Nguyễn Phú Quí

Duties:
• Marketing Strategy & Management
• Plan, manage & forecast marketing performance and budget
o Monitor and manage marketing performance and budget
o Establish and execute the digital marketing strategy
o Ensure tracking of granular performance data for optimization of channels. Funnel
conversion analysis & optimization: improve the funnel conversion rate for acquisition
through optimization of the paid advertising and collaborative work with tele marketing
and sale department.
o Social media & platform management: Facebook fanpage, Instagram, Linked In, Zalo,
Youtube, Tiktok, Website (SEO, RiOSEO, GMB, GA,) seeding, KOLs, KOCs,
o CRM strategy: Ensure correct tracking by managing the overall campaign structure for
channels
• MKT Communication Strategy & Implementation
o Determine the appropriate brand message that will achieve company’s goals.
o Study market research & competitors review
o Customer experience management
o Brand image & assets management (POSM, OOH, signage…)
o Internal communication
o Employee Branding
o PR online - media buying
o Internal & External communications flow for students, prospects, staff
o NGOs & GO relations: DOET Dong Thap & HCM, Australian Embassy…
o Build long-term relationships with KOLs, journalists, influencers, and key stakeholders
o Manage the in-house content production needed (creative development)
• Direct Marketing, event, and student engagement management
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o Prepare project plans & event strategy (event, activation, seminar, meet up, contest):
tiNiword, Fahasa, TWE…
o Develop event communication & content plans for event
o Manage the attendant acquisition
o Manage all event set-up, tear down, and follow-up processes.
• Partnership Marketing & sponsorship management:
o Identify and qualify potential partners for lead generation.
o Support partner events and manage partner marketing communications.
o Maintain positive and productive relationships with partners

• Develop and implement the end-to-end analysis & optimization of paid digital activities for
lead generation to achieve best ROI for media spend against established metrics.
• Develop affiliation and partnership with relevant e-Commerce/ community… to expand the
opportunity to attract more prospects to PVA digital assets.
• Collaborate with other business units (Shopee, Grab, Beamin…) and departments to
understand and together drive the achievement of their business targets
• Run hybrid sales model: up-sell campaign, agent management
• Track and measure all digital channels, propose action plan to improve the sales funnel and
customer journey to continuously improve business result.
• Develop an overall growth strategy and plan to achieve key business results for assigned
product lines

Oversee and develop strategies for all Marketing teams, including Digital, Advertising,
Communications, and Creative and driving technology innovation in marketing for WSE. Directly
report to CEO
• Marketing Management
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• Brand & Communication strategy
• Digital marketing strategy
• Technology & CRM management

Strategy & management:
o Monitor and manage digital marketing performance and budget
o Establish and execute the digital marketing strategy
o Maintain partnerships with media agencies and vendors
• Digital assets management:
o Ensure digital asset development to support media spends
o Website/ Landing page management, optimization, improve time on site
o Develop and execute social strategies that turn social platforms (Facebook fanpage,
Instagram, Linked In, Zalo, Youtube) into value propositions and the brand equity
o Reputation & crisis management by using social listening tool
• Funnel conversion optimization:
o Design and oversee all aspects of digital marketing funnel including marketing database,
email, display advertising campaigns, SEO, SEM, CRM, affiliate.
o Improve the funnel CR for acquisition through optimize the paid advertising performance,
work collaboratively with TMK (Telesale), sale department (CSMs, EC, PACs)
o Data analytics: interpret data, analyze results using statistical techniques, tools (MySQL,
Rstudio) and provide ongoing reports
o Manage digital media across digital channels (enrollments, awareness, etc.), and across
the funnel (Inputted lead, Valid lead, Appointment, Show, Sign)
• Conversion tracking:
o Connect CRM - Brain with retention system Hubspot to manage the whole customer
journey
o The conversion tracking setup internally managed by ad platform, Hubspot and CRM
system
o Connect Brain, Google Ad, Facebook, GA with extractor such as Supemetrics to
synchronize data into Tableau
o Fluently use Google Marketing Platform (Advanced Google analytics, Google Tag
Manager, Google Search Console, Google Data studio, Media buying), Facebook
Business, …
• Marketing Automation:
o Identify different segmentation criteria based on audience behavior, demographic,
geographic, psychographic characteristics, etc.
o Run A/B tests for email campaigns and landing pages to optimize performance.
o Implementing lead scoring practices to enable higher conversions of quality leads.
o Manage set-up Hubspot and configuration of data-driven campaigns ensuring
deliverability

• Planed and guided team members to implement campaign with strategic and tactical
activities via all digital channel
• Bridged client's relationship through meetings & presentations
• Cooperated internal media team's performance by challenges getting in proposal phase and
implementation phase
• Provided media campaign solutions to enhance performances, meeting challenging metrics:
Visit Rate, Cost Per click, Cost per Viewable, Impressions, Conversions Rate, Sales Rate;
• Managed digital campaigns and measured their efficiency;
• Presented to client teams regarding new releases, proposals