Digital Marketing Executive (Automation)

Reports to: Digital & Communication Manager & Chief Marketing Officer (Directly)

Key internal relationships: Manager & Marketing team members, Operation Managers

Aim - Brief overview of position purpose. Why does the position exist? What is the overall purpose of the position? – WHY?:

This position will work within the Digital team within AFGs’ Marketing Team, the key focus will be growing the transactional value of our direct to customer communications. This includes automated communications

Key Accountabilities –Three to five main areas of responsibility of this position, or “buckets of work.” – WHAT

1. Marketing Automation – Plan and execute automated marketing activities across channels including email, SMS, Chat apps, social media, etc. Develop customer journeys to increase customer value via AFG Vietnam’s Rewards Plus program and other initiatives within our brands. .

2. Support each brand’s Digital Executive in responding to customer messages and enquiries across all channels in timely, supportive manner and focusing on creating more meaningful conversions in this space – Eg: get bookings to outlet teams, catering enquiries to sales teams, support guest to order online or place delivery orders.

3. Other duties as required of direct Managers and to support the Marketing Department’s wider efforts.

Duty Statements - Sentences that provide additional information about the tasks associated with each Key Accountability. – How, When, Where

1. Marketing Automation (Klaviyo):

• Conduct planning and execute updates to automated communications to AFG Rewards Plus members, always looking to increase member transaction value and visitation numbers.

• Develop a content plan, prepare content and set up conditions (email, app push, ZNS, etc.) for the system to distribute information at the right time and to the right target customers follow customer journey.

• Collaborate with vendors to integrate essential data for the marketing automation platform (Klaviyo).

2. Customer Service – Support in responding to customer enquiries via message or other channels, with a focus on driving conversions, whether table bookings or delivery orders. Track performance, especially from paid visitors to help brand advertising generate as much revenue as possible.

3. Please note:

This role is to undertake other duties from time to time, as requested/required by the Digital & Communication Manager, CMO and Senior Management.

Key Selection Criteria –Three to five main criteria to be qualified for this position – Who

1. Strong communication skills in Vietnamese and English.

2. Hands-on experience in advertising on social media channels and Google Ads.

3. Copywriting skill and creative multimedia capabilities – photography/videography, etc.,

4. Analytical and a keen eye for detail.

5. Degree in Marketing or related fields beneficial, but not essential.

6. Strong work ethics and sense of responsibility.