B2B Brand Strategy Specialist

Why TrueBusiness

Join a future-focused team at the heart of Thailand's digital transformation.

TrueBusiness empowers businesses of all sizes to thrive in a connected and intelligent world — from connectivity and communication to cloud, cybersecurity, AI, data, digital solutions and beyond. As businesses move from the digital era into the AI era, TrueBusiness is evolving from a connectivity provider into a technology and business transformation partner that helps Thai businesses grow, compete and create impact.

We are looking for a B2B Brand Strategy Specialist to help shape this next chapter.

Role Purpose

The B2B Brand Strategy Specialist will be the strategic engine behind the TrueBusiness brand and its communication, translating business ambition, customer insights and market opportunities into a clear, differentiated and compelling brand strategy.

This role will lead B2B brand and communication strategy across TrueBusiness Corporate, Enterprise and SME, ensuring that every audience understands what TrueBusiness stands for, why it matters and how we can help their business move forward.

You will develop the strategic foundations behind our brand positioning, value proposition, messaging, narratives and communication platforms, and work closely with Marketing, Sales, Product, Solution, Corporate Brand & Communications, Creative, Media and external agencies to bring the strategy to life consistently across every touchpoint.

The ideal candidate is a strategic thinker who can connect business + customer + technology + creativity, turn complexity into simple stories, and build a brand that is both commercially powerful and culturally relevant.

Key Responsibilities

1. B2B Brand Strategy & Positioning

• Develop and evolve the overall TrueBusiness B2B brand strategy aligned with True Corporation's vision and TrueBusiness business ambition.
• Define and sharpen the brand positioning, purpose, promise, value proposition and differentiation for TrueBusiness.
• Develop clear brand architecture and strategic relationships across TrueBusiness Corporate, Enterprise and SME.
• Translate business strategy and portfolio priorities into clear brand and communication strategies.
• Ensure TrueBusiness has a distinctive position in the market beyond traditional telecommunications and connectivity.

2. Customer & Market Insights

• Lead the development of customer and market insights to identify changing business needs, emerging opportunities and competitive whitespace.
• Translate customer, industry and cultural trends into actionable brand and communication strategies.
• Understand the different needs, mindsets and decision journeys of Enterprise decisionmakers, business leaders, entrepreneurs and SMEs.
• Partner with research, data, sales and product teams to build a strong understanding of B2B customers.
• Monitor brand health, perception, relevance and competitive positioning and recommend strategic actions.

3. Communication Strategy & Messaging

• Develop the overarching B2B communication strategy across Corporate, Enterprise and SME.
• Create communication frameworks that translate complex technology and solutions into simple, compelling and business-relevant stories.
• Develop messaging architecture, key narratives, communication territories and campaign platforms.
• Ensure consistency of the TrueBusiness story across advertising, digital, social, content, events, PR, thought leadership, sales materials and customer experiences.
• Develop strategic communication briefs for creative and communication agencies and lead the strategic direction of key campaigns.

4. Brand Governance & Experience

• Establish and maintain strong governance of TrueBusiness brand identity, messaging and communication standards.
• Ensure consistent expression of the brand across internal and external touchpoints.
• Work closely with Corporate Brand teams to ensure alignment between the True masterbrand and TrueBusiness B2B brand.
• Partner with Sales and Solution teams to ensure brand positioning and messaging are reflected throughout the customer journey.
• Act as a brand guardian while enabling teams to communicate with speed, relevance and creativity.

5. Integrated Campaign & Content Strategy

• Translate brand strategy into integrated communication platforms and campaigns that build awareness, consideration, preference and business impact.
• Develop thematic campaigns around key business opportunities, industries, technologies and market movements.
• Shape TrueBusiness thought leadership platforms around areas such as AI, cloud, cybersecurity, digital transformation, connectivity and the future of business.
• Partner with content, media, PR, events and digital teams to ensure one powerful and consistent brand story across channels.
• Support major B2B events, forums, executive engagements and ecosystem partnerships with a strong strategic narrative.

6. Enterprise & SME Brand Strategy

• Develop differentiated communication approaches for Enterprise and SME while maintaining one coherent TrueBusiness brand.
• For Enterprise, build strategic narratives that resonate with C-suite and business decision-makers, including industry-specific and account-based communication.
• For SME, translate the TrueBusiness value proposition into simple, accessible and inspiring stories that demonstrate how technology can help businesses grow.
• Identify opportunities to build stronger emotional relevance for Thai businesses and entrepreneurs.

7. Strategic Partnership & Stakeholder Management

• Work cross-functionally with Marketing, Sales, Product, Solution, Corporate Communications, Customer Experience and Partnerships.
• Collaborate with creative, media, PR, digital and strategic agencies to develop high-quality brand work.
• Facilitate strategic workshops, ideation sessions and communication briefings with internal stakeholders.
• Influence senior stakeholders and align diverse teams around a brand direction.
• Build strong relationships with technology partners, industry organizations and business ecosystems where relevant.

8. Brand Performance & Innovation

• Define brand and communication KPIs and establish frameworks to measure effectiveness.
• Track brand performance, campaign effectiveness, customer response and competitive movement.
• Use data and insights to continuously improve brand strategy and communication.
• Stay ahead of emerging technologies, AI, media, culture and communication trends.
• Identify new ways to make TrueBusiness more relevant, distinctive and future-ready.

Qualifications

• Bachelor's or master's degree in marketing, Brand Management, Marketing Communications, Business, Communication Arts or related fields.
• 5–8+ years of experience in brand strategy, marketing strategy, communication strategy, strategic planning or related roles.
• Strong experience in developing brand positioning, value propositions, messaging frameworks and integrated communication strategies.
• Experience in B2B marketing particularly in Telecommunications, Enterprise, SME, technology, ICT, cloud, digital or professional services.
• Strong understanding of how to translate business strategy and customer insights into powerful brand and communication strategies.
• Experience working with creative, media, digital, PR or strategic agencies.
• Strong strategic thinking combined with the ability to translate strategy into execution.
• Excellent presentation, storytelling and communication skills.
• Strong analytical and problem-solving capabilities with a data-driven mindset.
• Ability to simplify complex technology, products and business propositions into compelling customer stories.
• Strong stakeholder management skills and the ability to influence across functions and seniority levels.
• Comfortable working in a fast-paced, highly collaborative and constantly evolving environment.
• Strong command of English and Thai, with excellent written and verbal communication skills.