Director Business Marketing

Role Overview

The Business Marketing Director leads the marketing strategy and delivery across Masterise Homes' premium and Luxury residential portfolio in the Southern market. This covers the full range of developments within the Masteri Collection, the LUMIÈRE Series in mixed-use developments across Ho Chi Minh City.

The Director owns the full project lifecycle across all assigned developments, from development-phase product inputs through go-to-market strategy, campaign execution, launch and post-launch performance. The Director leads a nimble team of Experts and Senior Experts and is accountable to senior leadership for the marketing outcomes of their project portfolio.

Key Responsibilities

Portfolio Strategy & Go-to-Market Leadership

• Build and drive comprehensive go-to-market strategies for each assigned project, covering market analysis, customer segmentation and targeting, product positioning, channel architecture, key messaging, budget allocation and KPI frameworks
• Ensure that each project and product’s positioning is clearly differentiated and complementary, while maintaining strategic coherence in line with the Lumiere and Masteri product lines
• Lead the annual and project-level marketing planning process, aligning investment with business priorities, phased sales targets and development timelines in close collaboration with Sales, Business Development and Finance
• Translate approved strategy into operational plans with clear ownership, timelines, quality checkpoints and accountability at every level of the team

Project Development Leadership

• Serve as the senior marketing voice during the development phase of assigned projects, providing substantive inputs on product mix, unit typologies, facilities, amenities, common areas and the overall residential lifestyle experience of the development
• Collaborate directly with Project, Design and Sales leadership to ensure each development is built around a strong product-market fit, informed by a clear understanding of the target customer for each product tier and location within the Southern market
• Ensure that product decisions affecting customer perception, marketing narrative or sales positioning are made with a clear market and customer rationale, and that the marketing strategy is developed in parallel with the product, not after it is fixed
• Contribute to the positioning and differentiation of new product lines or development concepts being considered for the Southern market

End-to-End Project Ownership

• Own the full marketing lifecycle of all assigned projects from inception through post-launch optimization, maintaining strategic oversight and accountability for outcomes at every stage across diverse product types and customer segments
• Lead the development of all campaign concepts, creative direction, key messages and brand expression across ATL, BTL, digital, events, sales gallery experiences and customer engagement initiatives, ensuring quality and consistency across all product lines
• Oversee the delivery of all marketing workstreams simultaneously across the Southern portfolio, managing resource allocation across the team, agency relationships, budget expenditure and quality standards with full accountability
• Lead engagement with all external agencies, creative partners and media at a senior level, setting clear expectations, maintaining quality governance and holding partners accountable to deliverables and timelines
• Monitor the full marketing funnel from awareness through engagement to conversion and sales outcomes for each project, using performance data to drive continuous optimization and strategic adjustment across the portfolio
• Manage the marketing budget with full accountability, making investment decisions based on commercial rationale across a diverse portfolio with varying price points, customer profiles and launch timelines

Risk Management & Problem Solving

• Maintain active oversight of all risks across the Southern portfolio, identifying issues at the earliest possible stage and bringing structured, solution-oriented recommendations to the right stakeholders before they escalate
• Establish clear escalation and decision-making protocols across the team so that risk is managed systematically and proactively rather than reactively
• Communicate the status of all projects, including risks, decisions required and strategic adjustments, to senior leadership with clarity, confidence and consistency
• Proactively identify and raise issues relating to market conditions, competitive activity, sales velocity or customer sentiment that may require a strategic adjustment and arrive at those conversations with a recommended course of action

People Leadership & Team Development

• Lead, develop and build a high-performing Business Marketing team, including direct management of Senior Managers and oversight of Experts and Senior Experts within the team structure
• Set a clear team direction and culture of high standards, accountability and continuous improvement, establishing what excellent looks like across every dimension of the team's work and consistently reinforcing that standard through coaching and example
• Provide regular coaching, structured feedback and development planning for all direct reports, ensuring each team member has a clear understanding of their performance, their development gaps and the path forward
• Identify and actively develop succession candidates within the team, treating talent development as a genuine leadership responsibility rather than a secondary obligation
• Manage team performance proactively, addressing issues early and building the team's capability to deliver consistently without over-reliance on the Director's personal involvement in day-to-day delivery

Stakeholder Management & Cross-functional Leadership

• Build and maintain trusted relationships with senior internal stakeholders including Sales Directors, Project Directors, Legal, Finance, Brand and Design, aligning them around shared marketing objectives and maintaining momentum across complex approval and decision-making processes involving multiple projects simultaneously
• Influence across functions through credibility, quality of thinking and consistent follow-through, building alignment and driving shared outcomes without relying on positional authority alone
• Manage the competing priorities, timelines and resource demands of multiple internal stakeholders across different product lines and development teams, keeping the team focused and the work moving without creating unnecessary friction

Qualifications & Experience

• Bachelor's degree in Marketing, Business Administration, Communications or a related discipline. An advanced degree or MBA is an advantage
• Minimum 15 years of experience in marketing, with at least 5 years in a senior leadership role overseeing a portfolio of premium residential, large-scale or mixed-use real estate developments in the Southern market
• Demonstrated experience owning the marketing strategy and business results for a multi-product residential portfolio, with direct accountability to senior executive stakeholders for outcomes across diverse product types and customer segments simultaneously
• Proven track record of leading marketing through the full project lifecycle including the development phase, pre-launch, phased launch and post-launch, across both high-rise and low-rise product types
• Deep understanding of the Southern Vietnam premium residential market, including the distinct buyer profiles, decision-making behavior and competitive dynamics at each segment from mid-premium to high-end luxury
• Strong people leadership experience with a demonstrated ability to build, develop and retain a high-performing team through the sustained pressure of multiple concurrent project cycles
• Commercially literate with a clear understanding of how marketing investment connects to sales pipeline, pricing strategy, absorption rates and revenue outcomes across a diverse residential portfolio
• Excellent written and verbal communication skills in both Vietnamese and English, with the confidence and credibility to present and defend strategy at the most senior levels of the organization