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Thomas Nguyễn · Head of Media

I care about what happens after the click.

I started working in digital marketing in 2012. Since then, platforms have changed, algorithms have changed and the definition of performance has changed.

One thing hasn’t: Marketing eventually has to create business results.

That’s why my work sits between strategy and execution, connecting media, data, technology and customer behaviour into systems that can actually scale. Not vanity impressions, but funded accounts, retail revenue, and compounding enterprise value.

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Thomas Nguyễn (Đăng Nguyễn), Head of Media
Growth Architecture Active Model
Every channel tracked. Every hypothesis tested. Continuous pulses compound toward verified margin. Revenue Target ↗
Location
Hồ Chí Minh City, Vietnam
Languages
Vietnamese · English
Core discipline
Growth & Performance Architecture
Mindset
Data-driven · Execution focused
Education
IT (VNUHCM Science) × CMO Leadership
Ad spend responsibility
>1B VND / month with +30% ROAS

Experience across enterprise brand-side and agency environments

  • Juno
  • LUG.vn
  • Levi’s
  • Uniqlo
  • Mango
  • DAFC
  • TPBank
  • Central Retail
  • Teoxane
  • Intertour
  • Chin Media
  • Leep.App

Proven outcomes

Results you can put in a board report.

Each number comes from a named engagement. Pick an industry to see the work behind it.

14+years in digital marketing, since 2012, across brand-side e-commerce and agency environments.

  • Banking & Fintech

    TPBank

    12K+

    eKYC verifications / month

    Full-funnel acquisition, fraud filtration and clean CAPI attribution.

    1 block = 1K accounts

  • Aesthetics & Healthcare

    Teoxane

    4×

    Consultation messages

    Educational, high-trust inbound funnels for medical aesthetics.

    Indexed: before = 1×

    3×

    Organic search traffic

    Organic keyword coverage aligned with the paid search roadmap.

    Indexed: before = 1×

  • Retail & Supermarkets

    Central Retail

    3×

    Store radius reach

    Synchronised online-to-offline media and digital voucher redemptions.

    Indexed: before = 1×

    +15%

    Q4 revenue

    Top-line lift across participating supermarkets.

    Indexed: before = 100

  • Travel & High-ticket

    Intertour

    −35%

    CPA on qualified bookings

    Tracking rebuild and booking funnel; sales qualification rates up.

    Indexed: before = 100

  • Multi-platform media

    Chin Media

    +30%

    Average ROAS

    Across multi-platform ad spend above 1B VND per month.

    Indexed: before = 100

Operating methodology

One growth system.

Sustainable scaling is never an accident of ad platform algorithms. It is an engineered closed feedback loop that connects unit economics to creative execution.

  1. Stage 01

    Discover

    Full-funnel commercial audit. Dissecting product unit economics, target CAC thresholds, LTV velocity, historical media bottlenecks, and high-value customer cohorts.

    • Unit Economics & Margin Modeling
    • Funnel Friction & Drop-off Analysis
    • Audience Value Segmentation
  2. Stage 02

    Measure

    Attribution integrity before spending a single đồng. Server-side CAPI pipelines, custom GTM data layers, offline event matching, and executive Looker Studio telemetry.

    • Server-Side CAPI & First-Party Tracking
    • Cross-Channel UTM Taxonomy
    • Automated Executive ROI Dashboards
  3. Stage 03

    Build

    Executing multi-platform paid architectures. Deploying Google, Meta, TikTok, and Apple Search Ads structured around clear hypotheses, rapid creative testing, and CRO funnels.

    • High-Velocity Creative Testing Sprints
    • Multi-Platform Full-Funnel Architecture
    • On-Site Personalization & CRO (Insider)
  4. Stage 04

    Scale

    Compounding proven incremental channels. Reallocating budget algorithmically to high-ROAS segments, scaling affiliate partnerships, and synchronizing omnichannel retail spikes.

    • Budget Reallocation to Proven Winners
    • Omnichannel O2O Campaign Alignment
    • Automated Bid Management & B2B/B2C Sprints

Every channel tracked. Every hypothesis tested. Every result tied back to business impact.

See Results in Action

How I think

Marketing gets expensive when nobody knows what actually drives growth.

Seniority is not about complicated buzzwords. It is the clarity of choosing discipline over noise. These five decisions govern every dollar I deploy.

