Marketing Director - User Growth & Acquisition

Core Mission
As the "brain" and "growth engine" of the company in the Vietnam market, you will be fully responsible for developing and executing growth strategies. With a data-driven mindset, you will deeply analyze the market, competitors, and consumer behavior while driving alignment across supply chain, marketing, and product functions to achieve strategic breakthroughs in GMV, profitability, and market share.
What You'll Do
1. Strategy & Business Operations (35%)
• Develop overall business strategies for the Vietnam market on a monthly, quarterly, and annual basis, including GMV targets and budget planning, and take full responsibility for execution.
• Conduct in-depth competitor analysis, study market trends and consumer behavior to identify new opportunities and growth points (e.g., new product categories, new sales channels, new marketing models).
• Play a key role in business decision-making by quickly and accurately feeding back market demands to the supply chain team in China, thereby driving optimization of product selection, pricing, and inventory planning.
• Build and improve data monitoring systems (Dashboards), providing regular in-depth analytical reports to the leadership team as a solid basis for strategic decisions.
2. Data-Driven Marketing & Growth (35%)
• Take full ownership of developing and executing omni-channel marketing strategies (on-site & off-site), including e-commerce platforms such as Lazada, Shopee, TikTok Shop, as well as social media channels like Facebook, Zalo, Google, and KOL/KOC networks.
• Build a precise marketing framework with key metrics such as CAC (Customer Acquisition Cost), LTV (Customer Lifetime Value), and ROI (Return on Investment), while continuously optimizing ad strategies and budget allocation.
• Design and lead large-scale integrated marketing campaigns (e.g., shopping festivals, branding campaigns) to boost brand awareness and user conversion rates.
• Develop and implement customer lifecycle management models, leveraging data analytics to drive user retention, repurchase frequency, and brand loyalty.
3. Team Building & Cross-functional Collaboration (20%)
• Build a high-performing local marketing team from scratch or optimize the existing team; recruit, train, and manage talent across operations, advertising, content, and social media.
• Act as a bridge between China-Vietnam business operations, collaborating effectively with headquarters (purchasing, supply chain, product, design) and local teams in Vietnam (customer service, logistics) to ensure strategic alignment and efficient execution.
4. Localization & Brand Building (10%)
• Deeply understand Vietnam's culture, consumer habits, and legal environment to ensure product and marketing strategies are relevant and compliant.
• Position and develop the brand image in Vietnam, crafting impactful brand storytelling.