Brand Marketing Lead

Byfas is a pioneering luxury fashion house in Vietnam, elevating Vietnamese silk and Ao Dai couture into the global luxury stage. We create not only bespoke collections and couture experiences but also cultural journeys that blend fashion, heritage, and art. Our mission is to shape Vietnam’s image as a luxury lifestyle and cultural couture destination.

We are now looking for a Brand Marketing Lead to take our storytelling, content, and brand campaigns to the next level, both in Vietnam and internationally.

We are now looking for a Brand Marketing Lead to take our storytelling, content, and brand campaigns to the next level, both in Vietnam and internationally.

Brand Strategy & Positioning

Build and execute Byfas’s brand marketing strategy to strengthen positioning as a luxury cultural couture brand.

Ensure brand consistency across all platforms (offline & online, domestic & international).

Content & Campaign Development

Lead content direction for luxury fashion storytelling, cultural couture experiences, and lifestyle positioning.

Oversee marketing campaigns: seasonal collections, cultural tours, store activations, international events.

Work with creative & media teams to produce viral-worthy content (TikTok, Instagram, PR).

Digital & Social Media

Develop social media roadmap (TikTok, IG, LinkedIn, YouTube) aligned with luxury & heritage positioning.

Manage influencer/KOL/KOC partnerships to amplify Byfas’s voice in Vietnam and abroad.

Event & Partnership Marketing

Plan and execute brand activations, couture shows, and cultural events.

Build marketing collaborations with 5-star hotels, chambers, luxury travel partners, and cultural institutions.

Analytics & Performance

Define KPIs (brand awareness, engagement, traffic to store, customer acquisition).

Track marketing performance, generate reports, and continuously optimize campaigns.

Team Leadership

Recruit, coach, and lead a small but high-performing marketing team.

Collaborate closely with Sales, PR, and Creative departments

Bachelor’s degree in Marketing, Communication, Fashion Management, or related fields.

Minimum 5 years of experience in brand marketing, preferably in luxury, fashion, or lifestyle industry.

Proven track record of successful marketing campaigns in Vietnam and/or international markets.

Strong understanding of luxury consumer behavior, brand storytelling, and digital marketing trends.

Excellent communication & partnership-building skills with media, influencers, and business partners.

Creative thinker with strategic mindset; data-driven, detail-oriented.

Fluent in English (required). Knowledge of French/Japanese/Chinese is a plus.

Passion for fashion, culture, and sustainable luxury lifestyle.

Competitive salary + performance bonus.

Opportunity to build a world-class luxury brand from Vietnam to the world.

Exposure to international markets, cultural couture events, and luxury partnerships.

Dynamic, creative, and inspiring working environment with direct mentorship from founder Anna Hạnh Lê.

Clear career growth path toward Head of Marketing / Brand Director