Operator Standard

  1. Execution over Strategy decks

    A 60-slide deck without ad account rigor, tracking validation, and creative testing is just expensive fiction. True strategy lives inside live campaign feedback.

  2. Actionable data over Metrics noise

    Impressions, click-through rates, and vanity engagement do not pay payroll. I focus strictly on unit CAC, ROAS increments, conversion drop-offs, and customer lifetime value.

  3. Funnels over One-off campaigns

    Isolated promotional bursts suffer steep decay. A connected growth funnel captures cold intent, educates mid-funnel prospects, and compounds recurring revenue.

  4. Performance testing over Creative guesswork

    Subjective boardroom opinions about design are replaced with structured creative experimentation sprints: systematic hook testing, format iteration, and AI-accelerated variations.

  5. Business growth over Media thinking

    Media buying is merely an input. What happens after the click — page latency, form friction, checkout abandonment, and CRM re-engagement — determines the commercial outcome.

Capabilities & stack

The stack changes. The thinking doesn’t.

Five disciplines, and the platforms they run on. Tools are instruments in service of the growth system.

  1. 01

    Growth Strategy

    Growth planning and unit economics, business objectives alignment, full-funnel architecture, measurement framework design, CAC / ROAS / LTV forecasting.

  2. 02

    Performance Media

    Google Ads (Search, PMax, YouTube), Meta Advantage+, TikTok Spark activations, Apple Search Ads and ASO, Telegram Ads, ChatGPT Ads, affiliate networks (>20% revenue share).

  3. 03

    Data & Martech

    GA4 architecture, Google Tag Manager (web and server-side), Meta Conversions API, Looker Studio executive dashboards, first-party data.

  4. 04

    Optimization

    CRO and on-site personalisation, A/B testing frameworks, checkout flow optimisation, multi-touch attribution, marketing automation, LTV cohort analysis.

  5. 05

    Growth Intelligence

    AI-assisted marketing, high-velocity creative testing, audience intelligence and cohorts, experimentation sprints. Creative production speed +40%.

Track record

Experience compounds.

Fourteen years working where media, commerce, data and technology meet. Company names carry weight because they represent real market challenges.

  1. Chin Media

    2021 — Now
    1. Head of Media2025 — Now
    2. Growth & Performance Manager2021 — 2024

    Lead digital growth strategies for tier-1 fashion and retail clients (Levi’s, Uniqlo, Mango, DAFC: Diane Von Furstenberg, Anne Klein, TPBank, Central Retail). Manage multi-platform paid media with combined monthly budgets exceeding 1B VND, achieving +30% average ROAS improvement. Built automated Looker Studio executive telemetry and integrated AI creative pipelines accelerating output by 40%.

  2. Leep.App

    2020 — 2021

    Performance Marketing Specialist

    Executed user acquisition campaigns across Google and Meta for mobile fitness app growth, optimizing install-to-conversion rates and retention cohorts. Implemented App Store Optimization (ASO) strategies yielding +25% organic download lift. Deployed Insider on-site personalization to drive web-to-app conversion.

  3. LUG.vn

    2019 — 2020

    Digital Ads Lead — Fashion Luggage Retail

    Led team of 5 digital specialists driving +35% YoY online revenue growth for Vietnam’s premier luggage e-commerce brand. Built an affiliate partner acquisition channel (Accesstrade, Ecomobi) contributing 20% of total online revenue. Deployed Insider CRO lifting overall conversion rate by 18%.

  4. Juno.vn

    2016 — 2019

    Digital Performance Specialist — Fashion E-Commerce

    Executed high-volume Google Ads and Meta Ads campaigns for Juno.vn, achieving consistent month-over-month revenue growth across seasonal collections. Synchronized paid media with merchandising calendars and reduced checkout cart abandonment by 12% via Insider personalization flows.

  5. VIP Aesthetics & 3/2 Clinic

    2013 — 2016

    Digital Team Leader · SEO & AdWords Specialist

    Led search marketing and high-intent customer acquisition across Google AdWords and SEO for specialized medical and healthcare services. Ranked competitive high-intent keywords at top positions, pioneering data-driven cost-per-lead optimization.

Writing & analysis

Notes from the field.

Visit Full Publication ↗

Dispatches on algorithmic media, tracking engineering, and adapting growth strategy to conversational AI.

Let’s talk growth

Have a growth problem
worth solving?

Let’s look at the data, find the constraint and build the system around it. No aggressive pitches — just an operator’s perspective on what drives incrementality.

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