Influencer & Product Marketing Assistant Manager
UNIQLO · Vietnam
DEPARTMENT OVERVIEW
The Marketing & PR Department is a strategic business partner that drives brand growth, customer engagement, and commercial performance. By bringing the LifeWear philosophy to life, the team develops integrated marketing initiatives that strengthen brand awareness, communicate product value, and inspire customers. Through close collaboration with internal and external stakeholders, the department ensures a consistent brand presence and fosters a positive perception of UNIQLO within the community.
ROLE OVERVIEW
This role requires at least 10 years of hands-on experience in marketing, integrated marketing communications, influencer marketing, campaign management, or brand management, preferably within the retail, fashion, lifestyle, or agency industry. It is a senior individual contributor position with no direct people-management responsibility. The successful candidate will bring deep expertise and independently lead complex influencer and product marketing initiatives, including top-tier KOL, celebrity, creator, agency, and talent partnerships, while influencing cross-functional stakeholders and delivering measurable brand and business impact
JOB RESPONSIBILITIES
Influencer Marketing (70%)
Lead Influencer Marketing Strategy: Develop an integrated influencer strategy aligned with UNIQLO’s brand direction, LifeWear philosophy, and objectives across brand-building, product, and sales-driven campaigns.
Manage the Full Influencer Portfolio: Oversee top-tier KOLs, macro and micro influencers, KOCs, and emerging creators, defining the role of each tier across awareness, engagement, advocacy, traffic, and conversion.
Lead Talent & Agency Management: Manage influencer identification, evaluation, selection, negotiation, contracting, and relationship development in partnership with influencer agencies, talent managers, and creator networks.
Develop KOC & Creator Communities: Build a scalable KOC network, encourage authentic content creation, and develop high-performing KOCs into higher-tier influencer partners.
Drive End-to-End Campaign Execution: Lead campaigns from planning and briefing through content approval, activation, amplification, and reporting, ensuring all content is authentic, on-brand, platform-relevant, and delivered on time.
Coordinate Cross-Functional Execution: Partner with PR, Social Media, Performance Media, CRM, E-commerce, and Store Operations to maximize campaign impact and support brand, business, and sales objectives.
Manage Budget & Performance: Optimize investment across influencer tiers and evaluate performance based on reach, engagement, traffic, social buzz, sentiment, cost efficiency, conversion, and return on investment.
Optimize Performance & Protect the Brand: Evaluate influencer effectiveness, lead post-campaign reviews, optimize the talent and content mix, and proactively manage brand-safety and reputational risks
Product Marketing & Integrated Communications (30%)
Lead Product Marketing Strategy: Analyze customer needs, industry developments, competitor activities, cultural movements, market trends, and UNIQLO’s global direction to identify communication opportunities for each LifeWear product and category.
Translate Insights into Business Impact: Convert customer and market insights into product marketing strategies that strengthen the UNIQLO brand and contribute to category growth and sales performance.
Develop Product Positioning & Storytelling: Define communication territories, key messages, and storytelling approaches that make LifeWear product benefits relevant, distinctive, and easy for customers to understand.
Drive Integrated Marketing Communications: Lead the development of integrated marketing communications across online and offline touchpoints, including influencer marketing, events and activations, social media, paid media, CRM, e-commerce, and retail stores.
Ensure Communication Consistency: Maintain clear and consistent product messaging across creators, channels, customer touchpoints, and all campaign phases.
Coordinate Cross-Functional Execution: Partner with Merchandising, E-commerce, Retail Operations, PR, Social Media, CRM, Media, Creative, and Sales teams to align product communication with brand and business priorities.
Manage Budget & Performance: Optimize campaign investment and evaluate marketing effectiveness based on sales contribution, year-over-year category growth, cost efficiency, and return on investment.
QUALIFICATIONS
Required
Bachelor's degree in marketing, business, mass communication, or any other related fields.
At least 10 years experiencing marketing and campaign management from integrated marketing communication (IMC) in marketing agencies or retail industry and at least 05 years at Supervisor or Assistant manager level.
Fluent in both English and Vietnamese (written & verbal)
Significant experience in influencer marketing, celebrity or talent management, social media, PR, or integrated marketing communications. Proven experience managing top-tier KOLs, influencers, KOCs, and emerging creators.
Have understanding, knowledge and Skillset in 360 Degree Campaign and Brand Management.
Good at project management skills.
Nice to Have
Strong leadership, interpersonal skills and multi-task management skills
Excellent in communication to build strong networks and relationships across departments by enhancing collaboration.
Strong problem-solving skills & analysis skills
Ability to adapt in fast paced working environment as well as diversity cultures.
A team player with a fantastic can-do attitude and willing to learn mindset.
WHAT WE OFFER
Competitive salary, performance bonus, and comprehensive benefits package.
Staff Discount.
24/7 Healthcare & Accidental insurance since the onboarding day (cover for 01 family member of staff)
Career growth in a company where the role may expand with business needs, including potential future responsibility within the FR group.
A results-driven, entrepreneurial culture where your decisions drive real business impact.
UNIQLO Vietnam respects candidate privacy and is committed to protecting personal information. Any personal data submitted during the recruitment process will be collected, processed, and stored solely for recruitment and employment-related purposes in accordance with applicable laws and company policies. Personal information will only be accessed by authorized personnel involved in the hiring process.
By applying for this role, candidates acknowledge that UNIQLO Vietnam may use submitted information to assess suitability for current or future opportunities within the organization, where permitted by applicable law.
UNIQLO Vietnam is an equal opportunity employer. As an equal opportunity employer, UNIQLO Vietnam does not discriminate against applicants or employees because of race, ancestry, color, religion, sex, sexual orientation, place of origin, criminal conviction, family status, gender identity or expression, Indigenous identity, marital status, mental disability, physical disability, political belief, source of income or because of any other status or condition protected by applicable law.
We sincerely appreciate the interest and enthusiasm of all applicants. While every application is carefully reviewed, only candidates whose qualifications closely match the position requirements will be contacted.