Senior Customer Marketing Specialist

1. Job Overview

• The Senior Customer Marketing Specialist is responsible for identifying customer growth opportunities and translating customer needs, product concepts and business objectives into compelling propositions and actionable marketing strategies.
• The role primarily focuses on proposition development, new growth initiatives and go-to-market planning for new and existing products, customer segments and use cases.
• Working closely with Product, Business, Sales channels, Customer Insights, Campaign Management, CRM & Automation and other Marketing teams, the role develops and validates growth hypotheses, supports implementation and applies learnings to improve future initiatives.
• The role acts as a bridge between Customer, Product, Business and Marketing, ensuring that growth initiatives are customer-led, commercially relevant and measurable.

2. Job Duties & Responsibilities

• A. Customer Proposition & Growth Opportunities
• Identify and assess growth opportunities across customer segments, use cases and lifecycle stages, using available research, data and stakeholder inputs.
• Develop and refine customer value propositions (CVP), positioning, key messages and use cases for new products and strategic improvements to existing propositions.
• Translate product features, offers and business priorities into clear, relevant customer benefits.
• Identify customer needs, adoption barriers and unmet needs that marketing and proposition development can address.
• Develop growth hypotheses and recommend priorities based on customer relevance, potential business impact and implementation feasibility.
• Partner with Product, Business and Sales teams to align proposed opportunities with product capabilities and commercial priorities.
• B. Growth Strategy & Go-to-Market Development
• Develop GTM plans and customer growth initiatives for new products, propositions, segments and use cases.
• Define objectives, target audiences, customer journeys, messaging, recommended channels and success metrics.
• Translate approved strategies into actionable marketing briefs and pilot plans for relevant execution teams.
• Coordinate with Product, Business, Sales and Marketing teams to agree on scope, resources, timelines, owners and dependencies.
• Provide proposition and messaging direction throughout implementation, ensuring consistency across relevant touchpoints.
• Support launch readiness and follow-up for assigned new product initiatives, including marketing milestones and approval requirements.
• C. Validation, Performance & Optimization
• Define hypotheses, success criteria and measurement plans for pilots and growth initiatives with relevant stakeholders.
• Partner with Customer Insights, Data and CRM & Automation teams to evaluate customer response, marketing effectiveness and available product adoption indicators.
• Design and coordinate test-and-learn initiatives for propositions, audiences, messaging and customer journeys.
• Develop evidence-based recommendations to scale, refine or discontinue initiatives, making data limitations and assumptions clear.
• Document results and apply learnings to future propositions, GTM plans and growth initiatives.
• Support the handover of established programs to always-on owners, including propositions, assets, performance findings and optimization priorities.

3. Skills & Qualifications

• Experience
• Bachelor’s degree in Marketing, Business Administration, Communications, Economics or a related field. 3+ years of experience in Product Marketing, Customer Marketing, Growth Marketing, CRM/Lifecycle 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, GTM plans and customer growth initiatives.
• Proven experience taking an initiative from opportunity identification and planning through implementation and evaluation.
• Functional Skills
• Strong understanding of product marketing, customer segmentation, positioning, GTM and lifecycle growth.
• Ability to identify customer needs and translate them into relevant propositions, use cases and compelling messaging.
• Strong analytical and commercial thinking; able to assess opportunities and prioritize based on potential impact and feasibility.
• Ability to develop growth hypotheses, structure pilots and interpret results to guide decisions.
• Good understanding of customer journeys and integrated multi-channel marketing.
• Ability to develop structured GTM plans, actionable marketing briefs, business cases and presentations.
• Strong project management and stakeholder management skills, with the ability to move ideas into implementation.
• Ability to work with evolving business requirements and incomplete information, making assumptions and dependencies explicit.
• Strong written and verbal communication skills in Vietnamese and English.