Lê Quang Khôi in the desert outside Dubai
Growth Marketing Lead

Lê Quang Khôi

I grow revenue across the whole funnel: paid acquisition, conversion, lifecycle and retention. I also build the data platform that shows which step is leaking. 8 years across agencies and in-house teams in fintech, e-commerce, education and consumer brands, including leading a team of 16.

$125K+monthly paid media owned on Meta & Google
$62 → $48CAC at WeMasterTrade (−23%), with better lead quality
−58%cost per message, held for 7 months
25+projects across agencies and in-house teams

Open to Growth Marketing Lead roles · Ho Chi Minh City, Vietnam

Case studies

Every number here is a footprint a customer left: a click, a message, a booking, a second purchase. Each case follows those footprints to the problem, what I changed and what it moved. Click an image to open the dashboard or report behind it.

01 Customer retention · RFM segments
02 By country · repeat rate per market
Fintech · 2026

Finding growth inside one-time buyers

Retention analysis & lifecycle
Problem
Repeat buyers drove 68.9% of October revenue, and 51.1% of all 60,691 customers had bought more than once.
What I did
Segmented 5,500+ customers to show where the next growth was, then acted on it: new audience segments, tighter targeting, lifecycle email flows and content personalised by segment, tested market by market.
Result
+20%revenue vs same period last year, 3 months, flat ad budget
+15%returning customers, same comparison
48.4%customers cooling → win-back
69.8%of email revenue is repeat
21.4%revenue unattributed → UTM fix
51.1%lifetime repeat rate; 32.3% repeat within 30 days (Nov 2026)
  • RFM
  • Lifecycle email
  • Personalisation
  • Market tests
  • Attribution
01 Meta Ads · Oct 2026 · CPM, CTR, CPL, CPP, ROAS
02 Google Ads · last 90 days · CTR, CPC, CPL, CPP, ROAS
03 Customer journey · awareness to loyalty
Fintech / prop trading · 2025 – now

A marketing data platform built by a marketer

Digital Marketing Manager
Problem
Every ad platform, GA4 and HubSpot told a different story, and nobody could see the full path from ad to deposit.
What I did
Scoped the modules, wrote the specs and built the platform with AI coding agents.
Result
60+dashboard modules
8+sources, hourly
6.20×Meta ROAS, Oct 2026 (Meta-reported)
3.78×Google Ads ROAS, last 90 days
  • Growth analytics
  • ETL
  • ClickHouse
  • Next.js
  • AI agents
01 Younique Academy · results summary
02 Younique · cost per message cut from 120k to ~50k VND
03 Younique · ads overview and the conversion bottleneck
04 Younique · new vs re-enrolment package share by month
05 PamperMe · 2025 results, cost per message 72k → 52k
06 PamperMe · booking rate by month, Mar–Sep 2025
Education & children's services · 06/2025 – 07/2026

Younique Academy & PamperMe: cheaper messages, more students

Freelance performance lead
What I did
  • Rebuilt targeting, creative and structure for message ads; added Lead Ads as a second entry point.
  • Tracked message → trial → enrolment → re-enrolment, so ads were judged on students, not clicks.
Result
3.5×ROAS
120k → 50kVND per message
13.5 → 57.3%re-enrolment share
1.2B → 1.3–1.5BPamperMe monthly revenue (VND) over my tenure, on 150M → 160M ad spend; peak 3.2B a month in Jan–Mar 2026 on 200M
  • Meta messaging
  • Lead Ads
  • Funnel tracking
  • Retention
01 Leflair · Google Ads overview by channel, Nov vs Dec 2021
02 Leflair · CIR by day, November 2021
03 Leflair · GDN summary and next steps
04 Leflair · new GDN campaign structure
Luxury e-commerce · 2021

Leflair: Google Ads for the 12.12 peak

Viral Wave agency
Problem
Display remarketing was saturating and broad match lost efficiency at 3× budget.
What I did
Diagnosed each channel monthly and moved the plan to tCPA, exact match and new in-market audiences.
Result
14.5–24.3%Search CIR
28.1%blended CIR vs 30.5% target
98%of revenue target
  • Search
  • Shopping
  • Discovery
  • Monthly diagnosis
01 Pierre Cardin · Private Sale overview vs plan
02 Pierre Cardin · Facebook Ads plan vs actual
03 Pierre Cardin · results by ad objective
04 Pierre Cardin · analysis and key learnings
Fashion retail · 2022

