ZERO Markets
Viet Nam market launch
GTM strategy, 6 segments, cost-per-FTD model and a cross-department launch plan.
01The Cup
CFD & fintech marketing specialist who has launched global brokers into Vietnam market and built the teams, systems and growth engines to sustain them. Currently leading ZERO Markets' Vietnam launch as Head of Marketing & Growth, running a 15-person department across five teams and owning acquisition, activation, retention and revenue.
Track record spans two global CFD brokers (ZERO Markets, Vantage Markets), a fintech lender where performance marketing drove 60% of monthly income, and Vietnam's #1 courier (GHN). Known for pairing psychology-led customer insight with hands-on execution, from media plans and IB programs to building the team's own AI tools.
House specialsThe barista's recipe · Career highlights
12years
Experience
Marketing leadership across 5 industries
60%
Revenue share
Share of monthly company income driven by performance marketing (Easy Fintech)
1B+VND / month
Budget managed
Performance budget managed at $12 average cost per disbursement
6Mviews
TVC reach
TVC reach and +8% consideration brand lift (GHN)
200+publishers
Affiliate network
Affiliate network built and managed from scratch
15people
Current team
Department across 5 functions at ZERO Markets
01 · InterludeBrewer's note
Twelve years in marketing taught me that great results are brewed, not rushed, just like specialty coffee. Good origins, patient roasting, the right pressure and a careful brew. This site is told the same way: start with the cup I serve today, then trace it back to the bean it came from.
How to read this siteIn case you skipped or failed the game above
Signature blendsSelected projects
GHN Express
Brand hero TVC & seller education
2021 TVC hit 6M views and +8% brand consideration; lamgiau.ghn.vn reached 50,000+ sessions, backed by the “Học bán hàng thực chiến” series and workshops for 200+ sellers.
Vantage Markets
Landmark OOH footprint
The only CFD brand approved at Tân Sơn Nhất Airport international arrivals, plus Sky LED at Thủ Thiêm and 10 LED billboards along Trường Sơn Street.
Easy Fintech
Performance engine
1B+ VND/month, 60% of company income, 200+ publishers.
Every company has a bag. Grab them all in the claw machine: ZERO, Vantage, GHN, Lazada and nine more, plus one secret blend.
Play the claw machine →Flavour profileCore strengths
01Market Entry & GTM Strategy
02Growth Hacking & Inbound Marketing
03Digital & Social Media Marketing
04Brand Localisation & Brand Marketing
05Team Building & Team Management
06AI-enabled Marketing Operations
02Brew
ZERO Markets
Head of Marketing & GrowthPresentHo Chi Minh City
Global CFD broker entering Vietnam. Joined to build the Vietnam business from the ground up: authored the marketing strategy, owns the full growth engine (acquisition, activation, retention, revenue) and helped stand up the local operation.
01Marketing Strategy & Market Entry Planning
- Vietnam marketing strategy: Authored the end-to-end market entry and marketing strategy, from market sizing and positioning to channel mix, budget and launch phasing, and aligned it with regional leadership.
- Audience strategy: Defined six customer segments, each with its own value proposition, offer and acquisition path.
- Positioning & brand localisation: Set ZERO Markets' local positioning against competitors, mapping account types and entry thresholds to each segment and adapting the global brand to Vietnamese trader culture.
- Full-funnel architecture: Designed the growth funnel from awareness to lead, account opening, first deposit (FTD) and retention, with a KPI framework built on CAC, LTV, activation rate and FTD conversion.
- Channel & budget strategy: Planned an integrated channel mix across Meta, TikTok, Google, YouTube, Zalo, KOL/IB partnerships and CRM/email, with budgets set by a cost-per-FTD model ($100–$200 blended).
- Partner growth strategy: Designed the IB and KOL acquisition model as a core growth pillar, supported by a dedicated IB landing page and a tiered loyalty program.
- Launch governance: Run the market-launch master plan across the markets, reporting to regional leadership.
Full role · 2 more ↓Show less ↑
02Building the Local Organisation
- Team set-up from zero: Supported the design, hiring and set-up of the Vietnam operation across HR, Customer Service, Sales and Marketing, not only Marketing.
- Marketing department: Built and now lead a 15-person department across five teams: Digital Marketing, Creative Content, Production, PR/Event/CSR and Customer Experience.
- People operations: Helped set up HR foundations, including a talent-pool database and leave policies on Lark.
- Cross-functional workflows: Aligned Marketing, Sales and Customer Service so leads move smoothly from campaign to account opening and first deposit.
- AI-enabled operations: With no coding background, built a Lark AI assistant for task tracking, EOD reports and glossary lookups, plus a 25-domain AI skill library for GTM work.
