Product Marketing Manager (Education Payment Solutions)

Product Marketing Manager will be responsible for driving the strategic positioning, go-to-market execution, and sustainable growth of Education Payment products, including Student Card and Tuition Fee Payment solutions, with Parents as the primary target audience.

This role plays a critical part in ensuring that education payment products are trusted, easy to understand, and widely adopted by Vietnamese families, while aligning with regulatory, school partnership, and business requirements.

Product Marketing Strategy & Positioning

● Define and own product positioning, value propositions, and key messaging for Student Card and Tuition Payment products in the Vietnam market

● Ensure messaging addresses parents’ core concerns: transparency, safety, control, convenience, and compliance

● Translate product capabilities into clear, parent-friendly communication across all touchpoints

Go-To-Market Execution

● Lead end-to-end go-to-market planning and execution for new product launches and feature enhancements

● Partner with Product, Business, and School Partnership teams to align launch scope, timing, and success metrics

● Develop pricing, packaging, and promotional frameworks aligned with business objectives

Cross-functional Collaboration

● Work closely with Product Managers to influence roadmap prioritization based on market and customer insights

● Collaborate with Growth, Performance Marketing, CRM, and Content teams to drive acquisition and usage

● Support Sales / Partnership teams with sales enablement materials and parent-facing narratives

● Coordinate with Legal, Risk, and Compliance teams to ensure accurate, compliant, and responsible communication

Customer & Market Insights

● Conduct ongoing parent (PHHS) research, market analysis, and competitive benchmarking

● Identify behavioral insights and unmet needs within the Vietnamese education payment ecosystem

● Convert insights into actionable recommendations for product improvements and marketing strategies

Growth & Lifecycle Management

● Design and optimize parent onboarding journeys, usage nudges, and retention initiatives

● Drive adoption across key lifecycle stages: awareness → activation → habitual usage

● Continuously test, measure, and refine messaging and campaigns

Performance Management & Reporting

● Define success metrics and KPIs for product adoption, engagement, and revenue

● Monitor performance dashboards and provide data-driven insights to stakeholders and leadership

● Ensure learnings are documented and scaled across similar products

Qualifications

Experience

● 5–8 years of experience in Product Marketing, Growth, Strategy, or Business roles

● Prior experience in Fintech, Payments, EdTech, or Consumer Digital Platforms preferred

● Strong track record of leading go-to-market initiatives in a large-scale consumer environment

Skills & Competencies

● Strong strategic thinking combined with hands-on execution capability

● Ability to simplify complex financial and education products into clear consumer value propositions

● High data literacy with the ability to interpret insights and drive decisions

● Excellent stakeholder management and cross-functional collaboration skills

Market & Customer Understanding

● Strong understanding of the Vietnam market, particularly parents as financial decision-makers

● Sensitivity to trust, regulation, and education-related concerns

Communication

● Excellent written and verbal communication in English

● Ability to align diverse stakeholders around a common narrative and direction

Key Success Metrics

● Product adoption rate among parents (PHHS)

● Active usage rate of Student Card and Tuition Payment features

● Conversion rate from school partnership rollout to parent activation

● Retention and repeat usage metrics

● Contribution to education payment transaction volume and revenue