DIGITAL EXPERIENCE MANAGER

1. Role Purpose

• The Digital Experience Manager is responsible for supporting the Head of Innovation in turning The Vigo’s digital initiatives into practical, operational products, platforms, and digital experience journeys across the entire system.

• This role acts as a "Delivery Bridge" – translating business directions into technical requirements, designing user experience flows, coordinating cross-functional resources/vendors, and taking responsibility for User Acceptance Testing (UAT) quality control before launch.

• The scope of touchpoint management includes: Websites, Landing Pages, Martech/CRM flows, the Zalo ecosystem (Zalo Mini App/Zalo OA), digital platforms, and dashboards. These serve both the commercial side (Customers, Partners, Doctors, Clinics, Sales) and the operational side (Admin, Leadership).

●Role Definition: This position focuses on Systems Thinking & Project Management capabilities. The candidate is not required to be a deep technical coder or a pure designer, but must have enough expertise to brief teams correctly, test effectively, control data flow logic, and detect anomalies through dashboard data.

2. Core Responsibilities

Digital Product / Project Delivery (45%):

• Receive directions and break down requirements into specific documents (Roadmaps, Requirements, Task lists, Acceptance procedures).

• Manage implementation progress of internal teams and vendors, proactively resolve bottlenecks (blockers), and manage the issue list to ensure projects launch on time.

CX & Digital Experience (25%):

• Master Customer Journeys and User Flows across digital platforms.

• Sketch basic wireframes, brief and evaluate the work of UX/UI Designers from a conversion optimization perspective (CTA placement, form structure, mobile usability).

Website / Content / SEO-AEO Coordination (15%):

• Coordinate and manage website structures, sitemaps, and page directories.

• Cooperate with the Content/SEO team to align keywords and article structures (topic clusters, internal links, metadata) to optimize visibility and guide users into target conversion funnels.

Reporting / Performance Review (15%):

• Coordinate with the CRM/Martech PIC and Data/BI to set up and check tracking logic (UTM, Events), managing smooth customer data flows (Leads, Sources, Segments) from digital platforms into the CRM.

• Monitor dashboards, detect and promptly handle data gaps or delayed data handoff SLAs; generate weekly/monthly reports with analysis and improvement recommendations for the Head of Innovation.

3. Key Performance Indicators (KPIs)

• Project & Delivery: % of project milestones completed on time; good control over the issue list and fast resolution speed; completion rate of the annual roadmap.

• Product Quality: Clear requirement documents with precise Acceptance Criteria; % of UAT passing on the first round; minimization of logic errors after the system goes live.

• Experience & Data Optimization: Technical conversion rate optimization across touchpoints (Form completion rate, CTA click-through rate, Landing page conversion rate); accurate and clean data synchronization rate (Segment completeness); compliance rate of data handoff commitments to the commercial team (Sales handoff SLA).

• Reporting Integrity: On-time reporting; data analysis must include logical explanations and provide clear next actions/improvement solutions.

Core Competencies (Must-have):

• Systems Thinking: Ability to see the big picture to connect business needs with user experience and technology solutions.

• Project Management & Multitasking: Skills in planning and breaking down detailed tasks; successfully managing the progress of multiple workstreams at the same time without dropping tasks.

• Design Thinking: Understanding customer behavior to optimize visual interaction experiences (interfaces, user flows).

• Data-driven Management: Data sensitivity, understanding the operational structure of Martech/CRM to effectively control data segmentation flows (Leads, Segments, Nurture flows).

• Supporting Skills: Clear and well-structured documentation (clear owner, clear tasks, clear deadlines); cross-functional collaboration skills with Tech, Data, Marketing, and Sales; strong vendor management skills.

Preferred Competencies (Nice-to-have):

• Foundational understanding of SEO/AEO and digital content structures (Search intent, Site structure, Metadata, FAQ).

• Basic knowledge of data tracking techniques (UTM setup, Event tracking, Source mapping).

• Ability to learn quickly about products, industry specifics (Cosmeceuticals / Healthcare), and the operational model of The Vigo ecosystem.