Brand & Campaign Strategist
Đỗ Gia Huy Portfolio

Building brands
that matter
to people

"I believe the future is something we create, not something we wait for. In marketing, this means building brands that shape meaningful experiences and become part of people's lives."

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✦
Brand Story
Turning product value into meaningful narratives people remember.
◐
Campaign Logic
Combining insight, content, media, and performance into one system.
3.7M+
Campaign Reach
925+
Leads Generated
3+
Industries
4
Campaign Cases
"The future of a brand is built by the stories it creates today."
About

From content
to brand strategy

My journey into marketing began somewhat unexpectedly. What fascinated me was realizing that the lifecycle of a product in marketing — from understanding the audience, shaping its story, to building trust over time — mirrors how individuals build their own identity and values.

This perspective led me to explore different areas of marketing, starting from content and social media, moving into product marketing, and eventually focusing on brand marketing. Through these experiences, I developed a deeper interest in how consumer insight, storytelling, and integrated campaigns can shape how people perceive and connect with a brand.

01 →
Content & Social Marketing
02 →
Product Marketing
03 →
Brand Marketing & IMC Campaigns
Experience Timeline
2025 – Present
Marketing Executive
Tuong Thanh Viet Trading & Services Co., Ltd
Brand marketing for healthcare and babycare brands (Bambo Nature, ABENA). Integrated campaigns, product launches, digital performance.
2024 – 2025
Marketing Executive
ThinkPrompt Co., Ltd
Product marketing for a SaaS platform. Product positioning, user insight, launch communication.
2024
Marketing Executive
The M Academy
Education marketing. Social media growth, campaign execution, and marketing materials.
Target Roles
Brand Marketing Executive Marketing Executive Brand Executive IMC Campaign Planner Media Planner
Core Competencies

Skills & Expertise

Brand
  • Brand Positioning
  • Consumer Insight
  • Brand Messaging
  • Brand Storytelling
  • Brand Communication Planning
  • Brand Consistency
Campaign
  • IMC Campaign Planning
  • Product Launch Campaign
  • Influencer / KOL Marketing
  • Social Media Campaign
  • Brand Activation
  • Seasonal Campaign
Growth
  • Marketing Funnel
  • Paid Media Strategy
  • Performance Optimization
  • Data Analysis
  • Lead Generation
  • Content Growth Strategy
Work

Case Studies

Eco Certified Growth
Bambo Nature
Product Launch Campaign
Jun 2025 – Jan 2026 · 8 months
My Role
Brand Marketing Executive — Campaign Strategy Support, Social Media & Content Strategy, Campaign Execution Coordination, Performance Monitoring
3.7M
Facebook Reach
925+
Total Leads
4.07M
TikTok Impressions
200+
B2C Leads Offline
Business Challenge
Highly competitive diaper market dominated by established brands. Low awareness of eco-certified baby care products in Vietnam. Challenge: introduce a new premium Danish brand and build trust with Vietnamese parents unfamiliar with eco-organic diaper categories.
Consumer Insight

Parents want the best protection for their babies, yet choosing a new diaper brand feels risky unless the brand can clearly prove its safety and credibility. Certified Safety = Trust.

Strategy Pillars
P1 —
Certification CredibilityHighlight Nordic Swan, FSC, OEKO-TEX to build brand trust.
P2 —
Education-Driven ContentInformative content explaining product safety and sustainability values.
P3 —
Real Parent ExperienceKOL/KOC parenting content to create social proof and humanize the brand.
Execution Phases
PhaseTimelineKey Activities
Market ResearchJun – JulMarket analysis, consumer insight, brand positioning
Content & LaunchAug – SepTeaser, social content, Facebook & TikTok Ads, POSM
Brand ActivationOct – NovCBME Exhibition 2025, booth, demo, QR lead collection
Influencer CampaignDec – JanKOL/KOC parenting videos, TikTok seeding, paid amplification
Results by Channel
ChannelAwarenessEngagementLeads
Facebook Ads3.7M reach32.4K interactions298 leads
TikTok Ads4.07M impressions—627 leads
TikTok Organic25K views535 likes, 31 shares—
Website Organic477 usersAvg 52s—
Brand Activation5,000+ reach1,000+ interactions35 B2B + 200+ B2C
Key Learnings
→
Certification builds trust for new brands entering the market
→
Educational content reduces purchase anxiety for unfamiliar products
→
Influencer-led content and offline brand experiences are most effective for qualified leads
→
Paid social supports awareness; offline activation drives trust and conversion
8/3 Seasonal Campaign
ABENA
Seasonal Campaign — "Khí Chất Nàng" (8/3)
Feb – Mar 2026 · 1 month
My Role
Campaign planning & promotional concept development, product demand forecasting, content production coordination (visuals & video), digital campaign execution (Facebook Ads & TikTok Ads)
900K+
Impressions
548K+
Engagements
150+
Leads Generated
5
KOL/KOC Partners
Business Challenge
ABENA faces limited brand awareness in Vietnam compared to established competitors. The challenge: leverage International Women's Day (8/3) to introduce the product to new consumers and drive product trial through an attractive promotional bundle.
Consumer Insight

Modern women see self-care as a reflection of their confidence and identity. Self-Care Awareness → Private Topic Barrier → Confidence Through Self-Care.

