Senior Marketing Manager, MMusic

MMusic is a music & culture company in Vietnam, founded in 2022. MMusic delivers specialized services to artists, brands, and fandom- becoming Vietnam's leading music & culture ecosystem services company.

MMusic operates multiple business lines in parallel under one unified brand. This role exists to lead overall Marketing & Branding at MMusic, while leading marketing pods across each business line.

 Role Purpose

The Senior Marketing Manager is a multi-pod leadership position, owning end-to-end Marketing & Branding for MMusic - including the master MMusic brand and the leadership of marketing pods across each business line.

This role is simultaneously Brand Custodian (safeguarding brand identity, voice, and design system across the company), Marketing Lead (setting strategy, approving campaigns, leading sub-team marketing pods), and Project Management & Execution Lead for key partner campaigns assigned to MMusic.

The role requires company-wide strategic thinking together with operational execution at business-line and partner-project level

Key Responsibilities

The Senior Marketing Manager is the primary PIC delivering marketing services to two client groups - internal (MMusic's business lines) and external (partners / clients assigned to MMusic).

GROUP A Internal Marketing Services

Delivering marketing & branding services for the MMusic master brand and all internal business lines.

A1. Master Brand & Overall Marketing Strategy

1. Own MMusic brand positioning - ensure master brand identity, voice, and design system are consistent across all business lines.
2. Build and execute the Annual Marketing & Branding Plan at company level, aligned with the long-term business plan and strategic direction set by HOD MMusic.
3. Define brand architecture between the MMusic master brand and sub-brands - determining how independent or interconnected each brand should be.
4. Manage overall marketing & branding budget, allocating resources across business lines based on priorities.

A2. Lead Marketing Pods & Team Operations Management  

1. Direct line management of Marketing Leads / Content Leads across business lines; set KPIs, review performance, and ensure each pod delivers its line's business outcomes.
2. Design the brief system, content calendar, and campaign approval workflow between company level and pods - eliminating reactive work and ensuring clear ownership of every output.
3.  Coach and develop capability for pod Marketing Leads - including defining each line's distinct brand voice within the master brand framework.
4.  Build common standard playbooks (brand guidelines, tone of voice, social templates, brief templates) so all pods operate consistently.
5.  Headcount planning & talent management - propose hiring needs, lead the hiring, onboarding, regular evaluation, and career-path development for marketing & operation team members.
6.  Run the marketing team : weekly stand-ups, monthly reviews, quarterly OKRs, retention plans; ensure the team can scale without chaos.

A3. Integrated Campaign & Cross-Pod Coordination  

1. Lead integrated campaigns spanning multiple business lines, ensuring timing, narrative, and go-to-market are tightly aligned across pods.
2. Serve as the bridge between Marketing and other functions: HOD office, Art Team, Media Performance, BD/Sales, A&R, and operations teams.

A4. Brand Communications, PR & Owned Channels / Brand Communications, PR & Owned Channels

1. Manage MMusic owned channels (social channels, website, master social, newsletter, pitch deck, company narrative).
2. Lead PR & media relations for MMusic - relationships with press, industry publications, and HOD MMusic thought leadership.
3. Crisis communication - prepare playbooks and respond quickly when incidents involving artists, partners, or brand reputation arise.

A5. Performance, Measurement & Reporting  

1. Define brand health & marketing metrics for company level and each pod (brand awareness, share of voice, social growth, campaign ROI, lead pipeline).
2. Monthly business review with HOD MMusic - present marketing performance, brand health, campaign results, and recommendations.
3. Coordinate with the Media Performance Lead to optimize paid media budget across business lines.

GROUP B External Marketing Services for Artists & Other Partners

Delivering marketing services to MMusic's external clients - specifically artists and other partners (excluding Brand clients, as the Brand-Agency scope is handled by mServices). Acts as the primary PIC while leading internal marketing pods (the same pods serving internal Group A) to deliver.

