RESPONSIBILITIES

1. Strategy planning:

• Analyse and translate the bank strategies into specific branding positioning and branding product marketing actions ensuring the alignment with vision, mission and goals of the bank / division.

2. Product & segment marketing:

• Lead the research, development and implementation of marketing strategies and programs for respective products and segments in collaboration with Product Centers, Segment Centers and Sales.
• Organize the assessment of effectiveness of marketing campaigns for continuous optimization & improvement.

3. Product & segment brand development:

• Research and define the brand positioning for Retail Banking products and segments and Develop respective brand guidelines and banding materials for implementations in communication channels

4. Manage functional specialties (content, media, art & design, visual merchandising):

• Create and develop the marketing concept & content as well as manage the implementation in all media channels.
• Define the media platforms and optimize content placements in the different media channels, including digital channels.
• Generate ideas and design/produce the visual materials to promote marketing, branding and communication programs
• Develop, deliver and communicate visual concepts and strategies to promote product/segment branding and/or and marketing programs at physical channels such as branches and other point of sales.

5. Digital marketing:

• Implement digital marketing & ensure customer experiences on digital environment for Retail Banking Division.
• Collaborate with Partnership Development Center (PDC) to transfer existing customers to internet banking platform and encourage digital transactions, product cross-sell on internet banking platform.
• Selectively build martech, adtech platforms (e.g mktg automation, connection to CRM / Lead Scoring systems) to measure effectiveness and optimize executions to ensure the bank’s competitive edges in the digital era.

6. Market & customer insights:

• Provide recommendations for product improvement, innovations, business focus, business decisions using market and consumers information and internal data, supporting the Bank to timely and properly address market needs and reinforce its competitive position.
• Guide other Business Units to conduct simple study on customers (when needed) that meet the standards of current methods available in market research sector.

7. People management:

• Attract sufficient and high quality staff, lead and optimize staff’s skills and knowledge, provide coaching and development for individual employee(s) and team(s).

REQUIREMENTS

• Educational Qualifications: Bachelor or Master.
• At least 7 years of experiences in marketing, with >=5 years in senior management roles that take direct responsibilities of the PnL and business strategies of the categories in-charge or at company level.
• In-charge or highly involved in brand management, trade marketing at FMCG organizations.
• At least 2 years experiences in finance/banking, insurance, fintech firms at senior marketing roles.
• Studies economics, marketing, business administration.
• Profound knowledge of marketing theories and ability to apply marketing principles, marketing process in different categories or industries.
• Understand market & customer research methodologies, segmentation of existing & new to bank customers.
• Understand principles of brand building & brand management with a focus on brand positioning.
• Able to work with and manage marketing services firms (e.g: media agencies, creative agencies, digital mktg, event management, PR agencies)
• Creativity and critical thinking, able to think from different perspectives.
• Fast & sharp problem solving skills, flexibility & adaptation to constant changes at working environment.
• Good communication skills (speaking, writing, Viet – Eng) and good language skill.
• Observation, analyzing skills. Knowledgeable of different business processes & business models to drive sales – marketing integration.
• Leadership & people management skills.
• Setting goals & KPI for team.
• Fast learning. Good adaptation.
• Self-motivation.