OBJECTIVES
- The Unit Head – BNPL is fully accountable for the end-to-end business performance of the Buy Now Pay Later vertical within FEOL Apps & FE Ecosystem /Partnership/ 3rd party, The role acts as the business owner of BNPL, covering: Product strategy, Portfolio growth, Credit performance, Revenue and P&L, Merchant ecosystem, Risk governance and other
- You need ensures BNPL becomes a scalable, profitable and risk-controlled growth engine for FE Credit.
- You also cover and take responsibilities for Online & Offline Merchant integration, Embedded checkout financing, Cros-sell to PL/ Casa/ OD
KEY RESPONSIBILITIES
- Define and execute the BNPL product vision, strategy, and roadmap (3-5 year) to support the BNPL's growth objectives.
- Lead the design, development, and launch of innovative digital products, including instant BNPL onboarding, QR payments…
- Build a best-in-class digital onboarding and engagement experience, driving daily usage and account primacy.
- Lead a team of product managers, product owners, and UX specialists, ensuring agile execution and customer-centric design by building all metric to monitor
- Develop and manage the P&L, drive revenue, cross sale Lending product and optimize cost efficiency including COF, CAC, RC, CC
- Collaborate closely with technology, design, compliance, risk, and operations teams to deliver secure and compliant solutions.
- Establish strong ecosystem partnerships (ex. payment networks, fintech, billers, e-commerce platforms) to drive product innovation and adoption.
- Leverage data analytics, customer insights, and market intelligence to prioritize features and refine the product roadmap.
- Represent the BNPL product function in executive and board-level discussions, helping to shape the strategic priorities.
- Create a strong product culture focused on innovation, experimentation, speed-to-market, and continuous improvement.
- Growth & Customer Engagement: establish growth engine integrating CRM, data analytics, and behavioral design to drive sustained engagement.
- Risk, Compliance & Operational Governance: Collaborate with Risk division to Design underwriting model, optimize approval rate vs loss rate, Manage delinquency curves, Monitor vintage analysis
- Lead team to achieve KPIs due to BNPL via FEOL and Merchant Ecosystem Network
- Develop growth strategy to increase BNPL activation rate & repeat usage rate; Improve ticket size , strengthen cross-sell funnel to other lending products, leverage CRM and behavioural data for targeted offers
REQUIREMENTS
Education
Bachelor's degree required; Master's or MBA preferred
Experience
- 12+ years experience in consumer finance / digital lending / fintech
- Minimum 5 years leading lending or BNPL business unit
- Proven experience in P&L ownership
- Strong background in credit portfolio management
- Experience managing merchant ecosystem
- Experience working in agile, customer-centric organizations.
Skills
- Excellent leadership, stakeholder management, and communication skills.
- Strong commercial and financial acumen
- Deep understanding of consumer credit economics
- Analytical mindset with proficiency in product analytics and business metrics (e.g., active accounts, transaction value, revenue per user).
- Executive communication and stakeholder management
- Fluent in Vietnamese and English.
