Planning Manager
Edelman · Ho Chi Minh City
Edelman is a voice synonymous with trust, reimagining a future where the currency of communication is action. Our culture thrives on three promises: boldness is possibility, empathy is progress, and curiosity is momentum.
At Edelman, we understand diversity, equity, inclusion and belonging (DEIB) transform our colleagues, our company, our clients, and our communities. We are in relentless pursuit of an equitable and inspiring workplace that is respectful of all, reflects and represents the world in which we live, and fosters trust, collaboration and belonging.
The Planning Manager is responsible for turning insight into measurable business impact.
This role goes beyond gathering research - it connects data, culture, audience behavior and brand ambition into strategic direction that drives performance across channels. The Planner ensures every brief, recommendation and idea is anchored in clear business objectives and defined success metrics.
You will play a key role in shaping effective campaigns that strengthen brand equity, influence behavior, and contribute to clients’ commercial growth.
Key Responsibilities
1. Drive Insight That Delivers Results
Conduct rigorous primary and secondary research to uncover actionable insights
Translate competitive audits, category analysis and cultural trends into clear strategic implications
Identify audience opportunities based on behavioral, attitudinal and market data
Synthesize complex data into concise, persuasive narratives tied to business outcomes
Ensure all insights ladder up to defined KPIs and measurable success indicators
2. Strengthen Brief Quality & Strategic Clarity
Co-develop strong, outcome-driven creative briefs aligned with client business objectives
Define clear problem statements, target priorities, and success metrics before campaign development
Support the development of “living briefs” that evolve based on performance learning
Help set parameters for campaign effectiveness across paid, earned, shared and owned channels
3. Connect Strategy to Performance
Investigate and evaluate client marketing channel usage and effectiveness
Monitor consumer trends, sentiment and campaign performance to refine strategy
Align insights with channel selection and engagement platforms based on measurable impact
Support post-campaign analysis by identifying key learnings and optimization opportunities
Ensure recommendations are evidence-based and commercially sound
4. Collaboration & Execution Excellence
Present insights and strategic recommendations clearly to internal teams and clients
Partner cross-functionally with account, creative, digital and media teams
Manage multiple assignments in a fast-paced environment while maintaining strategic rigor
Advocate for insight-driven thinking throughout the creative process
Qualifications
At least 3 years of relevant experience in communications, marketing, research or related fields
Bachelor’s degree in Marketing, Advertising, Communications, Business, or related disciplines
Experience in an advertising, marketing, or PR agency planning function
Strong ability to combine data and insights into a clear, defensible point of view
Experience working with primary and secondary research tools and synthesizing findings
Strong analytical capability with commercial awareness
Proficiency in PowerPoint and strong storytelling ability
Excellent presentation and written communication skills
Experience supporting integrated, multi-channel campaigns
Core Competencies
Outcome-oriented mindset - links strategy to measurable results
Analytical rigor combined with creative thinking
Strong stakeholder communication and influence skills
Intellectual curiosity and cultural awareness
Ability to balance speed and strategic depth
High integrity and commitment to excellence
We are dedicated to building a diverse, inclusive, and authentic workplace, so if you’re excited about this role but your experience doesn’t perfectly align with every qualification, we encourage you to apply anyway. You may be just the right candidate for this or other roles.