Robot Pika is an educational robot for kids aged 5–10 — and we’re leading the category in Vietnam. We’ve found product-market fit with early adopters and are now scaling to the mainstream. We’re looking for a marketing leader to own this next chapter with us. You’d join the core leadership of an ed-tech startup, working alongside a product team that’s deeply passionate about what they build.
Own and hit the growth numbers — CAC, ROAS, conversion, revenue.
Build the entire Marketing engine for Robot Pika’s P&L — strategy, channels, team, budget.
Engineer conversion funnels that keep CAC low and ROAS high as we scale.
Grow the team’s capability as the business grows — hire, develop, set the bar.
Work with Product to shape features that win, and lead go-to-market for each new release.
II. What we’re looking for
Marketing strengths, in order of priority — being strong in the first is ideal, but depth in the second or third is also a great fit:
Social & organic growth
Performance ads & content marketing
Product marketing & community
III. Who you are
A drive to solve hard problems that move the business.
A hands-on style — staying close to execution and iterating until the numbers move.
A sharp read on the market and the parent audience.
Genuine love for the product, and real empathy for parents and kids aged 5–10.
IV. How to apply
If this sounds like your kind of challenge, and you like our Pika, we’d love to talk to you.
Send your CV along with a portfolio to ✉️ [email protected]— we value your real track record first (what you built and how), then your mindset and how fast you grow.
Ahead of the interview, please take time to research our product and current Marketing approach. Come with a point of view on what’s working and what you’d change.
We’re looking for a Content Executive or Content Specialist to join Robot Pika’s content team — a category-leading edtech product for kids aged 5–10.
You won’t be a content machine that churns out posts on autopilot. You’ll be the person who turns strategy into real, tangible pieces of content — the ad that stops a thumb, the script that holds a parent’s attention, the landing page copy that makes someone click “Buy Now.”
Our philosophy: Content is King. Conversion is Queen. Every piece of content you create must do both — connect and convert. If it only looks good but doesn’t move numbers, it’s not done. If it converts but feels hollow, it won’t last.
You’ll work directly under the Content Leader, and the better you get, the more ownership you earn.
What you’ll do
Write copy that works. Ads, video scripts, social posts, landing pages, product descriptions — you write across formats and platforms, and every word earns its place.
Create video scripts that play, not just read. Most of our content lives as video on Facebook, TikTok, and YouTube. You write for the screen — thinking in hooks, pacing, cuts, and emotion. You collaborate closely with the production team to make sure the final video matches the intent of your script.
Own your output end-to-end. You don’t just draft and hand off. You follow your content through production, review the result, and push for the version that actually works.
Research before you write. You dig into the audience — parents of kids aged 5–10 — and understand what they care about, what worries them, and what language resonates. You study competitors, trends, and top-performing content in the space.
Read the numbers. You check performance data on your content — CTR, conversion rate, engagement — and use it to improve the next piece. You don’t guess; you learn from what the data tells you.
Keep the machine running. You manage your own content calendar, hit deadlines, and communicate progress without being chased.
Learn fast and share what you learn. You bring references, breakdowns of great content, and new ideas to the team. You actively contribute to raising the bar.
What you need to be great at
Copywriting & Conversion Copy. You write to move people, not to fill space. A headline, a caption, a landing page — whatever the format, you know how to take a reader from “scrolling past” to “I need this for my kid.” You write with sensory language that makes parents feel the problem and see the solution. You understand that copy has a job: shift a belief, trigger an emotion, or close a sale. Every sentence you write has a reason to exist. If it doesn’t convert, it’s not done.
Video Script & Content Production. This is your main battlefield. Facebook, TikTok, YouTube — most of our content lives as video. You write for the screen, not the page. You think in hooks that stop a thumb in the first 1.5 seconds, pacing that holds attention, and CTAs that feel natural — not forced. You don’t just hand off a script and pray. You follow the video through production: you give clear references, spot when something’s off in the edit, and push until the final cut matches the intent you wrote. You’re not a video editor, but you can speak their language well enough to get what you need.
Creativity & Taste. You’re only as good as what you consume. Your daily feed isn’t random — it’s curated. You follow great creators, study high-performing ads, and reverse-engineer what makes content work. You don’t just scroll — you deconstruct hooks, structures, transitions, and CTAs. Then you practice until those patterns become instinct. When you come in for an interview, we’d love to see your feed — and what you’ve built from it.
