Job Purpose
Responsible for optimizing communication effectiveness across
Direct Digital Channels
(Email, Push Notifications, In-App Messages, In-App Banners, SMS, ZNS) and
Owned Media Channels
(Website, Social Media, Landing Pages, Content Hubs). Ensure the right content is delivered to the right audience at the right time, enhancing customer experience and driving business performance through customer journey personalization and marketing automation.
Key Accountabilities
Key Responsibilities
Co-plan and Optimize Automation Journeys Across Direct Digital Channels
Design and implement automated communication journeys, including Welcome Journey (Onboarding), Activation, Cross-sell/Upsell, Abandonment, Re-engagement, Retention, and Loyalty campaigns across Direct Digital Channels (e.g., In-app, Email, SMS, ZNS, etc.).
Monitor campaign performance and continuously optimize automation workflows to improve customer engagement and business outcomes.
Execute Communications Across Direct Digital Channels
Develop and deploy communication content, visuals, and banners for both automated and tactical campaigns in Vietnamese and English.
Collaborate closely with Business, Product, Creative, and Martech teams to execute communication campaigns effectively.
Track communication performance and drive continuous optimization to enhance effectiveness and customer experience.
Additional Responsibilities
Content Deployment Across Other Owned Channels (Website & Social Media)
Design layouts and manage content deployment on websites (e.g., product pages, landing pages) and social media channels in alignment with business objectives and channel growth targets.
Propose and implement customer experience journeys that seamlessly connect Owned Channels and Direct Channels.
Cross-functional Collaboration
Ensure consistent messaging and customer experience across all communication channels.
Support the execution of Integrated Marketing Communication (IMC) campaigns.
Coordinate effectively with stakeholders and resolve inquiries from relevant business units.
Support the implementation of AI-integrated projects and initiatives.
Perform other duties and responsibilities as assigned by the department.
Key Relationships - Direct Manager
Manager, Business Marketing
Key Relationships - Direct Reports
Key Relationships - Internal Stakeholders
All functional units in the bank: mainly with business divisions, RBG, CA, Strategy, Finance, Procurement, IT, OnT
Key Relationships - External Stakeholders
Media and marketing services/external agencies: research agencies, strategic partnerships
Success Profile - Qualification and Experiences
Experience
Minimum 5 years of experience in
Digital Marketing, Content Marketing, and Channel Management.
Hands-on experience in designing and implementing communication journeys and marketing automation journeys.
Candidates with experience in Banking, Fintech, Technology companies, or Agencies are preferred.
Technical Skills
Strong ability to create both short-form and long-form content, with proficiency in using AI tools for content creation and visual design.
Proficient in Figma and AI-powered design tools.
Strong data-driven, customer-centric, and AI integration mindset.
Ability to analyze communication performance and marketing funnels.
Proficient in communication performance measurement tools such as Adobe Analytics or equivalent platforms.
Experience in other areas of Digital Marketing is a plus.
Soft Skills
Strong business acumen and growth mindset.
Effective project management skills and ability to collaborate with cross-functional teams.
Proactive, resourceful, and strong problem-solving capabilities.
Quick learner with the ability to adapt to new projects and areas of responsibility.
Excellent communication and presentation skills.
Good command of English.