Digital Performance Specialist

About the role
We're looking for a Senior Digital Marketing Specialist to own SoBanHang's paid acquisition engine end-to-end - from app install and lead generation campaigns to the measurement infrastructure behind them.
This role is not limited to running ads. You are expected to propose and drive growth initiatives that acquire paying merchants through any channel that works, and you will have the mandate to bring those ideas to the table. You will be the single owner of cost-per-lead efficiency, and you will work daily with telesales, CRM, and data so that every dong spent can be traced to a paying merchant.
If you like AI and automation not as a buzzword but as a way to stop doing manual reporting, this role is built for you.
How You'll Work
You are never expected to solve this alone. This role is designed with built-in stakeholder support:
Product team - for landing page build, tracking implementation, and in-app conversion points
Content & Design team - for creative production, copy, and campaign assets
Data team - for warehouse integration, attribution logic, and reporting pipelines
Telesales team - for lead quality feedback and close-rate signals
Head of Growth - for budget decisions, priority calls, and unblocking cross-team requests
Your job is to own the outcome and drive the collaboration, not to build everything by yourself.
Key Responsibilities
Performance Campaign Management - 30%
Plan, launch, and optimize always-on and campaign-based paid media across Meta, Google, TikTok, and Apple Search Ads
Own two distinct objectives with separate playbooks: app install volume and qualified lead generation
Manage monthly media budget allocation and pacing; forecast and report cost-per-lead against target
Run structured creative and audience testing with clear hypotheses, sample sizes, and kill criteria
Growth Initiatives & Conversion Optimization - 30%
Propose and drive growth initiatives to acquire paid users beyond paid advertising - referral mechanics, partnership plays, community channels, product-led loops, or anything else that demonstrably converts. You own the idea, and you are expected to bring ideas
Work with the Product team and Content team to build and iterate landing pages - you define the requirement and own the conversion outcome; Product supports the build, Content supports the copy
Optimize the full path from ad click to qualified lead, working backwards from what telesales can actually close
Partner with telesales on a weekly cadence to improve lead quality, not just lead volume - feed close-rate signals back into targeting
Martech & Measurement Infrastructure - 15%
Own campaign tracking setup: UTM taxonomy, naming conventions, conversion events, and the ad-platform-to-CRM handoff
Work with the Product team and Data team to maintain integrations across ad platforms, CRM, and the data warehouse so channel attribution stays trustworthy - you define what needs to be tracked and why; they support the implementation
Flag and escalate tracking breakage early; a broken attribution chain is treated as a P0 issueReporting & Insight - 15%
Own the digital performance report end-to-end, produced in collaboration with the Data team: spend, volume, cost efficiency, and conversion by channel
Build and maintain automated reporting using AI and automation tools to replace manual reporting work
Always report absolute numbers alongside percentages; explain what moved and why, not just what changed
Turn campaign data into concrete next actions with owners and deadline
Partnership & Channel Marketing - 10%
Support joint marketing programs with strategic partners, including banks and financial institutions - co-branded campaigns, lead-sharing programs, and activation plans
Adapt campaign assets and landing pages to partner requirements and brand guidelines
Track and report partner-sourced performance separately from owned channels
Take on other tasks assigned by the Head of Growth as business priorities shift
Who You Are
3-5 years of hands-on digital performance marketing experience, with direct ownership of monthly media budget
Proven track record running both app install and lead generation campaigns - not just one
You bring ideas, not just execution. You have proposed something outside your job description before, and it worked
Comfortable in the technical layer: UTM structure, conversion tracking, pixel and SDK setup, platform-to-CRM integration
Working knowledge of AI and automation tools for reporting and workflow - you have actually built something, not just read about it
Able to define and drive a landing page build with Product and Content, and own the conversion result
Analytical and structured; you form a hypothesis before you spend, and you can defend a number
Experience with mobile app marketing, SaaS, fintech, or SME segments is a strong plus
Fluent in Vietnamese, with good working English for platform documentation and tooling
The Environment
This is a startup, and we work like one: fail fast, learn faster.
Decisions are made quickly, priorities shift when data says they should, and nobody waits for a perfect plan before testing something. You will ship things that don't work, and that is expected - what is not expected is repeating the same mistake twice.
This role suits someone who is proactive, learns quickly, and genuinely wants to understand how a startup is built from the inside. It does not suit someone who needs a fully defined process before starting.
What You'll Get
Full ownership of a real media budget with direct visibility to the Head of Growth and CEO
A market of millions of Vietnamese household businesses - real scale, not a niche test
A mandate to propose growth initiatives beyond your channel, and real support to execute them
Freedom to build the measurement stack the way it should be built, instead of inheriting someone else's mess
Direct exposure to bank and fintech partnerships on a national scale
Fast-track growth in a small, high-ownership team where your work is visible immediately
Work location: 173 Tran Nao, An Khanh Ward, Ho Chi Minh City
Work hours: Monday - Friday ([protected info]), Saturday ([protected info])