• GPA: 3.67/4 - Top 2 Graduation 
• Logical thinking in terms of marketing planning, basic & systematic knowledge about market research, marketing communication & branding.

Oversee user growth for VNPAY-QR in VNPAY E-wallet & Mobile Banking apps: define roadmap to work by combining multiple initiatives (e.g., product change, vouchers/promotion, A/B testing...).

• Lead members of automation, data analysis, performance ads to execute the monthly campaign on various channels.
• Led user growth, user retention of VNPAY-QR and VNPAY E-Wallet, include but not limited to conduct planning, research, budget control ...
• Validated hypotheses through robust experimentation and statistical approach, A/B testing those hypotheses, measured the impact of each campaign, and developed ways to scale.
• Discovered growth opportunities in the business by exploring data, customer activities.
• Worked closely with Data Scientist to build marketing model help increase user retention and cost optimization.
• Worked closely with product manager and solution team to develop CDP (customer data platform) – a marketing system that unifies a company’s customer data from marketing and other channels to enable customer modeling and optimize the timing and targeting of messages and offers.
• Worked closely with Data team to build new dashboard, conduct user research to optimize marketing scenarios.

1. VnShop platform growth

• Key PIC of planning & tracking performance of platform. Main focused on CAT MKB, Fashion, Lifestyle (around 80 campaigns per month).
• Monthly planning campaigns for the platform based on company strategy. Maintaining growth trend for CATs (MKB, Fashion, Lifestyle) which contributes around 70% monthly GMV.
• E2E executing campaign plan after final alignment: key messages, details for promotion scheme (50% off, buy 1 get 1, etc.), unique selling point highlights.
• Set the suitable target users/ audience for the communication plan: content, game, social medias activities, ads, sms, email... to ensure bringing enough traffic to convert to sale.
• Adhoc support: mostly about fast action to avoid frauds/ cheaters or system errors.
• Monitor the sale performance as well as the comments/ feedback from customers to understand the insight/ users behavior for better planning & problem solving.
• Key PIC for weekly & monthly reports as well as the post campaign reports. Highlight changes/ new improvements & analyze factors help for better up-coming campaigns planning.
• Main PIC for coordinating with other departments for E2E campaign execution: Categories department, Marketing department, Tech team, CS, SC… to execute the monthly campaign on various channels: website, app, in-app mobile banking, agents,...

2. Strategic partnership growth (Moony, Pampers, Nestle, Philips Avent, Huggies,...)

• Working closely with CM to support/ consult to seller/ partner to plan the campaign: promotion scheme, campaign duration, unique selling points (USPs), key messages, etc.
• Planning & executing E2E process (by project/ campaign) basing on defined expectation of seller/ partners.
• Closely monitoring & reporting steps by steps of campaign to partners for reconciliation.

• Conducted market research on Gen Z psychology: eating, playing or connecting subjects.
• Experienced in terms of researching information, collecting data to analyze behavior/ insight from customers/ competitors.
• Joined & contributed in brand storming meeting to support campaign planning.
• Main PIC for creating brief & proposal to customers.

• Responsibility for social media posts: created content for campaign, optimized Facebook ads performance (CR, CTW & boosting).
• Key PIC of website management system (mainly in creating landing page to push sale), manage & set up chatbots via Harafunnel.
• Responsibility to execute community activities in fanpages: developed & deployed content based on the plans.
• Supported & contributed into video creation for campaigns: brands videos about products, short viral materials,...