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Ngọc Xuân Mai Sơn

@ngcxunmaisn

E-commerce & Marketing Manager at INNO|Brands, growing INNOYO marketplace NMV 38% YoY and leading commerce across Shopee and TikTok Shop.

Vietnam

Message

At INNO|Brands, I lead integrated marketing and e-commerce strategy for INNOYO and UWANT, connecting brand and commercial goals with go-to-market plans across media, creators, marketplaces, pricing and promotions.

I connect paid media with Shopee and TikTok Shop campaigns, creator commerce, affiliate programs and livestreams. In H1 2026, INNOYO marketplace NMV grew 38% YoY, while creator-driven GMV increased 71% in April.

At PARSLEYVIETNAM, I led digital growth for MENSTAYSIMPLICITY across performance marketing, e-commerce, influencer and affiliate activity, and CRM. Integrated growth initiatives increased net revenue 67.54% YoY, and I built CRM and lifecycle journeys through Klaviyo/CDP.

Previously, at BLUMGROUP, I developed integrated marketing and demand-generation programs for BLUMVIETNAM, including a product sponsorship and brand-content integration in Dino Vu's kitchen collaboration. Earlier, I built campaign landing pages at YUANTASECURITIESVIETNAM and managed creator teams at CREATORY.

Experience

Work history, roles, and key accomplishments

Current

E-commerce & Marketing Manager

Current

INNO Brands

Jun 2025 - Present (1 year 4 months)

Lead integrated marketing and e-commerce strategy for INNOYO and UWANT, translating brand and commercial objectives into go-to-market plans across media, creators, marketplaces, pricing, and promotions. Own full-funnel paid media and commerce-media strategy across Meta Ads, TikTok Ads Manager, Google Ads, Shopee Ads, and TikTok Shop GMV Max.

Integrated Marketing E commerce Strategy Paid Media Meta Ads TikTok Ads (Manager and Spark)Google Ads Shopee Ads TikTok Shop GMV Max KOL Identification Affiliate Marketing CRM Marketplace Growth GMV NMV Planning Team Leadership Budget allocation ROAS

Digital & Growth Manager

Parsley Vietnam

Jun 2024 - Jun 2025 (1 year)

Led integrated digital growth across brand campaigns, performance marketing, e-commerce, influencer/affiliate, and CRM, connecting awareness, acquisition, conversion, and online revenue objectives. Managed paid-media strategy, budget allocation, audience segmentation, and creative testing.

Digital Marketing Performance Marketing Meta CPAS Google Ads TikTokAds Zalo Shopee Lazada TikTok Shop GA4 Metabase Klaviyo CRM KOL Identification Affiliate Marketing Team Leadership

Marketing Leader

Blum Group

May 2020 - Jun 2024 (4 years 1 month)

Developed integrated marketing strategies aligned with brand positioning, product roadmaps, and business priorities across digital media, content, influencer marketing, SEO, website, CRM, and lead generation. Led digital demand-generation programs across Meta, Google, and LinkedIn, connecting paid media, organic acquisition, and CRM with the lead-to-MQL-to-SQL funnel.

Integrated Marketing Digital Media Content Marketing Influencer Marketing SEO Website Management CRM Lead Generation Meta Ads Google Ads LinkedIn Ads Demand Generation Customer Segmentation Lead Scoring Nurture Workflows

Online Marketing Specialist

Yuantas Securities Vietnam

Apr 2019 - Apr 2020 (1 year)

Executed online marketing campaigns connecting investor content, landing pages, email, and chatbot journeys with account-opening acquisition. Built three campaign landing pages and tracked acquisition KPIs, linking digital campaign execution with performance reporting.

Digital Marketing Landing Pages Email Marketing Chatbot KPI Tracking performance reporting

PR & Digital Marketing Executive

Creatory

Jul 2017 - Apr 2019 (1 year 9 months)

Managed four creator teams across Facebook and YouTube, leading content planning, audience growth, and KPI performance for creator-led and branded campaigns. Developed brand sponsorship proposals and coordinated PR, fan events, and creator deliverables.