Unit Head Of Customer Acquisition

As the Unit Head of Customer Acquisition for Digital Channels, you will be responsible for designing, executing, and optimizing digital acquisition strategies to drive growth in customer base for FE Credit and Ubank across online and mobile platforms. You will lead a cross-functional team focused on delivering customer growth through digital campaigns, paid media, SEO/SEM, partnerships, app-based onboarding journeys, and digital lead funnels.

KEY RESPONSIBILITIES

Strategy & Leadership

• Develop and own the digital acquisition strategy to drive quality customer growth for both FE Credit and Ubank as part of the FE Bank transformation.

1. • Set and manage acquisition targets across digital platforms (web, app, social, affiliates, etc.).

• Lead and inspire a high-performing digital acquisition team, including performance marketing, digital analytics, and onboarding specialists.

Digital Campaign Management

• Oversee the planning and execution of all paid digital campaigns (Google, Facebook, Zalo, TikTok, programmatic).

2. • Drive continuous optimization of CAC (Customer Acquisition Cost) and ROI.

• Build full-funnel acquisition journeys—from ad click to successful onboarding.

Conversion & Onboarding Optimization

3. • Collaborate with UX/UI, product, and IT teams to design seamless customer journeys for account opening, loan application, and activation.

• Use data and testing (A/B, multivariate) to improve conversion rates and reduce drop-off.

Analytics & Performance Tracking

4. • Monitor acquisition metrics daily/weekly/monthly; provide insights and actions to improve performance.

• Use dashboards and BI tools to report on CAC, CLV, churn, and segment performance.

Partnerships & Ecosystem

5. • Identify and manage digital partnerships to drive lead generation and new acquisition.

• Leverage ecosystems such as e-commerce, ride-hailing, mobile wallets, and telcos for co-branded campaigns.

6. Regulatory & Compliance

• Ensure all acquisition activities comply with SBV regulations and internal risk policies.

• Work closely with Legal, Compliance, and Risk teams to safeguard customer data and process integrity.

• Bachelor’s degree in Marketing, Business, Digital Commerce, or related field. Master’s preferred.

• Minimum 8–10 years in digital marketing, growth marketing, or acquisition roles, preferably in banking, fintech, or e-commerce.

• Proven success leading acquisition campaigns at scale in Vietnam.

• Deep understanding of digital consumer behavior in Vietnam’s mass and emerging segments.

• Strong leadership and team management skills.

• Expertise in digital marketing platforms (Meta Ads, Google Ads, Appsflyer, etc.).

• Proficient in data analytics and performance tools (Google Analytics, Power BI, Looker, etc.).

• Strong stakeholder management and cross-functional collaboration skills.

• Fluent in English and Vietnamese.