Head of Marketing - Liobank

Position Overview:

The Head of Marketing is a strategic leadership role responsible for developing and executing innovative, data-driven marketing strategies to build Liobank's brand, drive customer acquisition, and ensure long-term growth. This role will lead cross-functional teams and external partners to deliver impactful campaigns and initiatives, with a strong focus on digital transformation in marketing.

The Job Holder is Responsible For:

• Establish a strong and innovative 360o marketing plan in long term and marketing

tactics/program in short term to drive acquisition and awareness for Liobank.

• Manage campaigns and analytics dashboards to monitor success and returns on investment

of campaigns and programs.

• Strengthen audience engagement on social platforms and website traffic by exploiting

various communication channels and analytics, focusing on digital.

• Implement and improve marketing Funnel.

Responsibilities:

Primary: Marketing planning and Campaign management

• Propose overall marketing strategy and marketing activities including but not limited to

communications, performance, promotion, event and activation, PR; linking each campaign

and activity to strategy by economic segment, economic sectors/activities, and customer

groups...

• Develop and manage to implement all marketing activities and strengthen the brand's

position and increase acquisition in accordance with the business strategy and brand

orientation of the bank.

• Co-ordinate with related parties (both internal and external) to build communication

proposition and creation of perception for products, solutions, aligned with brand name and

target customer insight.

• Research market trend and competitor activities to support marketing strategy, as well as

sales team for successful achievement of the business plan.

• Provide guidance and creative ideas to content executive and designers for impactful digital

content marketing.

• Proactively update projects on a weekly and monthly basis.

• Other tasks assigned by Line Manager

Primary: Leadership and Collaboration with other Functions

• Build strong relationships with internal teams (including but not limited to Products, Business Development, and Operations) and external agencies to ensure seamless execution of marketing initiatives.

• Act as the primary contact for external media and press, ensuring consistent messaging and alignment with the brand strategy.

• Provide leadership and mentorship to the entire marketing department, fostering a culture of creativity, ownership, and results-oriented execution.

Primary: Contact point

• Build and develop relationships with internal team and external partners/agencies

• Working closely with cross-functional teams in respect of implementing consumer-driven

strategies, promotion campaigns, and other relevant activities.

• Act as the focal point to receive and respond to the press, communicate information in the

area, coordinate in the implementation and supervision of the implementation of the brand

promotion strategy through external communication activities

Secondary: Performance planning and monitoring, in the cooperation with Digital team

• Develop and manage performance-marketing plan, including but not limited to social media

projects, content calendar, budgets and performance metrics.

• Establish measurable goals, measure conversion rates, cause experiments and improve

Conversion Rate.

• Monitor the data, build custom reports/dashboards and come up with regular ideas based

on data to improve our campaigns.

• Measure the effectiveness of digital marketing efforts using web analytics tools and suggest

solutions to boost online presence.

• 8+ years of experience in FMCG and/or banking industry/Fintech with a similar role

• Bachelor's or Master’s degree in Economics, Business, Marketing, Advertising or a relevant

discipline

• Very good command of Vietnamese and English, in both written and spoken is mandatory

• Have a good understanding and experience in consumer orientation

• Confident with operating experiences in the marketing plans

• Good analytical, and strategic thinking for brand management

• Good at the office computer

• Honest, responsible, innovative, responsive, high integrity, high commitment

• Ability to handle multi-tasking and execute under high pressure

• Have a high ownership, start-up mentality, and can-do-it attitude to “make it happen”.