Brand Director

Our client owns a fast-scaling beauty brand. The channels are set: Shopee, TikTok Shop, Meta. The team is built: 14 people across strategy, content, creative, product, and influencer. The missing piece is the person who turns that machine into market share.

This role used to be called Group Brand Manager. It's now Brand Director – Digital because the job outgrew the title. You own the brand's voice, face, and P&L contribution online. Offline exists, but it doesn't drive the calendar.

What You'll Actually Do

Run the in-house studio like a newsroom.

Content doesn't get approved. It gets shipped, measured, and iterated daily. You decide what gets made and what gets killed. Production is internal. If you've only ever briefed agencies, this isn't your seat.

Make brand and performance speak the same language.

Media buying and data sit in a central Growth team. You don't manage them. You out-think with them. If a creator concept can't survive a ROAS conversation, it doesn't go live. If a top-converting ad can't be explained to a customer, it doesn't scale.

Lead humans, not headcount.

14 people. All under you. Brand, product marketing, content, creative, influencer. Your job is to make them faster than any external shop and smarter than any freelancer. That means you're in the docs, in the edits, and in the 9pm this isn't working calls — at least for the first two quarters.

Who Wins Here

You've run an internal creative team inside a brand. Not worked with. Run.

You've launched on Shopee or TikTok Shop and can talk to the drop-off between view-3s and ATC.

You read dashboards before decks, and you write briefs that a 22-year-old editor can execute without a call.

You've worked at a startup or mid-size company where you were the fallback. If you're coming from Unilever or L'Oréal, the muscle memory is wrong.

You're fluent in English because half your partners aren't in Vietnam.

You have brand fundamentals — positioning, RTB, architecture — but you don't hide behind them when the number is red.

How Our Client Thinks

Two filters decide everything: Do you own it? and Do you learn faster than the platform changes?

If yes, they'll bet on you. If you need committee cover or a 3-month onboarding, they won't.

Process

Round 1: CMO — Bring 2 campaigns you killed and 1 you saved. We'll talk about why.

Round 2: CEO — No slides. We test judgment, not polish.

The Real Reason This Role Exists

The brand is working. The channels are working. The team is hired. Now it needs a brain that can keep all three compounding when CPMs double and trends die in 6 days.

If you've been the person executing someone else's plan at a big brand and want to be the person whose plan everyone executes, talk to us.