Routine Việt Nam ★ 3.1

Job Summary:

We are looking for a passionate and commercially driven Brand Manager to lead the strategic development and business growth of THE 31

The role is responsible for building a distinctive premium contemporary fashion brand through clear positioning, consistent storytelling, curated product strategy, premium customer experience and sustainable commercial performance.

Responsibilities:

1. Brand Building & Development

- Develop and manage The 31’s positioning, brand strategy, customer proposition and long-term growth direction.

- Maintain consistency across brand identity, tone of voice, product storytelling, campaigns, retail and digital touchpoints.

- Work with Product, Creative and Marketing teams to translate business and collection objectives into clear brand briefs.

- Conduct market, competitor, cultural and customer research to strengthen brand relevance and differentiation.

2. Brand Planning & Execution

- Develop annual and seasonal brand plans aligned with the product and fashion calendar.

- Lead integrated marketing plans across digital, PR, influencer, retail, events and partnerships.

- Define the communication objectives and key stories for each collection, capsule and product launch.

- Monitor campaign performance, brand indicators and marketing budget effectiveness.

3. Product & Portfolio Strategy

- Work closely with Product and Design teams to provide brand, customer and market input for collection planning.

- Support product architecture across core essentials, seasonal products, commercial heroes and image products.

- Monitor product performance, customer feedback, pricing and market response to optimize the portfolio.

- Ensure product launches are consistent across product, communication and customer experience.

4. Brand Partnerships & Cultural Relevance

- Identify relevant fashion, art, design and cultural trends that can strengthen The 31’s brand positioning.

- Develop suitable partnerships with artists, artisans, creative communities and selected lifestyle brands.

- Work with PR and Marketing teams to build visibility through relevant media, creators and industry relationships.

- Ensure all collaborations and associations are credible and aligned with the brand.

5. P&L Management & Business Growth

- Take ownership of revenue, profitability and overall brand performance.

- Monitor P&L, sales, product mix, pricing, promotions and marketing investment.

- Develop strategies to grow full-price sales, average transaction value, repeat purchase and customer retention.

- Balance short-term commercial results with long-term brand equity.

6. Retail & Brand Experience

- Oversee brand consistency across stores, e-commerce, events and customer touchpoints.

- Work with VM and Operation teams to align product presentation with collection stories and commercial priorities.

- Support premium customer engagement, clienteling, private previews and selected brand events.

- Ensure retail and E-commerce teams communicate product value, materials and craftsmanship clearly.

- Candidates have range age: 28 – 32 is preferred

- Bachelor’s degree in Marketing, Business Administration, Fashion Business or a related field.

- At least 2 years of experience in Brand Management, preferably in fashion, premium lifestyle, beauty, retail or luxury-adjacent sectors.

- Strong understanding of fashion branding, customer behavior, product portfolio and premium retail.

- Strong visual literacy and ability to evaluate creative outputs from a brand perspective.

- Commercial and analytical mindset with experience in sales, marketing and P&L performance.

- Strong communication, presentation and cross-functional management skills.

- Strong interest in art, design and contemporary culture, with the ability to translate cultural references into relevant brand ideas.

- Good command of English and Microsoft Office.

- Experience in fashion PR, cultural partnerships or creative collaborations is an advantage.

Benefits:

- Salary negotiable based on the candidate’s experience. Range salary: 25 - 30 mil (gross)/month

- 2 months probation period with 100% official salary applied.

- After successfully passing the probation period, employees will join Social Insurance, Health Insurance, unemployment Insurance in accordance with regulations

- 12 days of annual leave per year; year-end bonus based on the Company’s business performance and individual performance during the year.

- Participation in monthly internal engagement and team-building activities.

- Monthly 40% employee discount voucher for Routine products.

Working place: Routine U Space: 583 Su Van Hanh, Hoa Hung Ward, HCMC

Working time: Monday - Friday.