Digital Performance Marketing Specialist

Nguyen Khai Tri

I combine performance marketing, data tracking, and automation to build scalable acquisition funnels — from paid ads and CRM workflows to AI-powered reporting systems.

Open to roles & projects Let's Talk Discuss performance marketing, automation, or growth systems.
View ProjectsGrowth systems & case studies View CVExperience, scope & KPI details Download CVSave the PDF version for later review
Nguyen Khai Tri
8+ Years Experience Across performance marketing, AI development, tracking, automation, and growth operations.
$1M+ Managed Budget Total paid media budget managed across Google, Meta, LinkedIn, and app acquisition campaigns.
3.85 Average ROAS Average return on ad spend achieved in app user acquisition and paid media campaigns.
100% AI Integrated AI used for reporting, content generation, news crawling, insight summarization, and workflow automation.

Career Impact Stories

Precision user acquisition and ROI scaling for industry leaders.

TOP PERFORMANCE KPI

Anfin (Commodities FinTech)

Paid Ads & Growth Funnel Specialist

275.3%

YOY MXV Account Growth

Verified commodity trading account growth driven by acquisition campaigns and funnel optimization.

34.0%

eKYC-to-MXV Conversion

Conversion from identity verification success to MXV account activation and trading readiness.

42.6%

Onboarding Success Lift

Improvement in activation after streamlining onboarding messaging and paid media intent.

3.3x

Mautic Funnel Efficiency

Lead handling and nurture efficiency supported by open-source marketing automation.
Context: These KPIs connect paid acquisition with downstream funnel outcomes, not only vanity media metrics. Each metric should be read together with targeting quality, onboarding flow, CRM follow-up, and product activation.
GLOBAL PERFORMANCE SCALING

ELSA Speak (Global EdTech)

Senior Performance Marketing Specialist

3.85

Avg. ROAS (Global UA)

Paid app acquisition performance across Vietnam and regional/global campaigns.

170%

Revenue KPI Achieved

Monthly revenue target over-achievement from paid media optimization and campaign scaling.

70%

New B2B Clientele Share

Growth contribution from LinkedIn, cold email, CRM workflows, and sales handoff improvements.

60%

Email Open Rate

Best-performing segmented nurturing campaigns with highly targeted audience messaging.
Context: Performance work included user acquisition, attribution tracking, CRM coordination, and engagement optimization across both B2C app users and B2B lead generation.

Selected Growth Systems

A sharper view of my work: not only tools, but the problem each system solves, how it was built, and what business outcome it supports.

CRM Automation

Mautic Lifecycle Automation

Problem Leads often dropped after registration or after the first product interaction, creating wasted paid media spend.
Solution Built segmented nurturing flows based on user behavior, intent level, and funnel stage.
Execution Used Mautic segments, scoring, email triggers, audience logic, and UTM-based reporting to improve follow-up quality.
Outcome Supported better lead handling efficiency and stronger downstream conversion from acquisition to activation.
MauticEmail CRMSegmentationLead Scoring
View Case Study
AI Intelligence

OpenClaw AI News & Market Agent

Problem Market and ad creative signals were scattered across news, market data, and daily reporting sources.
Solution Created an AI-assisted intelligence workflow that collects, summarizes, and routes insights into content and ads planning.
Execution Combined crawling, prompt workflows, Telegram alerts, and automated creative/reporting logic.
Outcome Reduced repetitive research work and created a faster loop between market context, messaging, and campaign execution.
OpenClawAI SummaryTelegram BotAutomation
Explore Logic
Data Visualization

Interactive Research Dashboard

Problem Raw survey and performance data were difficult to interpret quickly for business decisions.
Solution Converted raw data into an interactive dashboard with dynamic filters, cross-analysis, and visual storytelling.
Execution Built with Chart.js and structured logic for slicing, comparing, and surfacing key findings.
Outcome Helped turn data from static reporting into a decision-support layer for audience, product, and campaign planning.
Chart.jsData VizDashboardInsight
View Dashboard
Acquisition Funnel

