Scale acquisition with commercial discipline.
Scale Google Ads from zero to approximately $80K per month while maintaining 4–5× ROAS. Manage an approximately $800K annual marketing budget and a team of up to 15 across Hanoi and Ho Chi Minh City.
EDUCATION · FULL-FUNNEL GROWTH
From paid acquisition to a connected revenue engine.
Seven years of expanding responsibility across acquisition, conversion, retention, and revenue at one of Vietnam’s largest English-language education chains.
~$80K
Monthly Google Ads spend at scale
4–5×
Sustained ROAS
~$750K
Revenue from a 3-month campaign
01 / THE CHALLENGE
Start with the business problem.
The role grew from Digital Marketing Executive to Growth Marketing Lead, reporting to the CGO. The commercial challenge extended beyond buying leads: connect acquisition, conversion, and sales follow-up, then build a system the team could keep operating.
02 / WHAT I DID
From direction to execution.
Make the funnel measurable.
Build CRM measurement from lead source and marketing expense through qualification, sales conversion, and revenue. Collaborate on attribution, form and event tracking, lead scoring, and Warm/Hot Lead segmentation.
Improve conversion and lifecycle performance.
Use Clarity, Yandex Metrica, and heat maps to improve landing-page conversion from approximately 2% to 6%. Build Mautic email marketing, SMS/ZNS nurturing, and reactivation with Sales.
Develop additional routes to revenue.
Manage an outsourced SEO team that grew traffic from 50K to approximately 250K visits per month in around six months. Build the first B2B/corporate revenue line through account targeting, LinkedIn, paid search, nurturing, and Sales collaboration.
03 / THE OUTCOMES
A measurable difference.
Scaled paid acquisition supported approximately 20% annual revenue growth. One integrated campaign generated approximately $750K in three months. Lead-routing and acquisition frameworks remained core operating assets for more than five years.
Two reported conversion-rate endpoints from my CV. No intermediate performance data is implied.
Growth becomes more durable when the system works beyond the campaign: clear attribution, timely follow-up, better conversion, and a team that knows how to run it.
04 / SOURCE & EVIDENCE
The source behind the story.
Results are drawn from my CV. The original excerpt is below; campaign dashboards and reporting screenshots are still to be added.
