Digital & Performance Marketing
User Acquisition · Paid Media · Integrated DigitalDigital Marketing Leader | Performance Marketing Leader
NGHIA DO (David)
Paid Media & Optimization | User Acquisition | App Growth | Data & Measurement
Performance-focused Digital Marketing professional with 7+ years of experience across Paid Media, User Acquisition, App Growth, measurement, and automation.
Monthly Paid Media Scale
App acquisition at FoxScoreMonthly ROAS
Lead generation & conversion at RainierCross-sector Experience
Multiple business models & customer journeys02Marketing Thinking
Start with the objective. Let data guide decisions. Optimize for growth.
I approach Digital Marketing from business objectives and the user journey, connecting channels, data and measurement to improve performance and drive measurable growth.
01
OBJECTIVEBusiness Goal
Understand the business goal, target audience and user journey.
02
DATAMeasure the Journey
Connect channels, data and measurement to identify what works.
03
OPTIMIZEDrive Growth
Continuously optimize across channels to create measurable growth.
03Career Journey
Digital Marketing → Performance & User Acquisition
PeriodCompanyRoleCore Focus
Performance Marketing Leader
Led Performance Marketing and User Acquisition, with direct responsibility for Paid Media budgets, acquisition KPIs, campaign execution and optimization on Android/iOS, while managing measurement and attribution through AppsFlyer.
Performance Marketing Leader
Managed Performance Marketing, Paid Media, CRM and Marketing Automation, focusing on Lead Generation, conversion optimization and customer growth.
Digital Marketing Leader
Led Digital Marketing strategy, planning and execution across Paid Media, SEO, CRM, Marketing Automation, and multi-client operations.
Digital Marketing Specialist
Executed multi-channel Digital Marketing across Website, Social Media, Paid Media, Email Marketing, Zalo and CRM; also handled User Acquisition for VSInvest on Android/iOS.
04Case Studies
Selected work across my career.
Performance Marketing · User Acquisition · Digital Growth across four career stages.
CASE STUDY 01 · 12/2025 – 08/2026
App Growth through Performance & UA
Paid Media · App Growth · User Quality · Measurement
- Role
- Performance Marketing Leader
- Focus
- Acquisition · Funnel · Measurement
- Platform
- Android · iOS
01. Results & Scale
Monthly Paid Media
Cumulative downloads
As of 30 Jun 2026
Registered users
Jul 2026
Average DAU
11 Jun–10 Jul 2026
Paid Media was my direct scope; the remaining metrics show product scale during the period.
02. Challenge
Scale User Acquisition while maintaining control of CPI, CPA, CVR, and downstream user quality.
03. Role & Contribution
Performance & Paid Acquisition
Led day-to-day User Acquisition and Performance Marketing execution, with direct responsibility for Paid Media budgets, acquisition KPIs, campaign management, and optimization across Android/iOS.
Meta AdsGoogle AdsTikTok AdsApple Search Ads (ASA)
Measurement & Attribution
Managed measurement and attribution in AppsFlyer (MMP), including event tracking, postbacks, funnel validation, and coordination with Product and Development.
AppsFlyer (MMP)Event TrackingPostbacks & Funnel Validation
Data & Automation
Built an API-connected performance dashboard to consolidate Paid Media data, support near-real-time performance monitoring, automated reporting, and budget optimization.
API DashboardPaid Media DataAutomated Reporting
Project Evidence
Selected project evidence
Selected evidence from this case study.
05Self-built Products & Solutions
Measurement & data for growth decisions.
Connect data from Meta, Google, TikTok and AppsFlyer via APIs into one unified performance dashboard.
Creative PerformanceUsage · quality · placement
Growth AnalyticsFunnel · audience · GEO
06Core Capabilities
Three core capabilities for measurable growth.
Performance Marketing · User Acquisition · Measurement
Performance Marketing & Growth
Develop performance strategies, plan media and budgets, and optimize for efficient growth.
Performance StrategyMedia PlanningBudget AllocationCreative Testing
User Acquisition & App Growth
Optimize the journey from Install → Registration → Retention, with a focus on downstream user quality.
App GrowthCPI / CPA / CVRRetention
Measurement & Automation
Measure attribution and funnels while automating reporting for faster decisions.
AppsFlyer / MMPDashboardAutomation
CONTACT & OPPORTUNITIES
How Can I Help You?
- Scale Digital Marketing & Paid Media performance through data-driven optimization.
- Drive Customer Acquisition & Conversion across channels and customer journeys.
- Lead integrated marketing execution across teams, channels, and priorities.
- Build Measurement, Attribution & Automation for faster, better decisions.