Head of Marketing & Growth

Purpose of the Role

The Head of Marketing & Growth holds full accountability for Galaxy Play’s marketing and growth strategy, brand equity and marketing organisation. The role owns the entire marketing budget and the full customer journey, from discovery and acquisition through viewing, paid conversion, retention and renewal.

Success is measured by audience and paid subscriber growth, acquisition efficiency, viewing engagement, retention and marketing’s contribution to revenue, alongside stronger brand preference.

Key Accountabilities

1. Growth Strategy and Commercial Ownership

• Define and execute the annual and quarterly marketing and growth strategy, directly linked to audience, subscriber, revenue and EBITDA targets.

• Own the end-to-end funnel: awareness, app install or registration, first viewing, trial where applicable, paid conversion and renewal. Set clear measures and improvement plans at every stage.

• Allocate the full marketing budget across brand and performance, and across channels, with a defensible rationale presented to the Executive Committee.

2. Performance Marketing

• Direct paid media investment across Meta, Google Ads and TikTok, and evaluate expansion into connected TV, affiliate, telco bundling and retail or e-wallet partnerships.

• Establish measurement discipline: mobile measurement partner attribution, incrementality testing, actual-versus-baseline tracking and campaign-level cost control.

• Build a systematic creative testing programme covering variant volume, refresh cadence and stop criteria.

3. Brand and Positioning

• Define Galaxy Play's brand positioning and messaging architecture, and enforce consistency across every consumer touchpoint.

• Grow unaided awareness and organic share of voice, with particular focus on the platforms where entertainment conversation concentrates.

• Lead media relations, talent and creator partnerships, and crisis communications.

4. Content Marketing

• Partner with the Content and Acquisition teams to build release calendars and go-to-market plans for Vietnamese blockbusters, Original Series, Micro Drama, anime and other licensed content.

• Quantify the marketing value of individual titles through audience acquisition, paid conversion, viewership and retention contribution, and feed that analysis back into content investment decisions.

• Maximise each title’s audience and commercial value across its release lifecycle, using audience insights to guide campaign timing, creative and channel choices.

5. Retention and Lifecycle

• Own CRM and lifecycle programmes: onboarding, viewing-habit activation, churn prediction and intervention, win-back, and involuntary churn recovery.

• Partner with Product on paywall design, subscription packaging, promotional mechanics and cancellation flows.

6. Organisation and Partners

• Recruit, develop and retain the marketing team; define team structure and the boundary between inhouse and agency capability.

• Manage agencies, media vendors and distribution partners, and control monthly budget delivery alongside Finance.

• Build applied AI capability across creative production, analysis and reporting

Qualifications and Experience

Essential

• Minimum 8 years in marketing and growth, including at least 3 years leading teams of 8 or more.

• Demonstrated ownership of a substantial media budget with accountability for revenue, audience acquisition and paid-user growth outcomes.

• Direct experience growing subscription businesses or digital consumer products, with strong understanding of user engagement, conversion, retention and recurring revenue.

• Hands-on operating experience across at least two of Meta, Google Ads and TikTok.

• Fluency in mobile measurement partner data (Airbridge, AppsFlyer, Adjust or equivalent) and a working understanding of attribution limitations.

• Demonstrated hands-on experience applying AI tools to creative production, campaign testing, audience insights, analysis and workflow automation. Able to evaluate output quality, integrate AI into the team’s daily workflows and deliver measurable improvements in speed, cost efficiency and marketing performance.

• Native Vietnamese; professional working English.

Desirable

• Experience within a streaming platform, film studio, broadcaster or entertainment business in Vietnam or Southeast Asia.

• Proven contribution to the successful launch of an exclusive content title.

• Lifecycle and CRM experience at multi-million user scale.

• Experience with indirect distribution channels: telecommunications bundling, smart TV manufacturers, ewallets.

• Experience building or restructuring a marketing organisation