FOREIGN TRADE UNIVERSITY (HANOI)
Institute of Entrepreneur Instruction and Training
I lead the overall marketing strategy and run end-to-end, multi-channel campaigns for academic programs and flagship events. This includes planning, budgets, OKRs, execution, monitoring, and post-campaign reviews. I partner closely with faculties and senior administration to align messaging and go-to-market plans with institutional priorities, ensuring brand consistency across every touchpoint.
On the digital platform side, I design the information architecture, build, and operate a ~12-site web ecosystem. It covers the unit/department site, service verticals (corporate training, consulting, market research), a Foreign Trade job portal, an e-commerce site for short courses/faculty books/partner products, an enterprise support information hub, university microsites, and an eLMS for video-based learning with live on-site progress tracking, quizzes, and certificates. I own SEO, performance, accessibility, security, and operating standards.
In content and communications, I manage the editorial calendar, oversee production (copy, design, video), and direct day-to-day community engagement to grow reach and retention. Every month I host a professional webinar—online, typically 200–800 attendees depending on topic and audience. I also organize an offline “Executive Connect Day” for C-level leaders to share outlooks and build partnerships. In parallel, I coordinate Company Tours for students and faculty to leading enterprises in the Foreign Trade community (e.g., Viet Tri Chemicals, Long Bien Golf, Rang Dong Light Bulb & Thermos JSC), strengthening industry exposure and pipelines.
To drive data-informed growth, I maintain a regular analytics cadence with live dashboards, audience insights, and A/B testing, continuously optimizing content mix and media spend for ROI. I deliver executive reporting with clear recommendations, highlighting risks, opportunities, and next actions to elevate execution quality.
On systems and operations, I deploy automation on Zoho: CRM (pipelines, lead routing and scoring), Campaigns (segmentation, drip/nurture journeys), Flow (cross-app automations), Forms/Survey, SalesIQ (live chat/chatbot), webinar integrations, event registrations, couponing, and post-event nurture—complete with automated MQL→SQL→enrollment reporting. I also build and administer the Microsoft 365 stack for unit and classroom operations: Teams for classes/events, SharePoint as a knowledge and workflow hub, OneDrive for asset management, and Forms/Bookings for registrations and office hours, with governance and permissions across the organization.
Built a 12-site digital ecosystem, ran monthly 200–800-attendee webinars and C-level offline forums, operated Zoho-based CRM/marketing automation and Microsoft 365 classroom ops, and led full-funnel campaigns from strategy to ROI.