Audience Empathy & Parent Psychology. Doing content without obsessing over your customer is unacceptable. Your audience is parents of children aged 5–10 — and you need to live in their world. You join their Facebook groups. You read their comments. You understand what keeps them up at night about their child’s education: the guilt of not doing enough, the hope of giving their kid an edge, the overwhelm of too many choices. That understanding isn’t background knowledge — it’s the raw material of everything you write. Content that doesn’t come from real empathy always sounds fake, and you know the difference.
Analytical Thinking. Numbers go up or down — you always want to know why. You track CTR, view-through rate, conversion rate on your own content. When a piece underperforms, you don’t just move on — you dig in, form a hypothesis, and test a better version. When a piece overperforms, you reverse-engineer it and extract the pattern. You treat data as feedback, not a report card.
Mindset
Love marketing. Never stop upskilling. Marketing isn’t your job — it’s your obsession. You learn on your own time. You don’t wait for a training session — you find the resource, study it, and apply it to the next piece of content you ship.
Content is King. Conversion is Queen. This isn’t a slogan. It’s how you judge every single piece of your own work. Content that’s beautiful but doesn’t move the needle is a hobby. Content that converts but feels hollow won’t last. You do both.
Take feedback like a craftsperson. Your first draft is never sacred. You welcome sharp feedback, learn from it fast, and come back with a better version — not a bruised ego.
Self-management. Nobody chases you. You plan your week, hit your deadlines, flag blockers early, and keep your work organized. You treat your own output like a product with a shipping date.
Collaboration. You work with designers, video editors, and the Content Leader as one unit. You give clear briefs, respond to feedback constructively, and raise the standard of everyone around you — not just yourself.
Level & Compensation
Level
Experience
Base Salary
Content Executive
1–2 years in content / copywriting / Video Script & Content Production / marketing
10–15M VND + performance commission. Total package up to 20-25M
Content Specialist
2–4 years with a portfolio of high-performing content
15–22M VND + performance commission. Total package up to 25-35M
Other Benefits:
Free lunch at the company, full paid leave, and social insurance, 13th-month salary.
A young, dynamic, gossip-free working environment focused entirely on creating excellent products.
Development Opportunities:
True ownership: High autonomy and direct responsibility for product positioning and marketing growth, driving the success of groundbreaking AI-native products.
Clear promotion pathways to Leader, Manager, or Product Marketing Specialist roles.
Weekly workshops on AI to enhance thinking and work efficiency, participation in specialized courses, etc.
APPLICATION PROCESS
If you’ve read this far and thought “this is me” — send your CV along with a portfolio or projects where you did the content work yourself.
Please send your CV + Portfolio (Mandatory) via email to:
Support Contact: Hotline or Zalo 0397 694 640 (Ms. Hoang Mo).
Recruitment Process for CONTENT EXECUTIVE / CONTENT SPECIALIST:
Round 1: CV & Portfolio Review (We are particularly interested in case studies, real-world writing/documents, and outstanding outcomes in your portfolio).
Round 2: Phone screen with HR (10 – 15 minutes).
Round 3: Professional Interview with BOD (Offline, 60 – 90 minutes).
We’re looking for a Content Leader to own the entire content strategy for Robot Pika — a category-leading edtech product for kids aged 5–10.
You won’t just “write content.” You’ll shape how a product gets told, understood, and trusted — from a single ad line on Facebook to the full conversion journey.
Our philosophy: Content is King. Conversion is Queen. Great content that doesn’t convert is incomplete. High conversion without substance doesn’t last. You need to be great at both.
What you’ll do
Own and execute the full content strategy for Robot Pika across platforms.
Get your hands dirty: write copy, build scripts, design landing pages, craft product messaging — then lead your team to do the same.
Find the right message for the product — the angle that makes parents immediately get why this matters for their child.
Design content that moves people (Conversion Copywriting) — whether it’s shifting a belief or closing a sale, every piece of content serves a clear purpose.
Read the numbers. Find the insight. Fix the problem. Repeat.
Plan content by week, month, quarter — keep the machine running on time.
Build and grow a content team where every individual is strong enough to move fast, so the whole team can move faster.
What you need to be great at
Copywriting & Storytelling. The Copy Lead is the Architect of Conversion & Connection. We don’t write to fill space; we write to move people and drive action. A great copywriter is part psychologist, part editor, and part storyteller. You understand that the best copy doesn’t just explain — it resonates. By mastering sensory language, you trigger immediate emotional and physical responses, making the customer feel the problem and crave the solution. Your Mission is to Own the Full Conversion Journey by architecting high-converting content across every touchpoint—shifting customer mindsets from passive awareness and initial education to high-intent consideration, action, and long-term brand loyalty. You don’t just write words; you engineer the customer’s next move.
