• Lead global digital marketing strategy, route to market, budgeting, campaign planning, development and execution leveraging best innovative tactics including paid search, display, remarketing, email marketing, mobile advertising, push notifications, in-app messaging, SEO, and content marketing for the advertising and loyalty platform to drive exceeding ROI targets.• Own end-to-end advertising and operations management program strategy and execution for the platform’s service lines including mobile advertising, web advertising, transit gate advertising, and transit vending machine advertising across multiple digital channels to drive conversions for B2B and B2C markets.• Manage teams of media operations, product marketing, and digital marketers to launch external advertising and promotional programs.• Lead the loyalty and advertising operations programs and client services, including the client relationship with advertisers, transit agencies, and loyalty partners.• Lead cross-functional teams of contract, accounting, finance, and service agent trainers to support the operations of the platform.• Lead the development and optimization of the marketing automation platform, customer relationship management ecosystem (CRM), analytics, and other marketing technology platforms.• Be responsible for onboarding customers and driving additional revenue from existing customers.• Work closely with sales, product, project management, services, and agencies to define the campaign strategy, tactics, and offerings to meet customer experience and business objectives• Work with Product and Engineering to monitor and review product performance and SWOT, and build future product roadmap.• Develop KPI metrics and closely track program success and optimize as needed• Conduct A/B and multivariate tests and analyze results to garner insights and optimize future campaigns• Identify opportunities for applying new technologies, digital products, and services to marketing campaigns

• Plan and execute digital marketing campaigns including paid search, display, remarketing, and email marketing workflows to generate demand and sales opportunities.• Lead the marketing automation programs, including the setup and optimization of the marketing automation platform, workflows, content publishing, audience segmentation, database management, and other automation initiatives leveraging different tools and platforms (HubSpot, Salesforce, Zendesk, Google Analytics, Optimize, Tag Manager…).• Manage email marketing campaigns including drip marketing, event-based marketing, and transactional email workflows, including optimizing, tracking, testing, delivery, and reporting using smart list segmentations and automation workflows.• Lead global Google Ads paid search, display, and remarketing campaign strategy, budget allocation, and implementation and optimization to generate demand and conversions for the ecommerce platform and maximize brand awareness and ROI.• Lead and provide consultation and best practices in implementing SEO for the company website properties including corporate domains, blog, portal, and landing pages, using SEMRush, GA, Google Search Console and Google Trend.• Collaborate with marketing program managers, internal creative team, and external agencies for the development of resources necessary for digital marketing campaigns, such as the creation of banner ads, text ads, landing pages, and digital media plans.• Design and work with other company stakeholders (legal, product, development…) to implement comprehensive, integrated, and effective end-to-end data tracking.• Track, measure and report on the performance of digital marketing campaigns, website traffic, social marketing, and conversion paths and acquisition channels. Identify, recommend, and execute improvements for optimizing digital marketing strategy, budget allocations, and customer experience.

• Develop and execute strategic initiatives that align online marketing efforts with corporate goals, product launches, industry trends, and targeted selling opportunities• Managed Google Ads paid search, display, and remarketing campaign that drove brand awareness, demand generation, and conversion optimization• Drive client marketing and communication strategies and programs, lead generation campaigns, and lead management processes, leveraging cutting edge CRM, sales marketing automation, and analytics tools (Hubspot, Salesforce, GaggleAMP, SnapEngage, SlideShare, Google Analytics, etc.)• Lead company SEO and SEM programs, improving website organic search ranking and managing AdWords campaigns, to drive online traffic, lead conversion, and generate sales opportunities• Be accountable for email marketing programs, database management, landing page and web content creation, and other digital channels• Support and coordinate trade show, conference sponsorship activities, and other networking events (planning, reservation and onsite execution)• Report, measure and analyze monthly marketing campaign performance and marketing automation programs• Develop metrics and KPIs to review ongoing marketing campaigns and processes to drive optimization for higher ROI results

• Was accountable to the brand and business leaders for achieving/exceeding agreed ROI objectives based on a set budget• Developed the program strategy which supports the business strategy/objectives and integrates the right mix of Demand Generation, Channel Enablement, Channel Co-Marketing, Thought Leadership, Relationship Marketing, Communications, and Direct Response Advertising • Developed the integrated program plan with marketing investment focus including new product/service/solution launches. • Collaborated with marketing peers in the various disciplines: Market Management (Brand, Customer Set, Channel), Market Insights, Marketing Operations, Workforce Enablement, Communications, Brand System) to ensure proper timing and alignment of all marketing efforts.• Executed a 360-degree plan leading to a greater level of dialogue and forum with the C-suite audience based on a unique value proposition, targeted audience segment to prioritized industries with selected product/solution offerings • Executed the appropriate campaigns and supporting mix of tactics (web, electronic/interactive, PR, direct mail, event, telemarketing, fax, co-marketing and new/emerging vehicles) to deliver needs-based messages to the market.• Led and pioneered in digitalizing marketing communications channels to C-suite clients and partners and in establishing IBM Vietnam social networks with a large pool of connections• Coordinated and promoted IBM Global Csuite Study Series to target C-level clients, analysts and influencers• Managed and directed agency/vendors in planning and execution• Provided business units with quarterly updates on program performance & action required to achieve business objectives.

