User Growth and Digital Manager

I. JOB SUMMARY
The User Growth and Digital Manager is the driving force behind expanding the SkyJoy loyalty member base. You will be responsible for building and executing strategies to accelerate User Acquisition, drive Activation and Retention, and optimize Digital Conversion across all platforms. This role manages the performance marketing budget and owns the growth funnel to ensure SkyJoy remains the fastest-growing loyalty ecosystem in Vietnam and regional.
II. KEY RESPONSIBILITIES
1. Growth Strategy & Execution
• Define, execute, and optimize the end-to-end user growth strategy to achieve aggressive KPIs for new member acquisition and active users (MAU/DAU).
• Own and continuously improve the full growth funnel (AAARRR):
o Awareness
o Acquisition
o Activation
o Retention
o Referral
o Revenue
• Identify, test, and scale new growth channels, including:
o Performance Marketing
o Strategic Partnerships (Vietjet Air, HDBank, Vikki Digital Bank, Phú Long, F&B, Retail, FMCG, etc.)
o Referral & Loyalty Programs
2. Digital Marketing & Performance Marketing
2.1 Performance Marketing Management
• Manage and optimize the performance marketing budget across:
o Facebook
o Google
o TikTok
o Apple Search Ads
• Drive app installs, registrations, and customer acquisition at an optimal CAC (Cost per Acquisition).
2.2 Organic Growth & Acquisition
• Lead SEO and ASO (App Store Optimization) initiatives to improve organic visibility and app downloads.
• Identify opportunities to improve organic traffic and conversion performance.
2.3 Campaign & Creative Optimization
• Partner with Marketing and Creative teams to develop and optimize high-converting:
o Advertising creatives
o Landing pages
o Acquisition campaigns
3. Product Growth & Conversion Optimization
3.1 User Journey Optimization
• Collaborate closely with Product and Technology teams to improve onboarding experiences and remove user journey friction points.
3.2 Experimentation & A/B Testing
• Design and implement A/B testing frameworks for:
o Product features
o UI/UX elements
o Promotional mechanics
• Analyze results and scale winning initiatives.
3.3 Marketing Technology & Personalization
• Leverage Deep-linking and Marketing Automation platforms (e.g., Insider, CleverTap, MoEngage) to deliver personalized user experiences and improve engagement.
4. User Retention & Engagement
4.1 Lifecycle Marketing
• Develop and execute lifecycle campaigns through:
o Push Notifications
o ZNS
o Email
o SMS
• Re-engage dormant users and increase SkyPoint earning and redemption frequency.
4.2 Customer Segmentation & Personalization
• Analyze user behavior and transaction data to segment audiences effectively.
• Deliver targeted, right-time, right-message offers to improve retention and engagement.
5. Leadership & Performance Analytics
5.1 Team Leadership
• Lead, coach, and mentor User Growth Specialists and Interns.
• Foster a high-performance, data-driven, and growth-oriented culture.
5.2 Data Analytics & Reporting
• Establish and maintain growth dashboards to monitor business performance.
• Provide weekly and monthly reports on key growth metrics, including:
o CAC (Customer Acquisition Cost)
o LTV (Lifetime Value)
o Retention Cohorts
o Conversion Rates
o MAU/DAU
o ROI of Growth Initiatives
6. Other Responsibilities
• Perform other duties and projects assigned by the Board of Management (BOM).