Work location: 173 Tran Nao, An Khanh Ward, Ho Chi Minh City
Work hours: Monday - Friday (08:30-18:00), Saturday (08:30-12:00)
About us
Finan is building Southeast Asia's leading AI-powered business platform to help small and medium enterprises (SMEs) manage, operate, and grow with confidence.
Our flagship product:
- SoBanHang – Vietnam's #1 sales and business management app for micro- merchants and household businesses.
- FinanBook – A modern financial and accounting management platform that helps SMEs automate banking and smart accounting.
The Role
As Head of Growth Marketing, you will own SoBanHang's full-funnel growth strategy and execution, from awareness through merchant activation and long-term retention. You will build and lead a high-performing growth team, set the measurement framework, and operate AI as core infrastructure across campaigns, content, experimentation, and analytics. You will report to senior leadership and partner closely with Product, Data, and Sales to drive sustainable, efficient growth across Vietnam's SMB market.
Key Responsibilities
Growth Strategy & Leadership
- Define and execute the company's growth marketing strategy across acquisition, activation, retention, and referral.
- Build, mentor, and scale a growth team spanning performance marketing, lifecycle, content, and analytics.
- Own growth targets and budget; report performance, learnings, and forecasts to leadership.
AI-First Execution
- Embed AI tools and workflows as the default across campaign creation, content production, audience targeting, and reporting.
- Build AI-assisted systems for personalization, lead scoring, churn prediction, and creative generation at scale.
- Establish prompt libraries, automation pipelines, and agent-based workflows that raise team velocity and output quality.
- Evaluate and adopt emerging AI marketing technology, balancing experimentation with measurable ROI.
Performance & Lifecycle Marketing
- Plan and optimize paid and organic acquisition channels (paid social, search, app store, partnerships, and referral).
- Design lifecycle and CRM programs—onboarding, activation, and retention—across push, in-app, email, Zalo, and SMS.
- Improve unit economics by driving down CAC and lifting LTV, activation rate, and merchant retention.
Experimentation & Analytics
- Run a rigorous, high-velocity testing program with clear hypotheses, guardrails, and statistical discipline.
- Define the growth measurement framework and partner with Data to maintain dashboards and attribution.
- Translate insight into action, continuously reallocating spend and effort toward what works.
Cross-Functional Partnership
- Partner with Product to align growth loops, onboarding, and in-product experiences.
Work with Sales and Operations to support merchant acquisition and expansion in the Vietnamese market.
What We're Looking For
- 6+ years in growth or performance marketing, including experience leading and building teams, ideally at a high-growth startup, marketplace, fintech, or SaaS company.
- Proven AI fluency—you actively use AI tools in your daily work and have shipped real outcomes with them across content, automation, or analytics.
- Full-funnel expertise across paid acquisition, lifecycle/CRM, and retention, with strong command of unit economics (CAC, LTV, payback, retention).
- Data-driven mindset—comfortable with analytics tools, experimentation, and turning data into decisions; SQL or equivalent is a plus.
- Operator's bias for action—you are hands-on, move fast, and balance rigor with speed.
- Strong communication and leadership, able to align stakeholders and develop talent.
- Local market understanding—familiarity with Vietnam's SMB landscape and digital channels (e.g., Zalo, Facebook, TikTok) is strongly preferred. Working proficiency in Vietnamese and English.
Nice to Have
- Experience marketing to SMBs, merchants, or micro-businesses.
- Background in fintech, e-commerce, or B2B2C platforms.
- Experience building AI agents, automations, or internal tooling for marketing teams.
What We Offer
- A leadership role with real ownership and direct impact on a fast-growing platform serving Vietnam's small businesses.
- The mandate and resources to build an AI-first growth function from the front.
- Competitive compensation, performance incentives, and growth opportunities.
- A mission-driven team digitalizing an underserved and high-impact market.
Benefit
- Lunch allowance and work laptop provided.
- Full social insurance and benefits in accordance with Labor Law.
- Social insurance contribution based on 100% of salary.
- Bonuses on holidays and Tet.
- Team building programs, year-end party, annual events for International Women's Day (8/3), Vietnamese Women's Day (20/10), and Christmas.
