PHAN.QUI

My story

I started my Growth & Digital Marketing career at Bship, a ride-hailing and delivery startup, supporting go-to-market for app growth and driver recruitment: researching competitors, defining target audiences, shaping key messages and choosing channels. Two problems kept coming back: leads were cheap but converted poorly, and reporting was too slow to act on. So I partnered with Engineering and Operations to build a CRM connected to ad platform APIs and a real-time funnel dashboard, which showed exactly where users dropped off at each stage. From there, I proposed A/B tests on push notifications, banners and ad messaging to fix what the data pointed to.

Results: CPI down ~60%, 3,000+ drivers recruited, lead conversion up from 3.5% to 5.5%, and A/B tests that contributed to 20% MoM MAU growth. This earned me the Growth Contributor Award at Bship (2026).

At MoMo, I now co-manage in-app and paid campaigns across 5 product lines (Telco & Utilities, OTA, Crossborder, Promotion Hub, Lottery), choosing target audiences and channel mix with the Growth team, keeping media KPI achievement above 90% and contributing to 5–10% MAU growth per line. I also supported a project to improve ad-to-app tracking through OneLink, and built an AI reporting tool that cut reporting time from hours to seconds, giving me more time to ask why a metric moved instead of just reporting it.

What I have learned: growth starts with understanding users through real data, testing ideas quickly, and turning what works into clear actions for product and marketing teams. That is the work I want to do next in Product Marketing, closer to the product and the people who use it.