Tùng Trần (Alex)'s Portfolio
Hi employers! I’m a proactive, detail-oriented person with a collaborative approach and a growth mindset. My background as a Marketing professional includes hands-on experience in both digital and product marketing, focusing on data-driven insights and creative strategies to drive impactful results. I’m also certified by leading platforms such as Meta and Google, ensuring I’m equipped with cutting-edge knowledge and strategies to drive brand growth. I’m always eager to learn and innovate, and I believe my track record reflects both adaptability and dedication.
Marketing Analytics & Data Analysis Skills
Marketing Analytics Personal Porfolio Project: Google sheets link
▶︎ Performance report: Click here
Marketing Analytics Capstone Project: http://bit.ly/4c4Cb3c
Excel Project Video: https://youtu.be/duVyuRE4jEY
▶︎ Excel project file: Github link
Power Bi Project Video: https://youtu.be/2jX47tW47tA
▶︎ Power BI dashboard link: Click here
SQL Project Video: https://youtu.be/6R3dqXCaoWc
▶︎ SQL project files: Github link
▶︎ Performance report: Click here
Marketing Analytics Capstone Project: http://bit.ly/4c4Cb3c
Excel Project Video: https://youtu.be/duVyuRE4jEY
▶︎ Excel project file: Github link
Power Bi Project Video: https://youtu.be/2jX47tW47tA
▶︎ Power BI dashboard link: Click here
SQL Project Video: https://youtu.be/6R3dqXCaoWc
▶︎ SQL project files: Github link
Portfolio project videos
Portfolio project videos Excel Project Video.
Power Bi Project Video.
SQL Project Video.
At Livingcare, a Singaporean company, I embraced a multifaceted role that extended far beyond digital marketing. Working closely with an international team (mostly Singaporeans), I not only honed my professional skills but also significantly improved my English communication abilities. I managed paid ad campaigns and e-commerce stores, single-handedly developed the company website, and collaborated with co-worker marketers to plan and execute influencer and brand marketing campaigns. Additionally, I contributed to content creation, sales materials, and motion graphics editing. This diverse experience reflects my adaptability, creativity, and ability to deliver impactful results beyond my core responsibilities.
Digital Marketing & Website Development
At Livingcare, my main responsibilities included attracting high-potential prospects, converting them effectively, and maintaining an optimal CPA & ROAS for profitability.
My paid ad strategy began with new prospects acquisition campaigns featuring champion creatives paired with celebrities or KOLs, tailored to the target audience for specific products. Engagement campaigns followed, using ads with diverse value propositions to deepen audience connections. Remarketing campaigns then re-engaged prospects with creatives that reinforced Livingcare as a credible, premium-quality, and trustworthy brand.
To optimize costs, I continuously tested custom and lookalike audiences, audience behaviors, placements, and devices as well as A/B test ad creatives to find the set up that consistently achieved the best conversion rates and lowest CPL & CPA.
In August 2024, Livingcare's management team decided to transition from WordPress (old website) to Shopify and aimed to create a more professional & responsive website. Coincidentally, my previous experience in Product marketing at a software development company, combined with the knowledge I gained from the Google Digital Marketing & Ecommerce Professional Certificate, gave me the confidence to volunteer to develop the new website. I single-handedly developed the entire livingcare.vn from selecting Shopify theme to setting up home/product pages structure, implementing SEO, metafields, apps - including coding customized sections (with ChatGPT assistance). Ultimately, I was able to launch the new website in just 10 days, saving the company thousands of dollars while delivering a site with significantly improved UI & UX compared to the previous one.
Afterward, I implemented Google Tag Manager and set up tags for GA4, FB Pixel & CAPI to capture conversion events on the new website for analysis. This included analyzing Facebook ads(Sales & Messages) & Google Ads(Demand gen & PMax) data to determine which paid ad campaigns performed well in order to make informed, data-driven decisions to optimize ads performance and improve conversion rate.
Additionally, I implemented Google Search Console to monitor and analyze search performance.
I also implemented MS Clarity with GA4 integration to capture user behavior insights, data, & webpage heatmaps. This initiative improved user experience by reducing the bounce rate to 41.7% and increasing avg engagement time ~ 2.37 mins on main product pages, while also optimizing conversion rate from 1.8% to 5.5% during the CRO period.
I was also responsible for managing, and optimizing SEO & content for Shopee, TikTok Shop & main product pages to enhance visibility and ensure a professional looking, ultimately driving higher conversion rates.
Furthermore, I implemented the Pancake CRM & Chatbot for our Facebook fanpage, which significantly boosted the sales team's productivity by managing orders and customers efficiently as well as improved customer engagement with automated messages during off hours.
All of the above laid the foundation and contributed to my company’s 40% increase in sales in Q3 and 70% in Q4.
