Currently nested under the Marketing team, the Offline Engagement team is responsible for:
- Driving user acquisition at scale through offline activations and community-led initiatives, with a focus on new users, new buyers, and KOC conversion
- Designing and executing offline engagement strategies to increase awareness, consideration, and trust in the platform
- Creating high-impact on-ground experiences that foster meaningful user interactions and strengthen long-term platform affinity
- Managing end-to-end offline touchpoints, ensuring seamless offline-to-online journey and conversion tracking
Key Responsibilities
1. Funnel Performance Planning & Vendor Alignment
- Translate New Buyer & KOC funnel goals (acquisition, activation, retention) into clear project strategies and execution plans.
- Align KPIs, deliverables, and success metrics with vendors to ensure outcomes are achieved across all funnel stages.
2. Program Performance & Vendor Management
- Develop data-driven strategies and success metrics for both online and offline growth initiatives aligned with New Buyer & KOC acquisition objectives.
- Monitor program performance across key funnel metrics, identify optimization opportunities, and translate insights into actionable improvement plans.
- Manage vendor performance to ensure initiatives are delivered effectively and achieve agreed KPIs and business objectives.
3. User Journey & Engagement Optimization
- Design seamless user journeys across both online communities and offline initiatives to maximize New Buyer & KOC acquisition, activation, and retention.
- Identify friction points across user touchpoints and optimize engagement mechanics to improve conversion and retention.
- Standardize best practices and scalable engagement models based on program performance and user insights.
Requirement
- 4+ years of experience in Project Management or Consulting background.
- Experience working cross-functionally with internal teams (e.g., Marketing,Product, BI, Compliance)
- Strong communication skills in both English and Vietnamese, especially in vendor management and stakeholder alignment
- High ownership mindset, proactive attitude, and ability to work under pressure in fast-paced environments
- Detail-oriented with strong execution capabilities
- Good proficiency in Microsoft Excel, Google Sheets, and Google Slides for planning, tracking, and reporting
- Experience in organizing large-scale Acquisition online/offline events (e.g., campus activations, roadshows,...)
- Basic analytical skills, with the ability to understand funnel performance and optimize event outcomes
- Exposure to acquisition campaigns or growth-related projects
- Familiarity with incentive mechanisms (e.g., rewards, gamification, referral programs) to drive engagement and conversion during events
