Head of Marketing

職務概要

About the role: As Head of Marketing, you report directly to the CEO and own everything the market sees, hears, and feels about Dat Bike. You are responsible for building a brand that is not only exciting and innovative, but trusted. Vietnamese riders are to choose our bikes with confidence, knowing Dat Bike will stand behind them long after purchase. You will lead brand strategy, product launches, demand generation, and retail activation, while building and managing a high-performing marketing team. This role requires both strategic vision and a bias for execution. What you are here to achieve This role is defined by 4 core objectives: 1. Brand trust, Legitimacy & Long-term commitment The most important brand battle Dat Bike faces is not awareness but credibility. Mainstream riders need to believe that while Dat Bike is a young company, it will be here for the long term, with the service network and accountability to back that promise. You will build the narrative and proof points that make that belief rational and felt. - Own the brand narrative that positions Dat Bike as a credible, long-term company, not a startup bet, through PR, brand campaigns, storytelling, and corporate communications. - Actively market after-sales quality and service commitments as core brand differentiators, not just support functions. - Translate Dat Bike’s operational strengths, such as engineering depth, manufacturing capability, service infrastructure, into visible signals of permanence and reliability. - Amplify real owner stories and long-term riding experiences as the most credible proof points for trust. 2. Tech innovation & Performance-price leadership Dat Bike wins on product. Your job is to make that undeniable in the market. This means translating engineering excellence into stories that resonate with mainstream riders, and establishing Dat Bike as the brand that defines where Vietnamese EV mobility is going. - Own product storytelling end-to-end by translating technical specs and engineering achievements into compelling, accessible consumer narratives. - Establish Dat Bike as the category's innovation benchmark: the brand that sets the standard others follow, not the challenger catching up. - Consistently communicate the performance-price advantage in ways that are concrete, credible, and shareable. - Work closely with the product and engineering teams to shape how new features and technologies are named, framed, and launched. 3. Category expansion through product launches Dat Bike is widening its product lineup to reach new customer segments beyond the early adopter base. Each new model is an opportunity to bring a new type of rider into the Dat Bike family. You will ensure every launch is strategically targeted, culturally resonant, and commercially impactful. - Build and lead integrated product launch campaigns for new models, from pre-launch narrative to post-launch momentum, targeting specific new customer segments. - Develop segment-specific messaging and channel strategies that make Dat Bike relevant to new audiences without diluting the core brand. - Ensure every launch is a nationwide moment through earned media, creator partnerships, live experience, and digital activities. - Set and track hard launch KPIs, such as pre-order volume, test-ride conversion, press quality, and share of voice. 4. Demand generation & Retail enablement Awareness without conversion is vanity. You will build the marketing engine that turns attention into test rides and test rides into sales, while ensuring every new Dat Bike store is set up to succeed. - Lead creative and activation activities that drive leads, test rides, and conversions across all channels: digital, social, physical, and partnership. - Own performance marketing strategy and work with the digital team to scale customer acquisition efficiently without compromising brand quality. - Partner closely with the Sales team to align on distribution expansion, equipping new stores with local activation, launch support, and marketing materials. - Build clear marketing attribution and reporting so leadership always knows what is working, what is not, and where to invest next. Team leadership: - Build, lead, and develop a high-performing marketing team spanning brand, content, digital, and activation. - Manage external agencies and vendors to a high standard of output, efficiency, and creative ambition. - Foster a culture of creative bravery and rigorous measurement: big ideas pursued, results honestly assessed. Operate as a collaborative partner to Sales, Product, and the CEO, bringing marketing insight into every major business decision.