(Senior) Product Marketing Executive

Position Overview

Responsible for building and executing the marketing strategy for CAKE by VPBank's Liability products (CASA, Term Deposit, Investment, etc.)—from customer insight research and campaign design to funnel optimization on the CAKE app—in order to drive deposit growth and deliver on the assigned business KPIs.

Key Responsibilities

Strategy & Marketing Planning

• Develop and execute the marketing strategy for Liability products, clearly communicating features, benefits, and USP versus competitors.
• Build product messaging and positioning for new products, aligning with the Product team on launch timelines and cross-functional handoff milestones.
• Plan and participate in new product/service launches that require coordination across multiple departments (Product, Growth, Marketing, Legal & Compliance, Risk, etc.).

Campaign Management & Performance Optimization

• Manage end-to-end campaign execution from ideation to delivery, ensuring campaigns are on schedule, within budget, and meeting KPI targets.
• Plan and execute promotional programs, measuring effectiveness against core product metrics (deposit balance growth, activation rate, retention rate, etc.).
• Apply A/B testing and data-driven decision-making to continuously optimize campaign performance.
• Personalize content and channel strategy by customer segment to increase engagement and conversion rates.

CAKE App Customer Funnel Optimization

• Manage and optimize the customer funnel on the CAKE app—from awareness to consideration to conversion—through strategic touchpoints and personalized experiences.
• Test new product flows and gather user feedback to improve the experience both before and after launch.

Market Research & Customer Insights

• Conduct market research, customer segmentation, and user persona development through interviews, surveys, focus groups, and data analysis.
• Track market trends and monitor competitor products/pricing to adjust strategy in a timely manner.
• Propose improvements to product experience and flow, working with the Product/Growth team to implement changes.

Cross-Functional Coordination & Stakeholder Management

• Digital, CRM & Brand teams: Brief on product information, campaign mechanics, target segments, and messaging to ensure accurate and consistent execution across digital channels, CRM touchpoints (App Push, SMS, Email, ZNS, etc.), and brand guidelines.
• Product Biz & Product Tech teams: Align on product features, business rules, technical constraints, and the development roadmap; provide market/customer input to inform product requirements; ensure marketing campaigns are feasible within the product's technical capabilities and release timeline.
• PR: Brief on new products to support press and public communications planning.
• Act as the central point of contact between Marketing and stakeholder groups, ensuring timely information flow and resolving conflicting priorities across teams.
• Propose and manage the marketing budget allocated to the assigned product group.
• Perform other tasks as assigned by the Line Manager.

Requirements

Education & Experience

• Bachelor's or Master's degree in Marketing, Finance/Banking, or a related field; experience with non-credit products is a plus.
• Minimum 3 years of experience in a similar role (Growth Marketing or Product Marketing); candidates with a banking, fintech, or app-based product background are preferred.

Professional Skills

• Strong data analysis skills, with the ability to interpret marketing and product metrics (conversion rate, CAC, retention, funnel drop-off, etc.) to inform decision-making.
• Experience with analytics and marketing automation tools is an advantage.
• Working knowledge of banking regulations relevant to deposit product communications.

Soft Skills

• Highly responsible and proactive in driving work forward.
• Persistent and solution-oriented, with the ability to see complex challenges through to completion.
• Strong negotiation, influencing, and persuasion skills in a cross-functional environment.
• Creative, open-minded, and highly adaptable, with a strong willingness to learn.
• Sharp awareness of market trends and consumer insights, with a solid understanding of external factors affecting the business.
• High level of professional ethics and integrity.

Our Benefits

• Competitive compensation including a 13th-month wage and up to 3 months of performance-based bonus.
• Laptops and other needed devices are currently supplied to all employees.
• BE Corp budget (depending on your level) is allocated for using services such as transportation, food, and passenger car bookings in Be application.
• Annual health checks and premium medical healthcare (PTI).
• 15 days of annual leave is applied for the entire employees.
• Company trips, team-building activities, and happy hour events are organized on a quarterly or annual basis