03Execution: Growth, Localisation & Retention
- Paid lead generation: Launched Meta and TikTok lead campaigns for experienced traders, with leads routed into the team's CRM workflow.
- Domain resilience: Designed a backup-domain and SEO architecture to keep acquisition running under local access restrictions.
- Product localisation: Directed Vietnamese localisation of the trading app and IB portal, including an agency vetting framework and a 338-term EN/VI trading glossary.
- Loyalty program: Designed a points-based loyalty mall with 28 rewards across trader, VIP and IB tiers.
- Trader content studio: Scoped an in-house trader livestream studio with two design concepts for education and market content.
Vantage Markets
Senior Strategic Marketing ManagerJan 2025 – Jan 2026Ho Chi Minh City
Global CFD trading platform. Owned Vietnam brand strategy, IB engagement and the most visible OOH footprint of any CFD brand in the country.
01Brand Strategy & Localisation
- Brand strategy: Defined and executed Vantage's Vietnam brand strategy, adapting global guidelines to local trader culture, regulatory nuances, and university MOU programmes (Vantage × UEF).
- Strategic localisation: Led the transition of global brand identity into the Vietnamese market through culturally grounded campaigns, improving brand authority and consumer trust across digital and OOH touchpoints.
- Data-driven optimisation: Analysed marketing performance data and user feedback to refine growth strategy, market positioning, and channel allocation.
Full role · 2 more ↓Show less ↑
02IB Engagement & Events
- VIP programmes: Conceptualised and produced exclusive VIP Private Circle events that deepened loyalty and drove trading volume among top-tier IBs.
- Growth workshops: Designed IB collaboration workshops equipping partners with marketing tools, product knowledge, and business development strategies.
- End-to-end event management: Owned the full event lifecycle across flagship activations including VantageXP × MMA Lion Championship, VVIP Private Events, and Vantage Foundation CSR in Phú Yên.
03OOH, Partnerships & Media
- OOH strategy: Secured Vantage as the only CFD brand approved at Tân Sơn Nhất Airport (international arrivals), Sky LED at Thủ Thiêm, and 10 LED billboards along Trường Sơn Street.
- KOL & affiliate: Formalised the KOL and affiliate framework, securing long-term partnerships with high-trust influencers.
- Vendor & media booking: Led negotiations and booking across media channels for cost efficiency and optimal placement.
- Content marketing: Directed full-funnel content across web, blog, and social, backed by SEO and community advocacy.
Lazada Việt Nam
Logistics Advertising & Marketing ManagerMar 2023 – Dec 2024Ho Chi Minh City
01Branding
- Conceptualised brand strategies and upheld public image through trade and digital marketing.
- Ran cost analysis and monitored consumer spending trends.
- Built relationships with influencers, journalists and media outlets.
- Supervised social media presence to keep the brand consistent.
Full role · 1 more ↓Show less ↑
02Growth Hacking & Digital Marketing
- Created and executed gamification campaigns and strategic brand partnerships to grow digital traction.
- Planned digital marketing across SEO/SEM, email and social media.
- Identified, built and optimised growth channels to increase revenue.
- Used data analytics and user feedback to refine marketing strategy.
03Grind
GHN Express(Giao Hàng Nhanh)
Marketing ManagerJul 2021 – Jul 2023Ho Chi Minh City
Vietnam's leading courier service.
01Branding
- Led strategic brand planning and public image across trade and digital marketing.
- Delivered 6M TVC views and an 8% lift in brand consideration with the 2021 brand hero TVC.
- Owned branding budget decisions and analysed customer spending trends.
- Managed influencer, press and media relations, and kept social channels on-brand.
Full role · 3 more ↓Show less ↑
02Growth Hacking & Digital Marketing
- Ran integrated online and offline campaigns combining gamification, brand partnerships and on-ground activations.
- Planned SEO/SEM, email, social media and display advertising campaigns.
- Identified and optimised growth channels to drive revenue.
03Inbound Marketing
- Launched lamgiau.ghn.vn, an inbound education hub for shop owners, reaching 50,000+ sessions post-launch.
- Produced the “Học bán hàng thực chiến” video series with business experts for online sellers.
- Organised workshops and webinars for 200+ participants.
04Team Management
- Built and managed a 10-person marketing team within 3 months.
- Set team objectives, delegated with clear deadlines, tracked performance with regular metric reports and coached team members.
Easy Fintech Việt Nam
Digital Marketing Manager2019 – 2021Ho Chi Minh City
Fintech lending platform.
01Growth Hacking & Performance Marketing
- Managed a performance marketing budget above 1 billion VND per month.
