Linh Tang (Ms. Lucy)

Media Manager, previously at MoMo — digital brand strategy, performance measurement, CRM and AI automation

Previously MoMo (M_Service) · University of Economics Ho Chi Minh City

“I'm a creative & detail-oriented person, eager to learn — and I do believe that every number tells a story.”

About

8+ years driving digital customer marketing across fintech and edtech, specializing in brand strategy, customer journey design, CRM & MarTech, and performance measurement. I manage digital campaigns end to end, scale acquisition channels, and connect brand investment to measurable outcomes (CAC, LTV, ROI). I also work with AI tools and build data-driven systems that improve both customer experience and operational efficiency.

Featured

Case studies: the problem, what got built or automated, and what it moved.

Reporting automationPost-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 workflowTikTok 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-funnelFull-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.

Experience

MoMo (M_Service)
Jul 2022 – Aug 2026 · Fintech
- 10ptTOM upliftPaylater campaign
- 3 days → 30sAsset productionMo Da Vinci AI
- MillionsPlayers engagedStrategic gamification campaigns
1. Media Manager
  May 2024 – Aug 2026
  - Led digital brand strategy across awareness, consideration, and acquisition — managing external agencies on creative, production, and deployment across owned, paid, and earned channels.
  - Owned the full-funnel measurement framework connecting brand metrics (TOM, awareness uplift) to downstream performance outcomes — enabling data-driven budget decisions and ROI reporting.
  - Led and developed a 9-member cross-functional team, building data capability and strategic ownership across campaign and content functions.
  - Piloted AI-powered agentic workflows to compress the campaign execution cycle — from planning to deployment to reporting.
2. Associate Digital Marketing Manager
  Jul 2022 – May 2024
  - Managed digital customer campaigns across platforms — owning audience segmentation, content targeting, and budget allocation to drive acquisition and improve conversion efficiency.
  - Built and maintained full-funnel tracking systems for end-to-end visibility from ad exposure to in-app behavior, conversion, and retention.
  - Ran the A/B testing agenda on creatives, audiences, and formats to optimize customer engagement and CAC across the funnel.
Signature projects
- Ví Trả Sau (Paylater) — Brand × Performance IntegrationOwned media execution and project coordination across creative, CRM, and product touchpoints — delivering a 10pt TOM uplift among mass VN 18–35 audience within 6 months and connecting brand investment to measurable awareness outcomes.
- Lắc Xì — Gamification & Customer Behavior ChangeOwned the communication strategy and traffic planning for MoMo's flagship Tết gamification campaign, including the communication framework and integrated in-app / out-app media; drove millions of players and measurably shifted customer behavior toward product trial and adoption.
- Mo Da Vinci — AI Creative AutomationConsulted and led PM on an internal AI-powered banner generation tool — cut asset production time from 3 days to under 30 seconds, freeing creative and media teams to focus on strategy and customer insight over production.
- Agentic Media Automation (Pilot)Piloted an agentic workflow to compress the media BAU cycle — from planning to ad setup to reporting — laying the foundation for a team-wide shift from manual execution to system-driven operations.
- Media Playbook — Brand Execution StandardsCreated MoMo's Media Playbook from the ground up, establishing brand execution standards and governance across all owned, paid, and earned channels to ensure consistency, efficiency, and effectiveness at scale.
ELSA Speak
Feb 2019 – Jun 2022 · Edtech
- X5Revenue scaleB2C growth
- −30%CPA reductionorganic scaling
- 40–50%Direct paymentof total B2C revenue
1. Performance Marketing Team Lead
  Dec 2020 – Jun 2022
  - Owned revenue as the primary KPI — initiated and led multiple growth systems: revamped the Vietnam website for conversion, built a dedicated e-commerce page for direct online sales, and launched an affiliate tracking system from scratch.
  - Built automated CRM flows to maximize revenue through personalized messaging, upsell triggers, and lifecycle-based communication — driving direct payment to 40–50% of total B2C revenue.
  - Implemented end-to-end tracking across all digital touchpoints (ads, web, CRM, payment) to connect acquisition data to revenue outcomes; built chatbot and web conversion optimization layers on top.
  - Scaled organic channels 20× via SEO and content; reduced overall CAC by 30% while growing B2C revenue X5 — led the team through pandemic-year targets with a structured task-based management model.
2. Performance Marketing Specialist
  Feb 2019 – Dec 2020
  - Ran full-funnel campaigns across paid and organic channels — from awareness to conversion — managing audience targeting, budget, and creative across platforms.
  - Analyzed data across landing pages, ad platforms, and CRM to improve conversion rates; produced video creatives, ad assets, and landing pages for digital campaigns.
TEKY Academy
Feb 2018 – Oct 2018 · Edtech
1. Marketing Executive
  Feb 2018 – Oct 2018
  - Led branch-level marketing to achieve enrollment targets; planned and executed offline/online events (STEAM Day, workshops, press events).
  - Managed social media, content, SEO, fanpage, and chatbot operations — an early hands-on foundation in customer-facing digital channels.