Video Copy & Scriptwriting. Most of our content lives as video — across Facebook, TikTok, and YouTube. This is your primary playground. You write for the screen, not the page. You know a script isn’t finished when it’s typed — it’s finished when it plays. You think in cuts, pacing, silence, and the half-second before the hook lands. Your words are built to be seen and felt, not read.
You own the final video. That means you don’t hand off a script and hope for the best. You speak production fluently enough to direct without directing — you come with references, you know what “wrong” looks like on a timeline, and you can steer a team back on track without losing the room.
You’re not a producer. But you’re never at the mercy of one either.
This isn’t a role you grow into. You’ve already made the mistakes, learned what kills a video before it starts, and built the instincts that only come from doing it over and over.
Mindset
Love marketing. Never stop upskilling. Marketing isn’t your job — it’s your obsession. You learn on your own time, practice relentlessly, and get sharper every cycle.
Content is King. Conversion is Queen. You live by this. Great content without conversion is a hobby. High conversion without substance is a trick. You do both.
Other skills
Audience empathy. Doing marketing without obsessing over your customer is unacceptable. You immerse yourself in their world — you have methods to do it, the sensitivity to pick up signals, and the sense to turn that understanding into content that lands.
Analytical thinking & Problem solving. Numbers go up or down — you always want to know why. When facing a problem, you stay calm, think methodically, and find the solution instead of jumping to the first familiar playbook. Strong with data and qualitative analysis.
Creativity. You’re only as good as your taste. The content you consume shapes the content you create. You’re naturally curious about creative content — if you binge YouTube and instinctively get how great creators build their videos, that’s a huge plus. But you don’t stop at watching — you reverse-engineer what works, then practice until it’s yours. When you come in for an interview, we’d love to see your daily feed — and what you’ve built from it.
Team building. A team moves at the speed of its weakest member. You don’t just manage — you coach, set standards, and invest in growing each person’s skills. When every individual is strong, the whole team flies.
Planning & execution. Ideas become plans. Plans become timelines. Timelines become shipped work. You don’t just think big — you break it down, track it, and make sure it actually gets done.
What you get here
Real ownership. You lead content for a product. Not execute briefs from someone else’s playbook.
A product worth building for. Robot Pika is at the frontier of edtech — constantly evolving, constantly improving. You’ll do work you’re proud of.
A team that cares. The people around you are obsessed with making the product better every day. The energy is real.
Room to create and grow. Good ideas get tried. If you want to learn, you’ll be supported.
Compensation
Base salary 25-35M VND + performance commission. Total package up to 50M+ VND.
Other Benefits:
Free lunch at the company, full paid leave, and social insurance, 13th-month salary.
A young, dynamic, gossip-free working environment focused entirely on creating excellent products.
APPLICATION PROCESS
If you’ve read this far and thought “this is me” — send your CV along with a portfolio or projects where you did the content work yourself.
Please send your CV + Portfolio (Mandatory) via email to:
Support Contact: Hotline or Zalo 0397 694 640 (Ms. Hoang Mo).
Recruitment Process for CONTENT LEADER:
Round 1: CV & Portfolio Review (We are particularly interested in case studies, real-world writing/documents, and outstanding outcomes in your portfolio).
Round 2: Phone screen with HR (10 – 15 minutes).
Round 3: Professional Interview with BOD (Offline, 60 – 90 minutes).
Position Learning Content Specialist – Product Pika Robot
Start Date: June 2026
Working Hours 08:30 AM – 6:00 PM | Mon–Fri | Weekends off
Location: Nam Trung Yen Urban Area, Cau Giay, Hanoi
II. JOB DESCRIPTION
We are looking for a Learning Content Specialist who can translate educational standards into engaging, child-friendly digital learning experiences for Pika Robot. You will own the content pipeline from research and design to quality control and iteration, ensuring every lesson on Pika is age-appropriate, genuinely fun for primary school kids and meets pedagogical standards.
Key Responsibilities
Curriculum Research & Alignment
Conduct learner needs analysis for children aged 6 – 11, including learning behavior research and parent/teacher insight gathering.
Learning Content Development
Design and develop structured lesson content for Pika including lesson flows, vocabulary sets, conversation scripts, interactive exercises, and real-world scenarios aligned to school-level English learning outcomes.
