Phương Anh Group - PAS

Position Overview:

On behalf of our client, We are seeking a visionary and dynamic Marketing Director to lead marketing initiatives and propel the brand to the number one position in Vietnam’s payment and cashback market. The ideal candidate will possess a unique blend of strategic vision, innovative thinking, and deep market understanding to make Company the go-to solution for Vietnamese consumers.

1. Drive Strategic Vision and Market Leadership

• Develop and execute a forward-thinking marketing strategy that positions as a leader in payment trends.
• Anticipate and adapt to market changes, integrating emerging technologies to enhance user experience.
• Continuously explore and implement innovative service models to differentiate the brand and maintain competitive advantage.

2. Leverage and Optimize Competitive Advantages

• Analyze and capitalize on Company’ strengths, such as diverse cashback capabilities and an extensive partner network.
• Ensure marketing efforts are focused on optimizing resources and driving growth through existing advantages.
• Avoid resource dispersion by maintaining a sharp focus on high-impact initiatives.

3. Build a Strong, Locally Resonant Brand

• Establish brand name as a trusted, leading payment solution for Vietnamese users.
• Highlight core value of customer-centricity, creating a sustainable market differentiation.

4. Expand Ecosystem Partnerships and Influence

• Develop and nurture a robust ecosystem of partners, ranging from major brands to small businesses.
• Design diverse collaboration strategies to embed Company deeply into everyday life in Vietnam, expanding its presence across dining, shopping, and other services.
• Strengthen customer loyalty and brand recall through increased coverage and relevance.

5. Foster an Innovative, Data-Driven Marketing Team

• Build and lead an agile, innovation-focused marketing team.
• Promote a culture of experimentation and data-driven decision-making to optimize campaigns and drive sustainable growth.
• Implement effective strategies that achieve market dominance without unnecessary expenditure.

6. Maximize Resource Utilization for Marketing Investment

• Utilize social capital and resources generated from transactions to reinvest in marketing activities.
• Optimize existing channels, including POSM, partner stores, and apps, for cost-effective and impactful campaigns.
• Ensure every marketing effort is goal-oriented and delivers high ROI with minimal costs.

7. Build Broad Community Connections and Influence

• Cultivate extensive relationships with the business community, partners, and media in Vietnam.
• Enhance brand visibility and credibility across mainstream and community channels.
• Amplify the reach and trust to ensure widespread user adoption.

• Proven track record in leading marketing strategies and delivering results in the payment, fintech, or related industries.
• Strong understanding of the Vietnamese market and consumer behavior.
• Expertise in brand building, storytelling, and creating emotional connections with customers.
• Experience in leveraging data analytics for decision-making and campaign optimization.
• Exceptional leadership and team-building skills, with a focus on fostering innovation.
• Strong networking abilities with partners, businesses, and media channels in Vietnam.
• Strategic mindset with the ability to adapt quickly to changing market dynamics.