Trưởng Phòng Marketing & E-Commerce

This is the single point of accountability for growth at Trendy Beauty. You own revenue across every online channel and the efficiency of every marketing dong that produces it.
You will set growth strategy, own the campaign calendar, and lead four functions: e-commerce operations, brand, content and design. You will not run advertising campaigns yourself - your team does that. Your job is to decide where the money goes, judge whether it is working, and intervene when it is not.
Reporting directly to the COO, you have a clear mandate: build an in-house team strong enough that growth does not depend on external agencies.
WHAT YOU WILL OWN
Growth and commercial strategy
Revenue across TikTok Shop, Shopee and direct channels; the quarterly and annual growth plan
Channel strategy, product assortment and pricing architecture by platform
The campaign calendar, including Mega Sale periods and Tet
Marketing efficiency across the whole company, measured as blended MER
Budget and media governance
Propose the monthly advertising budget to the COO with supporting rationale
Allocate the approved budget across channels by day, week and month
Review and optimise campaign performance across TikTok Shop Ads, Shopee Ads, Meta, Google and TikTok Ads - set direction, judge results, decide when to scale or cut
Hold the line on marketing efficiency thresholds agreed with the COO
Brand, content and marketplace presence
Brand identity, tone of voice, key visuals and key messages; USP definition for hero products
The content engine, the affiliate and KOC ecosystem, and livestream commerce
Marketplace listing quality, storefront conversion and shop health
Team and capability
Lead and develop four functions: e-commerce operations, brand, content and design
Build in-house capability - standardise process, transfer knowledge, reduce dependence on external agencies
Manage agency partners where used, and bring capability back in-house over time
KEY RESPONSIBILITIES
1. Growth Strategy and Commercial Planning (30%)
Own the growth plan by quarter and year: revenue targets by channel, product priorities, campaign calendar
Set pricing architecture and promotional strategy by platform, within margin thresholds agreed with the COO
Analyse category trends, competitor activity and platform mechanics to identify where growth will come from
Present a weekly commercial review to the COO: results, diagnosis, corrective action
2. Budget Allocation and Media Performance (30%)
Propose the monthly advertising budget with channel-level breakdown and expected return
Allocate approved budget across channels; adjust by day and week against inventory position, campaign calendar and live performance
Review campaign performance and direct optimisation across all paid channels; decide when to scale, hold or cut
Own blended marketing efficiency for the company and defend it against short-term pressure
3. Brand, Content and Demand Generation (20%)
Define brand positioning, key messages and USP for hero products; hold consistency across every touchpoint
Direct the content engine, the affiliate and KOC programme, and livestream commerce strategy
Ensure marketplace listing quality and storefront conversion meet agreed standards
Plan quarterly PR, seeding and brand campaigns
4. Team Leadership and Capability Building (20%)
Lead, assign work to, set objectives for and develop four functions
Assess current capability honestly and act on it - coach, restructure or replace as the situation requires
Standardise process and documentation so performance does not depend on any one individual
Reduce dependence on external agencies over time by building the equivalent capability in-house