GTM LEAD / MARKETING LEAD

COMPANY PROFILE:

Executive recruitment specialist company – Cake Global is recruiting on behalf of an AI-powered Edtech platform. They are building a full-stack, AI-powered education solution that supports students through one of the most important decisions of their lives — university admissions and study-abroad planning. The approach combines intelligent tools with human coaching to support students and families from the first touch to final placement.

The team is small, fast-moving, and product-driven, and this role will be a foundational hire in Vietnam.

ROLE OVERVIEW:

We are seeking a GTM Lead / Marketing Lead to own and optimize the end-to-end user journey — from first awareness through engagement, activation, consultation, and final conversion. This is not a traditional marketing execution role; it is a growth and behavior-driven role focused on funnel design, experimentation, and user insights.

Location: On-site HCMC, Vietnam

Working Arrangement: 6 days per week

KEY RESPONSIBILITIES

1. Social Content & Communication Strategy (Vietnamese)

• Build content maps and hook-based messaging flows for TikTok, Facebook, YouTube, etc.

• Develop content directions that appeal to students and parents (emotional drivers, pain points, aspirations).

• Collaborate with video creators/production to test formats (UGC, testimonial, myth-busting, story-led, etc.).

• Localize messaging for the Vietnamese context while aligning with strategic positioning.

2. Own the Funnel & User Journey

• Map multi-path journeys across student TikTok discovery, peer referrals, school clubs, and parent-led inbound.

• Define the default 7-day and 30-day user journeys and engagement touchpoints.

• Build behavior-based segmentation (Student path vs Parent path).

• Operate independently in the early phase as a direct contributor.

3. Experimentation & Flow Redesign

• Identify where drop-offs occur and why users disengage.

• Test variations in touchpoints, sequencing, messaging, and UX order.

• Run weekly experiments and measure impact at each stage.

• Collaborate with the CEO, engineers, and designers to implement iterations quickly.

4. KPI Mapping & Performance Measurement

• Define key conversion KPIs across funnel stages.

• Set performance targets and measure progression against them.

• Maintain clear visibility and reporting on growth metrics.

5. Data Analytics & Funnel Insights

• Analyze key funnel ratios, cohorts, and conversion cliffs.

• Use tools (Amplitude / Mixpanel / GA / Sheets) to monitor user behavior.

• Interpret data insights into actionable decisions.

6. Customer Insight Loop

• Speak with users regularly — both students and parents.

• Observe user behavior in AI tools and mentor-touch interactions.

• Translate qualitative feedback into journey improvements and content adjustments.

7. Light UX/Copy & Design Collaboration

• Write microcopy for calls-to-action, DMs, landing page text, onboarding, and CRM messages.

• Sketch simple user flows or page structures for clarity.

• Work with designers when final polishing is required.

Requirements

Must-have:

• Based in Vietnam (HCMC or Hanoi).

• Fluent in Vietnamese and English.

• 3–7 years in roles such as:

  • Growth PM / Product Growth

  • Lifecycle / CRM / Retention Marketing

  • Content-led Growth or Consumer Marketing

• Strong ability to analyze user funnels and run structured experiments.

• Experience setting KPIs and interpreting data.

• Ability to shape and co-create social content strategy in Vietnamese.

Nice-to-have:

• Experience in EdTech, fintech, consumer apps, or high-trust B2C services.

• Exposure to user psychology, decision anxiety, and high-stakes journeys.

• Startup or founder-facing role experience.

Not suitable for:

• Pure performance marketers focused solely on ads and ROAS.

• Traditional offline marketing operators (events, fairs, call lists).

• People uncomfortable engaging with data or product flows.

SUCCESS METRICS – FIRST 12 MONTHS

In 3 months:

• Map the current funnel and quantify drop-offs.

• Launch 3–5 funnel experiments across flows and messaging.

• Establish foundational reporting dashboard.

In 6 months:

• Demonstrate measurable improvement in conversion at a critical journey step.

• Validate which acquisition channels + journeys yield superior outcomes.

• Create a repeatable experimentation process.

In 12 months:

• Build and institutionalize the default journey that drives consistent revenue conversion.

• Help lay the groundwork for a small growth / journey team as scale increases.

• Become internal owner of everything between first-touch and paid conversion.

BENEFITS

• Competitive base + uncapped commission with a clear KPI & bonus plan + eSOP

• Startup culture: young, international, zero politics, with teammates from Harvard, Oxford, UofT, Melbourne, and more.

• Included: social insurance, office lunch, team bonding, and internal activities.

If this sounds interesting to you or like the next step in your career road map, please contact: Selena Huynh via email: selena.huynh@cake.me