Head of Digital Commerce

PURPOSE

• Develop and execute strategies to grow the Digital Commerce (DC) into a sustainable channel with significant contribution to the overall business of FWD Vietnam.

• Own FWD e-commerce platform and drive continuous improvements of end-to-end customer journeys to deliver market leading customer experience at all touch points, optimize conversions and lifetime value generation from customer portfolio.

• Build and develop a capable DC team to drive channel aspirations in the medium and long-term.

KEY RESPONSIBILITIES

• Commercial leadership: Initiate and implement ongoing digital campaigns (targeting specific segments) to drive efficient customer acquisition and deliver sales targets across the channels/ models.

• Digitally Assisted Sales (DAS): Work with Offline channels (e.g. Agency, Banca, IFA) to align and optimize digital sales opportunities via Offline to Online and Online to Offline models (digitally assisted sales).

• Partnership management: Develop digital partnerships and work with partners to deliver the strategic goals and KPIs set for the partnerships. This includes existing bank partners and non-bank digital partners

• Platform/customer journey ownership: Work with internal and external business partners to design and continuously improve customer journeys of FWD digital commerce platform to deliver market leading customer experience and optimize conversions.

• Build commercial content hub and relevant digital tools (e.g. marketing automation) to drive customer engagement and nurturing and build pipeline of leads for conversion/ upsell/cross-sell (farming capability).

• Work with Product Propositions team to identify product opportunities and develop the product range for DC channel (including product packaging).

• Leverage available data analytics (both local, FWD group and our partners) and new technologies (e.g. AI) to optimize business results.

• Manage channel budget and drive optimization of acquisition cost.

• Degree Holder with at least 10 years of relevant experience in Digital Marketing/Performance Marketing/ distribution and solid understanding of the eCommerce landscape.

• Experience in integration projects, implementing customer journey via digital platforms.

• Good knowledge about digital devices, digital platforms, digital media & digital technology.

• Experience in developing and managing partnerships.

• Business Acumen.

• Collaboration.

• People Management.

• Result Orientation.

• Strategic and creative Thinking.

• Change Leadership.

• Communication Skill.

• Commercial leadership skill, ability to craft and implement effective commercial campaigns via digital channels

• Sales planning, forecasting and reporting.

• The ability to understand the optimization of eCommerce business and metrics such as cost per acquisition, lead conversion, etc.

• Integrated Marketing Communications: ATL - Digital Marketing (Media, Influencers, Search, Mobile, Email), PR, Events.

• Platform (Website) Development & Management with strong focus on user experiences.