OBJECTIVES:

This position is responsible for developing and executing customer acquisition marketing initiatives across integrated advertising channels to drive user traffic, increase the number of qualified customers, and convert customers to loan disbursement on the FE ONLINE application. By leveraging digital advertising platforms and datadriven analytics, the Senior Customer Acquisition Marketing Specialist contributes to revenue growth, cost optimization, improve marketing return on investment and enhance FE ONLINE brand presence across digital platfoms.

RESPONSIBILITIES:

1.Propose and Manage Customer Acquisition Plan

• Propose and Manage Customer Acquisition Plan
• Propose and execute customer acquisition marketing plans for the FE ONLINE application, aligned with business priorities, product strategies, and the growth objectives of the Integrated Growth Marketing Department across different periods, include defining target customer segments, acquisition channels, budgets, implementation plans, and estimated KPI
• Manage customer acquisition and conversion across the end-to-end growth marketing funnel, from reach, clicks, app installs, account registration, and product application through to approval, first loan disbursement, or initial transaction, depending on the digital product.
• Managed and controlled budgets for customer acquisition marketing initiatives, ensuring timely campaign execution, achievement of business objectives, and optimal utilization of approved budgets.

2.Implement Acquisition Customer Marketing Activities

• Plan and execute customer acquisition campaigns across integrated marketing channels, including media advertising, affiliate, strategic partnerships, referral programs, owned channels, and relevant direct or offline channels.
• Execute and optimize advertising by internal accounts managed by the Growth Marketing Department, including Meta, Google, TikTok, and Apple Search Ads; leverage owned channels (chatbot, social fan-pages, smart banners, in-app placements, push notifications, website…) and other customer touchpoints to increase traffic, registrations and product conversion rates.
• Monitor performance of each acquisition channel and stage of the conversion funnel; identify drop-off points, factors affecting customer quality and recommend solutions to improve conversion performance.
• Run retargeting activities for potential customers who have not completed their journeys and collaborate with relevant stakeholders to encourage them to resume their applications and convert on FE ONLINE.
• Collaborate with internal Growth Marketing Department to implement and optimize campaign contents, messages, product offers, acquisition channels, advertising placements and conversion journeys; identify effective approaches for performance optimization and scalable growth.
• Manage media agencies, affiliate partners and other service providers; monitor implementation progress, performance quality, budget, reconciliation data and payout management.
• Work closely with related BUs: Product Business Development, Sales Division, Procurement, Finance Division, IT, BICC, Operation, IT or external partner to implement internal communication activities including online (90%) and offline activities (10%).
• Manage and handle risks that may occurs while implementing activities
• Report on activities result and implementation costs

3.Others

• Collaborate in establishing and enhancing tracking, attribution, performance dashboards and reporting systems to accurately measure conversion quality and the contribution of each marketing channel.
• Research market trends, customer behavior, competitor activities, and emerging marketing channels to recommend customer acquisition initiatives and identify growth opportunities for FE ONLINE.
• Keep updated with other company customer acquisition activities to propose new, trending and attractive marketing activities, campaigns.
• Seek for new technologies and keep the company at the forefront of developments in digital marketing acquisition
• Undertake other tasks assigned by Head of Integrated Growth Marketing

Education

• University Graduate – major: Business Administration; Marketing/Digital Marketing/Commerce

Experience

• At least two years of experience in Customer Acquisition Marketing, with a focus on driving user growth and conversion for mobile applications; experience in financial services, banking, or fintech is preferred.

Skills

• Language requirements: Vietnamese – native, English – fluent
• Strategic thinker & digital optimization skills
• Clear communications skills, both written and verbal
• Strong skill in marketing, branding, social media marketing and campaign analytics
• Have advertising set up and optimization on Facebook, Google, TikTok, ASA… is a plus.
• Strong skill in managing agency execution, reconciliation and payment processes.
• Passion for brand building & creativity
• Discipline in planning, execution & follow up of initiatives to achieve desired results
• Ability & aptitude in sales, business development, customer interaction & relationship