My work

Campaigns, by company.

The job description belongs to the company, but the career belongs to me. I see every challenge as a stepping stone, not a barrier, on my career journey.

MoMo.

Digital Marketing

Vietnam’s leading fintech super-app, serving 30M+ users across payments, financial services, and everyday lifestyle needs.

Performance Media

Main Responsibilities:

Assisted in the execution of in-app and paid media campaigns (Facebook Ads, Google Ads, TikTok Ads), supporting audience targeting, channel selection, and campaign setup.
Tracked and monitored key cost efficiency metrics (CPM, CPC, CPA) and contributed to funnel analysis to optimize campaign performance.
Collaborated with Growth, Product and Content teams to build media plans that meet broader business goals and the user lifecycle.

Key Achievements:

Optimized audience targeting and channel mix across campaigns, helping maintain ≥90% KPI achievement rate throughout execution.
Supported data-driven campaign adjustments that contributed to 5–10% MAU growth across 5 product lines: OTA, Utilities & Telco, Promotion Hub, Cinema and Lottery.

≥90% KPI achievement rate

5–10% MAU growth

5 Product lines run

MoMo World Cup data & mobile top-up promo creative

(Campaign creatives across verticals · Telco, Lottery, OTA)

VTTI Telco World Cup media plan spreadsheet — Media plan · VTTI Telco World Cup 2026

Live Facebook ad post for NhanhTien mobile top-up offer

Live Facebook ad post for Ví Trả Sau bill payment offer

Live Facebook ad post for TIETKIEM electricity bill discount offer

(Live Facebook ad posts)

AI Automation Tool

Main Responsibilities:

Built an AI-powered reporting automation to generate post-campaign media reports for every Media campaign.
Replaced a fully manual reporting process across multiple MoMo product lines.

Key Achievements:

Reduced manual reporting workload by over 90%, cutting turnaround from 2–5 hours to 5–10 seconds.
Helped scale reporting operations without adding headcount, freeing up time for deeper campaign analysis and optimisation.

5–10s Report generation time

−90% Manual reporting workload

AI-generated report — audience performance by channel

AI-generated report — daily spend and CPC trend

AI-generated report — key learnings and recommendations

(Auto-generated report slides)

Explore the live tool

AI reporting tool · live demo

(Click to watch a raw campaign export turn into a finished report)

Bship — Exclusive Partner of GreenSM

Bship.

Digital & Growth Marketing

A high-growth super app startup specialised in ride-hailing, and the exclusive partner of Xanh SM.

Branding App · CPI

Main Responsibilities:

Conducted competitor research and defined target segments, delivered strategic briefs for marketing content.
Managed app install campaigns on Facebook and TikTok across three regions, optimizing performance and costs.
Tracked and reported daily campaign performance (Impressions, Clicks, Installs, New Users, CPI).

Key Achievements:

Increased app installs by 183% within a 2 month.
Reduced cost per install from ~ 12.000 VND to ~ 5.000 VND.

(App Install Ad Formats)

Bship system dashboard, February 2026 — System dashboard · Feb 2026

Meta Ads Manager, Oct 1 – Dec 31 2025 install campaigns

CPI −60% Cost per install

Meta Ads Manager, Jan 1 – Feb 28 2026 install campaigns

Lead · CPL

Main Responsibilities:

Managed lead generation across Facebook and TikTok using multiple formats, including Forms, Mess, Landing Pages, and Livestream.
Collaborated with Media and Content teams to develop insight-driven creatives (Carousel, Image, Video) to improve conversion performance.
Monitored and continuously optimized CPL and lead conversion rates to maintain costs within KPI targets.
Prepared daily, weekly, and monthly performance reports, analyzing data to recommend campaign optimization strategies.
Customized AI chatbot systems and seeding for each branch to improve lead engagement and qualification.

Key Achievements:

Reduced Facebook CPL by 45% from ~ 28,000 VND to ~ 19,000 VND within one month.
Reduced TikTok CPL by 15% from ~ 22,000 VND to ~ 18,000 VND within one month.
Ranked top 1 for the keyword “electric motorbike driver recruitment” for Bship on both Facebook and TikTok.
Saved the company billions of VND in driver recruitment advertising costs during a period of rapidly increasing hiring demand.
Reduced the Customer Service team’s online consultation workload while ensuring immediate access to phone numbers for more effective follow-up.