B1.  Primary PIC for Artist & Partner Campaigns - Project Management & Execution Lead

1. Serve as MMusic's primary PIC for key campaigns from external clients - including artists and other partners assigned to MMusic (excluding Brand clients, as that scope is handled by mServices).
2.  Directly own and lead campaigns end-to-end: from briefing with the artist / partner, planning, coordinating internal resources, execution, to wrap-up and hand-off.
3. Act as Project Manager - managing timeline, scope, budget, and deliverables; ensuring campaigns are delivered in line with client commitments.
4. Serve as the primary point of contact with artists / partners throughout the campaign lifecycle - reporting progress, proposing adjustments, resolving issues, and maintaining long-term relationships.

B2. Managing Marketing Pods to Deliver Services to Artists & Partners

1. Coordinate internal marketing pods (the same pods serving internal Group A) to deliver marketing services to artists and partners - ensuring sufficient capacity, sensible prioritization, and balanced workload between internal and external commitments.
2. Brief the team with full context about the artist / partner, business objectives, and success criteria; ensure the team clearly understands "who they're working for and why".
3. Manage team output quality before delivery to artists / partners - review creative, content, plans, and reports; take final responsibility for quality standards.
4.  Bring in external vendors when needed (production, creative, talent, media) to supplement internal team capacity.
5. Post-campaign: conduct wrap-up reviews, measure performance, capture learnings, and build case studies to support future business development.

B3. Partnership Deal Management within Marketing Scope (non-Brand)

1. Serve as the primary owner of partnership deals with external partners within MMusic's marketing scope - including media partners, platform partners, content partners, co-marketing partners, and industry / community partners. Excludes Brand-Agency deals (handled by mServices).
2. Proactively identify partnership opportunities aligned with the marketing & branding strategy at company and business-line level.
3. Lead the full process: pitching, negotiating scope & commercial terms, drafting proposals, aligning internally, signing, and execution.
4. Maintain & develop long-term relationships within the partner network - ensuring collaborations deliver mutual value across multiple campaigns.
5. Work closely with mServices and the BD/Sales team to clearly delineate scope - avoiding overlap between own marketing partnerships and MServices' Brand-Agency deals.

Must-Have Requirements

Experience

1. 7-10 years of marketing & branding experience, with at least 3 years at Marketing Manager / Brand Manager / Senior Marketing Lead level or above.
2. Has managed a marketing team of ≥ 8-10 people, including ≥ 2 Marketing Leads / Content Leads as direct reports. Preference for candidates who have led multiple brands / business lines simultaneously.
3. Background in music, entertainment, lifestyle, creative agency, fashion/culture brand, or consumer/branded experience industries is an advantage.
4. Has executed integrated campaigns (PR + Social + Influencer + Activation + Performance) as lead or co-lead.
5. Experience working with external partners (brand, media, platform, agency) in a proactive role, not just a supporting capacity.

Capabilities

1. Project Management - mandatory skill. Able to lead a partner campaign / project end-to-end: scope, timeline, resource, budget, stakeholder; proficient with PM tools and workflow design.
2. Team Management - mandatory skill. Able to manage a large marketing team (≥ 8-10 people) across multiple layers (Leads, Executives, Content); skilled at hiring, onboarding, coaching, evaluating, and retaining talent; able to handle internal conflicts and performance issues.
3. Operations Management - mandatory skill. Able to build and run the operating system of a marketing function: brief templates, content calendars, approval workflows, resource allocation, and reporting cadence; ensures the team runs on systems rather than reacting.
4. Partnership & Stakeholder Management - able to pitch, negotiate, and maintain relationships with external partners; confident in leading scope & commercial negotiations for marketing-related partnership deals.
5. Strategic thinking - ability to zoom between overall strategy and campaign execution.
6. Strong brand sense - aesthetic taste and clear understanding of brand voice, design system, and creative execution.
7. Music & culture fluency - understands artists, fans, and how brands speak to Vietnamese GenZ.
8. Fluent English - sufficient to work with international partners, write B2B decks, and consume industry reports.

Nice to Have

1. Prior experience at music labels, music agencies, or fandom / live event companies.
2. Established network with artists, KOLs, producers, brand marketers, and journalists in Vietnam's music & culture industry.
3. Has run a fandom community, fan club, or subscription-based business.
4. Working knowledge of data, paid media, and growth - sufficient to challenge and brief the Media Performance team.

How to Apply

Send CV, portfolio/case studies, and a short note (~200 words) answering: "What core principles must a master brand operating multiple business lines follow to remain unified while still allowing each line to have its own distinct brand voice?"