Chief Marketing Officer

1. Position Objective

Formulate company-wide marketing strategies; develop the eUp brand and product brands; lead integrated marketing campaigns that drive measurable user and revenue growth. As a member of the executive team, the CMO is accountable to the CEO for marketing effectiveness and collaborates with the CGO (Chief Growth Officer) and stakeholders to optimize the entire growth journey.

2. Key Responsibilities

2.1. Marketing and Brand Strategy

• Formulate medium-term marketing strategies as well as annual/quarterly plans aligned with business strategy, revenue goals, and product portfolio priorities.

• Develop brand architecture, positioning, brand proposition, messaging framework, and governance principles for the company and product brands.

• Formulate segment, market, and channel entry strategies; clearly define the roles of Brand Marketing, Product Marketing, and Performance Marketing.

• Advise the CEO and Board of Management on customers, markets, competition, trends, and growth opportunities.

2.2. Integrated Marketing Campaigns

• Directly lead the formulation of big ideas, campaign platforms, and Paid–Owned–Earned integrated plans; ensure they build brand strength while impacting user behavior.

• Manage the full campaign lifecycle: brief, insight, concept, media, production, launch, real-time optimization, and post-campaign review.

• Design a campaign portfolio tailored to specific objectives: brand building, user acquisition, product launch, market entry, seasonal growth, and reactivation.

• Establish creative standards and quality evaluation mechanisms; select and manage agencies/partners, negotiate scopes, and evaluate effectiveness.

• Take responsibility for campaign budget efficiency, contribution to brand lift, traffic, user acquisition, conversion, and revenue within the assigned scope.

2.3. Customer Insight, Brand Health, and Go-to-Market

• Build market research, social listening, customer insight, and brand tracking systems; translate data into decision-making.

• Lead the go-to-market strategy regarding segmentation, positioning, messaging, launch plans, and channel plans; Products/BUs own product decisions and roadmaps.

• Collaborate with Product, Data, and BU teams to understand funnels, conversion barriers, retention, and monetization; propose marketing-led experiments.

2.4. Performance, Data, and Budget

• Establish performance metrics and dashboards: awareness/consideration, share of search/voice, traffic, CAC, ROAS, conversion, Marketing ROI, and user quality metrics.

• Allocate and adjust budgets across brands, products, markets, and channels based on strategy, data, and agreed-upon performance thresholds.

• Build a culture of experimentation: clear hypotheses, baselines, test design, success/stop criteria, and scaling mechanisms.

2.5. Organization and Team Leadership

• Design a marketing operational model aligned with the BU structure; clarify responsibilities among central marketing, BUs, Product, and Growth.

• Recruit, evaluate, develop, and succession-plan the team; build capabilities in Brand, Integrated Campaigns, Product Marketing, Performance, Content/Creative, and Research.

• Establish standard operating procedures for briefing, approvals, budget management, measurement, and post-campaign retrospectives.

• Minimum 10 years of marketing experience, with at least 3 years in a Head of Marketing, Marketing Director, VP Marketing, CMO, or equivalent role.

• Experience in B2C technology enterprises, consumer apps, marketplaces, e-commerce, fintech, edtech, or large-scale digital platforms.

• Directly led at least 01–02 integrated campaigns within the last 24–36 months, with demonstrable personal contribution, scale, brand outcomes, and business impact.

• Strong capabilities in both Brand Strategy and Integrated Campaigns; deep understanding of Performance Marketing, product funnels, and unit economics (CAC, LTV, ROAS, payback).

• Experience managing multi-product portfolios or diverse customer segments; product launch, market entry, or turnaround experience is preferred.

• Capability to manage large budgets, agencies, and cross-functional teams; data-driven decision-making without compromising creative quality.

• Business acumen, executive-level influencing skills, and cross-functional conflict resolution abilities.

• Professional English proficiency sufficient for research, working with partners, and navigating international markets.

• Degree specialization is not mandatory if the candidate possesses a relevant track record; priority is given to proven capabilities and evidence of results.

• Strategic Influence: Participate in strategic decisions with high autonomy over marketing strategy, brand, campaigns, budget, and team organization within the authorized scope.

• Large-Scale Impact: Lead marketing for a large-scale B2C tech product ecosystem in Vietnam and multiple international markets; directly build campaigns and brands that visibly impact users and business results.

• Deep Professional Challenges: Opportunities to reshape marketing capabilities, build brand architecture, develop standout integrated campaigns, and play a critical role in eUp's next growth phase.

• Competitive Total Compensation: A compensation package comprising base salary and performance bonuses, commensurate with the candidate's capabilities, proven track record, and scope of responsibility.

• Result-Oriented Bonus Scheme: Performance-based and goal-achievement bonuses; 13th-month year-end bonus according to company policy.

• Comprehensive Benefits: Full social, health, and unemployment insurance contributions based on the basic salary according to company policy; paid leave, holidays, and other benefits as regulated by law.

• Special Occasion Recognition: Bonuses for public holidays, Tet, and internal welfare programs according to the company's periodic policies.

• Leadership Development Investment: Participation in training programs, seminars, and professional development activities tailored to job requirements.

• Tech & Data-Driven Environment: Work alongside Product, Growth, Data, and BU teams in an environment that values experimentation, speed, creativity, and data-driven decision-making.

• Working Conditions: Provision of necessary tools, data, and resources according to approved plans to achieve goals; other benefits apply under eUp's general policies.