Head of Marketing (Marketing Director)

1. Role and Scope of the Task

The role of the Head of Digital Marketing is

• to lead and develop a high-performing digital marketing function to drive conversion and traffic
• to ensure the most effective allocation of marketing budget across digital channels
• to develop and scale performance-driven marketing, including paid media and social commerce (KOC/KOL) (?)/Tiktok (?), as key sales drivers
• to ensure continuous monitoring of market trends, competitors and customer behavior to maintain a competitive edge
• The Head of Digital Marketing bears full responsibility for the end-to-end digital funnel: from customer acquisition to conversion and retention.
• The Head of Digital Marketing plays a critical role in shaping the company’s commercial performance by ensuring that digital marketing contributes directly to traffic in stores
• The Head of Digital Marketing is expected to act as a hands-on and inspiring leader, capable of building strong team capabilities, driving execution excellence and fostering a data-driven and performance-oriented culture.
• In his/her work, the Head of Digital Marketing will promote the key principles of the business model:
• Strong focus on sales and measurable business impact
• Efficient and disciplined use of marketing budget
• Fast execution, testing and continuous improvement
• Close integration between marketing and commercial teams
• The Head of Digital Marketing adheres to and promotes a culture of efficiency, ownership, and collaboration across teams.
• Reporting Lines and Authority
• On professional matters, the Head of Digital Marketing reports to the CEO / CPO
• Digital Marketing team members report to the Head of Digital Marketing
• The role works closely with Category Management, Sales teams
• The Head of Digital Marketing has authority over digital marketing strategy, budget allocation and campaign decisions within company guidelines.
• Specific Tasks

In his/her daily work, the Head of Digital Marketing will execute the following tasks

1. Digital Strategy & Performance Management

• Define and execute a digital marketing strategy aligned with business and traffic requirements
• Own key performance metrics, including revenue and conversion rate
• Ensure effective budget allocation across channels

2. Paid Media & Performance Marketing

• Lead and optimize paid media channels (Facebook, TikTok, Google, etc.)
• Ensure strong execution and continuous optimization of campaigns
• Manage internal team and/or external agencies

3. Influencer Marketing & Social Commerce (KOC/KOL) (??)

• Develop and scale a KOC-driven model focused on conversion and sales
• Manage KOL campaigns for key brand and promotional moments
• Drive performance on TikTok Shop and other social commerce platforms
• Track and optimize based on sales, cost per order and ROI

4. CRM & Customer Retention (if any)

• Build and execute CRM strategy (Zalo, SMS, email, etc.)
• Drive repeat purchase, customer retention and lifetime value
• Develop simple but effective loyalty and engagement programs

5. Commercial & Promotion Integration

• Work closely with Category Manager and Sales team to

• o Cooperation to develop promotion mechanics (discounts, bundles, campaigns)
• o Align digital campaigns with business priorities
• Ensure digital supports the right products at the right time

6. Content & Creative Performance

• Develop high-conversion content strategy (short video, product-focused content)
• Ensure content is optimized for performance, not just aesthetics
• Continuously test and improve content effectiveness

8. Team Leadership & Development

• Build, lead and develop a high-performing digital marketing team
• Foster ownership, accountability and performance mindset
• Ensure strong collaboration across functions

9. Market & Competitor Monitoring

• Identify opportunities and trends in digital and social commerce
• Adapt strategies to maintain competitiveness
• Furthermore, the Head of Digital Marketing may be assigned additional responsibilitie

• Bachelor’s degree in Marketing, Business, or a related field
• Minimum 6–10 years of experience in marketing , with strong expertise in digital marketing
• Proven track record in performance marketing and customer acquisition
• Experience managing both online and offline marketing activities
• Background in retail, FMCG, or multi-location business is highly preferred
• Agency experience is an advantage
• Strong analytical and data-driven mindset
• Demonstrated leadership and stakeholder management skills
• Good command of English