Diagnose the bottleneck
Clarify the business goal, current baseline, customer journey and the metric that needs to change.
Digital Marketing Lead Portfolio · 2026
Đỗ Tiến Nghĩa
Digital Marketing LeadFor more than 7 years, I have worked across digital execution, performance marketing and growth operations.
I connect strategy, paid media, content, CRM and data through focused priorities and accountable execution.
Professional positioning“I build digital marketing systems that connect customer acquisition, creative learning and useful data to the next business decision.”
Current focusIntegrated growth · performance · measurementPortrait placeholder — replace later
02Marketing approach
I do not start with channels.
I start with the business problem.
Before selecting a channel, I clarify the objective, the real bottleneck and how success will be measured.
Build the operating model
Align channels, content, measurement, ownership and review cadence around one focused plan.
Scale what works
Test, read quality signals and increase budget or scope only when the evidence supports the direction.
03Professional overview
A wider digital scope,
with deep performance craft.
Performance Marketing is the measurable acquisition engine inside a broader Digital Marketing system.
Digital marketing experience
Career timelineApp · Service · Agency · Group
Source CVMeta · Google · TikTok · Zalo
Source CVMonthly app media at FoxScore
Source CVIntegrated marketing system
Six connected layers—not six isolated service lists.
Strategy & Growth
Business goals, channel priorities, KPIs, budgets and operating plans.
Performance & UA
Paid acquisition connected to funnel quality—not isolated media metrics.
Content & Creative
Angles, briefs, scripts, test plans and feedback loops with creative teams.
SEO & Web
Organic visibility, website journeys and conversion-oriented coordination.
CRM & Lifecycle
Lead nurturing through CRM, email, SMS, ZNS and sales feedback.
Data & Automation
Attribution, events, dashboards, API reporting and decision-ready data.
04Career journey
From digital execution
to growth leadership.
Each role expanded the system I could own: channels, clients, customer journeys, teams and measurement.
PeriodOrganizationRoleCapability added
Digital Marketing Specialist
Website, social media, paid advertising, press, email marketing and VSInvest user acquisition.
Digital Marketing Lead
Multi-client strategy, performance, SEO, content, CRM, reporting and team operations.
Performance Marketing Lead
Lead generation, conversion journeys, CRM, lifecycle automation and cross-team collaboration.
Performance Marketing & UA Lead
Media budgets, creative learning, measurement, reporting and product-connected acquisition.
05Selected work
One evidence case.
One consistent operating logic.
FoxScore is presented in depth because retained campaign data and media are available. Previous roles remain scope-based.
Case study 01 · App growthGrowth that goes
Growth that goes
beyond installs.
Build an acquisition system connecting paid media, creative learning, product data and team operations.
FoxScoreSource CV
RolePerformance Marketing & UA Lead
ScaleNearly USD 80K / month
ChannelsMeta · Google · TikTok
ProductAndroid + iOS sports app
Growth needed to go beyond installs.
A low install cost did not automatically mean registration, activation, return behavior or high-quality active users.
Connect media, creative and product signals.
Budget decisions were read by channel and OS, supported by MMP events, postbacks and funnel validation.
Turn campaign learning into better inputs.
Content angles, creative briefs, video scripts and A/B testing plans were developed with the Creative team.
Create shared ownership around KPIs.
UA, Performance Marketing, ASO, Product, Development and technology partners worked from aligned priorities.
Measurement journey
Paid media → product value → return behavior
- 01Paid media
- 02Attributed install
- 03New user
- 04Registration
- 05Activation
- 06Return
- 07DAU
Selected project media
Show the work, not only the claim.
Reserved for retained FoxScore reports, campaign walkthrough videos and winning creative assets.
Replace with verified report01Campaign performance
Reserved for a retained report with timeframe, KPI definition and source.
Campaign walkthroughMP4 / WebM · 16:9
02Video walkthrough
Explain the setup, optimization process and what changed over time.
Creative 01Winning
creativeImage / video
creativeImage / video
Creative 02Winning
creativeImage / video
creativeImage / video
03Creative winners
Show the hook, audience, test context and learning behind each winner.
Evidence policy
Final result metrics will only be added after their screenshot, timeframe and data source are verified.
Additional experience
Responsibilities are sourced from the CV. Performance data from these periods is no longer retained.
02
Lead Generation · CRM · ConversionRainier Window Film
Performance Marketing LeadLed customer acquisition around paid media, lead quality, conversion journeys and lifecycle follow-up.
- Performance planning and budget priorities
- CRM and marketing automation
- Sales, Content and Creative coordination
03
Agency · Integrated Digital MarketingTNA Group
Digital Marketing LeadLed multi-client delivery from business brief and media planning to SEO, content, CRM and reporting.
- Digital and performance planning
- Team workload and client delivery
- SEO, content, CRM and automation coordination
04
Multi-industry Digital ExecutionVSET Group
Digital Marketing SpecialistExecuted digital communication and acquisition across products and services inside a multi-industry group.
- Websites, social media and press
- Paid advertising and email marketing
- VSInvest app user acquisition
06 · Measurement product
DADTrack
From fragmented ad data to one decision workspace.
A personal tracking product that demonstrates how I connect campaign, creative and funnel signals into a clearer operating rhythm.
Visit dadtrack.siteCOMMAND CENTER
Last 30 daysDigital growth overview
Spend—Connected sources
Registrations—Funnel signal
CPI—Awaiting source
ROAS—Awaiting source
Channel comparisonDelivery health
Meta
Google
TikTok
Action queueBudget guardrail ReviewCreative fatigue OpenEvent health Check
Product potential01 02 03 04
Command center
One view for cross-platform spend, delivery and risk.
Campaign operations
Turn channel signals into prioritized actions with ownership.
Creative intelligence
Track usage, winners and fatigue before scaling.
Funnel & attribution
Connect acquisition to product events without hiding missing data.
Data trust principleMissing data never becomes zero.
Unavailable, partial and estimated must remain visibly different.
07Core capabilities
Capabilities developed
across the journey.
The portfolio is organized around problems I can own—not a list of tools.
Diagnose the right growth problem
Read goals, funnels, customer behavior and constraints before selecting a channel or tactic.
Build marketing operating systems
Define priorities, roles, review rhythms and measurement rules that help teams execute together.
Manage paid media for quality
Connect spend and campaign delivery to downstream user or lead quality instead of optimizing one metric.
Lead creative learning
Translate performance signals into briefs, scripts, testing plans and clearer feedback for creative teams.
Make data useful
Build trustworthy reporting and automation that turns fragmented signals into the next decision.
08 · Contact & conversation
“I work best on challenges that require both a systems view and close attention to execution.”
Open to discussing digital marketing and growth challenges.nghiadt2702@gmail.com Ho Chi Minh City · Digital Marketing · Performance · Data