COMPANY PROFILE:
Executive recruitment specialist company – Cake Global is recruiting onbehalf of an AI-powered Edtech platform. They are building a full-stack, AI-powered educationsolution that supports students through one of the most important decisions of their lives —university admissions and study-abroad planning. The approach combines intelligent tools withhuman 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 inVietnam.
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, andfinal 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.