Frasers Property

Job Purpose:

The (Senior) Manager, Marketing focuses on corporate branding, public relations, and communications for the Vietnam platform, ensuring full alignment with Group HQ guidelines and global brand standards.

This role acts as the primary marketing lead for the Commercial portfolio, while providing cross asset marketing support to Industrial & Logistics (I&L) and Residential businesses. The incumbent is responsible for driving brand consistency, strengthening corporate reputation, and delivering impactful marketing initiatives that support business growth across all asset classes.

Key Responsibilities:

Corporate Branding & Governance

• Enforce brand strategy and positioning in Vietnam, ensuring strict adherence to Group HQ guidelines.
• Act as the brand custodian, ensuring consistency across all projects, channels, and customer touchpoints.
• Adapt global brand frameworks to local market context without compromising brand integrity.

PR, Communications & Reputation Management

• Develop and execute integrated PR and communications strategies to enhance corporate and project visibility.
• Manage media relations, press releases, thought leadership, and crisis communications.
• Oversee corporate messaging to ensure alignment with business priorities and brand voice.

Commercial Portfolio Marketing Leadership

• Serve as the primary marketing partner for the Commercial Office business.
• Develop and execute marketing strategies to drive leasing performance and tenant engagement.
• Support asset positioning, campaigns, and events to enhance asset value and market competitiveness.

Cross-Asset Marketing Support (I&L and Residential)

• Provide marketing support for Industrial & Logistics and Residential portfolios.
• Ensure consistency in brand execution while adapting strategies to different customer segments (B2B vs B2C).
• Collaborate with respective business units to support project launches, campaigns, and communications.

Content, Digital & Channel Management

• Oversee development of high-quality marketing content across digital, print, and on ground channels.
• Drive digital marketing initiatives, including social media, website management, and performance campaigns.
• Ensure effective use of CRM and analytics to track engagement and campaign effectiveness.

Stakeholder & Agency Management

• Manage external agencies (creative, media, PR, digital) to deliver high-quality outputs aligned with brand standards.
• Partner closely with internal stakeholders (Commercial, I&L, Residential, Development, Leasing, Tenant Experience).
• Act as the key liaison with Group marketing teams to ensure alignment and reporting.

Budgeting & Performance Tracking

• Plan and manage marketing budgets across portfolios, ensuring efficient allocation and ROI.
• Track, analyze, and report marketing performance metrics to drive continuous improvement.

Requirements:

• Experience: 6-8 years of progressive experience in Branding, Communications, and Marketing. At least 3 years of experience in Real Estate sector.
• Leadership: Proven ability to manage decentralized teams across various geographic locations, and leading multidisciplinary teams.
• Strategic & Planning Skills: Expertise in developing integrated marketing and communication plans that align with business targets.
• Operational Excellence: Strong organization and execution skills across multiple asset classes simultaneously.