Nguyen Tran Thanh Phong
Senior Digital Marketing
Ho Chi Minh City
Summary
Data-driven Senior User Acquisition Specialist with 5 years of experience in the gaming industry. Proven track record in successfully driving quality traffic for hard-core genre projects such as Metal Slug Awakening, Boomz Origin, and Cloud Song in the SEA market. Skilled in campaign optimization and leveraging analytical skills to improve key performance indicators like CPI, NRU, and Retention Rate. Planning campaign based on project life cycle as well as monitoring LTV/ROAS/ROI to implement appropriate in-app-event campaign. Successfully collaborated with vendors: Appier, Apple, Google, Netmarvle, LDPlayer, NOX, and Bluestack, to acquire high-quality traffic, resulting in significant improvements in user acquisition metrics.
Overview
7
7
years of professional experience
3
3
Certifications
1
1
Language
Work History
Senior User Acquisition Specialist (SEA Market)
VNG Corporation
03.2019 - Current
- Created, monitored, and optimized the performance of ad channels: Facebook, Google, TikTok, and Apple Search Ads.
- Developed and managed monthly and weekly traffic KPIs and budget allocations based on metrics such as CPI, NRU, Retention Rate, and ARPU to achieve revenue targets, ROI, and ROAS.
- Enhanced app store presence and conversion rates through ASO efforts, including keyword research and A/B testing different store listing versions.
- Collaborated with cross-functional teams, including creative, product, branding, and data analysis, to make informed decisions and achieve project goals.
- Visualized performance data using PowerBI, Tableau, and Excel, and performed deeper analysis by extracting raw data with SQL, leading to improved campaign efficiency.
- Negotiated and managed contracts with outsourcing vendors to secure high-quality app installations and maximize lifetime value (LTV), resulting in a significant increase in LTV.
Digital Marketing Executive
Shopee Pte. Ltd
07.2017 - 03.2019
- Cooperate closely with all teams (such as Account, Design, Commercial…, etc.) to develop a well-prepared marketing plan that fulfills the team’s expectations.
- Execute and monitor ad campaigns on all digital platforms, search engines, affiliates, CPAS, daily/weekly/ monthly.
- Analyze relevant metrics (marketing data, including campaign results, conversion rates, and online traffic …) to evaluate the performance of each marketing campaign.
- Conduct study/ research to continuously improve the performance of all campaigns to maximize the Company’s investment efficiency.
- Write weekly/ monthly reports for the manager.
- Take other job responsibilities as assigned by the Company
Education
Bachelor of Arts -
University of Finance & Marketing
Ho Chi Minh City 04.2001 -
Skills
Teachnical Skill
Ad channel: Facebook Ads, Goolge Ads, Tiktok Ads
Data Visualization: PowerBI, Tableau, Looker Studio
Data query language: SQL
MS Office
Adobe Premiere Pro/ Photoshop
ASO & Keyword research: Ahrefs, Play Console, App Store Connect
Soft Skill
Project Management SKill
Negotiation Skill
Analytic Skill
Communication Skill
Language Skill
Certification
TOEIC 945
Timeline
Senior User Acquisition Specialist (SEA Market)
VNG Corporation
03.2019 - Current
Digital Marketing Executive
Shopee Pte. Ltd
07.2017 - 03.2019
Bachelor of Arts -
University of Finance & Marketing
04.2001 -
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