My paid ad strategy began with new prospects acquisition campaigns featuring champion creatives paired with celebrities or KOLs, tailored to the target audience for specific products. Engagement campaigns followed, using ads with diverse value propositions to deepen audience connections. Remarketing campaigns then re-engaged prospects with creatives that reinforced Livingcare as a credible, premium-quality, and trustworthy brand.
To optimize costs, I continuously tested custom and lookalike audiences, audience behaviors, placements, and devices as well as A/B test ad creatives to find the set up that consistently achieved the best conversion rates and lowest CPL & CPA.
In August 2024, Livingcare's management team decided to transition from WordPress (old website) to Shopify and aimed to create a more professional & responsive website. Coincidentally, my previous experience in Product marketing at a software development company, combined with the knowledge I gained from the Google Digital Marketing & Ecommerce Professional Certificate, gave me the confidence to volunteer to develop the new website. I single-handedly developed the entire livingcare.vn from selecting Shopify theme to setting up home/product pages structure, implementing SEO, metafields, apps - including coding customized sections (with ChatGPT assistance). Ultimately, I was able to launch the new website in just 10 days, saving the company thousands of dollars while delivering a site with significantly improved UI & UX compared to the previous one.
Afterward, I implemented Google Tag Manager and set up tags for GA4, FB Pixel & CAPI to capture conversion events on the new website for analysis. This included analyzing Facebook ads(Sales & Messages) & Google Ads(Demand gen & PMax) data to determine which paid ad campaigns performed well in order to make informed, data-driven decisions to optimize ads performance and improve conversion rate.
Additionally, I implemented Google Search Console to monitor and analyze search performance.
I also implemented MS Clarity with GA4 integration to capture user behavior insights, data, & webpage heatmaps. This initiative improved user experience by reducing the bounce rate to 41.7% and increasing avg engagement time ~ 2.37 mins on main product pages, while also optimizing conversion rate from 1.8% to 5.5% during the CRO period.
I was also responsible for managing, and optimizing SEO & content for Shopee, TikTok Shop & main product pages to enhance visibility and ensure a professional looking, ultimately driving higher conversion rates.
Furthermore, I implemented the Pancake CRM & Chatbot for our Facebook fanpage, which significantly boosted the sales team's productivity by managing orders and customers efficiently as well as improved customer engagement with automated messages during off hours.
All of the above laid the foundation and contributed to my company’s 40% increase in sales in Q3 and 70% in Q4.
Influencer Marketing
At Livingcare, I collaborated with the content marketing and film production teams to plan content, scripts, and video shoots. This role gave me the opportunity to work with celebrities such as singer Trương Thế Vinh and Lê Hoàng (The Men), as well as numerous renowned KOLs.
Trương Thế Vinh: https://youtu.be/CxQhN6jDUcA
Lê Hoàng (The Men): https://youtu.be/NgWPmectKEg
Tiktoker @louisthichdi: https://youtu.be/3VT7JY-YOMg
These influencer marketing campaigns not only enhanced our brand's credibility but also provided high-quality videos that served as ad materials.
Trương Thế Vinh: https://youtu.be/CxQhN6jDUcA
Lê Hoàng (The Men): https://youtu.be/NgWPmectKEg
Tiktoker @louisthichdi: https://youtu.be/3VT7JY-YOMg
These influencer marketing campaigns not only enhanced our brand's credibility but also provided high-quality videos that served as ad materials.
Brand Marketing
At Livingcare, I also collaborated with the content marketing and sales teams to plan and execute our brand marketing strategy. Brand marketing is a powerful way to build customer trust and enhance a company’s image. To achieve this, we partnered with Thong Nhat hospital (a reputable hospital in Ho Chi Minh city) to gain recognition for our products. As part of the campaign, we donated 10 high-quality water filters, organized a formal ceremony, and received a certificate of recognition from the hospital. This served as tangible proof to customers that our water filters are not only of premium quality but also completely safe to use.
Video editing & Motion graphics
Video editing is a skill I regularly utilized and honed, particularly for editing and testing video ads as well as assisting in creating social media content.
Additionally, I also developed motion graphics expertise and applied it to video ads, which delivered remarkable results by significantly boosting Click-Through Rates (CTR) and Conversion Rates (CR).
Ads with motion graphics consistently outperformed previous ones, as motion graphics effectively conveyed more information to the audience in an engaging and visually appealing manner.
https://youtube.com/shorts/OUaeE6pzLIE
https://youtube.com/shorts/3YeZl86JP9c
https://youtube.com/shorts/nb89m67rknU
Additionally, I also developed motion graphics expertise and applied it to video ads, which delivered remarkable results by significantly boosting Click-Through Rates (CTR) and Conversion Rates (CR).
Ads with motion graphics consistently outperformed previous ones, as motion graphics effectively conveyed more information to the audience in an engaging and visually appealing manner.
https://youtube.com/shorts/OUaeE6pzLIE
https://youtube.com/shorts/3YeZl86JP9c
https://youtube.com/shorts/nb89m67rknU
