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1. Role and Scope of the Task
The role of the Head of
Digital Marketing is:
1. to lead and develop a high-performing digital marketing function to drive conversion and traffic
2. to ensure the most effective allocation of marketing budget across digital channels
3. to develop and scale performance-driven marketing, including paid media and social commerce (KOC/KOL) (?)/Tiktok (?), as key sales drivers
4. to ensure continuous monitoring of market trends, competitors and customer behavior to maintain a competitive edge
The Head of Digital Marketing bears full responsibility for the end-to-end digital funnel: from customer acquisition to conversion and retention.
The Head of Digital Marketing plays a critical role in shaping the company's commercial performance by ensuring that digital marketing contributes directly to traffic in stores
The Head of Digital Marketing is expected to act as a hands-on and inspiring leader, capable of building strong team capabilities, driving execution excellence and fostering a data-driven and performance-oriented culture.
In his/her work, the Head of Digital Marketing will promote the key principles of the business model:
• Strong focus on sales and measurable business impact
• Efficient and disciplined use of marketing budget
• Fast execution, testing and continuous improvement
• Close integration between marketing and commercial teams
The Head of Digital Marketing adheres to and promotes a culture of efficiency, ownership, and collaboration across teams.
Reporting Lines and Authority
• On professional matters, the Head of Digital Marketing reports to the CEO / CPO
• Digital Marketing team members report to the Head of Digital Marketing
• The role works closely with Category Management, Sales teams
The Head of Digital Marketing has authority over digital marketing strategy, budget allocation and campaign decisions within company guidelines.
Specific Tasks
In his/her daily work, the Head of Digital Marketing will execute the following tasks:
1. Digital Strategy & Performance Management
• Define and execute a digital marketing strategy aligned with business and traffic requirements
• Own key performance metrics, including revenue and conversion rate
• Ensure effective budget allocation across channels
2. Paid Media & Performance Marketing
• Lead and optimize paid media channels (Facebook, TikTok, Google, etc.)
• Ensure strong execution and continuous optimization of campaigns
• Manage internal team and/or external agencies
3. Influencer Marketing & Social Commerce (KOC/KOL) (??)
• Develop and scale a KOC-driven model focused on conversion and sales
• Manage KOL campaigns for key brand and promotional moments
• Drive performance on TikTok Shop and other social commerce platforms
• Track and optimize based on sales, cost per order and ROI
4. CRM & Customer Retention (if any)
• Build and execute CRM strategy (Zalo, SMS, email, etc.)
• Drive repeat purchase, customer retention and lifetime value
• Develop simple but effective loyalty and engagement programs
5. Commercial & Promotion Integration
• Work closely with Category Manager and Sales team to:
o Cooperation to develop promotion mechanics (discounts, bundles, campaigns)
o Align digital campaigns with business priorities
• Ensure digital supports the right products at the right time
6. Content & Creative Performance
• Develop high-conversion content strategy (short video, product-focused content)
• Ensure content is optimized for performance, not just aesthetics
• Continuously test and improve content effectiveness
8. Team Leadership & Development
• Build, lead and develop a high-performing digital marketing team
• Foster ownership, accountability and performance mindset
• Ensure strong collaboration across functions
9. Market & Competitor Monitoring
• Identify opportunities and trends in digital and social commerce
• Adapt strategies to maintain competitiveness
• Furthermore, the Head of Digital Marketing may be assigned additional responsibilities as required by management.