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Base Design Logo Base Design · -

Senior Brand Strategist

Vietnam, Ho Chi Minh City · Job Posted February 01, 2026
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Job Description

As a Senior Brand Strategist at Base, you will work closely with Creative Directors, Design Directors, and multidisciplinary project teams to shape brand thinking from the earliest stages through activation. You will play a key role in defining brand foundations, narratives, and strategic frameworks—while remaining deeply connected to local context, culture, and market realities. This is a full-time, locally based role. We are looking for someone who understands Vietnam from the inside and is excited to collaborate with ambitious local brands, founders, and institutions.

Job Responsibility

  • Fluently apply Base’s concept-first, creatively strategic approach to branding—grounding ideas in context, insight, and clarity
  • Lead the development of brand platforms, positioning, purpose, vision, tone of voice, and core narratives that are culturally relevant and commercially meaningful
  • Translate deep local understanding—Vietnamese culture, behaviour, language, and business realities—into brand strategies that can stand confidently on a regional or global stage
  • Work hand-in-hand with other strategists, designers, writers, and directors to ensure strategy is not a document, but lives clearly through design, experience, and expression
  • Act as a day-to-day strategic partner to clients. Build trust, lead conversations, and clearly articulate and defend strategic thinking with confidence and empathy
  • Bring the people into the process at the right time—encouraging collaboration while remaining mindful of efficiency, scope, and focus
  • Support and guide junior strategists and team members, contributing to a culture of curiosity, generosity, and shared ownership
  • Continuously bring new references, frameworks, and points of view—across culture, business, design, and society—into the studio

Requirements

  • 3+ years experience in brand strategy, brand consulting, or a related discipline
  • Demonstrated experience working with local or regional brands in Vietnam or Southeast Asia
  • Strong ability to articulate ideas clearly—verbally and in writing (English required
  • Vietnamese strongly preferred)
  • Comfortable working across disciplines and with creative teams
  • Strategic thinker with a strong cultural lens and commercial awareness
  • Collaborative, generous, and enthusiastic by nature
  • Calm, rigorous, and persuasive when defending ideas
  • Curious, open-minded, and deeply engaged with the world around you
  • A belief that brands matter because people matter
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