Corporate Branding Director

Overview: The Corporate Branding Director is responsible for building, developing, and managing the overall brand of Medical Saigon Group (MSG) nationwide. This role ensures a consistent, professional, and human-centered brand image that reflects MSG’s mission of community healthcare. The Corporate Branding Director leads brand strategy and communications from the corporate level down to all business units and hospitals, integrating brand values into every aspect of the organization.

The Corporate Branding Director will report directly to Group Chief Executive Officer or to a designated representative appointed by the CEO

Brand Strategy & Positioning

– Develop and lead MSG’s short-, mid-, and long-term brand strategy across the group and its subsidiaries.

– Define brand values, identity, and messaging aligned with MSG’s vision and mission.

– Build and manage brand architecture, including sub-branding for hospitals, business units, and services.

Brand Governance & Asset Management

– Oversee the implementation of the Corporate Identity Program (CIP), including logos, slogans, visual identity, POSM, brochures, signage, and uniforms.

– Ensure consistent and compliant use of brand assets across all digital and offline channels (websites, social media, apps, GMB, etc.).

– Conduct regular brand audits and provide guidance to ensure alignment across the organization.

Brand Communications & PR

– Lead corporate brand communications, including PR strategy, media relations, and strategic content.

– Manage brand-related crisis communication and reputation risk in collaboration with Legal and Executive teams.

– Collaborate with BUs to ensure brand messaging supports business goals.

External Partnerships & Campaign Execution

– Manage relationships with external agencies, media partners, and research firms to execute large-scale brand campaigns.

– Oversee brand budget and evaluate ROI of branding initiatives.

Internal Alignment & Enablement

– Provide brand direction and support to BU Marketing, Hospital Marketing, HR, and Internal Communications teams.

– Lead brand training and internal engagement programs to embed brand values across the organization.

Requirements

– Bachelor’s degree or higher in Marketing, Communications, Brand Management, or related fields.

– Minimum 8–10 years of experience in marketing/branding, with at least 3 years in a senior leadership role.

– Experience in multi-sector corporations or healthcare/premium service industries is preferred.

– Proven track record in managing brand crises and media relations.

– Strategic thinking with the ability to translate brand vision into actionable plans.

– Strong leadership and cross-functional team management skills.

– Excellent communication and stakeholder engagement abilities (executives, staff, partners, media).

– Data-driven mindset with the ability to analyze brand performance and make informed decisions.

– Bilingual proficiency in Vietnamese and English is preferred.

– P CARES culture fit (Patient Centricity, Compliance, Accountability, Respect, Excellence, Sympathy).