Digital Marketing Manager tại BEL GROUP HOSPITALITY

2/2023 → 4/2025 (2 năm 2 tháng)

Hồ Chí Minh

Managed digital marketing operations for 14 hotels and resorts, leading 01 digital executive, 01 designer and 07 contents. - GROUP MARKETING OWNERSHIP: Lead digital marketing strategy and budget for a portfolio of 14 four- and five-star hotels and resorts, driving brand visibility, direct booking, and revenue growth across multiple destinations. Support sales to increase new TA, and support OTAs to increase traffics and booking by using ads. Collaborate with and effectively manage agency partners. - STRATEGY & ALIGNMENT: Owned annual marketing planning, priorities, and performance review aligned with business objectives. Research market trends, competitors, and target audiences' behavior. Based on Data-Driven analysis to define hotel’ USP and propose strategies to enhance Brand Awareness, and Revenue-driven. Align annual planning & budget. (Case: Proposed Russia & CIS markets and helping the OTA Revenue increase 4 times from Dec 2024 to Feb 2025). - DIRECT BOOKING GROWTH: Achieved VND 13B in revenue in 2024 (ROAS 684%), contributes 8% of the group's revenue, and VND 7B in Q1 2025 (ROAS 720%) through integrated digital, meta search, and performance-driven campaigns, and free traffic from SEO. Propose Pay Per Stay model to push direct booking for hotels. - WEBSITE & SEO: Build new website, set up GA4, Search Console, GTM, Meta Pixel, optimize UI/UX, secure management, plan SEO and execute SEO on-page, SEO off-page, content writing, optimize Booking engine, work with affiliate partner. Ensure Top 01 brand keyword search. Achieved 7.3B in revenue on website’s direct booking (2024) and 4.4B (Q1 2025). - ADVERTISING & MEDIA STRATEGY: Planned and executed paid media strategies across Google, Meta, TikTok, and Yandex, optimizing CPC, CPA, ROAS, and revenue contribution at both hotel and group levels (Room, F&B, Spa, M.I.C.E). - REPUTATION & VISIBILITY: Managed & Optimized Google Maps, Yandex Maps, Ping Maps and TripAdvisor presence across the portfolio, reaching over 4M impressions in 2024 and 1M impressions in Q1 2025. - SOCIAL MEDIA, BRANDING & KOL: Strategic orientation and censorship for social media monthly, Achieved 2B impressions monthly and many viral videos on TikTok. Photo and video production, KOL/KOC collaborations, and digital storytelling to support hotels. - REPORTING & GOVERNANCE: Build a centralized marketing report by using Looker Studio to convert data into charts, monthly report, Data analytics and propose ideas to optimize revenue and branding. - TRAINING: Provided training and ongoing support to hotel marketing teams and onsite content creators, upgrading digital capabilities and ensuring consistent execution across the group.

Marketing Manager tại Mercury Phu Quoc Resort & Villas

6/2025 → / (8 tháng)