Positioning & Message

Theme: "Khí Chất Nàng" — True confidence starts from how women care for themselves.

Promo: Buy 1 Abena Intimate Care → Get 1 Abena Light Ultra Mini
Campaign Phases
PhaseTimelineActivities
PlanningEarly FebCampaign theme, promotional bundle, content plan
ProductionMid FebKey visual, social content, branding video, viral short-form
LaunchLate FebKV publish, promotional posts, video release
InfluencerLate Feb – Mar4–5 KOL/KOC, review content, amplification
Paid MediaLate Feb – MarFacebook Ads + TikTok Ads
Sales Push8/3 PeriodBundle promo, conversion posts, retargeting
Key Learnings
→
Seasonal moments drive product trial for new-to-market products
→
Influencer content builds credibility in sensitive personal care categories
→
Short-form video + promotional bundle expands reach and drives quick conversion
Education Growth System
The M Academy
Marketing Foundation — Different Industry
May – Nov 2024 · 7 months
My Role
Market research, initial marketing direction, content strategy development, content calendar planning, TikTok educational content, website structure, content system guidelines & handover
200+
Student Leads
5
Content Pillars
3
Channels Launched
0→1
Marketing System
Market Context
The English learning market in Tây Ninh is small and localized. Most centers operate through offline classes and word-of-mouth. As a newly launched training center, The M Academy had no existing student base or brand awareness.
Core Strategy
Content marketing as core strategy to establish expertise and trust. By consistently sharing useful English learning knowledge, study resources, and practical tips, the brand positioned itself as a trusted learning resource within the local community — without heavy paid advertising.
Content Pillar System
PillarObjectiveFormat
Academic ContentBuild expertiseGrammar tips, pronunciation
Comedy ContentIncrease engagementMemes, humorous situations
Learning ResourcesProvide valueIELTS materials, vocabulary
Course InformationIntroduce coursesClass schedules, course info
Student FeedbackBuild trustTestimonials, success stories
Marketing Funnel
🔍 Awareness — English learning tips & educational videos
↓
🤔 Consideration — Course intro & student testimonials
↓
✅ Conversion — Consultation & trial class
↓
💚 Loyalty — Student progress sharing
Results
→
Marketing FoundationEstablished website, social media channels, and content guidelines from zero
→
Content SystemBuilt structured content system with defined pillars and posting schedule
→
Business ImpactGenerated approximately 200 student leads during the early operational phase
Phase 5

Marketing Toolkit

Paid Media
Meta Ads
TikTok Ads
Google Search Console
Analytics
Google Analytics
TikTok Analytics
Facebook Insights
Excel / Google Sheets
Content & Production
Canva
CapCut
Notion
Figma
Data Skills
Marketing Funnel Analytics Framework
Awareness
Reach
Impressions
→
Engagement
Likes
Comments
→
Traffic
Clicks
CTR
→
Lead
Messenger
Forms
→
Conversion
Orders
Enrollments
Phase 6 — Failure Case

What didn't work
& what I learned

AI Meme Tool
Magicmeme
AI Meme Tool · Marketing Experiment
ProductAI Meme Generator
TargetGen Z social media users
Goal10,000 early users
Duration1 month campaign planned
ActualEarly content phase only
Planned vs. Actual Execution
✓Social Meme Content
✗Meme Challenges
✗Community Engagement
✗Viral Activations
✗Offline Events
Actual Funnel Outcome
Content Exposure
↓
Social Engagement
↓
Website Visit
↓
User Drop-off ✗
What Actually Happened
Although the campaign was designed as a full IMC with multiple activation stages, execution did not progress beyond the initial phase. Only the early content marketing stage was implemented. The campaign did not reach the scale originally planned.
Key Root Causes
Value Proposition
The product value was not immediately clear. Users didn't understand why to use Magicmeme over existing meme tools.
Product Experience
First interaction did not deliver a "wow moment." Users lost interest before exploring the platform.
User Effort
Meme creation required more effort than expected. Casual users preferred quick sharing over using a tool.
Product–Market Fit
Broad target audience not clearly validated. Early marketing attracted curiosity but not committed users.
Strategic Learnings
01 —
Product value must be clear before scaling If users cannot quickly see why the product is useful, marketing traffic will not convert into adoption.
02 —
First user experience is critical Consumer digital products must create an immediate "wow moment." If onboarding requires too much effort, users will not continue.
03 —
Validate product–market fit early Focus on a smaller group of highly relevant users first, then expand marketing activities.

"Marketing can attract attention, but sustainable growth depends on product–market fit and strong user experience."

Let's Connect

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Brand Marketing Executive · IMC Campaign Planner · Marketing Executive
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