- Drove 60% of the company's monthly income at an average cost of $12 per successful disbursement.
- Grew unique users by 10,000+ per month.
- Built and managed an affiliate network of 200+ publishers.
- Planned and ran native ads, SEO/SEM, email, social and display campaigns, reporting against ROI and KPIs.
- Ran experiments and conversion tests, and evaluated the end-to-end customer experience across channels.
- Worked with agencies and vendors, led adoption of new marketing technology, and joined Facebook's fintech industry training in Vietnam.
Full role · 2 more ↓Show less ↑
02Team Management
- Built and led a 20-person digital team, setting goals, tracking performance and coaching.
03Event Organisation
- Oversaw PR, marketing and promotional events, plus internal culture and external relations events.
04Roast
RBW Entertainment Việt Nam
Marketing ManagerJul 2018 – Jul 2019Ho Chi Minh City
- Ran RBW × KakaoM auditions in Hanoi and HCMC with 1,200+ participants, covering planning, recruitment and marketing.
- Selected 7 trainees for training in Korea; the 5-member group D1Verse debuted in February 2020.
University of the Visayas
Marketing Manager (ESL Academy)2017 – 2018Cebu, Philippines
- Researched the needs of students, agencies, companies and universities, and guided clients through admission.
- Developed and executed digital marketing plans; managed website, Facebook and Instagram content.
Khôi Nguyên Education Group (CISS)
Digital Marketing SpecialistJul 2015 – Jul 2017Ho Chi Minh City
- Managed Facebook advertising (planning, buying, content, design and bidding) and content for 4 Facebook pages.
- Managed 4 school websites, plus YouTube and Google Ads.
Coolpad Việt Nam
Digital Marketing Specialist2015Ho Chi Minh City
01Digital Marketing
- Digital planning: Built end-to-end digital plans for full campaigns.
- Social media: Set channel targeting and content direction; tracked buzz and conversation flow.
- Media booking: Planned bookings from audience media habits; kept media-owner data current.
- Facebook marketing: Ran ad planning, buying and bidding, plus content and fan-page management.
Full role · 1 more ↓Show less ↑
02Brand Communication & Management
- Product marketing: Owned marketing for the company's product line.
- Brand building: Grew the brand through PR, events, activations and sponsorships.
Change Interaction Digital Agency
Account Executive2013 – 2015Ho Chi Minh City
- Led a multifunctional team to plan and execute 360-degree digital communication plans, and set client service processes.
- Managed campaign delivery across microsites, Facebook apps, mobile web and apps, social media planning and media booking.
Side brewsVentures & advisory
A Tiny Planet
Marketing ConsultantConcurrentHo Chi Minh City
- Boutique agency helping international fintech and trading platforms enter the Vietnamese market.
ACY Securities
Marketing ConsultantJan – May 2026Ho Chi Minh City
Australian multi-asset CFD broker.
- Advised on Vietnam marketing, including Salesforce email campaigns and trading-schedule communications for CFD, futures and single-stock clients.
- Launched a Vietnamese market-report content line in news-style editorial format.
- Built a branded link hub with live market data for social traffic.
S.O.C Institute
Part-time Lecturer2019 – Present
- Lead instructor for Digital Marketing Strategy and Social Media Marketing, guiding emerging marketers.
- Guest speaker and trainer at universities and student organisations across Ho Chi Minh City.
05Origin
Education · Sep 2011 – Dec 2015
B.A. International Relations
University of Social Sciences & Humanities, Viet Nam National University in Ho Chi Minh City
The belief it grew from: marketing is rooted in psychology and sociology.
Tasting notesSkills
StrategyGo-to-market·Market entry·IMC planning·Brand strategy & localisation·Budget ownership
GrowthPerformance marketing (Meta, TikTok, Google, native)·Affiliate & IB programs·KOL·CRO·CRM & email (Salesforce)
LeadershipBuilding teams from zero·Training & coaching·Cross-border stakeholder collaboration and reporting
Tools & AISalesforce·Lark·Google Analytics·Claude/AI workflows·No-code automation
Soft skillsLeadership·Decision making·Problem solving·Negotiation·Teamwork·Conflict resolution·Time management
Served atSpeaking & training at universities and student organisations
HCMC Open UniversityUEH–ISBBanking University HCMC (BUH)UEFNông Lâm UniversityAIESEC · Heading for the FutureMarC Club
Languages
Vietnamese: Native
English: Professional
Interests
Specialty coffee (barista), music, travel, handwriting
References
Available on request.
Roaster's note
“Life is like coffee: perfectly blended and deeply brewed. The best results require time, patience, and a careful balance of ingredients.”
— Jade Nguyen
