Product Marketing Manager (Liability Products)

Job Summary:
The Product Marketing Manager will lead go-to-market strategies, customer insights, and promotional initiatives for Cake's Liability products. This role bridges product, marketing, and business teams to drive user acquisition, engagement, and product profitability through data-driven marketing and sharp positioning.
Key Responsibilities:
Product Positioning & Messaging
Develop clear, differentiated product positioning and key messaging for Liability (CASA, Term Deposit) product.
Collaborate with Product, Risk, and Growth teams to deeply understand product features, benefits, and target segments.
Translate complex product attributes into simple, compelling value propositions that resonate with customers.
Go-to-Market (GTM) Strategy
Build and execute full-funnel GTM plans for new product launches, feature rollouts, and promotional campaigns.
Align with cross-functional stakeholders (Product, Tech, Operations, Legal, and Customer Support) to ensure smooth execution.
Monitor GTM performance and optimize continuously based on customer data, conversion metrics, and ROI.
Market & Customer Insight
Conduct ongoing market and competitor research to identify emerging trends in Liability products.
Analyze user behaviors, need, and pain points to guide product improvements and marketing messages.
Leverage data insights to refine segmentation, targeting, and personalization strategies.
Content & Collateral Development
Develop impactful product storytelling through decks, brochures, in-app banners, FAQs, and case studies.
Collaborate with the creative and content team to ensure brand consistency and message clarity across all channels.
Support sales and partnership teams with marketing materials that drive product understanding and conversion.
Campaign Execution & Performance
Partner with Brand, Digital Marketing, and CRM teams to plan and run multi-channel campaigns - including social, paid media, CRM (email/SMS/Zalo), and in-app activations.
Manage promotional campaigns end-to-end: from ideation, execution, reconciliation, to post-campaign settlement.
Work with external partners to co-design and execute acquisition or spending campaigns that boost product uptake.
Track, analyze, and report performance metrics; recommend data-driven actions to improve campaign efficiency.
Customer Advocacy & Retention
Build strong feedback loops with customers to collect testimonials, success stories, and user insights.
Use customer feedback to refine product messaging, UX, and marketing communication.
Qualifications:
Bachelor's degree in marketing, Business, Economics, or a related field.
3-5 years of experience in product marketing, preferably in banking, fintech,...
Strong understanding of liability products (CASA, Term Deposit) and financial services.
Data-driven mindset with hands-on experience in campaign analytics, market research, and customer segmentation.
Excellent communication and project management skills; comfortable working cross-functionally.
Creative thinker with a passion for customer insight and storytelling.
Benefits for this position:
Competitive compensation including a 13th-month wage and up to 3 months of performance-based bonus.
Laptop and other needed devices are currently supplied to all employees.
BE Corp budget (vary from your level) is allocated for using services such as transportation, food, and passenger car bookings in Be application.
Annual health checks and premium medical healthcare (PTI) after probation.
15 days of annual leave is applied for the entire employees.
Company trips, team-building activities, and happy hour events are organized on a quarterly or annual basis.