About the Role
We're looking for a Senior Product Marketing Specialist to own everything that happens after a merchant downloads SoBanHang - the in-app experience, the path to their first real transaction, and every message we send them inside the product.
Most marketing roles stop at acquisition. This one starts there. Beyond running in-app programs, you are expected to research and propose new features and growth mechanics based on product-led growth and marketing-led growth thinking - and you will have the mandate to bring those proposals to Product and to the Head of Growth.
If you want a role where the metric you move is whether a small shop owner actually starts using the app instead of going back to a paper notebook, this is it.
How You'll Work
You are never expected to solve this alone. This role is designed with built-in stakeholder support:
Product team - for feature build, in-app implementation, and event tracking instrumentation
Data team - for event validation, funnel reporting, and attribution logic
Content & Design team - for in-app copy, visuals, video guides, and website assets
Sales & Customer Service teams - for merchant feedback, objections, and renewal signals
Head of Growth - for priority calls, roadmap negotiation, and unblocking cross-team requests
Your job is to own the outcome and drive the collaboration, not to build everything by yourself.
Key Responsibilities
Growth Initiatives & Activation - 30%
Propose and drive growth initiatives to acquire paid users beyond paid advertising - in-product loops, referral mechanics, community plays, or anything else that demonstrably converts. You own the idea, and you are expected to bring ideas
Research and propose new features and product mechanics grounded in product-led growth and marketing-led growth principles, aimed specifically at converting free users into paying merchants. Bring a case with evidence, not just an opinion
Own the onboarding journey from first open to first transaction - map it, measure it, and shorten it
Design and ship in-app messaging, guided tours, empty states, and contextual prompts that drive feature adoption
Identify and remove drop-off points between signup and active usage, working with Product on what changes and what stays
Lifecycle Communication & Measurement - 30%
Plan and execute in-app, push, ZNS, and Zalo campaigns across the user lifecycle: onboarding, feature adoption, reactivation, renewal
Build segmented journeys based on real product behavior, not just demographics
Own campaign reporting and continuously optimize in-app event tracking together with the Product and Data teams - correct data is a precondition for calling a campaign successful, and you are accountable for that correctness
Run structured tests on message, timing, and channel; document what works so it becomes reusable
Martech Stack & Website Ownership - 15%
Own the day-to-day operation of the martech stack: CRM, messaging platforms, in-app tooling, and analytics
Maintain the tracking plan and event dictionary together with Product and Data - you are the person who knows what each event actually means
Own the SoBanHang website as a conversion asset: content, structure, feature and pricing pages, SEO fundamentals, and lead capture
Coordinate with Design and Product on site changes; own the roadmap and the priority order
Product Positioning & Launch - 15%
Translate product features into merchant-facing benefits - in the language a household business owner actually uses
Own go-to-market execution for new features: messaging, in-app announcement, help content, and internal enablement for sales and customer service
Maintain the competitive comparison and feature matrix; keep the team honest about where we actually win
Partnership & Channel Marketing - 10%
Support joint programs with strategic partners, including banks and financial institutions - co-branded in-app journeys, onboarding flows for partner-sourced merchants, and activation content
Ensure partner-sourced users are tracked and reported separately across the activation and retention funnel
Take on other tasks assigned by the Head of Growth as business priorities shift
Who You Are
3-5 years in product marketing, lifecycle marketing, CRM marketing, or growth - with direct ownership of an activation or retention metric
You bring ideas, not just execution. You have proposed a feature or mechanic that shipped, and you can explain the reasoning and the result
Working knowledge of product-led growth and marketing-led growth concepts, and the judgment to know which applies when
Hands-on with at least one martech or CRM platform; you have built segments and journeys yourself, not briefed someone else to do it
Comfortable with data - you can pull your own numbers, validate an event, read a funnel, and tell a real signal from noise
Strong product sense: you can use a product, find the friction, and articulate the fix
Able to write clearly and briefly in Vietnamese for a non-technical, time-poor audience
Experience with mobile apps, SaaS, fintech, or SME/household business segments is a strong plus
Working English for platform documentation and vendor communication
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
Ownership of the metrics that decide whether the business compounds - activation and retention, not just top-of-funnel
A real mandate to propose features and growth mechanics, with a direct line to Product and the Head of Growth
Direct impact on hundreds of thousands of Vietnamese merchants moving off paper notebooks
A genuinely broad scope: product, martech, and web in one role, with room to specialize as the team grows
Direct exposure to bank and fintech partnerships at national scale
Direct working relationship with the Head of Growth, Product, and CEO in a fast-moving team
Working hours:
Monday - Friday: 8h30 - 18h00, lunch break: 12h00 - 13h30
Saturday: 8h30 - 12h00
Working place: 173 Tran Nao, An Khanh Ward, Thu Duc City, Ho Chi Minh City
Reporting line: Direct report to Head of Growth
Thông tin chung