Senior Expert, Digital Marketing & Growth

Job Purpose

Techcom Life, a member of Techcombank, is looking for a Senior Expert to lead its digital marketing and build its direct-to-consumer (D2C) channels. You will manage and develop the company's owned and paid digital platforms, make the brand visible wherever customers search, including AI-powered search, and turn digital reach into measurable business results.

Key Responsibilities

A. DIGITAL MARKETING

Owned platforms

• Manage and develop the company's owned platforms: corporate website, social media, Zalo OA, LinkedIn and email.
• Own the CMS, content calendar and community management, keeping every touchpoint consistent and on-brand.
• Build the development roadmap for each platform together with the digital and technology teams.

Search and AI search optimization

• Lead SEO, including technical SEO, structured data and content performance.
• Build the brand's visibility in AI-powered search and answer engines (AI Overviews, ChatGPT, Gemini, Perplexity and similar) through generative and answer engine optimization (GEO/AEO).
• Track how and where the brand is cited in AI answers, and close the gaps with authoritative, well-structured content.

Paid media and AI-powered advertising

• Set paid media strategy across search, social, programmatic and partner networks.
• Use AI-driven campaign types and bidding (for example Performance Max, Advantage+) and test ad formats in AI search surfaces as they open up.
• Apply generative AI to creative production and testing at scale, within brand and compliance guardrails.
• Manage the digital media budget and select and manage media and social agencies with Procurement.

Digital campaigns and content

• Lead the digital components of brand and business campaigns, from concept to execution.
• Work with Brand, Corporate Communications, Design and sales channel teams to deliver consistent content.

Measurement and governance

• Set up analytics, social listening and performance dashboards; report monthly to management.
• Ensure full compliance with brand guidelines, intellectual property rules and advertising regulations.

B. D2C AND GROWTH

D2C channel development

• Build the strategy, targets and roadmap for direct-to-consumer channels.
• Define the unit economics of each channel (CAC, conversion, customer lifetime value).
• Shape the online customer journey with digital product and technology teams.

Growth and conversion

• Design and optimise the funnel from traffic to lead to sale.
• Run lead management and handover to sales teams within agreed SLAs.
• Drive CRO, A/B testing, CRM and lifecycle marketing to lift conversion and repeat engagement.

SUCCESS MEASURES

Digital Marketing

• Growth in organic traffic and engagement
• Share of voice and citations in AI search answers
• Paid media efficiency: CPL, CPA, ROAS
• On-time campaign delivery
• Zero compliance breaches

D2C & Growth

• Qualified leads and sales from digital channels
• Conversion rate at each funnel stage
• CAC against target
• Repeat engagement and retention

REQUIREMENTS

• 7-10 years in digital marketing, including at least 3 years owning growth or D2C/e-commerce targets.
• Proven track record managing and developing owned and paid platforms at scale.
• Hands-on with performance marketing, SEO, CMS, GA4, Tag Manager, CRM and marketing automation.
• Working knowledge of AI search optimization (GEO/AEO) and AI-powered advertising platforms, with results you can show.
• Experience using generative AI tools in content and creative workflows with proper governance.
• Experience managing agencies and significant media budgets.
• Proven ability to influence and align senior stakeholders, and to partner with peers across Product, Technology, Sales, Compliance...
• Experience leading cross-functional squads and external agencies to deliver outcomes
• Strong analytical mindset and ability to read unit economics.
• Fluent business English.

Preferred

• Background in life insurance, financial services, banking or insurance.
• Understanding of regulations on distributing financial products online.

WHAT WE LOOK FOR

• Ownership: treats targets as their own and follows through end to end.
• Test and learn: moves fast, measures honestly, scales what works.
• Stakeholder influence: aligns marketing, sales, digital and technology partners without formal authority.
• Craft: high bar for content quality and brand consistency.