Director of Product Marketing

Company Description

VinSmart Future (VSF) is the leading technology company within the Vingroup Corporation, formed by the merger of the group's entire technology ecosystem, including VinApp, VinIT, VinBigdata, and other tech units. As a core driver of Vingroup's future growth, VSF is at the forefront of technological development, with artificial intelligence (AI) as its foundation. With a talented team of nearly 4,000 local and international technology experts, VSF focuses on creating high-utility technologies that enhance lives and connect data, models, and infrastructure to unlock new possibilities.

Job overview

We are building Vietnam's next national-scale chat application — one that is AI-native from day zero. This is a company-defining role for a builder who wants to be at the center of that moment. This Product Marketing Director role will own the full go-to-market motion for our app — from positioning and narrative to acquisition, retention, and community growth. You will work at the intersection of product, brand, and data, translating a technically complex AI-first vision into something 97 million Vietnamese users genuinely want to adopt and keep using.

You will build the PMM function from scratch, hire your team, and set the strategic direction for how this app earns trust, grows, and eventually displaces the incumbent.

Key Responsibilities

Positioning & Narrative

• Define the single core value proposition that makes this app irreplaceable for the segments within Vietnam in the first phase and international markets in the second phase.

• Work closely with Product & Data team to identify marketable features and collaborate with Marketing & Growth team to plan our GTM strategy.

Go-to-Market Strategy

• Design and execute the launch strategy — from private beta to national rollout

• Own the full acquisition funnel: awareness, install, activation, and first-week retention

• Build and lead a referral and community-led growth motion, leveraging the viral mechanics inherent in a messaging app

• Define channel mix across performance marketing, content, influencer, and organic — with a clear cost-per-activated-user target

• Partner with Product to sequence feature releases for maximum market impact

Market Intelligence & Competitive Strategy

• Maintain a living competitive map of the messaging & communicating ecosystem, locally and globally.

• Commission and synthesize ongoing user research — qualitative and quantitative — to surface unmet needs before competitors do

• Feed competitive intelligence directly into product roadmap prioritization

Growth & Retention

• Design onboarding flows that create irreversible habit formation in the first 7 days

• Build a CRM and lifecycle marketing capability that personalizes engagement by cohort

• Own the monetization narrative and pricing strategy for premium security, AI features and B2B tiers

• Strategically build referral flywheel to achieve network effect

Team & Cross-functional Leadership

• Hire and develop a team of 4–6 product marketers, growth analysts, and content strategists

• Operate as the voice of the market inside the company — representing user needs in every product and strategy discussion

• Build strong partnerships with Engineering, Data, Design, and Business Development.

Qualifications:

• 8+ years in product marketing, growth marketing, or GTM strategy — ideally at a consumer tech or mobile app company

• Demonstrated experience taking a consumer product from early traction to large-scale adoption in a competitive market

• Deep understanding of Southeast Asian (and ideally Vietnamese) consumer behavior and digital culture

• Track record of leading teams and building functions from scratch

• Strong analytical foundation — comfortable owning metrics, running experiments, and making data-driven decisions

• Excellent communicator in both Vietnamese and English

Strongly Preferred

• Experience marketing AI, LLM-based, or agentic products to mainstream consumers

• Background at a messaging app, social platform, or marketplace with network-effect dynamics

• Experience with Gen Z community building and creator-led growth in Vietnam

• Familiarity with B2B SaaS GTM in parallel with consumer growth

• Existing network in the Vietnamese tech, startup, or venture ecosystem.

Benefits:

• Flexible working hours and attendance policy (Work from Home on working Saturdays).

• Attractive compensation and bonus packages, highly competitive in the market.

• Exclusive employee benefits across the Group's ecosystem in accordance with company policies.

• Opportunity to work on large-scale and strategic technology projects.

• Professional technology environment with leading scientists, experts, and engineers from top technology companies in Vietnam and around the world.

• Free access to learning platforms such as Udemy, Coursera, and O'Reilly; internal workshops; sponsorship for professional certifications; and exclusive mentoring programs from the Group and Company leadership team.

• Full statutory insurance coverage in accordance with Vietnamese Labor Law (Social Insurance, Health Insurance, Unemployment Insurance), along with private healthcare insurance based on job grade and annual health check-ups at reputable hospitals and healthcare centers nationwide.

• Participation in internal activities, team-building programs, and annual company events.

Working Hours:

• Monday to Friday, with alternating Saturdays (every other week); default work-from-home arrangement.

• Flexible morning check-in between 8:30 AM and 9:30 AM. Lunch break: from 12:30 PM to 1:45 PM.

Location:

• TechnoPark Tower, Vinhomes Oceanpark, Gia Lam, Ha Noi.

• Vincom Dong Khoi, District 1, HCMC.