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.
5. 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.
Experience:
8+ years in marketing, with meaningful time in brand-building leadership, ideally spanning both consumer brand and tech or product-led environments.
Proven track record of building consumer trust and brand credibility, not just awareness, in a competitive market.
Experience taking a brand from early adopter to mainstream, understanding how the messaging, channels, and creative approach must evolve.
Deep fluency in digital and social marketing, content strategy, performance marketing, and creator ecosystems.
Experience in automotive, mobility, consumer tech, or lifestyle categories is a strong plus.
Capabilities:
Sharp brand strategist: you define positioning, voice, and emotional territory with precision, and brief creative teams that deliver.
Strong product storyteller: you make technical products feel exciting and accessible to mainstream consumers.
Data-fluent and commercially sharp: you understand CAC, attribution, and the relationship between brand investment and revenue.
Excellent communicator in both English and Vietnamese: you express ideas clearly whether in a CEO briefing, a media interview, or a campaign brief.
Character:
Genuinely passionate about Dat Bike's mission: you want to be the person who shapes how Vietnam electrifies.
Creative courage: you push for bold ideas, not safe ones.
Ego-light, conviction-heavy: you collaborate openly and fight hard for what you believe is right.
Builder mentality: you are energized by the blank page, the unbuilt team, the undefined process.
