Job Description

Senior Product Marketing

Work Location:

Hanoi: TechnoPark Tower, Vinhomes Ocean Park, Hanoi

VSF is building a portfolio of AI products used across the Vingroup ecosystem, serving people and businesses in Vietnam at scale.

We are looking for a Go-to-market Strategist, Product to own how these products are positioned and taken to market. You will turn complex AI capability into propositions people instantly understand, and build the launch playbook the team reuses across products and launches.

This is a strategy-owning role. You own the thinking, the positioning and the standards; execution is delivered through our central marketing function and agency partners you direct.

Key Responsibilities:

• Own positioning and messaging across consumer touchpoints for the products in your portfolio.
• Define and steward the product experience voice and tone, together with product and design teams.
• Translate the product roadmap into compelling feature narratives and value stories that resonate with Vietnamese users.
• Build and own the launch playbook: launch tiers, messaging hierarchy and go-to-market checklists, reusable across products and launches.
• Run user and market research; turn insight into positioning decisions, not just reports.
• Partner with product delivery teams and internal business stakeholders to keep product capability and market promise aligned.
• Produce enablement materials for the internal business partners involved in each launch.
• Write briefs for and direct the Group marketing function and agency partners; hold the quality bar on everything that ships.
• Track launch performance and user feedback, and feed insight back into product prioritisation.

Requirements:

Must have

• 5+ years in go-to-market strategy, product marketing or consumer product management, including at least 2 years working on a consumer digital product (app, platform, device or connected service).
• Demonstrated ownership of positioning and messaging for a product with a large consumer user base.
• Experience taking a consumer product or major feature to market end to end.
• Strong consumer insight instinct: able to translate research into sharp positioning.
• Ability to work with technical teams and translate technical capability into user benefit.
• Track record of directing agencies or cross-functional partners to deliver work you scoped.
• Excellent written communication in Vietnamese; working proficiency in English.

Nice to have

• Experience with AI, voice assistant, in-vehicle, IoT or connected-device products.
• Experience defining brand personality or character for a product or service.
• Exposure to ecosystem products serving multiple business units.
• Formal user research or Jobs-to-be-Done methodology experience.

You will thrive in this role if

• You are energised by ambiguity and a scope that evolves weekly.
• You prefer owning the thinking and directing execution over producing everything yourself.
• You want your work seen by millions of users, on a product that defines a category in Vietnam.