Product Marketing Manager

About us

Finan is building Southeast Asia's leading AI-powered business platform to help micro and small business (SMEs) manage, operate, and grow with confidence. Our flagship products:

• SoBanHang Vietnam's #1 POS and business management app for micro merchants and household businesses.
• FinanBook a modern financial management and bookkeeping platform empowering SMEs with smart banking and accounting automation.

About the job

The Product Marketing Manager (PMM) will act as the voice of the customer (Micro SMEs and SMEs). This role is critical for driving the go-to-market (GTM) strategy, defining the product narrative, and building the foundational growth channels, with a significant emphasis on partnership network (banks, financial partners,) and sales enablement in an early-stage B2B SaaS environment.

Key reponsibilities

1. Product Management & GTM Strategy

Develop, own, and champion the product positioning, value proposition, and core product narrative of Finan.

Design and execute comprehensive GTM strategies and launch plans for new features and products, aligned with each stage of the product development lifecycle.

Translate complex product features into clear, benefit-driven messaging and positioning that articulate strong business value for each defined customer segment.

Act as the primary liaison between the market and the Product team, continuously collecting and synthesizing market insights, competitive intelligence, and user feedback to directly inform the product development roadmap.

2. Development & Management of GTM Channels

Own and scale core GTM channels focusing on high-leverage partnerships, including Financial Institutions, financial advisory partners (e.g., accounting firms, bookkeeping services, business coaches)

Leverage and integrate with complementary technology and SaaS platforms (e.g., business collaboration tools, ERPs).

Work closely with the Sales team to develop and maintain high-impact sales kits, pitch decks, case studies, and onboarding materials.

Actively support direct sales activities, especially during early market expansion and pilot stages, to capture deep customer insights and refine messaging.

Build detailed marketing plans, execution roadmaps, and tightly controlled budgets.

Own the reporting on marketing performance, actively tracking key metrics (e.g., adoption, activation, engagement), optimizing budget allocation, and adjusting strategies based on real-world data and traction.

3. Others:

Ensure absolute consistency across product identity, product experience, and customer experience.

Maintain a collaborative, feedback-driven relationship with the Product, Sales, and Customer Success teams.

Other duties as required by the business.

Qualifications

Minimum 5 years of experience in FinTech, Banking, SaaS, or SME-focused technology platforms.

Proven experience in Product Marketing, Brand Ownership, or Go-To-Market roles.

Familiarity with financial reporting, basic accounting principles, or SME lending/banking products.

Strong strategic thinking combined with meticulous, hands-on execution capability.

Budget management and execution under resource constraints.

Excellent communication and stakeholder management skills (partners, banks, internal teams).

Preferred qualifications

Entrepreneurial, growth mindset; comfortable with ambiguity and build-test-optimize cycles.

High sense of ownership, acting as a true brand and product owner rather than a task executor.

Solid understanding of startup and fintech environments, including fast-paced execution and frequent change.

Working hours: Monday - Friday: 8h30 - 18h00, lunch break: 12h00 - 13h30; Saturday: 8h30 - 12h00

Working place: 173 Tran Nao, An Khanh Ward, Thu Duc City, Ho Chi Minh City