Tổng quan công việc
Global brand guidelines: tone of voice in English, visual system, and key messages by funnel stage - distinct from but consistent with the VN brand.
Market localization: hero copy, imagery, testimonials, pricing display, and FAQ tailored to each launch market (US first, then adjacent English-speaking markets).
Right-fit positioning: the brand should attract the target segment and repel wrong-fit families - filtering is part of the job, not a side effect.
Content standards for global channels: define what “native” looks like for US organic content; work with the Viral Leader on execution.
Landing pages & sales assets for the global funnel: own the touchpoints, track their conversion, and iterate on evidence.
Measurement discipline: every branding initiative must state which funnel metric it targets (CTR, cost per qualified lead, trial-to-annual, referral).
No hypothesis, no launch.
Kỹ năng chính
Yêu cầu
4+ years of brand or content strategy experience for B2C brands targeting US or global English-speaking consumers; edtech, parenting, health, or another trust-based category preferred.
Portfolio evidence of brand work moving business metrics - not just awards or reach.
Native-level English writing with cultural fluency for US urban parents (parenting experience or deep community exposure a plus).
Comfort operating inside startup constraints - small budgets, fast iteration, no MMM at our scale.
Able to work asynchronously with a Vietnam-based leadership team.
Quyền lợi
Career Path
Perform Bonus
THR
Thông tin bổ sung
Tiếng Anh