About me

I drive growth through data-driven marketing.

I’m a Growth Marketing Specialist with experience in digital banking, hospitality, and B2B SaaS. I specialize in user acquisition, referral programs, and campaigns that deliver measurable results.

Currently pursuing my MSc. in Marketing and Consumption at Gothenburg University in Sweden, I combine academic insights with hands-on experience in scaling startups and driving engagement through product-led growth strategies.

Jun 2024 — Present

Social Media Manager & Digital Marketing

Vendador (Chicago, USA)

• Direct, plan and execute content strategy across all social media channels (Instagram, TikTok, YouTube, LinkedIn). Achieved 2X growth in impression and engagement metrics.
• Analyze performance metrics to test tactics and refine social media growth strategies.
• Conduct email marketing plan, deliver weekly newsletter and optimize email performance.
• Manage and optimize marketing performance with automation using Mailchimp, Zapier and Make.com
• Create and curate content using Canva, CapCut and other editing software.

Aug 2021 — Oct 2023

Growth Marketing Specialist

TNEX Digital Bank (Hanoi, Vietnam)

• Led Referral program, acquiring 10,000 new users monthly, accounting for 30% of user acquisition.
• Led Cashback campaign that drove the highest monthly active user rate in 2022.
• Developed product-led GTM strategy, handled media booking and operation, delivering campaigns that generated 10M+ impressions and 700K engagements across all media.
• Optimized campaigns through A/B testing in campaign offers, content, and user experience.
• Coordinated cross-team execution, communications, and media partnerships.
• Managed budgeting, proposals, and risk assessments.

Aug 2019 — April 2021

Content Marketing Specialist

Flamingo Holding Group (Hanoi, Vietnam)

• Responsible for content marketing plan and content creation across social media channels, increasing engagement by 15%
• Copywriting for resort service products, travel packages, events and promotion.
• Worked closely with designers to ensure the quality of marketing collaterals and digital advertisements.

Sep 2024 — Jun 2026

MSc. Marketing and Consumption

Gothenburg University, Sweden

Axel Adler Scholarship recipient (full tuition waiver)

Sep 2013 — Jun 2017

BSc. Tourism and Hospitality Management

Hanoi University, Vietnam

Heritage Tourism Research Project Grant recipient