Head Of Digital Products Development Department

OBJECTIVES

FE Credit is seeking an experienced and dynamic Department Head to lead the digital product portfolios of UBank, FE Online (FEOL), and Buy Now Pay Later (BNPL). This role is responsible for setting the vision, strategy, and execution of digital initiatives, driving customer acquisition and engagement, enhancing product performance, and delivering seamless customer experiences across digital channels. The ideal candidate will possess a strong background in digital banking, fintech, consumer finance, and agile product management.

KEY RESPONSIBILITIES

• Strategic Leadership

• Develop and drive the overall digital product strategy and roadmap for UBank, FEOL, and BNPL in alignment with FE Credit’s business objectives.

• Collaborate with senior leadership to shape digital growth strategies, innovation programs, and digital customer acquisition plans.

• Lead cross-functional teams (Digital Product, Technology, Operations, Marketing, Risk, Compliance) to ensure end-to-end delivery of initiatives.

• Product Management & Innovation

• Own the entire product lifecycle – from ideation, design, build, testing, launch, to optimization – ensuring high-quality, customer-centric digital products.

• Prioritise product backlogs based on business impact, customer needs, and technical feasibility.

• Champion customer feedback loops, data-driven decision-making, and continuous improvement frameworks.

• Customer Experience & Engagement

• Drive initiatives to increase digital adoption, customer activation, and retention across all digital platforms.

• Ensure user journeys are seamless, intuitive, and meet the needs of target customer segments.

• Oversee personalisation, gamification, and loyalty program initiatives to deepen customer relationships.

• Performance Management

• Set and monitor KPIs such as user acquisition, activation, conversion, engagement, revenue generation, and NPS for each product.

• Conduct regular performance reviews, reporting on progress against OKRs to executive leadership.

• Manage budgets, optimize costs, and ensure efficient resource allocation across teams and projects.

• Team Leadership

• Build, lead, and mentor a high-performing team of product managers, digital marketers, UX/UI designers, and business analysts.

• Foster a culture of innovation, collaboration, and customer obsession.

Education

• Bachelor’s degree in Business Administration, Finance, Computer Science, or a related field.

• MBA or relevant postgraduate qualifications are highly desirable.

Experience

• 10+ years of experience in digital product management, digital banking, fintech, or consumer finance.

• Proven track record in launching and scaling digital banking products, e-commerce, or BNPL solutions.

• Strong understanding of the Vietnam financial services market and digital consumer behaviours.

• Experience working in agile development environments.

• Strategic thinking with hands-on execution capabilities.

Skills

• Proficiency in digital product tools (e.g., Jira, Confluence, Figma) and customer analytics platforms.

• Strong leadership, stakeholder management, and influencing skills.

• Excellent analytical, problem-solving, and data interpretation abilities.

• Superior communication skills in English and Vietnamese (preferred).