Brand And Partnership Marketing Manager

The Brand and Partnership Marketing Manager will be the core driver of Finan (incl. SoBanHang) ’s brand identity, visibility, and strategic growth through high-impact external collaborations. This role takes full ownership of developing and executing integrated marketing strategies, brand campaigns, and co-developed GTM initiatives with key partners. This manager acts as the central liaison connecting Marketing, Product, Business Development, and Operations to ensure all branded and partner-led activities are executed seamlessly, on budget, and are directly aligned with Finan’s overall growth and business objectives.

KEY RESPONSIBILITIES

1. Brand & Integrated Campaign Management

• Own the evolution and execution of Finan (incl. SoBanHang)’s brand strategy, ensuring consistency across all channels and communication touchpoints for the horizontal product and service portfolio.

• Plan, lead, and coordinate end-to-end brand campaigns (e.g., product launches, awareness drives), event activations, and large-scale public relations efforts.

• Develop and manage campaign calendars, detailed timelines, and tight budgets.

• Monitor campaign effectiveness, consolidating performance reports, and continuously optimizing execution based on data (ROI, reach, engagement).

• Work closely with Product Marketing and Content teams to ensure consistent product messaging, narrative, and user experience throughout all branded campaigns.

2. Strategic Partnership GTM & Activation

• Proactively build, manage, and grow strategic marketing partnerships with banks, FinTech companies, payment providers, and key SME partners (e.g., industry associations, merchants).

• Design and execute collaborative Go-to-Market (GTM) strategies, co-branding initiatives, and joint marketing activities that leverage partner channels to drive user acquisition and retention for SoBanHang.

• Plan, execute, and manage all GTM campaigns, partnership activations, educational workshops, training sessions, and partner pilot programs… with Business Development.

• Manage and coordinate all marketing activities (Digital, PR, Events, Activations) related to partnerships, ensuring internal alignment with Business Development (Key Account,…) and Customer Service teams.

3. Cross-Functional Coordination

• Serve as the central communication link, ensuring alignment between Marketing, Product, Business Development, and Internal Operations teams on all GTM and campaign execution matters.

• Ensure all campaigns and partner activities are executed in line with strategic objectives, on schedule, and within approved budgets.

• Other duties as required by the business.

QUALIFICATIONS

• Minimum 5 years of relevant experience in Banking, FinTech, Payments, Lending, or SME-focused SaaS.

• Hands-on experience in Brand Marketing, Campaign Management, and Partnership Marketing.

• Ability to negotiate and structure marketing elements of strategic co-branding agreements with large financial institutions.

• Proven success building GTM programs with strategic B2B partners or financial institutions.

• Hands-on experience with partnership-led growth models.

• Strong capability to manage multiple stakeholders and concurrent projects.

• Exceptional communication, influencing, negotiation and relationship-building skills.

PREFERRED QUALIFICATIONS

• Entrepreneurial, growth mindset; comfortable with ambiguity and "build-test-optimize" cycles.

• High sense of ownership, acting as a true brand and product owner rather than a task executor.

• Solid understanding of startup and fintech environments, including fast-paced execution and frequent change.