Overview
Alibaba.com-Senior Content Marketing Lead-Vietnam Jobs in Ho Chi Minh City, Vietnam at Alibaba.com
Role Overview
As the Senior Content Marketing Lead, you will own the end-to-end content and lead-generation strategy for Alibaba.com’s Vietnam market. You will plan, execute, and optimize multi-channel marketing campaigns—spanning paid social, organic content, email marketing, and data-driven lead nurturing—while managing agency partnerships and collaborating closely with the sales team to convert leads into revenue. This is a high-impact, hands-on leadership role with direct accountability for marketing-sourced pipeline and seller acquisition.
Key Responsibilities
1. Paid Advertising & Performance Marketing
- Plan, launch, and optimize Facebook and TikTok ad campaigns to drive qualified leads (MQLs) at target CPL, managing monthly budgets and agency performance.
- Analyze ad performance data weekly—identify high-performing creatives, adjust audience targeting, and retire underperforming assets in collaboration with the agency.
- Develop 10+ video scripts per cycle in alignment with the sales team, ensuring content targets high-value buyer segments and avoids low-quality, small-ticket audiences.
- Own lead distribution workflows: troubleshoot routing bugs, ensure timely handoff to sales, and maintain data integrity across CRM and ad platforms.
- Produce monthly campaign reports covering leads generated, closed-won (CW) conversions, pipeline value, and actionable recommendations for the next cycle.
2. Lead Generation & Data Strategy
- Design and manage compliant lead-generation programs, including AI-assisted social crawling and organic inbound funnels, ensuring full adherence to Vietnam’s data protection and cybersecurity regulations.
- Partner with the Central Data Team to enrich raw leads with firmographic and behavioral data, building nurturing sequences that move prospects through the funnel.
- Track lead quality metrics end-to-end (volume → MQL → SQL → CW) and present quarterly lead-quality reviews to stakeholders.
3. Content Strategy & Production
- Own the quarterly EDM calendar: write, design, and send 20–25 marketing emails per quarter, optimizing subject lines, segmentation, and send cadence to improve open and click-through rates.
- Produce industry-specific reports (6+ verticals) that position Alibaba.com as the go-to export platform for Vietnamese SMEs; coordinate with the sales team to ensure reports align with seller needs.
- Build and maintain sales enablement kits—incorporating the latest product data, industry insights, AI tool capabilities, and seller success stories—to equip the sales team with compelling collateral.
- Coordinate the production of seller success case-study videos and testimonial content, working with the sales team to identify and film high-performing sellers.
4. Social Media & Organic Growth
- Manage Alibaba.com Vietnam’s social presence (Facebook, Zalo, LinkedIn, TikTok): create editorial calendars, publish original content, and grow follower engagement organically.
- Partner with the sales team to follow up on inbound organic leads, classify prospects on social platforms, and remove unqualified or spam contacts to maintain lead quality.
- Monitor community sentiment, moderate comments, and respond to customer inquiries promptly to protect brand reputation.
5. Agency & Vendor Management
- Select, onboard, and manage external marketing agencies: set quarterly KPIs, review campaign plans, and hold agencies accountable to agreed CPL and volume targets.
- Handle end-to-end procurement: raise purchase orders (POs), coordinate financial documentation, conduct quality audits upon project delivery, and ensure timely payment to maintain vendor trust.
- Negotiate scope, pricing, and service-level agreements with agencies and production vendors.
6. Cross-functional Collaboration
- Work closely with the Central Marketing Team to localize global website content, campaigns, and tools for the Vietnamese market.
- Align with the Sales leadership team on lead qualification criteria, handoff SLAs, and joint campaign planning.
- Contribute to country-level marketing strategy, budget planning, and quarterly business reviews.
Requirements
- Bachelor’s degree in Marketing, Communications, Business, or a related field.
- 5+ years of experience in B2B digital marketing or content marketing, preferably in e-commerce, SaaS, or cross-border trade.
- Proven track record managing paid social campaigns (Facebook Ads, TikTok Ads) with demonstrated CPL optimization and lead-to-revenue conversion.
- Strong content creation skills: experience writing marketing emails, industry reports, and sales enablement materials.
- Hands-on experience with CRM platforms (Salesforce, HubSpot, or equivalent) and marketing automation tools.
- Data-driven mindset: comfortable analyzing campaign dashboards, A/B test results, and funnel metrics to drive decisions.
- Excellent project management and agency/vendor coordination skills; experience managing purchase orders and procurement processes.
- Fluent in Vietnamese and proficient in English (written and spoken); additional languages are a plus.
- Familiarity with Vietnam’s data protection regulations (Decree 13/2023/ND-CP) and compliance best practices for lead generation.
- Nice to Have
- Experience in cross-border e-commerce or B2B export trade (Alibaba, Amazon Global Selling, etc.).
- Knowledge of AI-powered marketing tools, data enrichment platforms, or lead-scoring systems.
- Video production or creative direction experience.
- Experience managing a team or mentoring junior marketers.
Nice to Have
- Experience in cross-border e-commerce or B2B export trade (Alibaba, Amazon Global Selling, etc.).
- Knowledge of AI-powered marketing tools, data enrichment platforms, or lead-scoring systems.
- Video production or creative direction experience.
- Experience managing a team or mentoring junior marketers.
What We Offer
- A high-impact role at the forefront of Vietnam’s cross-border e-commerce revolution, working with the world’s leading B2B platform.
- Competitive compensation package with performance-based incentives.
- Access to Alibaba Group’s global learning resources, AI tools, and professional development programs.
- A collaborative, fast-paced environment with exposure to international markets and stakeholders.
- Hybrid work arrangement with flexible scheduling.
Title: Alibaba.com-Senior Content Marketing Lead-Vietnam
Company: Alibaba.com
Location: Ho Chi Minh City, Vietnam
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