Expert - Product Marketing
Khối Kinh Doanh
Hồ Chí Minh
26-GP-0334
As the Product Marketing Expert, you own the full content lifecycle - from identifying what content needs to exist and why users need it, to how it is produced at scale using AI, and where it is distributed across platforms.
Content here is defined in its most fundamental sense. Users today do not search exclusively on Google - they search on AI Chatbots, YouTube, TikTok, Facebook and more. Each platform attracts different user segments with different content consumption behaviors. Your mission is to build a multi-platform content engine, powered by GenAI, that meets users where they are - with the right format, the right message, and the right depth - based on a deep understanding of their job to be done.
This is not a traditional content management role. This is a strategic and operational leadership role that requires equal parts content strategy, AI-powered production expertise, platform distribution knowledge, and data-driven optimization.
Content here is defined in its most fundamental sense. Users today do not search exclusively on Google - they search on AI Chatbots, YouTube, TikTok, Facebook and more. Each platform attracts different user segments with different content consumption behaviors. Your mission is to build a multi-platform content engine, powered by GenAI, that meets users where they are - with the right format, the right message, and the right depth - based on a deep understanding of their job to be done.
This is not a traditional content management role. This is a strategic and operational leadership role that requires equal parts content strategy, AI-powered production expertise, platform distribution knowledge, and data-driven optimization.
Mô tả công việc
Content Strategy
- Research and define content strategy for each use case based on user Job to be done - going beyond keyword volume to understand the real need behind each search behavior, on each platform.
- Define the right content mix for each use case and user segment.
- Build a Content Taxonomy across all use cases: classified by search intent (Informational/Commercial/Transactional), content format, distribution platform, and user segment
- Collaborate with Product Lead to receive Job to be done insights and keyword clusters as strategic input for content planning
- Define and own the platform distribution strategy for each use case and user segment:
- Google Search: Long-form Blog, Landing Page, Utility Page - optimized for E-E-A-T and featured snippets
- AI Chatbot (ChatGPT, Gemini, Perplexity): Structured, GEO-optimized content - ensuring MoMo is cited as an authoritative financial source
- Short-form video content aligned with trending financial topics and youth segments, explainer videos, How-to guides, Financial tips series
- Build a distribution playbook for each platform: format specifications, content length, tone of voice, posting cadence, and performance benchmarks
- Continuously track and optimize performance across platforms - identify where to invest more and where to pull back
- Own and operate the GenAI Content Pipeline across all content formats:
- Text: Blog articles, Landing Page copy, FAQ, Product descriptions, Localized content (by province/category)
- Script: YouTube video scripts, TikTok scripts, Podcast episode outlines
- Visual brief: Creative direction documents for design team to produce images, infographics, thumbnails
- Build, maintain, and continuously improve the Content Skills library (prompt templates) for each format and platform - ensuring AI output meets quality standards from the first draft, minimizing human rework
- Define Business Context documentation for each use case - ensuring AI generates factually accurate, MoMo-specific content rather than generic or hallucinated responses
- Ensure all content is structured and optimized for AI engines (ChatGPT, Gemini, Perplexity) to recognize and cite MoMo as the authoritative source for financial topics in Vietnam
- Apply YMYL (Your Money or Your Life) standards, semantic depth, and entity-building principles across all content types
- Define and implement GEO best practices: structured data, citation-friendly formatting, authoritative sourcing, and knowledge graph signals
- Track and report GEO performance: how often MoMo is cited, for which queries, and on which AI platforms
- Continuously research and apply evolving GEO best practices - this is a fast-moving field requiring proactive learning
- Define and enforce Content Quality Standards across all formats and platforms
- Lead the review and approval process for all content before publication or distribution - with particular rigor for financial content subject to YMYL standards
- Build a systematic Content Scoring framework to evaluate quality objectively and consistently
- Collaborate with Cell Team BU stakeholders to verify business accuracy and product-specific details in all content
- Manage content calendar and production timelines across all active use cases and platforms
- Lead and mentor Content Strategist(s) and Content Producer(s) - setting clear performance expectations, developing team capabilities in AI-powered production, and building a culture of quality and accountability
- Collaborate with Product Lead to deliver content as part of the framework - ensuring content is ready to support each phase of Web Product delivery
- Report content performance to Head of Web Platform: organic traffic, keyword rankings, Share of Voice, AI citation frequency, and platform-specific engagement metrics
- Identify content gaps and expansion opportunities across use cases and platforms
Yêu cầu công việc
Education
- Bachelor's degree in Journalism, Communications, Marketing, Linguistics, Economics, or related fields
- 7+ years in Content Strategy, Digital Marketing, or Media Production, with at least 3 years in a leadership or managerial capacity
- Proven experience building content systems or leading content teams - not just producing individual content pieces
- Demonstrated track record across multiple platforms beyond Google Search - YouTube, TikTok, Podcast, or Social Media content experience required
- Experience in Fintech, E-commerce, or Tech is a strong advantage - particularly in content that falls under YMYL standards
Essential Skills
- Multi-Platform Content Expertise: Deep understanding of content requirements across Google SEO, AI GEO, YouTube, TikTok and Social platforms - not necessarily a specialist in all, but able to define strategy and brief execution for each
- AI-Powered Production: Hands-on experience using AI tools (ChatGPT, Claude, Gemini) to produce content at scale - proficient in prompt engineering, output evaluation, and knowing when human editing is required
- JTBD Thinking: Able to identify what users genuinely need across different platforms and segments - understands that the same underlying need may require completely different content formats depending on where the user is searching
- Content Architecture: Experienced in designing large-scale content systems - Hub & Spoke, Pillar Content, Internal Linking Strategy, Programmatic content frameworks
- Analytics: Proficient in GA4, Google Search Console, YouTube Analytics, and Social platform analytics - translates multi-source data into content decisions
- GEO Expertise: Strong understanding of Generative Engine Optimization - how to structure content so AI engines cite it as an authoritative source
Personal Characteristics
- Format-agnostic thinking: Never starts with "let's write a blog" - always starts with "what format best serves this JTBD on this platform for this user segment"
- Scale mindset: Builds systems and engines - thinks in hundreds of content pieces, not individual articles
- AI-native: Treats AI as a production collaborator - knows precisely what AI does well and where human judgment is non-negotiable
- Quality-conscious: Understands that low-quality financial content is not just ineffective - it is harmful to users and to MoMo's authority
- Curiosity-driven: Actively tracks changes in Search (Google SGE, AI Search), Video Search (YouTube, TikTok), Podcast SEO, and Social Search - applies new learning quickly
- Collaborative leader: Works effectively across Product Lead, Engineering Team, BU stakeholders, and direct reports - in an environment where influence matters more than authority
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