Ho Chi Minh City, Vietnam
To lead, challenge and be challenged in a marketing strategy or business/market development position. Analyze and improve marketing, sales and operational performance. Develop products, markets and relationships.
On the journey to Improve Wellbeing in Vietnam
CRM & Lifecycle Infrastructure _ Built complete lifecycle marketing stack from scratch: Insider (Email/Push/In-App automation, recommendation engine) + AppsFlyer (attribution, OneLink deep links, deferred deep links, event tracking) + CDP + PowerBI dashboards integrated with data warehouse. _ Designed behavioral segmentation framework using RFM modeling to allocate promotional budget and target high-value cohorts, with frequency capping at 2 messages/user/day. _ Created lifecycle stage taxonomy (New → First Transaction → Repeat → Retained → At-Risk → Churned) and built dynamic behavioral cohorts triggering contextual campaigns. Campaign Orchestration & Experimentation _ Managed 6-member growth team + $150K-200K/month digital budget (Facebook, TikTok, Google, Affiliate, SEO), executing structured growth experiments across onboarding flows and promotion mechanics. _ Reduced CAC by ~40% (H1 2023 vs 2022) and improved ARPU through cohort-based A/B testing of onboarding sequences, gamification triggers, and promotional offer timing by RFM segment. _ Scaled active agent network to 70,000+ annually (2x YoY growth) while maintaining CAC efficiency, leveraging AppsFlyer attribution to identify highest-converting channels and reallocate budget dynamically. _ Sustained 130B+ VND monthly GMV ( 1,4x YoY growth) throughout 2024 with stable promotional spend, indicating retention/LTV improvement rather than acquisition-driven growth. Activation & Retention _ Improved activation rate (40 % new users completing first transaction) by redesigning onboarding journey with milestone-triggered push notifications and sales team follow-up automation. _ Tracked D7 and D30 retention by cohort and acquisition source, using retention curves to identify churn risk windows and deploy re-engagement campaigns. _ Designed high-impact seasonal campaigns with cross-functional alignment, applying gamification mechanics that drove +30% MAU and revenue uplift during peak periods.
_Managed in-house performance team (3 members) + $70K-100K/month paid media budget, delivering 2,000 qualified leads/month at 110-130% of KPI via Facebook & Google optimization. _Improved landing page conversion rate by +34% through structured CRO program: A/B testing form flows (multi-step vs single-step), headline variants (benefit vs feature-driven), and CTAs with statistical validation. _Built CRM lifecycle automation (GA4 + HubSpot + CDP + Insider) generating ~12,000 returning leads within 8 months via email nurture sequences (property recommendations, re-engagement triggers). _Developed SEO-driven inbound growth and aligned O2O customer journeys with Sales/Product teams to improve lead quality scoring and routing efficiency.
_Managed $20K-50K monthly budget across Facebook, Google Ads, and affiliate networks, delivering 200%+ YoY growth in paid channel contribution for fintech products (loans, insurance) _Established AppsFlyer attribution setup with multi-touch tracking, enabling data-driven budget reallocation that improved marketing efficiency by 30%+ _Scaled affiliate partner network by 150% through performance incentive structures while reducing fraud rates via stricter qualification filters _Led website redesign and UX/UI optimization with Product team, conducting A/B tests that increased conversion rate by 30% (application start → submission)
- Build Website Eco-system of Corporation: - Building website & cooperating with vendor for supports help me know how to deal with executive partner effectively. - SEO and SEM optimization: Managing company’s SEO (Website, Youtube) & SEM (Search & Display ads) actvity - helps me understand data to optimize content and how ads work. - Automation Platform Development: Developing company Chatbot, Email Marketing, CRM, Helpdesk & Knowledge base platform... Help me know the way to adapt new technology to improve work. - Video projects management: Working with production team in Testimonial, Cooperate Video, VR video, Video Ads
- SEO On-page optimization for Company website. - Digital data analystic and report. - Video Editing for Company Campaigns. - Youtube SEO for Company Chanel. - Contact mainly with Design Freelancers for company campaigns.