About
Me
My
Role
Chatbot & Automation
Designing smart automated workflows and chatbots to streamline customer journeys, nurture leads, and save operational time.
Performance MKT
Continuously testing and optimizing ad campaigns based on deep data analytics to ensure all money spent delivers maximum value.
Digital Marketing
Developing multi-channel strategies to connect brands with target audiences through impactful content and online campaigns.
Building scalable marketing systems through digital strategy, performance, and automation.
Performance-driven Digital Marketing Specialist with 4+ years of experience in paid media strategy, lead generation, and growth optimization. Experienced in executing multi-channel campaigns across Google, Meta, LinkedIn, TikTok, and Zalo, with strong focus on qualified lead growth, CPL/CPA efficiency, and revenue impact. I have managed monthly marketing budgets of up to VND 200M and helped drive VND 3B-4B in monthly revenue.
Over the last 3 years, I have developed solid hands-on expertise in B2B industrial solutions, and proven ability to apply performance marketing frameworks across campaign types and business objectives, with a track record of measurable impact on revenue, lead quality, and acquisition efficiency.
I'm Phạm Quang Hiển
Dear Mr, Ms !
MECI SAI GON JSC
Feb 2023 - Now
Digital Marketing Specialist
Main task:
- Strategic Planning & Budgeting: Formulated annual/quarterly marketing strategies and allocated multi-channel budgets, utilizing deep ICP and buyer persona research to align with BOD growth objectives.
- Full-Funnel Paid Media: Executed and continuously optimized targeted campaigns across Google, Meta, TikTok, Zalo, and LinkedIn, leveraging advanced audience segmentation and retargeting to maximize Qualified Leads.
- Data Analytics & Reporting: Tracked core business metrics (P&L, ROAS, CPA, Conversion Rate) and built comprehensive performance dashboards to drive data-backed optimization decisions.
- Marketing Operations & Content: Partnered with IT to optimize CRM lead flows, built n8n/AI (ChatGPT) automation workflows for customer support, and acted as the on-camera host for brand video content.
Key Outcomes:
- Revenue & KPI Attainment: Overachieved 2025 sales targets by 112%, driving a +45.21% YoY revenue increase (and +56.67% vs 2023).
- ROAS & Cost Efficiency: Skyrocketed ROAS by +68.25% and slashed Cost per Qualified Lead by -29.04% YoY through rigorous funnel optimization.
- AOV & Lead Quality: Delivered a massive +79.4% growth in AOV and increased Qualified Leads by +29.88% by focusing resources and tailored messaging on high-value core customer segments.
Kella Professional
Mar 2022 - Jan 2023
Main task:
- Executed & follow up company marketing campaign (launching new product)
- Assist with coordinating and executing celebrity engagements
- Created a landing page to drive conversions from sales ads and set up a customer follow-up funnel.
- Ideation and production of visual content
- Customer consultation and sales support
Key Outcomes:
- Supported a Tet campaign that reached 500K+ views, delivered 2.5% CVR, 15.6% conversion rate, ROAS> 5, and CPA of VND 150,000, contributing to 500+ units sold within the first 2 months of product launch
Marketing Excutive
Vibula MCN
Jan 2022 - Mar 2022
Intern Media Specialist
- Come up with ideas for content marketing.
- Produce videos on the TikTok platform.
- Plan to implement a campaign to build a TikTok channel for the company's partners
My Work
Experience
My
Projects
Select a project to explore
MECI Sai Gon JSC
Brand Coverage And Consistently
SITUATION
- In 2023, I relied heavily on paid media across too many product categories.
- Ad content focused on product features rather than the real pain points of factory customers.
- Search Ads grouped keywords too broadly, without clear segmentation by search intent.
- Brand positioning for MECI as an " 'Ô Sin' Nhà Xưởng" existed, but had not been strongly invested in across channels.
- Revenue increased, but costs also rose, resulting in weak profitability and unsustainable growth.
TASK (Objectives)
Business Objective
- Increase "Retail revenue" from end customers in the factory segment.
- Drive more sustainable and profitable growth by focusing on higher-value customer groups.
Marketing Objective
- Generate more qualified leads from core factory customers.
- Strengthen brand awareness and trust for MECI as an " 'Ô Sin' Nhà Xưởng"
- Focus marketing resources on the products and channels with the highest conversion potential.
ACTION
- Optimized Paid Media and Owned Media to create a more balanced digital strategy between conversion and brand building.
