Senior Global Lifecycle & CRM Manager with 10+ years across fintech, mobility and e-commerce, and 7+ years of leadership experience. At Binance (300M+ user base) I owned activation, retention, churn prevention and winback, and rebuilt churn recall in the 2022–2023 bear market (recall rate 8.92% to 12.66%; 4.3M to 5.9M users re-activated per month). Built CRM and loyalty infrastructure from zero twice. CRM-system native: flexibly adopts any CRM or marketing system, and actively helps improve internal systems. In 2026 I designed and shipped 5 AI products solo, applying lifecycle and retention strategy to each: Echolis, an AI reflection companion on web and the App Store, and four AI learning web apps, Stalong, Catalis, Calculis and Neuralis. Hands-on with SQL, BigQuery, Amplitude and Mixpanel.
- Shipped solo: founded and shipped Echolis, a trilingual (EN/VI/ZH) AI companion app, on the web and the iOS App Store (releases 1.0–1.2, Sep–Oct 2026), running an AI-agent team.
- Monetization and lifecycle: designed the path from trial to Free and Premium, in-app purchases, and onboarding and activation email journeys.
- First-party analytics: set up cookie-free tracking with UTM attribution and a dashboard for the funnel, D1/D7 retention and MRR.
- Safety and privacy by design: built crisis detection and consent-gated sharing into the product.
- Echolis (echolis.com): IFS-inspired AI reflection companion on web and iOS; a personal learning project (see above).
- Stalong (hanyu-ecru.vercel.app): Chinese for Vietnamese learners, HSK 1–9: spaced-repetition cards with Hán Việt readings, stroke-order writing, grammar, mock tests and AI conversation practice.
- Catalis (catalis-alpha.vercel.app): IELTS Academic and General Training, band 4.5–9: objective placement test, daily plan by target band, AI-scored Writing and Speaking, full mock tests.
- Calculis (calculis.vercel.app): GMAT Focus Edition prep: all 8 question types, adaptive mock tests with estimated scores, an error log, and an AI tutor that hints step by step.
- Neuralis (neuralis-rho.vercel.app): AI and robotics from zero: six learning tracks, interactive simulation labs, AI career paths, plus a learning-games arcade with badges and weekly quests added to lift retention.
- Led the marketing and BD team; owned acquisition channels, the early user funnel and the partnership pipeline.
- Built the go-to-market plan, business model and phased marketing and BD staffing plan with the founders; presented to the board and management.
- Aligned the launch narrative with VPBank group marcom.
- Lifecycle and CRM scope: owned lifecycle and CRM end to end across all user stages. Led the global lifecycle team and set lifecycle direction for regional teams and business-unit teams (Spot, Futures and more).
- Loyalty and partnerships: hands-on with loyalty tier and earn-and-burn design, referral programs, NPS-driven improvements, and reward partner and vendor management.
- Churn recall, bear market (2022–2023): Took over churn and recall in Feb 2022 and redesigned the campaign framework twice, localized across regions. Recall rate rose from 8.92% to 12.66%; re-activated users rose 41.92% (4.3M to 5.9M per month); new-user churn coverage grew from 2.77% to 26.5%. Designed and managed 47 always-on campaigns and co-built 66 more with regional teams.
- Loyalty points with Product: Co-designed expiry logic and edge cases with Product, and cut reward costs by about 50–70%. The points system was built from zero: do X, get Y incentives, Rewards Hub, gamified engagement, and cross-sell across trading, savings and payments.
- Onboarding redesign (2025): registration to KYC pass +1.93ppt, to first transaction +1.35ppt, to first trade within 7 days +1ppt; standardized 100+ workflows and ran 125+ campaigns.
- Experimentation: built a standard A/B and holdout framework across content, incentive and product levers, localized by region, trained stakeholders to self-serve, and automated results reporting.
- In-house CRM & AI tooling: CRM-system native — helped build and improve internal CRM and growth tooling (all lifecycle tooling ran in-house), including AI-assisted tools for segmentation and campaign workflows, and flexibly adopts any CRM or marketing system.
- Team Builder: Hired and led a CRM team from zero — ride-hailing, mobility & fintech verticals.
- Velocity: Scaled CRM automation from 0 to 67 active journeys in one year.
- Churn Reduction: Achieved double-digit churn reduction in the first 3 lifecycle stages YoY via segmentation & gamification.
- Predictive ML: Designed an ML-assisted uninstall-prediction model used to trigger proactive retention interventions.
- Stack Selection: Evaluated and selected CRM/martech stacks based on business needs.
- MarTech Stack: Implemented Salesforce, Insider, MoEngage, Airship, Netcore + proprietary internal tooling.
Owned the product lifecycle for Digital Goods and the Senpay e-wallet — roadmap, BRDs and release coordination with Tech through Jira, Confluence and Zeplin — plus CRM: journey mapping, retention programs and A/B frameworks, with SQL, BigQuery and Looker Studio. Grew Digital Goods into the platform's highest-GMV category.
Led a cross-functional digital marketing team across SEO, social and email, and built GA and GTM dashboards. Employee of the Month, April 2018.
Owned SEO and ran email marketing on MailChimp, Vinamail and Moosend, plus Google Ads and Facebook Ads. Led the Speedlink brand launch and built its marketing team.
Created brand identities and campaigns for agency clients. Designed the complete brand identity for Utt Lounge.