can move.

Is impressive in interviews but has not shipped anything remarkable in the last 2 years.

Hard Requirements

5-8 years in marketing, with at least 2 years in a leadership role managing a team
Has worked at or built a D2C brand, e-commerce brand, or online-first fashion/lifestyle company
Has owned a revenue number -- not just a brand metric -- and hit it
Deep understanding of TikTok as a growth channel: not as an observer but as a practitioner or close partner
Has led product launches that created cultural moments, not just product announcements
Can build and manage a marketing budget with commercial rigour
Strong enough aesthetics to know when something looks like the brand and when it does not
Fluent in Vietnamese -- leads a Vietnamese market team, communicates with Vietnamese customers

Strong Advantages

Has built a brand in the fashion, beauty, or lifestyle D2C space in Southeast Asia
Experience at a brand known for strong community
Has personally grown a social media presence (brand or personal) to meaningful scale
Understands Zalo OA, TikTok Shop, Shopee Live as marketing channels -- not just platforms
Has built a loyalty or early access program and can show the revenue impact

HOW TO APPLY

We are not looking for the most experienced marketer. We are looking for the right one.

01 Your CV (max 2 pages)

02 The brand you are most proud of building or contributing to -- and your specific role in it

03 One page only: "If you were the Marketing Director of thebluetshirt, what is the first brand decision you would make and why?" Visit our store and our social channels before you write this.

04 Optional but valuable: show us a campaign, a launch, or a brand moment you built -- not just managed