ABOUT TEENCARE

TeenCare is building the Parenting AI for modern families - combining 1:1 mentoring for teens with AI-powered insights for parents.

We work with thousands of families weekly, turning real conversations into structured intelligence that helps parents make better decisions.

We’re a fast-growing company in Southeast Asia, backed by global investors (including Acumen, Advocates for Youth, EMpower, MIT Solve, and TiE Singapore) and trusted by parents across the region. Our products are used by families every week, and we’re building toward a platform that can scale globally. We’re looking for people who want to work on hard problems, take real ownership, and be held to a high bar.

ABOUT THE ROLE

This role owns TeenCare's brand for the US and other English-speaking markets we are entering. You build the positioning, guidelines, and content standards that make TeenCare feel native - not translated - to global parents. You partner tightly with the RC Manager US/Global on funnel work and with the Viral Leader on organic reach.

WHY THIS ROLE EXISTS

The Vietnam brand doesn't cross borders unchanged. Global markets need different visual references, different social proof (US students, testimonials from paying US families in USD), and different cultural language around parenting. This role builds that layer without diluting our core positioning.

KEY RESPONSIBILITIES

• Global brand guidelines: tone of voice in English, visual system, and key messages by funnel stage - distinct from but consistent with the VN brand.
• Market localization: hero copy, imagery, testimonials, pricing display, and FAQ tailored to each launch market (US first, then adjacent English-speaking markets).
• Right-fit positioning: the brand should attract the target segment and repel wrong-fit families - filtering is part of the job, not a side effect.
• Content standards for global channels: define what “native” looks like for US organic content; work with the Viral Leader on execution.
• Landing pages & sales assets for the global funnel: own the touchpoints, track their conversion, and iterate on evidence.
• Measurement discipline: every branding initiative must state which funnel metric it targets (CTR, cost per qualified lead, trial-to-annual, referral). No hypothesis, no launch.

REQUIREMENTS

• 4+ years of brand or content strategy experience for B2C brands targeting US or global English-speaking consumers; edtech, parenting, health, or another trust-based category preferred.
• Portfolio evidence of brand work moving business metrics - not just awards or reach.
• Native-level English writing with cultural fluency for US urban parents (parenting experience or deep community exposure a plus).
• Comfort operating inside startup constraints - small budgets, fast iteration, no MMM at our scale.
• Able to work asynchronously with a Vietnam-based leadership team.

BENEFITS

Compensation & Hiring Process

• Hiring process: screening → portfolio review with business-impact evidence → take-home assignment (a short brand audit for TeenCare's US launch with metric hypotheses) → in-depth interview.
• Competitive income with unlimited growth potential based on experience and real, on-the-job results: salary up to VND 20,000,000/month + performance bonus + spot/hot bonuses (where applicable).
• Transparent salary and level progression, based on data - Performance Reviews every 3 months.
• Full social and health insurance (BHXH, BHYT) and other benefits in line with Vietnamese Labor Law and company policy, including: 12 paid leave days per year, 90 minutes of menstrual leave per month, and more.

Breakthrough Growth Opportunities

• Opportunities to learn and deeply develop essential skills through a clear training roadmap, supported by an experienced Mentor/Buddy team.
• A strong learning culture built around our Onboarding New Builders program, plus a full lineup of Monthly Learning, Sharing, Training, and Mentoring sessions, along with engaging Builder Forums. TeenCare also helps every individual maximize self-directed learning through the Learning Hub on the Base Square platform.
• A young, passionate, ambitious, and people-centered startup team - all united in creating real value for children, families, schools, and society.