About the us
Xanh SM is a leading electric vehicle (EV) and sustainable mobility solutions provider headquartered in Vietnam. With a commitment to transforming urban transportation, we have successfully expanded into Global Market and are now preparing to launch operations in the Global Markets. Join us in driving the future of sustainable mobility.
Website: Xanh SM - Electric Mobility Service, 5-Star Quality | Xanh SM
Position Overview
The Head of Growth Marketing plays a critical leadership role in driving Green SM's business growth, owning the end-to-end growth strategy across both sides of its marketplace: riders (demand) and drivers (supply).
This role is responsible for developing and leading the company's growth marketing strategy, integrating performance marketing, customer acquisition, retention, creative strategy, partnerships, and data-driven experimentation to deliver sustainable business results.
Working closely with senior leadership and cross-functional teams, the Head of Growth Marketing will build scalable growth engines, optimize marketing investments, strengthen customer engagement, and drive business performance across the organization.
Key Responsibilities
- Define and lead the overall growth marketing strategy across demand (riders) and supply (drivers), aligned with business objectives.
- Oversee performance marketing across paid social, PPC, and other acquisition channels, driving user acquisition, activation, engagement, and retention.
- Establish data-driven growth frameworks and experimentation processes, leveraging CPA, ROAS, CAC, LTV, and funnel analytics to optimize performance.
- Lead creative strategy and development, including campaign concepts, UGC, content production, and performance-driven creative optimization.
- Own marketing budgets, resource allocation, and channel investment decisions to maximize ROI and cost efficiency.
- Drive customer acquisition and supply growth initiatives through field marketing, partnerships, activations, onboarding programs, and industry events.
- Develop and implement customer engagement, loyalty, and retention strategies to improve customer lifetime value.
- Build, lead, and develop a high-performing growth marketing team, establishing clear objectives, performance metrics, and accountability.
- Collaborate with Operations, Commercial, Product, Data, and other functions to identify growth opportunities and deliver integrated business initiatives.
- Establish growth dashboards, reporting frameworks, and performance reviews to monitor results, identify opportunities, and drive continuous improvement.
- Develop scalable growth playbooks and best practices to strengthen marketing capabilities and ensure consistent execution across the organization.
Requirements
- 10+ years of experience in growth marketing, performance marketing, or digital marketing, including significant leadership experience.
- Proven track record of developing and executing growth strategies for consumer-facing businesses, digital platforms, or two-sided marketplaces.
- Strong expertise in performance marketing, paid acquisition, and marketing budget optimization across Meta, TikTok, Google, and other digital channels.
- Demonstrated success in driving both demand acquisition and supply growth, ideally within ride-hailing, delivery, mobility, fintech, or technology businesses.
- Strong commercial and analytical capabilities, with a deep understanding of CPA, ROAS, CAC, LTV, conversion funnels, and marketing ROI.
- Experience building and leading teams, managing cross-functional stakeholders, and driving organizational growth initiatives.
- Experience in creative strategy, customer engagement, retention, partnerships, and field marketing.
- Strategic mindset combined with a hands-on, execution-oriented approach and strong ownership of business results.
- Full professional proficiency in English. Additional languages are an advantage.
- Bachelor's degree in Marketing, Business, Economics, or a related field. An MBA or advanced degree is an advantage.
We appreciate your interest in this opportunity. Given the high volume of applications, we will only be able to contact shortlisted candidates. We value your understanding and patience in this process. Thank you for your interest and cooperation.