Pierre Cardin Private Sale: online to store

Viral Wave agency
Result
12.89%Facebook CIR
5,439leads in 7 days
4.9Mreach, +82% vs plan
What went wrong

Store revenue reached 36% of target after the event was cut from 5 to 3 days, the SMS carrier failed and Google paused the landing page. I wrote the post-mortem and the fixes.

  • O2O
  • Lead gen
  • Reach & Frequency
  • Post-mortem

How I grow a business

I work the funnel in order: find where value leaks, fix conversion, then scale paid and protect it with retention. Each stage below has a number I moved.

Acquisition

Scale paid without CAC running away

Meta, Google, TikTok, X and Yandex for fintech and e-commerce; budgets built from revenue target to ROAS to channel split.

CAC $62 → $48 at $125K+/month
Activation

Turn leads into bookings

One message from ad to landing page to sales script; Lead Ads as a second entry point; lead-to-booking as the shared KPI.

Booking rate 10.1% → 17.7%, Jul → Sep 2025
Retention

Bring one-time buyers back

RFM segments, win-back and second-order offers, lifecycle email workflows in HubSpot.

Re-enrolment 13.5% → 57.3%
Revenue

Spend that pays back

Optimise on revenue events, not clicks: ROAS, CIR and MER tracked per channel and market.

ROAS 3.5× · CIR 12.9–14.8%
Experiments

Test, keep what holds

New formats against old (Discovery vs Display), audience and creative tests, monthly channel diagnosis.

Discovery CIR 27% vs Display 39%
Measurement

Own the data

Hourly ETL from every ad platform, GA4 and CRM into one warehouse, read through dashboards and AI assistants.

8+ sources · 60+ modules
CAC
ad + marketing cost ÷ new paying customers
ROAS
revenue from ads ÷ ad spend
CIR
ad spend ÷ revenue (lower is better)
MER
total revenue ÷ total paid spend

Skills

The stack I use day to day, from buying media to building the data behind it. Backed by Google, Coursera, PMAX and Brand Camp certificates.

Paid media
  • 01Meta Ads
  • 02Google Search
  • 03Performance Max
  • 04Shopping Ads
  • 05YouTube / Video Ads
  • 06Display (GDN)
  • 07Discovery Ads
  • 08TikTok Ads
  • 09X Ads
  • 10Yandex Direct
  • 11CPAS
  • 12Lead Ads
  • 13Click-to-Messenger
  • 14Reach & Frequency
  • 15Media planning
  • 16Budget modelling
Data & analytics
  • 01Data analysis
  • 02Growth analytics
  • 03GA4
  • 04Google Ads measurement
  • 05Search Console
  • 06Attribution & UTM
  • 07Server-side tracking
  • 08RFM & cohorts
  • 09Retention analysis
  • 10Funnel analysis
  • 11A/B & creative testing
  • 12Dashboards
  • 13ClickHouse
  • 14ETL pipelines
E-commerce & CRM
  • 01Shopee
  • 02Lazada
  • 03TikTok Shop
  • 04Mega-sale campaigns 9.9 · 12.12
  • 05WordPress
  • 06Landing pages
  • 07CRO
  • 08HubSpot CRM
  • 09Lifecycle email
  • 10Win-back offers
  • 11O2O / offline sales
Strategy & content
  • 01Marketing strategy
  • 02Consumer behaviour
  • 03Positioning
  • 04Marketing mix 4P / 7P
  • 05Marketing plans
  • 06Content pillars
  • 07Editorial calendar
  • 08Performance content
  • 09Copywriting
  • 10Content marketing with AI
  • 11SEO / AI Overview
  • 12Branding
  • 13KOL / KOC
  • 14Competitor research
  • 15Digital proposals
AI & leadership
  • 01Claude Code
  • 02Codex
  • 03MCP
  • 04AI agents & automation
  • 05Next.js dashboards
  • 06Team leadership
  • 07Decision-making
  • 08Stakeholder communication

Experience

Six industries, agency and in-house: fintech, e-commerce, education, F&B, consumer audio and travel, plus time based in Dubai for WeMasterTrade (06/2025 – 01/2026). Each one taught me how growth works in a different business model, and that range is what I bring to a growth lead role.