Create content that complements what children are learning in class (school-support angle), not just standalone English practice.
Develop Cambridge-aligned content tracks as an extended learning pathway for ones targeting international certifications.
Write content that is conversational, natural, and appropriate for AI-driven voice interaction with young learners.
Digital & Interactive Content Design
Transform traditional lesson structures into engaging digital formats: mini-games, dialogue simulations, story-based activities, and challenge-reward sequences.
Design content experiences that leverage Pika’s unique hardware and AI capabilities (voice interaction, memory, adaptive response).
Apply Hook Model principles to build content loops that sustain daily engagement.
Quality Control & Effectiveness Measurement
Develop and implement QC checklists covering pedagogical accuracy, language appropriateness, and child engagement criteria.
Build and maintain metrics to track content effectiveness: completion rates, learning gain indicators, re-engagement patterns.
Iterate content based on user data and feedback from children, parents, and educators.
Cross-team Collaboration
Work closely with the tech team to ensure content is implemented correctly within Pika’s AI and app interface.
Contribute to R&D on new content formats, interaction models, and learning methodologies for the Pika ecosystem.
III. REQUIREMENTS
Must-have
At least 1 year of full-time experience in eLearning content development, instructional design, or educational content writing.
Demonstrated experience developing content for school-support programs (supplementary learning aligned to school curricula).
Fluent English communication skills IELTS ≥ 7.0 overall, Speaking ≥ 6.5 (certificate required).
Strong understanding of primary school English learning needs and child cognitive development.
A creative eye for designing digital, interactive learning content able to go beyond static materials and shape engaging, child-friendly experiences.
Good project management sense able to organize personal workload, track content progress, and meet delivery deadlines consistently.
Nice-to-have
Some academic grounding in language education, linguistics, or a related field familiarity with the Cambridge Primary English framework (YLE, Cambridge Primary, or similar) is a significant advantage.
Experience designing content for voice-based or conversational AI learning products.
IV. BENEFITS
Compensation
Monthly salary: 13,000,000 – 18,000,000 VND, depending on experience.
Step Up Education là công ty công nghệ giáo dục (EdTech) hàng đầu tại Việt Nam với hệ sinh thái sản phẩm tiếng Anh phục vụ hơn 4 triệu học viên. Chúng mình nổi bật với các sản phẩm đột phá như sách Hack Não 1500, ứng dụng học tiếng Anh The Coach, và nền tảng công nghệ xử lý hàng chục triệu lượt check phát âm mỗi tháng.
Sản phẩm mới nhất của chúng mình là Pika Robot – một người bạn robot AI thông minh, khởi đầu từ học tiếng Anh và định hướng mở rộng thành hệ trải nghiệm học tập tương tác cho trẻ em tiểu học. Pika không chỉ là một món đồ chơi, mà là một gia sư cá nhân hóa, tích hợp những công nghệ tiên tiến nhất (AI, ASR, IoT, Multi-Agent System) để tạo ra môi trường giao tiếp tiếng Anh tự nhiên, an toàn và hiệu quả ngay tại nhà.
Tầm nhìn và Sản phẩm Pika
Pika không chỉ là một món đồ chơi công nghệ. Đó là một hệ sinh thái học tập được xây dựng dựa trên 3 trụ cột chiến lược:
Kết nối cảm xúc: Pika được thiết kế như một người bạn đồng hành thực sự, có cá tính riêng, trò chuyện tự nhiên và ghi nhớ những điều quen thuộc về trẻ, từ đó tạo sự gắn bó và khiến trẻ muốn học cùng mỗi ngày.
Học tập thích ứng: Pika cá nhân hóa lộ trình học cho từng trẻ bằng cách liên tục phân tích hiệu suất, điều chỉnh độ khó và bổ sung hoạt động củng cố khi cần, để trẻ luôn được thử thách vừa đủ mà không nản.
Hình thành thói quen bền vững: Dựa trên Hook Model, Pika biến việc học thành thói quen hằng ngày thông qua phần thưởng ngắn hạn, mục tiêu dài hạn và sự đồng hành của phụ huynh, tạo nên vòng lặp học tập tích cực và lâu dài.
