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 15.
Open to Growth Marketing Lead roles · Ho Chi Minh City, Vietnam
Each case shows the context, the problem, what I did and the measured result. Click an image to open the dashboard or report behind it.
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.
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.
Meta, Google, TikTok, X and Yandex for fintech and e-commerce; budgets built from revenue target to ROAS to channel split.
CAC −30–40% at $125K+/monthOne message from ad to landing page to sales script; Lead Ads as a second entry point; lead-to-booking as the shared KPI.
Lead → booking 16% → 20%RFM segments, win-back and second-order offers, lifecycle email workflows in HubSpot.
Re-enrolment 13.5% → 57.3%Optimise on revenue events, not clicks: ROAS, CIR and MER tracked per channel and market.
ROAS 3.5× · CIR 12.9–14.8%New formats against old (Discovery vs Display), audience and creative tests, monthly channel diagnosis.
Discovery CIR 27% vs Display 39%Hourly ETL from every ad platform, GA4 and CRM into one warehouse, read through dashboards and AI assistants.
8+ sources · 60+ modulesThe stack I use day to day, from buying media to building the data behind it. Backed by Google, Coursera, PMAX and Brand Camp certificates.
Six industries, agency and in-house: fintech, e-commerce, education, F&B, consumer audio and travel, plus 6 months working in Dubai. Each one taught me how growth works in a different business model, and that range is what I bring to a growth lead role.
Leading a 15-person team · $125K+/month on Meta & Google, CAC −30–40%, CRM & lifecycle, built the marketing data platform.
ROAS 3.5×, cost per message −58%, lead-to-booking 16% → 20%.
SEA travel campaigns; content system with 6 pillars and a daily calendar for a 3-person team.
Product launch plan (200M VND) and the 2025 marketplace budget model (Shopee, Lazada, TikTok).
Multi-channel acquisition for trading audiences; ad costs down up to 50% at the same lead quality.
Category research, hero film brief, O2O campaigns lifting offline orders 5–10%.
Leflair, Pierre Cardin, Bloomode (CIR 14.8%), My Kingdom; proposals and media plans for pitches.
Facebook and Google campaigns, SEO, websites and content for client brands.
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 (Oct 2026) and Google Ads (Aug 13 – Nov 10, 2026), plus the customer journey. Figures are shown as reported.
Figures are shown as reported. Click to enlarge.
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.
Pitch work: research, insight, big idea, channel plan and budget. Click a cover to open the full deck on Google Drive.
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.
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.