  • 05/2025 – now

    Digital Marketing Manager / Lead · WeMasterTrade Group (WeCopyTrade, WeMasterTrade, WeGolden)

    Based in Dubai 06/2025 – 01/2026 · leading a 16-person team (4 ads, 4 content, 3 design, 2 video, 3 SEO) · $125K+/month on Meta & Google, CAC $62 → $48 (−23%), CRM & lifecycle, built the marketing data platform.

  • 06/2025 – 07/2026

    Digital Performance LeadFreelance · part-time · PamperMe Vietnam & Younique Academy

    ROAS 3.5×, cost per message −58%; PamperMe revenue 1.2B → 1.3–1.5B VND a month on ~160M ad spend, bookings 253 → 443 a month.

  • 11/2024 – 05/2025

    Digital LeadFreelance · part-time · FlowsGo · Travel

    SEA travel campaigns; content system with 6 pillars and a daily calendar for a 3-person team.

  • 03/2024 – 05/2025

    Senior Digital Marketing Lead · Phúc Giang PGI · Alpha Works audio

    Product launch plan (200M VND) and the 2025 marketplace budget model (Shopee, Lazada, TikTok).

  • 05/2023 – 05/2024

    Senior Digital Marketing SpecialistFreelance · part-time · Juno Markets · Fintech

    Multi-channel acquisition for trading audiences; ad costs down up to 50% at the same lead quality.

  • 10/2022 – 10/2023

    Senior Specialist & Team Lead · Chuk Tea & Coffee · F&B

    Category research, hero film brief, O2O campaigns lifting offline orders 5–10%.

  • 2021 – 2022

    Ads Performance Specialist · Viral Wave Performance Agency

    Leflair, Pierre Cardin, Bloomode (CIR 14.8%), My Kingdom; proposals and media plans for pitches.

  • 09/2018 – 2021

    Digital Marketing Executive · Thuy Linh Long Co. & IHan Agency

    Facebook and Google campaigns, SEO, websites and content for client brands.

Toolkit

  • Meta Ads
  • Google Ads · PMax · Shopping
  • TikTok Ads
  • CPAS
  • GA4
  • HubSpot
  • ClickHouse
  • Next.js
  • UTM & attribution
  • RFM & cohorts
  • Claude Code · Codex
  • Media planning
  • KOL/KOC

Inside the dashboard

Production screenshots from report.wemastertrade.com. Ad-performance and retention figures are shown as reported; company figures in the module screenshots are masked (• or grey blocks).

Meta · Google · TikTok · X · Yandex · VKGA4 · Search Console · HubSpotPython ETL, hourlyClickHouseNext.js dashboardMCP for AI assistants

Ad performance

Meta (Oct 2026) and Google Ads (Aug 13 – Nov 10, 2026), plus the customer journey. Figures are shown as reported.

Journey, retention & markets

Figures are shown as reported. Click to enlarge.

Platform modules

Company figures in these module screenshots are masked (• or grey blocks).

Also built: the WeGolden dashboard (50+ pages, cloned from this platform), a trading-journal app (200+ merged PRs) and a member-journey platform for an online community.

Proposals & certificates

Proposals & media plans

Pitch work: research, insight, big idea, channel plan and budget. Click a cover to open the full deck on Google Drive.

Certificates

Google Digital Marketing & E-commerce Professional Certificate (2023) · Marketing Strategy Specialization (2023) · PMAX Digital Performance Management (2021) · Google Ads Measurement, Video, Shopping, Display · Google Analytics.

Hiring a growth marketer?

I'm open to Growth Marketing Lead roles in fintech, e-commerce and consumer brands. I'm happy to walk you through any case or the live dashboard on a call.