Senior Brand Strategist
BaseSGN is expanding, and to support our growing team, we are looking for a Senior Brand Strategist to join our studio in Ho Chi Minh City.
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.
Strategy begins with project scoping. Strategy is ongoing.
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.
Employment: Full-time
Location: On-site, Ho Chi Minh City
Start: As soon as possible after Tet holidays
Responsibilities
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
What we value most
Enthusiasm over ego
Collaboration over silos
Clarity over jargon
Cultural sensitivity over assumptions
Responsibility over hierarchy
How to apply
Please send the following to jobs-sgn@basedesign.com
Include your full name and Senior Brand Strategist in the subject line.
A CV (PDF format)
A short note explaining why you want to work at Base
Examples of strategic work (case studies, decks, or writing—links or PDFs)
Applications will be reviewed on a rolling basis.
BaseSGN is expanding, and to support our growing team, we are looking for a Senior Brand Strategist to join our studio in Ho Chi Minh City.
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.
Strategy begins with project scoping. Strategy is ongoing.
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.
Employment: Full-time
Location: On-site, Ho Chi Minh City
Start: As soon as possible after Tet holidays
Responsibilities
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
What we value most
Enthusiasm over ego
Collaboration over silos
Clarity over jargon
Cultural sensitivity over assumptions
Responsibility over hierarchy
How to apply
Please send the following to jobs-sgn@basedesign.com
Include your full name and Senior Brand Strategist in the subject line.
A CV (PDF format)
A short note explaining why you want to work at Base
Examples of strategic work (case studies, decks, or writing—links or PDFs)
Applications will be reviewed on a rolling basis.