Scope: Owned growth and demand generation across Office and Industrial, spanning paid acquisition, SEO, conversion, and lead lifecycle; worked cross-functionally with Customer Service and Sales to improve lead quality and funnel performance.

• Restructured paid acquisition across the Office and Industrial segments, redesigning campaign and landing-page structures by submarket, target audience, and search intent to improve budget allocation and conversion efficiency.
• Designed a qualification framework across Marketing, Customer Service, and Sales, aligning MQL → SQL criteria and lead handoff across teams; restructured the CRM to track multiple independent leasing requirements under the same company.
• Expanded demand generation from inbound to proactive targeting, using company expansion signals to identify businesses likely to develop leasing needs and prioritize early engagement.
• Automated lead intake and routing, using LLMs to identify customer needs and structure inquiry data before routing leads to the appropriate team based on business rules; reducing manual processing and improving consistency in lead handling.
• Established pipeline quality controls to identify stalled opportunities, outdated qualification data, and leads due for reactivation, helping Sales focus on opportunities with active conversion potential.
• Built an LLM-assisted multilingual content workflow across VI / EN / KO, enabling Marketing to produce market content faster and more consistently across customer segments.

• Qualified leads increased 70% YoY (8.1 → 13.8/month) while ad spend decreased 17%; cost per qualified lead decreased 53%, from KRW 403K to KRW 190K.
• Lead quality rate improved from 30% to 41% following qualification standardization.
• Scaled a lead acquisition channel ~5x, from 6.5 to 33 leads/month, contributing 81% of total new leads.
• Restored conversion tracking accuracy, increasing the recorded ads conversion rate from 0.41% to 1.22%.
• Exceeded qualified lead targets by 23% in Q1 and 41% in Q2.

Scope: Owned demand generation across both sides of Alibaba.com in Vietnam, covering international buyers and Vietnamese suppliers seeking export opportunities. Set the growth strategy and coordinated cross-functional execution across paid acquisition, SEO, and lead nurturing.

• Allocated budgets independently across buyer and supplier acquisition, optimizing performance separately for each side of the marketplace.
• Implemented a test-then-scale approach to identify high-potential product categories and export markets, cutting underperforming segments early and scaling investment only after performance was validated by data.
• Managed SEO strategy and execution across technical optimization, content development, and link building to expand organic demand and generate qualified inbound leads.
• Standardized growth measurement by connecting advertising, website, and lead data to track performance by market and marketplace side; built a custom data pipeline to replace a commercial ETL solution.
• Managed the lead lifecycle from acquisition through nurturing, working closely with Sales, Product, and Customer Success to sustain lead flow, forecast demand, and manage budget pacing based on performance.

Key Achievement:

• Generated 1,569 international buyers, 1,103 leads across both marketplace sides, and 678 inquiries/RFQs within 15 months.
• Reduced CPL by 97% in 9 months, from VND 8.6M to VND 211K.
• Increased lead volume by 600%, from 26 to 182 leads per month.
• Reduced ad spend by 80% from peak levels while maintaining a stable lead flow of 93-130 leads per month.

Scope: Built the marketing function from the ground up for a long-cycle B2B business, covering strategy, lead generation, operating processes, KPIs, and reporting.

• Established the marketing foundation across Target Audience / ICP, positioning, funnel structure, KPIs, and reporting cadence.
• Developed brand guidelines and sales enablement materials to support marketing and sales activities.
• Set up lead capture, nurturing, and routing across the B2B pipeline from inquiry to Sales.

Key Achievement:

• Maintained CPQL at VND 0.8-1.2M, generating 45-60 qualified leads/month.
• Achieved 10-14% form start rate and 60-70% completion rate on key campaign landing pages.
• Achieved 18-22% Proposal → Contract win rate.

Scope: Led full-funnel marketing and the e-commerce channel across acquisition, conversion, and retention.

• Developed integrated marketing plans based on market, industry, and service portfolio analysis.
• Developed brand identity, sales materials, and communication assets across marketing channels.
• Managed multi-channel digital acquisition and optimized performance by channel.
• Established customer service processes and supporting tools to improve retention.

Key Achievement:

• Increased new leads by 150% in 3 months, from ~35 to ~88 leads/month.
• Grew revenue from 5 newly launched services by 22% over the first four months.
• Digital channels contributed ~70% of total qualified leads during the COVID-19 restriction period.

• Conducted market analysis and developed integrated marketing strategies: planned, executed, monitored performance, and reported to leadership regularly.
• Positioned the edible bird ‘s nest brand, developed brand identity, and diversified communication channels and products for each customer segment.
• Monitored and analyzed ads performance, customer behavior, and marketing metrics to propose optimization solutions.
• Managed e-commerce channels, streamlined operations, increased engagement, and improved conversion rates.
• Organized activations and coordinated with sales teams to enhance brand visibility, increase engagement, and drive sales.

Key Achievement:

• Achieved an average revenue growth of 4 billion VND per quarter in the first 6 months, maintaining a steady growth rate of 5.21%, adapting flexibly to market fluctuations.
• Optimized conversion rate from 0.75% to 1.35%, nearly doubling business efficiency compared to the previous phase.

• Conducted in-depth research on the market and products, then developed detailed marketing plans & proposal presentations to meet customer goals and needs.
• Implemented and executed advertising campaigns, managing communication activities effectively according to the approved plan, ensuring consistency and maximum efficiency.
• Managed project timelines, closely coordinating with the marketing team to ensure campaigns were executed on time and met high-quality standards.

Key Achievement:

• Alphabook: Successfully launched a website selling Vietnamese books in the U.S., serving the Vietnamese community, and executed an effective advertising campaign, achieving an average of 500 orders per month in the first 3 months.
• GoViet: Played a key role in the launch campaign of the GoViet (Gojek) app, achieving over 500,000 app downloads and an impressive First Booking Confirm Rate of 23% within the first month.

• Managed paid user acquisition campaigns to drive game installs while optimizing cost per acquisition.
• Planned and executed game launch campaigns, coordinating with KOLs and streamers while managing campaign budgets.
• Built and managed player communities to support retention, strengthen engagement, and capture user feedback.

• Managed community activities and events on the CC Talk platform.
• Coordinated contributors and consolidated weekly community performance reports.
• Supported live-streaming operations and basic technical troubleshooting.