portfolio

Problem. What I built. What it moved.

Case studies described by industry and methodology, with sanitized metrics — the point is the system, not the logo attached to it.

Reporting automation

Post-campaign reporting, without the manual deck

Problem

Every campaign wrap meant a day or more of pulling numbers from three platforms into a deck by hand — slow enough that decisions on what to run next often happened before the report did.

What I built

A reporting pipeline that pulls platform + attribution data on a schedule, applies decision-rule logic (kill/scale/hold thresholds by channel and funnel stage), and outputs a ready-to-present deck instead of a raw export.

Outcome

Post-campaign turnaround went from multi-day to same-day, and the kill/scale call became a rule applied consistently instead of a judgment call redone from scratch each time.

Tracking & affiliate workflow

TikTok tracking and affiliate payouts, reconciled automatically

Problem

Affiliate and TikTok performance data lived in different systems with different attribution windows, so reconciling who drove what — and who to pay — was a recurring manual cross-check prone to disputes.

What I built

An automated tracking workflow that normalizes click and conversion events across sources, matches them against affiliate agreements, and flags discrepancies before payout instead of after.

Outcome

Reconciliation time dropped by roughly two-thirds, and payout disputes became rare enough to stop being a monthly fire drill.

Paid media / full-funnel

Full-funnel media strategy with attribution that holds up

Problem

A financial product with real trust barriers needed a media strategy that could move brand recall and performance metrics at once, and survive scrutiny from senior stakeholders who'd ask "how do you know that worked?"

What I built

A bottom-up and top-down KPI projection framework paired with Appsflyer/GA4 attribution, used to plan spend, defend it in front of leadership, and adjust mid-flight based on incrementality rather than last-click.

Outcome

Unprompted brand recall moved measurably within the flight window, with a spend allocation the team could defend line by line rather than justify after the fact.

more work

Lắc Xì

Gamification · Tết Campaign

Gamified seasonal mechanic built to convert one-time curiosity into habitual app opens during the highest-attention week of the year.

Paylater TOM uplift

Brand + performance

Top-of-mind uplift campaign translating a trust-sensitive financial product into a media strategy that moved unprompted recall.

AI banner production tool

Internal tooling

Built to remove the bottleneck between creative strategy and creative output — more variants tested without scaling headcount.

Agentic media automation

Piloting

Piloting agent-based automation across media operations — systems that act on the data, not just report it.

Media playbook

Framework

Internal playbook codifying full-funnel strategy, attribution logic, and testing frameworks — so good decisions don't depend on one person being in the room.

Curious how the tooling side works?

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