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Senior Brand Manager / Brand Manager – GrabFood, GrabExpress and New Verticals

Grab Vietnam
Ngày cập nhật: 24/05/2019

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Get to know the Team:

The regional brand marketing team are guardians of the Grab positioning, voice, and are also responsible for regional campaigns / marketing initiatives that help build a consistent (yet locally relevant) brand across 8 markets in Southeast Asia.

As we expand from a ride-hailing app to the region’s app for everyday services -- food delivery and courier services have become key business verticals for us. This warrants a dedicated brand lead who will shape its respective positioning, brand and messaging framework, as well as to drive best practice communications for these categories across our markets.

Get to know the Role:

We are looking for someone with a strong strategic brand & comms planning background, has experience developing regional comms strategy and frameworks, and deep knowledge of Southeast Asian markets. You have the ability to make creative briefs sing, find insights in data or immersions that unify rather than diverge, and is proficient in comms / campaign planning in the real world vs. creating strategies that live on paper.

This role is an individual contributor role, working closely with regional vertical and product marketing, internal creative teams, and agency partners to bring the brand to life.

The day-to-day responsibilities:

- 65% Brand Strategy Lead : GrabFood and GrabExpress

While Grab is known as a leader in ride-hailing, it doesn’t quite enjoy the same stature or affinity yet in the food delivery or courier service space. You will work closely with vertical and product marketing teams, business / operation leads, market research and insights to :

  • Design regional brand strategies that would drive leadership, distinction and affinity for GrabFood and GrabExpress, along with a communications model that is flexible enough for countries to adopt and adapt.

  • Shape/ refine brand architecture strategy, naming convention principles, working with internal creative and design teams to deliver brand identity guidelines and brand assets

  • Best practice training, guidelines, frameworks to help countries drive communication that pushes the bar both creatively and effectively

- 20% Regional Campaigns Go-to-Market Planning Lead

Work with vertical and product marketing teams to develop and roll-out regional campaigns / initiatives that are integrated in nature. This includes assisting with the creative brief, media strategy and selection, budget allocations, flighting strategies, ad formats and optimizations. Deeply understands business objectives of each marketing initiative and helps the rest of the team translate these into meaningful creative and media briefs.

15% Brand Strategy Lead : New Verticals

There may be a need to support the launch of new business verticals from time to time, albeit on a much smaller scale : from positioning, naming and GTM strategies.


The must haves:

  • Experienced Brand and Comms Planning Expert: you would already have a great portfolio of work across the spectrum of communications: brand repositioning, new product launches, interesting comms twist on sales promotions, turning insights into ideas

  • Bring an informed POV about marketing effectiveness measurementsespecially how to link marketing metrics more closely with business outcomes

  • Curiosity about emerging trends and disruptions across a wide spectrum of marketing thinking, tools and technologies and be able to give an informed point of view on how they could impact Grab marketing

  • Chaos herder and Silo crosser: has a track record of successfully collaborating with cross-functional stakeholders to develop and enforce friction-reducing processes and cadences. Strong desire to drive continuous improvement, there’s always a smarter, faster, better way things could work

  • Highly organized: Strong forward planning mindset and sound time management skills to tackle both urgent short-term tasks and important long-term tasks within compressed timeframes in a deadline-driven now now now organization

  • Hands-on, hardworking, hunger, heart and humility: motivated by a business in its ‘building phase’ and able to thrive in an environment with a ‘start-up’ culture. Team player that is comfortable to rely on informal leadership structure

  • Cross-media subject matter expertise: Demonstrate knowledge of media and how (especially all forms of digital - display, search, social, programmatic, content and influencer marketing). You are fluent in what’s possible vs what’s practical: e.g. you’ve got hands on experience in audience targeting, trigger and event based signals, and also be able to give practical working guidance as to these limitations. Can advise generalist marketing teams on which types of targeting work best for what kinds of media/products/audiences/campaign types

Giới thiệu về công ty

Grab Vietnam

Senior Brand Manager / Brand Manager – GrabFood, GrabExpress and New Verticals

Grab Vietnam