Paid Media × Tracking × CRM Funnel

Problem Campaign performance could not be judged by clicks or installs alone; business outcomes depended on eKYC, account activation, and trading readiness.
Solution Connected paid media strategy with funnel events, tracking, CRM follow-up, and business KPI monitoring.
Execution Optimized Google, Meta, LinkedIn, GA4/GTM events, audience intent, landing flows, and automated performance checks.
Outcome Improved the quality of acquisition decisions by linking media spend to downstream conversion and activation metrics.
Google AdsMeta AdsGA4/GTMFunnel
View CV Details
GOOGLE ADS  •  FACEBOOK ADS  •  LINKEDIN ADS  •  TIKTOK ADS  •  EMAIL MARKETING  •  HUBSPOT  •  MAUTIC  •  DATA DRIVEN  •  GOOGLE ADS  •  FACEBOOK ADS  •  LINKEDIN ADS  •  TIKTOK ADS  •  EMAIL MARKETING  •  HUBSPOT  •  MAUTIC  •  DATA DRIVEN  • 

Professional Journey

ANFIN (Commodities Derivative) Aug 2024 - Present

Senior Performance Digital Marketer

Scope: Paid acquisition, conversion funnel, lifecycle CRM, tracking and reporting for commodities trading products.

Core: Scaling Google Search/App Campaigns, FB Conversion Ads & LinkedIn Ads.
  • Optimized Paid Ads (Google ads - Facebook ads) - App Install campaigns to drive a 275.3% increase in YOY MXV account openings.
  • Boosted conversion from eKYC to trading from 12.9% to 34.0% through optimized Google Ads, FB Ads & LinkedIn.
  • Deployed Automated Content Generation using OpenClaw to automate ad creative production.
ELSA SPEAK Feb 2022 - Dec 2023

Senior Performance Marketing Specialist

Scope: App user acquisition, paid media optimization, attribution tracking, CRM coordination, and B2B lead handoff.

Managed monthly performance budget of $8,000 for App UA across Google and Facebook.
  • Paid Media Master: Consistently achieved a 3.85 ROAS across global markets.
  • Tracking & Data: Integrated Branch.io and GA4 to accurately attribute performance and reduce drop-off rates.
  • CRM Strategy: Administered HubSpot CRM to streamline MQL-to-SQL handoff for B2B teams.
RECRUITERY Jan 2020 - Dec 2021

Digital Marketing Specialist

Scope: Community growth, CRM/email automation, SEO, and lead generation operations.

  • Built and scaled a professional Telegram community to 2200+ active members.
  • Implemented open-source CRM systems, maintaining a record-high 60% email open rate.
  • SEO Mastery: Ranked 20+ competitive keywords in Top 1 Google Search.
KADI MEDIA Dec 2018 - Dec 2019

Digital Marketer - Data Analyst

Scope: Multi-channel campaign analytics, reporting automation, and performance dashboard setup.

Focused on multi-channel data analysis (Google/FB Ads) and building real-time reporting systems using Google Data Studio.

FPT SOFTWARE Nov 2017 - Nov 2018

AI Developer

Scope: AI solution research and software logic foundation that later supported marketing automation work.

Researched and developed AI-driven solutions, providing a strong technical foundation for growth automation.

How I Work

My approach is to diagnose the funnel first, then connect media, tracking, CRM, data, and automation into one measurable growth system.

Diagnose the Funnel

Map the user journey from impression to activation, then identify where spend, traffic, or users are leaking.

Match Intent to Channel

Choose Google, Meta, LinkedIn, email, or CRM workflows based on user intent, product stage, and business KPI.

Track What Matters

Connect GA4, GTM, CRM and campaign data so decisions are based on activation and revenue signals, not only clicks.

Test Creatives & Offers

Build creative hypotheses from user pain points, market context, and funnel stage, then test with clean learning loops.

Automate Repetition

Use automation and AI to reduce manual reporting, speed up insight generation, and keep optimization cycles consistent.

Core Competencies

Performance Mastery

Full-funnel performance marketing across app user acquisition, lead generation, conversion tracking, and CRM-supported growth.

Google Ads Facebook Ads LinkedIn Ads

The Growth Stack

HubSpot Mautic Branch.io

Data & AI

SQL Python Prompt Eng Data Viz