Khu Đô Thị Nam Trung Yên, Cầu Giấy, Hà Nội (Onsite)
I. MÔ TẢ CÔNG VIỆC
Chúng mình đang tìm kiếm Learning Design Specialist để cùng xây dựng các hoạt động học tập cho học sinh tiểu học trên Pika ở nhiều môn học như Toán, Tiếng Việt, Tiếng Anh, Khoa học, Lịch sử và Địa lý,…
Đây là vị trí phù hợp với những bạn đã có kinh nghiệm dạy học sinh tiểu học, yêu thích sáng tạo hoạt động học, thích R&D và muốn tham gia xây dựng sản phẩm giáo dục thông minh cho trẻ em Việt Nam.
Vai trò chính của bạn:
Thiết kế các hoạt động học tập, mini game và format tương tác cho học sinh tiểu học trên nền tảng robot/app; chuyển hóa kiến thức các môn học thành trải nghiệm học tập sinh động, dễ hiểu và phù hợp với đặc điểm nhận thức của trẻ.
Nghiên cứu chương trình học, hành vi người học và các hướng tiếp cận giáo dục hiện đại để phát triển học liệu phù hợp; đồng thời phối hợp với Product, UX/UI và Tech để triển khai lên sản phẩm.
Chủ động R&D, thử nghiệm các format hoạt động, cách dẫn dắt và mechanic học tập mới nhằm tăng hứng thú, khả năng tự học và hiệu quả tiếp thu của trẻ.
Thực hiện testing, QC và liên tục tối ưu hoạt động học dựa trên feedback, dữ liệu sử dụng và trải nghiệm thực tế của người học.
Ứng dụng AI tools và các công cụ hỗ trợ để nâng cao tốc độ, chất lượng và hiệu quả công việc.
II. YÊU CẦU
Chúng mình tìm kiếm một người có tư duy thực thi tốt, luôn đặt người dùng làm trung tâm và có khả năng làm việc nhịp nhàng với các cross-functional teams.
Must have
Có tối thiểu 2–3 năm kinh nghiệm dạy học sinh tiểu học hoặc thiết kế học liệu/hoạt động học cho học sinh tiểu học; có kinh nghiệm dạy thực tế ít nhất một trong các nhóm môn học chính.
Có kỹ năng thiết kế, thử nghiệm các chương trình và hoạt động học dựa trên thực nghiệm và các nguyên lý nền tảng để tạo ra các giải pháp học hiệu quả, sáng tạo.
Tiếng Anh đọc hiểu tốt, giao tiếp cơ bản (tương đương từ 6.5 IELTS).
Có khả năng phối hợp với nhiều bên liên quan.
Cẩn thận, có khả năng QC học liệu và chú ý tới chất lượng học thuật.
Sử dụng tốt AI tools và các công cụ hỗ trợ làm nội dung, dạy học.
Nice to have
Kinh nghiệm dạy hoặc làm học liệu theo Cambridge / song ngữ / quốc tế.
Có kinh nghiệm thiết kế học tập theo hướng game-based learning / storytelling / project-based learning / inquiry-based learning.
Có trải nghiệm làm việc tại EdTech, sản phẩm học tập số, app giáo dục, robotics for education.
III. QUYỀN LỢI
Mức lương: 18.000.000 – 22.000.000 VNĐ/tháng tùy theo năng lực và kinh nghiệm.
Ăn trưa miễn phí tại công ty.
Thưởng theo OKR dự án, thưởng sáng kiến, thưởng cải tiến quy trình.
BHXH, lương tháng 13, thưởng lễ, Tết, sinh nhật theo chính sách công ty.
Tham gia xây dựng và định hình một sản phẩm giáo dục mới cho trẻ em trong giai đoạn phát triển quan trọng.
Có cơ hội phát triển theo hướng Learning Design Lead / Curriculum R&D / Product Education.
Được đào tạo nâng cao chuyên môn, ứng dụng AI trong công việc và mở rộng kết nối với các chuyên gia trong lĩnh vực.
Tiêu đề email: Learning Design Specialist (K12) – [Họ tên của bạn].
Liên hệ: Hotline hoặc Zalo 0397 694 640 (Ms. Hoàng Mơ).
Quy trình tuyển dụng Learning Design Specialist (K12) tại Step Up:
Vòng 1: Review CV + Portfolio (Chúng mình đặc biệt quan tâm đến các case study, outcome nổi trội và cách bạn đã giải quyết các bài toán khó trong portfolio của mình)
Vòng 2: Phone screen với HR (10 – 15 phút)
Vòng 3: Phỏng vấn chuyên môn (offline hoặc Google Meet) (60 – 90 phút).
