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Digital Marketing & Performance Lead

NGHIA DO (David)

Paid Media & Optimization | User Acquisition | App Growth | Data & Measurement

Digital Marketing & Performance Lead with 7+ years of experience in paid media, user acquisition and app growth. I combine performance optimization, measurement and automation to drive data-driven growth.

View case studiesView resume & contact
7+ years in Digital MarketingWeb lead-gen + mobile acquisitionMeasurement-driven operations
Professional portrait of Do Tien Nghia
Operating identityBusiness objective → measurable growth systemDigital Marketing · Performance · Growth
US$50–75K

Monthly paid media operating scale at FoxScore

~$30K

Average monthly media budget across agency projects

4 platforms

Meta · Google · TikTok · Zalo

Web + App

Lead generation and mobile acquisition experience

Career scope
02Expertise

A broad digital foundation. Deep performance craft.

Six connected capabilities—from business objective to media, measurement, lifecycle and growth operations.

01

Digital Marketing Strategy

Translate business objectives into a connected digital plan and customer journey.

Digital strategyCampaign planningMedia planningConversion funnel
02

Performance Marketing

Manage paid acquisition through budget, audience, creative and conversion decisions.

Meta AdsGoogle AdsTikTok AdsZalo Ads
03

User Acquisition & App Growth

Connect Android and iOS acquisition to downstream product quality signals.

InstallsRegistrationsCPI / CPA / CVRDAU
04

Measurement & Attribution

Make campaign and funnel performance observable across platforms and operating systems.

AppsFlyer / MMPGoogle AnalyticsEvent trackingPostbacks
05

CRM, Data & Automation

Build lifecycle and reporting workflows that reduce blind spots and manual work.

CRMEmail / SMS / ZNSGoogle SheetsApps Script
06

Growth Operations & Leadership

Align people, priorities, budgets and review cadence around measurable goals.

KPI frameworksBudget ownershipWorkload planningTeam coordination
View full expertise
03Career Journey

From Digital Marketing execution to Performance Marketing and UA leadership.

From Digital Marketing execution to Performance Marketing and User Acquisition leadership.

PeriodCompanyRoleCore Focus
FoxScore

Performance Marketing / UA Lead

Acquisition strategy, budget allocation, measurement, creative testing and product-connected optimization.

Performance Marketing · User Acquisition · App Growth · Measurement
Rainier Window Film

Performance Marketing Lead

Lead generation, customer journeys, CRM, lifecycle automation and Sales/Creative collaboration.

Lead Generation · CRM · Conversion Optimization
TNA Group

Digital Marketing Lead

Digital strategy, performance, media planning, SEO, CRM, client collaboration and resource coordination.

Digital Strategy · Paid Media · Multi-client Operations
VSET Group

Digital Marketing Specialist

Websites, social media, paid advertising, press, email marketing and VSInvest user acquisition.

Digital Marketing · Early Mobile User Acquisition
04Selected Case Studies

04 case studies, one consistent performance approach.

Selected work across Performance Marketing, User Acquisition and Digital Marketing. Each project shows how I move from a business problem to a practical system for measurement and optimization.

CASE STUDY 01 · 12/2025 – 08/2026

Scaling App Growth Through Performance Marketing & User Acquisition

A flagship app-growth case connecting paid media, user-quality signals, creative testing and measurement across Android and iOS.

ItemDetail
RolePerformance Marketing / User Acquisition Lead
Primary scopePerformance Marketing · User Acquisition · App Growth
ContextSports app available on Android and iOS.
FoxScore logo

Challenge & Objective

Move acquisition decisions beyond CPI to registration, activation and user quality.

  • Allocate paid media by platform, OS and KPI.

  • Connect install-to-registration signals to optimization decisions.

  • Keep measurement reliable enough to support scaling.

Strategy & Approach

Strategy path

Three decisions shaped the acquisition system.

Allocate media by platform, OS, performance and KPI.
Connect campaign review to product and funnel signals.
Coordinate UA, ASO, Product and Development.
Funnel Approach

From acquisition to active user

  1. Ad Exposure
  2. Install
  3. Open
  4. Registration
  5. Activation
  6. Active User

Execution & Optimization

Execution path

The operating path from campaign to decision.

Paid Media
Meta AdsGoogle AdsTikTok AdsPlatform + OS allocation
Creative & Testing
Creative anglesVideo briefsA/B tests
Measurement
MMP attributionEvents + postbacksFunnel validation
Data Operations
API-connected dashboardMonitoringAutomated reporting
Measurement Framework
Decision signals
InstallsRegistrationsCPI / CPACVRDAU / RetentionUser quality

Results & Impact

My Scope & ContributionUS$50–75K

Monthly FoxScore paid media operating scale

Product Scale During the Period
1M+

Cumulative downloads · as of 30 Jun 2026

200K+

Registered users · Jul 2026

12,105

Average DAU · 11 Jun–10 Jul 2026

Product figures are context; the paid-media, measurement and optimization scope below is my direct contribution.

What this work demonstrates

Look beyond CPI to downstream product quality.

Project Evidence

Selected project evidence

Selected evidence from this case study.

FoxScore mobile app screens showing live scores, predictions and community features.
FoxScore campaign management dashboard used to review acquisition operations.
AppsFlyer acquisition and attribution view for FoxScore.
05Data, Measurement & How I Work

I do not only run campaigns. I build the system around the decision.

I build measurement systems, interpret data, and use that data to make optimization decisions.

Measurement & Data

Ads Platforms → Measurement → Dashboard → Analysis → Optimization Decision

01

Ad platforms

Meta · Google · TikTok · Zalo

02

Website / App

Landing journeys · Android · iOS

03

Events / SDK

Event tracking · Postbacks · SDK coordination

04

Attribution / MMP

AppsFlyer · MMP · channel, OS and campaign signals

05

API / Reporting

API integration · Sheets · Apps Script · reporting

06

Dashboard / Decisions

Monitoring, budget and growth priorities

DADTrack — Independent MarTech Project

Marketing Data & UA Operations Platform

A personal MarTech project exploring cross-channel advertising data, tracking, dashboarding and marketing workflow automation.

View DADTrack
DADTrack Command Center dashboard interface
Independent product interface
How I Work

Business-first, KPI-driven and continuously optimized.

  1. Business Objective

    Define the business objective, growth priority and expected outcome before choosing channels or tactics.

  2. KPI & Measurement

    Translate the objective into clear KPIs, funnel stages and reliable measurement before scaling execution.

  3. Execution & Optimization

    Execute across channels, budget and creative, then optimize continuously using campaign, funnel and user-quality signals.

  4. Scale & Learning

    Scale what works, reallocate resources, document learnings and improve the next cycle.

06Resume & Contact

Let's connect.

Open to opportunities across Digital Marketing, Performance Marketing and User Acquisition.

Resume

Choose the track that fits the role.

01

Performance Marketing Lead

Performance strategy, paid media, measurement, creative testing and growth operations.

Download PDF
Contact

Open to conversation.

Reach out for Digital Marketing Lead, Performance Marketing Lead or User Acquisition opportunities.

nghiadt2702@gmail.com(+84) 931 27 3131Ho Chi Minh City, Vietnam