Regional Marketing Manager

Position: Regional Marketing Manager

Location: Ho Chi Minh City (On-site)

Job Type: Full time

Role Overview:

We are seeking an experienced and passionate Regional Marketing Manager to join our team in Vietnam. This role will take full ownership of developing and executing the brand's marketing strategy in the Vietnamese market, covering social media operations (organic + paid), education & training, PR, and both online and offline events.

Key Responsibilities:

1. Strategic Planning & Management

• Develop and execute annual and quarterly marketing strategies for the Vietnam market, aligned with overall business objectives
• Manage the marketing budget, optimize resource allocation, and maximize ROI
• Monitor market trends, competitor activities, and consumer behavior to provide data-driven decision-making insights
• Lead the marketing team, set OKRs, and track team performance

2. Social Media (Organic + Paid)

• Own the strategy and execution across major Vietnamese social platforms including Facebook, Instagram, TikTok, YouTube, and Zalo
• Develop content calendars and produce high-quality, localized content (graphics, short videos, livestreams, etc.)
• Manage paid advertising campaigns (Meta Ads, TikTok Ads, Google Ads, etc.), optimize performance, and control customer acquisition cost (CAC)
• Collaborate with KOLs/KOCs and influencers to expand brand reach
• Track social media OKRs (engagement rate, follower growth, conversion rate, etc.) and deliver regular performance reports
• Ensure all marketing content complies with Vietnam's financial industry regulations and compliance requirements

3. Education & Training

• Design and execute product education and investor education programs for customers, partners, and internal teams
• Develop training materials (courses, manuals, videos, etc.) that are professional, accessible, and compliant
• Organize webinars and workshops to enhance users financial literacy
• Establish training effectiveness evaluation frameworks and continuously optimize content

4. Public Relations (PR)

• Develop and execute PR strategies to elevate brand awareness and credibility within Vietnam's financial industry
• Build and maintain relationships with local financial media, industry media, and opinion leaders
• Write press releases, media statements, and official company communications
• Manage crisis PR to safeguard brand reputation
• Plan media press conferences and coordinate participation in financial industry summits

5. Online & Offline Events

• Plan and execute brand events including product launches, financial industry expos, roadshows, and investor meetups
• Manage full event lifecycle: venues, collaterals, vendors, budgets, and on-site execution
• Design online events such as livestreams, virtual launches, and webinars
• Partner with the sales team to drive leads and business conversion through events
• Conduct post-event reviews and deliver performance summaries

6. Cross-functional Collaboration

• Work closely with sales, product, compliance, and customer service teams to ensure marketing activities align with business goals and meet regulatory requirements
• Partner with the headquarters marketing team to localize global marketing strategies
• Manage external vendors (advertising agencies, PR firms, design studios, etc.)

Requirements and Skills:

Must-Have:

• Bachelor's degree or above in Marketing, Finance, Communications, Business, or related fields
• 3-4+ years of integrated marketing management experience, with at least 2 years in the Vietnam market
• Experience in the financial industry (e.g., banking, securities, funds, insurance, wealth management, fintech, payments, cryptocurrency, forex, investment platforms, etc.)
• Familiarity with Vietnam's financial market landscape, regulatory framework, and compliance requirements
• Solid social media operations experience; in-depth understanding of Vietnam's leading platforms (Facebook, TikTok, Zalo, etc.)
• Hands-on paid advertising experience; proficiency with Meta Ads Manager, TikTok Ads Manager, Google Ads, and similar tools
• Proven track record of planning and executing large-scale online and offline events
• Well-connected with Vietnamese financial media and industry KOLs
• Native-level Vietnamese and fluent English (Chinese is a plus)
• Strong project management skills with the ability to juggle multiple initiatives simultaneously
• Data-driven mindset; proficient in Google Analytics, Meta Business Suite, and similar analytics tools
• Familiarity with the OKR goal-setting framework; able to independently define and drive team OKRs

Nice-to-Have:

• Marketing experience in fintech, cross-border finance, or international financial institutions
• Team management experience
• Familiarity with Southeast Asian financial markets and Vietnamese financial consumer culture
• Financial content creation capabilities (professional copywriting, investor education video planning, etc.)
• Crisis PR experience within the financial industry
• Experience with AI tools is a strong plus (e.g., ChatGPT, Claude, Midjourney, Canva AI, Jasper, Runway) — ability to apply AI tools to content creation, data analysis, marketing automation, and other use cases to boost productivity

Core Competencies:

• Strong strategic thinking combined with hands-on execution
• Strong innovation mindset; able to adapt quickly to market and regulatory changes
• Excellent communication and cross-cultural collaboration skills
• Results-oriented, proactive, and able to thrive under pressure
• High level of compliance awareness and professional integrity

What We Offer

• Opportunity to work with an international team
• Strong career development prospects
• Flexible working arrangements
• Comprehensive training and learning resources