Vietnam Digital Marketing Lead

Summary

The Vietnam Digital Marketing Lead is responsible for developing and executing digital marketing strategies for the company’s multi-brand Home Appliances portfolio in Vietnam, in alignment with APAC regional direction. The role leads local digital initiatives across Paid Media, Social Media, SEO/SEM and digital performance, working closely with Regional/HQ teams, local Marketing & Sales teams, agencies and partners to drive brand awareness, consumer engagement, lead generation and business growth.

Responsibilities

1. Digital Strategy & Campaign Management

• Develop and execute Vietnam digital marketing plans in alignment with APAC strategies and local business priorities.
• Localize regional strategies into relevant campaigns for the Vietnamese market.
• Manage multiple digital campaigns and brands, ensuring effective and timely execution.

2. Paid Media & Performance Marketing

• Plan, manage and optimize Paid Media across Meta/Facebook, Google, TikTok and Zalo.
• Drive qualified traffic, engagement, leads and conversions based on business objectives.
• Continuously optimize media performance and ROI based on data and insights.

3. Social Media & Content Direction

• Oversee local social media channels including Facebook, TikTok, YouTube and Zalo OA.
• Lead digital content direction to strengthen brand positioning, product communication and consumer engagement.
• Ensure all content follows brand guidelines and maintains professional, constructive messaging.

4. SEO, SEM & Digital Ecosystem

• Drive localized SEO/SEM strategies to improve search visibility, traffic and conversion.
• Monitor website and search performance and identify optimization opportunities.
• Support CRM/Email Marketing initiatives where relevant to local business objectives.

5. Analytics, Reporting & Optimization

• Monitor and analyze key digital KPIs, campaign performance, conversion and ROI.
• Prepare regular performance reports with actionable insights and recommendations.
• Collaborate with APAC/HQ to continuously optimize digital activities.

6. Sales & Commercial Support

• Partner with Sales and Commercial teams to align digital activities with business objectives.
• Support product launches, promotions and sell-out campaigns across retail chains and distributor networks.
• Connect digital initiatives with online and offline consumer journeys.

7. Stakeholder, Agency & Vendor Management

• Coordinate closely with Regional/HQ teams and local cross-functional stakeholders.
• Manage digital agencies, media partners and vendors, including briefs, timelines, deliverables and performance.
• Ensure local execution is aligned with regional standards and business priorities.

8. Budget Management

• Manage and monitor the Vietnam digital marketing budget.
• Handle monthly FCT (Forecast) and ACT (Actual) tracking and reporting.
• Coordinate budget applications, expense tracking and effective allocation of digital investment.

Education & Experience

• Bachelor’s degree in Marketing, Communications, Business Administration or a related field.
• Minimum 5 years of hands-on Digital Marketing experience, with experience in a senior/lead capacity.
• Strong experience in Paid Media, Performance Marketing, Social Media and SEO/SEM.
• Experience managing multiple brands/categories, agencies and digital budgets.
• Background in Home Appliances, Consumer Electronics or FMCG is highly preferred.

Technical & Professional Skills

• Hands-on knowledge of Meta Ads, Google Ads, TikTok Ads, Zalo Ads, Google

Analytics and Google Search Console.

• Strong understanding of digital KPIs, conversion, ROI and performance optimization.
• Strong analytical and data-driven mindset with the ability to translate data into actionable recommendations.
• Experience with CRM/Email Marketing is an advantage.
• Google Ads, Google Analytics or other relevant digital certifications are an advantage

Language & Personal Competencies

• Business-fluent English is mandatory for daily communication and collaboration with APAC/HQ.
• Chinese proficiency is a strong advantage.
• Strong communication, presentation and stakeholder management skills.
• Agile, proactive and able to manage multiple projects and brands in a fast-paced environment.