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.