- Reallocated budget across channels to better support short-term performance while maintaining long-term brand awareness.
- Used a funnel strategy built around low-value but essential products to attract core factory customers (B2B) and generate qualified leads.
- Leveraged credibility from partnerships with large factories and well-known brands to strengthen trust and brand perception.
- Developed ad creatives around real factory contexts, operational problems, and customer pain points instead of product-only messaging.
RESULT
Business Growth
Delivered 45.2% YoY revenue growth in 2025 and contributed to 112% achievement of the annual sales KPI.
Paid Media Performance
Scaled performance across key channels, with Google Ads driving 31.6% YoY website revenue growth (VND 6.0B → 7.9B) and Meta Ads increasing revenue from VND 235M to 649M.
Improved channel efficiency, raising Google Ads ROAS from 3.46 to 4.61 and Meta Ads ROAS from 0.65 to 3.08.
Lead Quality & Efficiency
Increased Qualified Leads by 29.8% YoY while reducing Cost per Qualified Lead by 29%, resulting in stronger lead quality for Sales.
Customer Value
Increased Average Order Value by 79.4% by refining ICP targeting and shifting campaign messaging toward higher-value customer segments.
My Scope
Planning | ICP Research | Paid Media | Owned Media
Funnel Optimization | Brand Audit | On-Camera Host | Performance Report & Analytics
Digital Marketing
Improving MECI’s digital marketing strategy to attract more qualified factory leads, strengthen brand awareness, and drive more effective business growth.
Creative Content Ads
Key Highlight
Facebook Ads Optimization
Report & Analytics
On - Camera Host
Paid Ads Result
80+
Ad Creatives
15%
CTR
4,5 - 5,5
ROAS
80+
Qualified Lead
AOV
10.000.000 VND
Google Ads
Meta Ads
100+
Ad Creatives
1.3%
CTR
3,08-4,2
ROAS
30+
Qualified Lead
AOV
11.000.000 VND
Implemented a consistent cross-channel branding strategy across digital and offline touchpoints to clearly position MECI as “Ô Sin” Nhà Xưởng, strengthening message consistency, brand recall, and overall market presence.
CHALLENGE
Facebook Ads attracted a high volume of low-quality inquiries, mostly from non-core customers, resulting in a conversion rate below 5% and high costs.
ACTION
I shifted the campaign objective to Lead Generation, rebuilt conversion tracking via Pancake, and implemented a form-to-Messenger flow to capture phone-qualified leads. The key optimization was marking only core target leads as valid conversions, helping Meta learn from more accurate data.
RESULT
After 2 months of testing, conversion costs dropped by 80%, while the share of core-target leads increased to over 50%. The campaign is still being refined to prevent creative fatigue and unlock further performance gains.
KELLA Professional
SITUATION
As a Marketing Executive in my early career stage, I supported the go-to-market execution for Kella’s gray coverage shampoo launch during the Tet season. The product was positioned as an affordable at-home solution for customers who wanted to cover gray hair conveniently without going to a salon.
TASK (Objectives)
Business Goal
-> Sell 500 units during the Tet campaign period.
Marketing Goal
-> Build product awareness and drive conversions through a multi-channel launch campaign supported by landing page and sales follow-up flow.
ACTION
- Executed multi-channel content across social platforms for the new product launch
- Built a landing page to convert paid traffic and support customer follow-up
- Reviewed and followed up agency deliverables for content and ad execution
- Monitored campaign performance and supported reporting analysis
- Developed sales scripts to help the sales team consult and close customers via messaging
- Assisted in coordinating celebrity engagement activities for the campaign
RESULT
Supported a Tet campaign that reached 500K+ views, delivered 2.5% CVR, 15.6% conversion rate, ROAS> 5, and CPA of VND 150,000, contributing to 500+ units sold within the first 2 months of product launch
My Scope
Go-to-Market Execution | Landing Page & Conversion Flow
Agency Management | Performance Reporting | Sales Support
Marketing Excutive
Supported the go-to-market execution for a new product launch, coordinating content, landing page, agency performance, and sales follow-up to drive awareness and conversion during the Tet sales season.
Agency Management & Performance Reporting
Landing Page & Conversion Flow
Why You Hire Me for Your Next Position Digital Marketing ?
I bring a growth mindset, adaptability, and a strong commitment to continuous improvement. I may not be the most experienced marketer, but I learn fast, stay open to challenges, and always strive to create better results. With proven results from my previous work, I believe I can contribute meaningful value and grow with the company over time.
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