Hồ Chí Minh

PLEASE VIEW MY ATTACHED CV FOR THE DEATAIL 1. Planning & strategy: Owned annual marketing planning, priorities, and performance review aligned with business objectives. Research market trends, competitors, and target audiences' behavior. Based on Data-Driven analysis to define strategies to increase Brand Awareness, Revenue-driven, and propose a solution to improve guests’ experiences. Align annual planning & budget. 2. Operations: Collaborate with other departments to implement marketing and event plans. Build standard workflow for internal marketing operations and workflow between Marketing and other departments. Directly collaborate with and effectively manage agency partners. 3. Direct Booking growth: Collaborate with reservation and FO to track direct booking source, include: Website, walk-in, direct-call, social media. Propose Rate Plan for direct booking. Propose budget, promotion and action plan to: Optimize Visitability & Trust, Optimize booking engine, Optimize Traffics, Optimize Consideration, Optimize Conversion & Optimize Retention. Reached 1789RNs (booked date) and 1369RNs (stayed date) from Jun 2025 to Jan 2026. Increase direct booking from 1% to up to 8% of total room revenue. 4. Website: Create sitemaps and guest’s flows, write website content (VN/EN/KOR/RU), optimize photos, and collaborate with partners to build a new website that optimizes UI/UX for resort. Reached total 497k traffics from Jun 2025 to Jan 2026, increase 9422%. 5. SEO: Keywords research, optimize website contents and indexing website on Google Search Console, Ping Webmaster, Yandex Webmaster for TOP 1 branded keyword on Google Search, Ping Search and Yandex Search. Optimize Business Profile to ensure TOP 1 branded keyword and TOP 10 location keyword 6. Advertising: Build sustainable advertising accounts (Meta, Google, Yandex). Planning, running, data analytics, and optimizing impression, CPC, Cost Per Message, Cost Per Lead, Revenue, and ROAS. From Jun 2025 to Jan 2026, Direct booking by booked-date reached ROAS 3722%, 1789 Rns. 7. Social media: Establish a social media standard for content moderation and guide marketing executive in creating monthly social content for Facebook, Instagram, Naver Blog. Optimize the profile & create a check-in location on Facebook and Instagram for the resort and Javaher Halal Restaurant. More than 1.2M reach from Jun2025 to Jan2026. 8. Branding Management: BRAND MANAGEMENT & REBRANDING: Oversee brand management and rebranding initiatives across the resort, including Mercury master brand refresh and outlet-level branding for Romance Sea Restaurant, Pure Spa, and the launch of Javaher Halal Restaurant. Reached 190,667 brand search on Google Search from Jun2025 to Jan2026 9. REPUTATION MANAGEMENT: Google Maps, Ping Maps, Yandex maps, Tripadvisor & BRAND SEARCH 10. PROMOTION: Follow Room Occupancy and create promotions to increase revenue. Reached F&B +28%, Spa +92%, Room +79% compared with 2024. 11. LOYALTY PROGRAM: Develop a points accumulation mechanism and benefits for membership tiers, Deploy email marketing to increase return guests. 12. DESIGN & PHOTO SHOOTING: Design briefing and sensorship of the key visual. In charge of leading photo shooting, filming. 13. PR & Event: Work with KOLs, KOCs and media relations for sponsor articles, videos. Participate in planning and implementing events: Javaher Halal Restaurant grand opening event, the Groundbreaking ceremony for Masjid (a prayer house for Muslims), increase attendance by +100% for the Christmas Party, the New Year's Party. 14. Report: Build a centralized marketing report by using Looker Studio to convert data into charts, monthly report, Data analytics and propose ideas to optimize revenue and branding. 15. AI solution: Learning & using AI for reports, plans, or tasks. 16. BASE SOFTWARE: Collaborate with IT and HR departments to deploy Base software for resort.

FREELANCER tại FREELANCER

2/2019 → 12/2024 (5 năm 9 tháng)

Hồ Chí Minh

- Conducted affiliate marketing through SEO and paid advertising platforms including Google, Meta, TikTok, and Zalo. - Managed advertising budgets and campaign optimization across multiple product categories and markets. - Provided consulting and training in digital marketing for individuals and SMEs. - Supported businesses in planning, implementing, and optimizing advertising campaigns.

Performance Marketing Leader tại ADFLEX JSC

7/2020 → 12/2021 (1 năm 5 tháng)

Hồ Chí Minh

- Led a performance marketing team of approximately 10 people. - Executed affiliate and performance marketing campaigns using CPO-based models. - Managed daily publisher operations, campaign setup, optimization, and performance monitoring. - Analyzed campaign performance metrics to identify optimization and scaling opportunities.

BUSINESS UNIT LEADER tại ADFLEX JSC

1/2022 → 9/2022 (8 tháng)

Hồ Chí Minh

- Led performance marketing and affiliate operations at business unit level. - Managed team performance, partner relationships, and revenue growth across affiliate and CPO-based models. - Planned and executed performance marketing strategies across multiple channels. - Balanced growth objectives with risk management and profitability. - Monitored and analyzed performance data, KPIs, and ROI to improve campaign effectiveness.

Trade Marketing Executive tại TRANG MINH PHARMA

6/2017 → 12/2019 (2 năm 5 tháng)

Hồ Chí Minh

- Implemented trade marketing activities and POSM deployment at pharmacy level. - Executed in-store promotions to support brand visibility. - Supported basic digital presence and advertising initiatives.

AdFlex publisher challenge 3.0

12/2021

AdFlex publisher challenge 3.0

AdFlex publisher challenge 2.0

12/2020

AdFlex publisher challenge 2.0

Immortal Advertiser - AdFlex JSC 2021 (Publisher)

12/2021

Immortal Advertiser - AdFlex JSC 2021 (Publisher)

Best performance of the year - AdFlex JSC 2020

12/2020

Best performance of the year - AdFlex JSC 2020

Rasing star - AdFlex JSC 2021

12/2021

Rasing star - AdFlex JSC 2021

Top 5 nominees for “Excellent employee awards” - BelGroup Hospitality 2023

12/2023

Top 5 nominees for “Excellent employee awards” - BelGroup Hospitality 2023

Certificate of recognition “For his great efforts at work” - BelGroup Hospitality 2023

8/2023

Certificate of recognition “For his great efforts at work” - BelGroup Hospitality 2023

Tran Thuy Thanh Truc - Director of Marketing & Communications

Bel Group Hospitality

xx@gmail.com - 0903 161 016