Head of Brand Luxe – Kiehl’s 

Reporting to: General Manager Luxe 

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A. KEY RESPONSIBILITIES

As the Head of Brand Luxe for Kiehl’s, you will lead the brand’s strategy and execution in Vietnam, ensuring its growth, identity, and alignment with global standards. Your mission is to drive brand equity, deliver impactful campaigns, and inspire teams to create meaningful consumer experiences while achieving business objectives.

1. Brand & Business Strategy

• Define and own the long-term brand vision and strategic roadmap in line with global positioning and local market potential.
• Prioritize key growth levers: hero products, core portfolio acceleration, and consumer-centric storytelling.
• Advocate for local market needs with global and regional teams to shape future innovation pipelines.

2. Consumer & Market Excellence

• Lead the discovery of consumer, market, and category insights through data analysis and on-the-ground intelligence.
• Translate insights into actionable strategies that drive growth and brand relevance.

3. Brand Equity & Campaign Execution

• Develop and execute 360° IMC (Integrated Marketing Communications) plans, including digital activations and retail experiences.
• Tailor global assets for local resonance, ensuring consistency of brand image and emotional impact at every touchpoint.
• Deliver differentiated brand experiences that build love, drive recruitment, and reinforce brand equity.

4. Launch Management & Innovation

• Take full ownership of product launches, from forecasting to go-to-market execution.
• Ensure alignment with commercial and retail plans to maximize impact.

5. Business Management & P&L Accountability

• Partner with Finance and Commercial teams to ensure financial health and sustainable growth.
• Monitor brand performance and optimize investments to achieve KPIs and ROI.

6. Cross-functional & External Influence

• Collaborate with Sales, Retail, Media, Education, Supply Chain, Digital, and E-commerce teams to build cohesive business plans.
• Engage external partners, including creative/media agencies and KOLs, to enhance brand love and reach.

7. Leadership & Team Development

• Inspire, coach, and develop a high-performing team, fostering a culture of creativity, accountability, and growth.
• Set clear performance expectations, lead with vision, and create development opportunities for team members.

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B. QUALIFICATIONS & SKILLS

Education & Language

• Bachelor’s or higher degree in Marketing, Business, or related fields.
• Fluent in English.

Professional Experience

• Minimum 10 years of progressive experience in brand management, ideally within the beauty or FMCG industries.
• Proven track record in brand building, campaign management, and innovation leadership.
• Solid experience managing P&L and leading cross-functional teams.

Leadership & Core Competencies

• Strategic thinker with sharp business acumen and consumer empathy.
• Inspirational leader who empowers and elevates team performance.
• Strong communicator (verbal and written) who can influence across levels.
• Demonstrated ability to drive change, challenge the status quo, and innovate.
• Highly organized, results-driven, and resilient in a fast-paced, ever-evolving environment.
• Digital-first mindset with curiosity for emerging trends and platforms.