Lifecycle Marketing (80%) 1. Lifecycle Journeys & AI-Powered CRM Personalization (with Product & Data) Plan, build, QA, and run journeys and campaigns in Onflow across push notification, in-app messages, notification inbox, email, and Zalo ZNS, covering onboarding, activation, engagement, retention, and win-back for buyers, sellers, renters, and job seekers. Manage segmentation, triggers, exit rules, and frequency caps so users only hear from us when the message is useful to them. Track opt-out and uninstall alongside clicks, and check that every message deep-links to the right screen. Work with Data and Product on the personalization engine that picks, for each user, which listings or content to show, which message to send, when, and through which channel, based on signals such as categories viewed, saved searches, location, price range, lifecycle stage, and past leads. You write the business requirements: eligibility rules, content templates, dynamic fields, fallback logic, and rules that stop users from getting the same message again and again. We start with rules, move to models as the data allows, and test every step against a holdout. 2. Feature Adoption (with Brand & Product) Use vouchers and rewards to encourage specific actions, such as a first contact with a seller, a first listing, a return visit, or a milestone, instead of giving discounts to everyone. Propose who gets what, when, and how much, with per-user and per-campaign caps, within the budget agreed with the Marketing Manager. Work with Brand Partnership on which partner vouchers fit our users, and with Product on how rewards appear and get redeemed in the app. Support Product on launches of new features, releases, and products. Use our owned channels (push, in-app, inbox, email, ZNS) to reach the users who will benefit most at the moment it is relevant, and follow up until they start using the feature. Report rewards by incremental retention per VND spent, and stop rewarding users who would have come back anyway. Track feature adoption from awareness to first use to repeat use, and check whether the feature itself improves retention or is simply used by people who were already engaged. 3. Growth Analytics, Reporting & Experimentation Pull your own data with SQL (BigQuery) and maintain funnel, cohort, campaign, and CRM performance dashboards. Share a weekly readout covering what changed, why, and what to test next. Keep a running backlog of tests on audience, timing, channel, message, and reward, and measure results against holdouts. Build AI-assisted workflows for segmentation, content variants, campaign QA, reporting, and anomaly alerts, and document them so the rest of the team can reuse them. 4. Digital Ads for App Growth (20%) Plan and optimize app install and re-engagement campaigns on Meta (Facebook/Threads), ChatGPT Ads, TikTok Ads, YouTube, and Google App Campaigns, with targets set on user quality (leads, retention) as well as install volume. Make sure new users from ads enter the right onboarding journey, and use lifecycle data on who retains and converts to improve targeting and creative tests with the Design team.