OBJECTIVES
As the Unit Head of Customer Acquisition for Digital Channels, you will be responsible for designing, executing, and optimizing digital acquisition strategies to drive growth in customer base for FE Credit and Ubank across online and mobile platforms.

You will lead a cross-functional team focused on delivering customer growth through digital campaigns, paid media, SEO/SEM, partnerships, app-based onboarding journeys, and digital lead funnels.

DIVISION

Digital Banking Service Division

REPORT DIRECT TO

Head of Customer Management Department

COMMUNICATION

Internal (within VPB FC): All Department - Close collaboration and engagement with all key stakeholders

External (outside VPB FC): Vendor - Ensure best quality work being delivered

KEY RESPONSIBILITIES
Strategy & Leadership
Develop and own the digital acquisition strategy to drive quality customer growth for both FE Credit and Ubank as part of the FE Bank transformation.
Set and manage acquisition targets across digital platforms (web, app, social, affiliates, etc.).
Lead and inspire a high-performing digital acquisition team, including performance marketing, digital analytics, and onboarding specialists.
Digital Campaign Management
Oversee the planning and execution of all paid digital campaigns (Google, Facebook, Zalo, TikTok, programmatic).
Drive continuous optimization of CAC (Customer Acquisition Cost) and ROI.
Build full-funnel acquisition journeys—from ad click to successful onboarding.
Conversion & Onboarding Optimization
Collaborate with UX/UI, product, and IT teams to design seamless customer journeys for account opening, loan application, and activation.
Use data and testing (A/B, multivariate) to improve conversion rates and reduce drop-off.
Analytics & Performance Tracking
Monitor acquisition metrics daily/weekly/monthly; provide insights and actions to improve performance.
Use dashboards and BI tools to report on CAC, CLV, churn, and segment performance.
Partnerships & Ecosystem
Identify and manage digital partnerships to drive lead generation and new acquisition.
Leverage ecosystems such as e-commerce, ride-hailing, mobile wallets, and telcos for co-branded campaigns.
Regulatory & Compliance
Ensure all acquisition activities comply with SBV regulations and internal risk policies.
Work closely with Legal, Compliance, and Risk teams to safeguard customer data and process integrity.

EDUCATION

Bachelor’s degree in Marketing, Business, Digital Commerce, or related field. Master’s preferred.

EXPERIENCE

Minimum 8–10 years in digital marketing, growth marketing, or acquisition roles, preferably in banking, fintech, or e-commerce.
Proven success leading acquisition campaigns at scale in Vietnam.
Deep understanding of digital consumer behavior in Vietnam’s mass and emerging segments.

SKILLS

Strong leadership and team management skills.
Expertise in digital marketing platforms (Meta Ads, Google Ads, Appsflyer, etc.).
Proficient in data analytics and performance tools (Google Analytics, Power BI, Looker, etc.).
Strong stakeholder management and cross-functional collaboration skills.
Fluent in English and Vietnamese.