01
Marketplace Operations
E-commerce StrategyMarketplace OperationsShopeeTikTok ShopLazadaTikiThuocsiP&L Management
Case: SAPON GROUP
Ten years: from running my own brand to Head of E‑commerce
I started out running my own business, went through agency and freelance work, and today I run the entire e-commerce system for an FMCG company.
- LocationHanoi / Thai Nguyen
- Experience10+ years
- Current roleHead of E‑commerce
- Category focusFMCG · Pharmaceuticals & Supplements · D2C/Retail
- StatusOpen to opportunities
Turn traffic into revenue that actually lands, using data instead of gut feel.
Six core capabilities
From ads and marketplace operations to systems, data and people
02
Performance Marketing
Meta AdsGoogle AdsTikTok AdsZalo AdsA/B TestingROASCPAConversion Optimization
Case: Khang Duoc
03
Brand & Content
Brand PositioningMulti-channel CampaignLivestreamTrade fairs & eventsContent Production
Case: Altai Sibiri
04
Analytics & Data
Marketing AnalyticsDashboardP&L AnalysisAOVConversion RateCost OptimizationData-driven Decision Making
AI Lab: Dashboard
05
Team & Budget Management
Team BuildingRecruitmentTrainingKPISOPISOBudget ManagementCross-functional Collaboration
Case: the SAPON e-commerce department
Experience
11/2025 - Present
Head of E‑commerce
SAPON GROUP · Vietnam
Working directly with the CEO on e-commerce channel strategy and the revenue growth plan. Full ownership of E‑commerce: AOP, budget, KPIs, SOPs, the ISO system and the org structure, through to running Shopee, TikTok Shop, Lazada, Tiki and Thuocsi. Built a management system that runs on data, and personally hired, trained and grew the team.
From zeroFounded and ran the e-commerce department
AOP·KPI·SOP·ISOManagement system + dashboard
0 → VND 700M+/moCurrent monthly e-commerce revenue
50.6% → 20.1%Marketing Cost / Revenue reduced
VND 4.13bn2026 department budget (headcount, platform fees, ads, affiliate)
05/2025 - 11/2025
Digital Marketing Specialist
SAPON GROUP · Hanoi
Owned Digital Marketing and laid the groundwork for the e-commerce channels. Ran and optimised Facebook, Google and TikTok Ads; built the first operating system for Shopee, TikTok Shop, Lazada and Tiki; A/B testing, data analysis, conversion optimisation and reporting straight to the board.
3+ channelsMulti-channel advertising system
~VND 80M/moAd budget
−29%CPA/CPL reduced
FoundationsE-commerce operations before the department existed
10/2024 - 04/2025
Digital Marketing · Livestream & Platform Growth
Hi1 Vietnam · Hanoi
Ran the website and fanpage and drove user growth for the Hi1 platform. Wrote the scripts and ran the regular livestreams; co-produced Mega Livestream sessions with Vietnam Women's Newspaper; worked with Content, Media and Tech to lift user acquisition and engagement.
5 sessionsMega Livestream with Vietnam Women's Newspaper
32,000+Views
1,064New users
+200%Website Traffic
03/2024 - 10/2024
Digital Marketing Specialist
SHOPLAB · Hanoi
Owned the website, fanpage and Digital Marketing for home appliances and laboratory equipment. Built the communications plan, managed the Facebook and Google Ads budget, produced multi-platform content and optimised campaign performance.
~VND 100M/moMarketing budget
+25%Revenue growth
3% → 8%Conversion rate
−12%CPC/CPA reduced
06/2022 - 03/2024
Digital Marketing Freelancer | Part-time, Project-based
Freelancer · Hanoi (remote)
Ran multi-platform Digital Marketing (Facebook, Google, TikTok, Zalo) across health supplements, fashion and services. Planned, executed, optimised and measured campaigns for a range of brands. Between 06/2022 and 12/2022 I took part-time projects alongside my role at Altai Sibiri, while the company was working from home during Covid-19.
~VND 300M/moFacebook Ads budget
~VND 80M/moGoogle Ads budget
6 projectsDelivered successfully
−33% / −40%CPA / CPV against plan
12/2018 - 12/2022
Marketing Executive
Altai Sibiri Vietnam · Hanoi
Owned Digital Marketing for a health supplements business, pairing online communications with trade fairs, exhibitions and commercial events. Managed the ad account, produced the content and worked alongside the sales team to move volume.
~VND 80M/moAd budget
Fresh Deer AntlerProduct line built from scratch
+40%Revenue growth
20%Marketing Cost / Revenue
03/2016 - 12/2018
Founder
ThangVest
Founded and ran a menswear brand on a D2C and B2B model, owning business strategy, sales channels, marketing, pricing, inventory and customer operations.
FoundedBrand built from nothing
~VND 300M/moAverage monthly revenue
500+Retail customers, resellers & studios
80%of revenue from B2B wholesale
12/2018 - 12/2022
BA, Business Administration
Hanoi University of Business and Technology (HUBT)
Major in Business Administration. Grounding in management, marketing, finance, operations and people management; analytical thinking, leadership and problem solving developed through practical projects.