# Work experience
Marketing Analyst
OPENLANE Europe, Tienen, Belgium (Apr 2022 — Present)
- Providing the COO, the marketing manager and the sales managers with insights and recommendations to formulate effective strategies, focusing on market segmentation, customer profitability (SAP), customer lifetime value (CLV), business performance and forecast, customer and competitor research.
- Conducting marketing analytics, testing hypotheses by SQL and Python, statistical tests, and machine learning models.
- Exploring data-driven insights to the management through Power BI (DAX) dashboards, executive reports, presentations that contributed to 38% YoY sales increase, and 12% increase in sales conversion rate.
- Translating complex business questions into analytical models and data requirements for developers, data engineers, and data scientists.
Data Scientist — Power BI (External consultant)
WHISE Europe, Brussels, Belgium (Apr 2022 — Jun 2022)
- Clarified and developed research questions to analytic plans for Head of marketing and Head of IT.
- Built dashboards by SQL and Power BI, documented the insights and user guidelines for marketing and IT team members.
Business reporting and marketing (Intern)
UPS Supply Chain Solutions, Brussels, Belgium (Sep 2019 — Dec 2019)
- Provided business insights and recommendations on KPI enhancement and digital innovation competition in logistics to the Vice president of global freight forwarding and European regional leaders.
- Redefined customer segments based on the customer database, revenue, cost structures, and gross profit.
- Built a statistical model for primary markets (DE, FR, GB, BE, IT) to predict optimal price, cost, and demand.
Senior Marketing Executive
Gamma Interactive, Makati, Philippines (Jan 2016 — Jul 2018)
- Managed web traffic and customer acquisition with media buying, web analytics, and data analysis.
- Developed annual online marketing plan and budgets with targets of traffic and leads.
- Conducted audience research, ad concept development, media research, and managed media buying agencies.
- Measured and optimized online advertising effectiveness using Google Analytics and statistical models.
- Redesigned and tested landing pages and websites for SEO and mobile compatibility, increasing traffic diversity, user experience, and conversions.
- Achieved 215% growth in new account registrations and 144% reduction in cost per new customer in two years.
Marketing Executive
NatureForex Ltd., Hanoi, Vietnam (Apr 2015 — Jan 2016)
- Analyzed new customer segmentation and developed digital marketing for an FX investment.
- Designed promotional campaigns and website UI/UX in WordPress.
- Built the agency network to deploy digital campaigns and offline events.
Marketing Executive
Avantice Corporation, Makati, Philippines (Oct 2013 — Mar 2015)
- Increased targeted website traffics and optimized digital campaigns.
- Tailored new marketing solutions with media agencies from Yahoo Ads, Google Ads, and Adcash.
- Managed social media, including seasonal content planning and fanbase growth.
# Education
KU Leuven
Master’s Degree, Statistics and Data Science (Oct 2020 — Feb 2022) 74.9% — Cum laude
Vrije Universiteit Brussel
Master’s Degree, International Business (Sep 2018 — Sep 2020) 74% — Cum laude
National Economics University (Vietnam)
Bachelor’s Degree, Marketing (Sep 2009 — Apr 2013) 77.8%
# Skills
Statistics • Digital marketing planning • Performance marketing • Online advertising • Media buying • Business data analysis • Branding • SEM • SEO • Programmatic advertising • Facebook ads • Google ads • Email marketing • Event organization • Analytical thinking • Visualizing and presentation • Project management
Python • Power BI • SQL Server • R • Tableau • Google Analytics • Microsoft Office • SPSS
# Languages
English — Efficient communication (C1) • Dutch — Beginner (A2) • Vietnamese — Native