• Was accountable to the brand and business leaders for achieving/exceeding agreed ROI objectives based on a set budget• Developed the program strategy which supports the business strategy/objectives and integrates the right mix of Demand Generation, Channel Enablement, Channel Co-Marketing, Thought Leadership, Relationship Marketing, Communications, and Direct Response Advertising • Developed the integrated program plan with marketing investment focus including new product/service/solution launches. • Collaborated with marketing peers in the various disciplines: Market Management (Brand, Customer Set, Channel), Market Insights, Marketing Operations, Workforce Enablement, Communications, Brand System) to ensure proper timing and alignment of all marketing efforts.• Executed a 360-degree plan leading to a greater level of dialogue and forum with the C-suite audience based on a unique value proposition, targeted audience segment to prioritized industries with selected product/solution offerings • Executed the appropriate campaigns and supporting mix of tactics (web, electronic/interactive, PR, direct mail, event, telemarketing, fax, co-marketing and new/emerging vehicles) to deliver needs-based messages to the market.• Led and pioneered in digitalizing marketing communications channels to C-suite clients and partners and in establishing IBM Vietnam social networks with a large pool of connections• Coordinated and promoted IBM Global Csuite Study Series to target C-level clients, analysts and influencers• Managed and directed agency/vendors in planning and execution• Provided business units with quarterly updates on program performance & action required to achieve business objectives.

• Consulted and led marketing strategy development and marketing campaign implementation for Naper Solutions (NS) and its clients in Internet Marketing, Search Engine Optimization (SEO), Landing Page Optimization, Social Media, Website Design, WordPress, Analytics, Consulting, and others• Initiated brand management activities for NS and its clients’ corporate, information and ecommerce websites• Developed and managed Google, Yahoo and Bing AdWords campaigns, advertising email blasts, social media, link building and other digital marketing campaigns; Promoted NS through marketing messages and interacting with potential clients on social media channels (Facebook, Twitter, Digg, De.li.cio.us…). Found opportunities to promote NS in new emerging media channels; • Prepared marketing communications materials for each campaign including but not limited to writing press releases, articles, e-newsletters, website content, ad content and other communication emails with business partners; Updated client mailing lists• Created monthly campaign performance analysis reports, P&L ad campaign analytics and proposed necessary adjustments• Led and managed client projects to ensure that every project is implemented in a timely manner and as per project standard guidelines and requirements• Scheduled, organized and promoted NS in local related events including training seminars, tradeshows and other business forums• Managed NS’ community relationship programs including the management and promotion of the website “Calendar For a Cause”; Worked with non-profit organizations to help set a Calendar, an electronic calendar hosting platform where the calendar owners can call for support and donation; Consulted and assisted implementation of PR programs for such causes• Reviewed overall marketing communications efforts on a frequent basis and made recommendations for higher ROI activities

• Perform research work for Professor’s projects and other coursework projects in Corporate Marketing, Strategic Management, Operations Management, Applied Business Research and Human Resources Management• Developed and track score reports, assist with instruction coursework and student grading

• Worked with WIU Management Professor and MBA team to conduct strategic consulting for a long established American business• Led and developed strategic marketing communication plan to renovate the company’s business operation, marketing, public relation and work environment

• Managed the development of PR and brand management activities for the company’s business groups based on the quarterly Communications plan and strategy including: IT Infrastructure (Systems and Technology Group, Software Group and Global Technology Services) -- Exploration (Research, Development & Innovation Policy) -- Internal and Executive Communications• Consulted and developed PR proposals to consolidate and bolster the corporate image and position in the eyes of the staff, the public and the media • Prepared briefings and speeches for Executives; Wrote press releases, news articles, client success stories and Win achievements • Worked with journalists and media agencies to update them with the company’s news and upcoming events • Followed up daily media coverage and reported the news to the Worldwide and Regional communications managers; Developed and updated the daily operation report of IBM Vietnam on the team room • Wrote monthly editorial evaluation report; evaluated it and presented PR efforts to executives• Collaborated with Marketing Department and other aligned Departments to hold meetings, seminars, product launches and other marketing events for the company• Served as the IBM Vietnam Club President, Initiating programs including social cultural events to create work/life balance for the staff, and held outing events or team building sessions for the staff on a monthly basis

• Collaborated with clients in various industries (pharmaceuticals, education, CPA) to develop Agency’s PR proposal for clients’ product launch, brand management and corporate promotion campaigns• Worked with relevant authorities, business organizations and government officials to support the running of the PR campaigns• Drafted general press releases and revised press kits of press team before sending the documents to clients and journalists• Wrote publicity plans for retainer clients and ad-hoc Clients; Wrote contact reports after each meeting• Followed up and supervised the plan execution of press and event teams• Wrote monthly advertising evaluation reports and publicity plan reports for each client• Evaluated and presented PR efforts for internal teams and clients every month• Drafted briefings, contracts and agreements with clients and project’s partners• Translated the PR proposals, press releases and other documents

• Provided direct assistance to the General Manager in his meetings with the Project Department, the Board of Directors and with the company’s partners. (Set up the appointment schedule, translation, wrote reports, booked flights & hotel rooms) • Assisted with organizing golf tournaments, lecturing staff training courses, translating documents (English/Vietnamese), and designing / building the Resort’s website, brochure and advertisement materials, administering the office budget• Prepared shipment documents to import the goods, coordinated with the purchasing and the project departments to prepare for the purchasing of the required goods• Filed contracts and documents for import/export and golf & resort operation section for website updates • Drafted press release for the Resort’s events, corresponding with media and news agencies• Prepared documents to call for sponsorship and followed up purchase contracts

• Managed data for document filing for procurement & personnel section• Made purchase order for the required goods; Prepared tax refund application of office purchases• Prepared listing of applicants for project personnel recruitment, prepared communications materials to contact with applicants• Applied for visa for UNDP staff/consultants• Monitored of the office inventory consumption• Filed procurement and personnel documents; Entered/updated data from submitted CVs into the UNDP consultant roster database. Verified and validated data entered against the updated CVs