1. Job Overview

The Senior Customer Marketing Specialist is responsible for translating ongoing business priorities, customer needs and product propositions into effective always-on customer marketing plans and growth initiatives.

The role acts as the primary Customer Marketing contact for ongoing Business Unit requests, clarifying business objectives and customer challenges before developing relevant marketing approaches.

Working closely with Product, Sales channels, Customer Insights, Campaign Management, CRM & Automation and other Marketing teams, the role develops customer value propositions, guides campaign development and identifies opportunities to improve existing programs and customer journeys.

The role primarily focuses on ongoing business needs, always-on customer marketing programs and continuous optimization, ensuring that initiatives are customer-led, commercially relevant and measurable.

2. Job Duties & Responsibilities

A. Customer Proposition & Lifecycle Planning

• Develop and refine customer value propositions (CVP), key messages and use cases for assigned products and existing customer programs.
• Translate product features, offers and business priorities into clear, relevant customer benefits and propositions.
• Define target customer segments, communication objectives and customer journeys for always-on initiatives.
• Identify customer needs, barriers and opportunities across the lifecycle to support activation, engagement, retention, repeat borrowing and cross-sell, where relevant.
• Partner with Product, Business and Sales teams to align customer propositions with commercial priorities and actual product and channel capabilities.
• Support go-to-market planning for product updates, features and launches within the assigned portfolio, as required.

B. Business Partnering & Always-on Campaign Development

• Act as the primary Customer Marketing contact for ongoing Business Unit requests; proactively clarify business objectives, target customers, customer challenges, expected outcomes, priorities and timelines.
• Assess requests and recommend appropriate marketing approaches, aligning scope and priorities with the Customer Marketing Manager and relevant stakeholders.
• Translate agreed business requirements into actionable marketing briefs and always-on campaign plans, defining the proposition, messaging, recommended channels and success metrics.
• Work with Campaign Management, CRM & Automation and Design teams to translate approved briefs into cross-channel execution, providing direction on customer propositions and messaging.
• Review customer-facing content and assets to ensure accuracy, relevance and consistency across touchpoints, in line with applicable approval requirements.
• Provide customer marketing input and support for major campaigns and product launches within the assigned scope.

C. Performance & Optimization

• Monitor the performance of assigned customer marketing programs and relevant product indicators to identify response patterns, journey gaps and improvement opportunities.
• Partner with CRM & Automation, Data and Business teams to agree on success metrics and baselines, and evaluate customer response and campaign effectiveness.
• Develop actionable recommendations to improve targeting, propositions, messaging, channel approaches and customer journeys.
• Design and coordinate test-and-learn initiatives with relevant teams, using clear hypotheses and agreed evaluation criteria.
• Document results and apply learnings to subsequent briefs, always-on plans and customer growth initiatives.

3. Skills & Qualifications

Experience

• Bachelor’s degree in Marketing, Business Administration, Communications, Economics or a related field.
• 3+ years of experience in Customer Marketing, CRM/Lifecycle Marketing, Product Marketing, Growth Marketing or related roles.
• Experience in financial services, banking, consumer finance, fintech or other customer-intensive industries is preferred.
• Hands-on experience in developing customer propositions, marketing briefs and integrated customer engagement or always-on programs.
• Proven experience working with Business Units and cross-functional teams to clarify requirements, develop marketing plans and optimize existing programs.

Functional Skills

• Strong understanding of customer marketing, customer segmentation and lifecycle marketing, with a working knowledge of Product Marketing and GTM planning.
• Ability to clarify business requests, identify the underlying customer challenge and recommend an appropriate marketing approach.
• Ability to translate product features and offers into relevant customer benefits, propositions and compelling messaging.
• Strong analytical capability; comfortable interpreting customer, campaign and business performance data and translating findings into practical recommendations.
• Good understanding of customer journeys, multi-channel marketing and test-and-learn approaches.
• Ability to develop structured, actionable marketing briefs and clear presentations.
• Strong stakeholder management and project coordination skills, with the ability to manage competing priorities and follow through on agreed actions.
• Strong written and verbal communication skills in Vietnamese and English.