Automated chatbot consultation script capturing a driver’s phone number — Automated Consultation Script

Meta Ads

CPL −34% Meta Ads · cost per lead

Meta Ads Manager, October to November 2025

Tiktok Ads

CPL −17% Tiktok Ads · cost per lead

TikTok Ads Manager, October to November 2025

Facebook lead-form ad for Bship driver recruitment

TikTok lead-form ad for Bship driver recruitment

Bship recruitment livestream on Facebook

(Driver Recruitment Ad Formats)

Report · Improved Consultation Quality

Main Responsibilities:

Collaborated with the Dev team to build an internal CRM system integrated with advertising platform APIs to synchronize and update leads in real time.
Coordinated with the Operations team to confirm acquisition sources and cross-check registered phone numbers to accurately track channel-level conversion rates.
Analyzed call data to identify peak hours with the highest answer and successful consultation rates, then recommended optimized scheduling for the Customer Service team.

Key Achievements:

Eliminated manual lead handling for the Customer Service team, enabling them to focus on calling more leads while reducing inactive lead backlog by 40%.
Leveraged the Performance dashboard to identify underperforming lead statuses and implement targeted improvements to optimize lead quality and conversion efficiency.
Improved overall conversion rate from 3.5% to 5.5%, saving the company hundred million VND per month in advertising costs.

3.5% → 5.5% Lead conversion rate

−40% Backlog after 5 PM

~100M VND Ad cost saved / month

Internal performance dashboard showing lead status distribution and daily trend — Lead-to-Customer Conversion Rate Chart

Call distribution by time slot with answer and consultation rates — Call Response Time Tracking Chart

Content Creator

Content Production

Main Responsibilities:

Develop and produce a wide range of video concepts and scripts, including promotional videos, branding content, and service introduction videos.
Assist in identifying and collaborating with suitable KOLs/LOCs to enhance marketing and communication campaigns.

Key Achievements:

Co-produced over 50 videos within 6 months.
Generated more than 30 million monthly views across managed digital platforms.
1 viral video surpassed 1,000,000 views, with over 30 videos exceeding 5,000 views on social media channels.

30M+ Monthly views

1M+ Top video views

50+ Videos in 6 months

Video script and production timeline sheet

(Scripts and Production Timeline for Videos)

Promote video (CPL + CP Message)

Branding (CPI + CPE)

(Click on each screen to watch the video)

Bac Tai Bship recruitment fanpage with 35K followers — Recruitment fanpage · 35K followers

Van Lang University.

Head of Content Committee & Media Manager

Van Lang University ranks among the Top 200 universities in Asia, with strong development in communications and digital transformation, and a commitment to creating positive social impact.

Event Planner

Main Responsibilities:

Developed content ideas, concepts, performances, and visual direction for event programs.
Planned project timelines and managed event budgets to ensure activities were delivered on schedule and within budget.
Collaborated with internal teams, including the Communications team on visual LED design and the External Relations team on sponsor proposals.
Organized casting and coordinated talents and staff throughout the events.

Key Achievements:

Led 10 academic and entertainment events, engaging a community of 5,000+ students.
Managed a total budget of over 100 million VND across multiple events.
Successfully coordinated 70 talents and 40 staff members to deliver large-scale events.

5,000+ Students engaged

100M+ VND Budget managed

110 Talents & staff led

Costume and make-up layout board per character

(Event Dialogue Script, Timeline & Make-up Layout)

Full auditorium standing during the event

Whole-hall group photo in front of the main stage

(Photos from the Event)

Media Manager

Main Responsibilities:

Managed the institute’s social media channels.
Planned, assigned, and supervised a team of 4 staff and 5 talents, including content production, video filming, editing, and other production-related activities.
Organized and filmed admissions events at schools in Ho Chi Minh City.

Key Achievements:

Grew the TikTok channel to over 1,000 followers and generated more than 650K engagements through consistent content planning and audience-focused posts.
Organized admissions consulting events at more than 15 high schools to introduce the program and engage directly with prospective students.
Received over 300 positive feedback responses from students, reflecting strong engagement and interest in the program.