Senior Expert, Digital Marketing & Growth

Job PurposeTechcom Life, a member of Techcombank, is looking for a Senior Expert to lead its digital marketing and build its direct-to-consumer (D2C) channels. You will manage and develop the company's owned and paid digital platforms, make the brand visible wherever customers search, including AI-powered search, and turn digital reach into measurable business results.Key ResponsibilitiesA. DIGITAL MARKETINGOwned platformsManage and develop the company's owned platforms: corporate website, social media, Zalo OA, LinkedIn and email.Own the CMS, content calendar and community management, keeping every touchpoint consistent and on-brand.Build the development roadmap for each platform together with the digital and technology teams.Search and AI search optimizationLead SEO, including technical SEO, structured data and content performance.Build the brand's visibility in AI-powered search and answer engines (AI Overviews, ChatGPT, Gemini, Perplexity and similar) through generative and answer engine optimization (GEO/AEO).Track how and where the brand is cited in AI answers, and close the gaps with authoritative, well-structured content.Paid media and AI-powered advertisingSet paid media strategy across search, social, programmatic and partner networks.Use AI-driven campaign types and bidding (for example Performance Max, Advantage+) and test ad formats in AI search surfaces as they open up.Apply generative AI to creative production and testing at scale, within brand and compliance guardrails.Manage the digital media budget and select and manage media and social agencies with Procurement.Digital campaigns and contentLead the digital components of brand and business campaigns, from concept to execution.Work with Brand, Corporate Communications, Design and sales channel teams to deliver consistent content.Measurement and governanceSet up analytics, social listening and performance dashboards; report monthly to management.Ensure full compliance with brand guidelines, intellectual property rules and advertising regulations.B. D2C AND GROWTHD2C channel developmentBuild the strategy, targets and roadmap for direct-to-consumer channels.Define the unit economics of each channel (CAC, conversion, customer lifetime value).Shape the online customer journey with digital product and technology teams.Growth and conversionDesign and optimise the funnel from traffic to lead to sale.Run lead management and handover to sales teams within agreed SLAs.Drive CRO, A/B testing, CRM and lifecycle marketing to lift conversion and repeat engagement.SUCCESS MEASURESDigital MarketingGrowth in organic traffic and engagementShare of voice and citations in AI search answersPaid media efficiency: CPL, CPA, ROASOn-time campaign deliveryZero compliance breachesD2C & GrowthQualified leads and sales from digital channelsConversion rate at each funnel stageCAC against targetRepeat engagement and retentionREQUIREMENTS7-10 years in digital marketing, including at least 3 years owning growth or D2C/e-commerce targets.Proven track record managing and developing owned and paid platforms at scale.Hands-on with performance marketing, SEO, CMS, GA4, Tag Manager, CRM and marketing automation.Working knowledge of AI search optimization (GEO/AEO) and AI-powered advertising platforms, with results you can show.Experience using generative AI tools in content and creative workflows with proper governance.Experience managing agencies and significant media budgets.Proven ability to influence and align senior stakeholders, and to partner with peers across Product, Technology, Sales, Compliance...Experience leading cross-functional squads and external agencies to deliver outcomesStrong analytical mindset and ability to read unit economics.Fluent business English.PreferredBackground in life insurance, financial services, banking or insurance.Understanding of regulations on distributing financial products online.WHAT WE LOOK FOROwnership: treats targets as their own and follows through end to end.Test and learn: moves fast, measures honestly, scales what works.Stakeholder influence: aligns marketing, sales, digital and technology partners without formal authority.Craft: high bar for content quality and brand consistency.