Portfolio · Vol. 04 Open to senior MarCom roles Ho Chi Minh City · 2026

Stories that
convert,
numbers that
speak.

Senior Marketing Communications

Four years building IMC campaigns across B2B and B2C — leading content teams of 5–8, owning quarterly ad budgets up to VND 24.8B, and turning creative direction into measurable revenue impact.

Download CV
Mạc Trúc Lan Tường Digital Content Executive · Team Lead — currently at Kingsport Vietnam, the country's largest health-equipment retailer.
Portrait of Mac Truc Lan Tuong
Livestream production
UGC shoot
91 / 100 Average KPI score across 2024–2025 — sustained at the top quartile of the digital department.
IMC strategy Content for performance Livestream & UGC Team leadership Brand storytelling
Impact at Kingsport

The kind of numbers that don't need a footnote.

24.8B
VND / Quarter
Content-driven ad budget owned and optimized in Q4·2025.
171,839
Inbound Messages
Direct conversations generated to the sales floor in a single quarter.
43,710
Qualified Leads
Converted from social, livestream, and landing-page funnels in Q4·2025.
12.3M
Video Views
Earned across UGC, KOC, livestream cuts, and brand films.
Working principle

"Content is not a deliverable — it's a P&L line. I write to be measured, lead so the team can ship without me, and pick fonts the way I pick partners — carefully.

Career chronology

Where the work actually happened.

Jun 2024 — Present

Kingsport Kingsport Vietnam

Digital Content Executive · Team Lead

Lead integrated content for monthly campaigns, product launches, and tentpole sales events at the country's largest health-equipment retailer. Own end-to-end execution from creative direction to measurable conversion.

  • Owned ad budget up to VND 24.8B / quarter across Facebook, TikTok, Zalo, GDN, landing pages, and livestream.
  • Delivered 43+ high-quality UGC / KOC videos per quarter; led content roadmap for Thái Công (Health Butler), Misthy (Gen02), and Tết iTVC with NSND Xuân Hinh.
  • Manage an internal team of 5 + 3 freelancers; introduced AI-assisted scriptwriting that cut turnaround time on livestream scripts.
  • Sustained KPI score of 91/100 with 100% on-time delivery.
B2C · Retail Team of 8 VND 24.8B / qtr
Nov 2023 — Apr 2024

Navis Navis Vietnam

Content Creator · MarCom Executive

Rebuilt the website's content architecture and brand messaging for a B2B player in the pharmaceutical and chemical industries — work that needed precision, regulatory awareness, and cleaner storytelling.

  • Wrote 400+ SEO-optimized product and service descriptions targeted at B2B procurement audiences.
  • Produced corporate Profile and coordinated brand video, POSM, and industry event collateral.
B2B · Pharma 400+ pages
Nov 2021 — Aug 2023

Gia Cát Lợi Gia Cát Lợi JSC

Content Team Leader

Built and led the content function at a commodity-trading firm — turning a finance-heavy product into stories that ranked, converted, and built trust over 22 months.

  • Led a team of 6 across IMC campaign planning: SEO, social, landing pages, PR.
  • Pushed 30+ SEO articles into Top 1–3 Google results for high-intent commodity keywords.
  • Hit 100% annual KPI in 2022; team won "Excellent Department of the Year".
B2C · Finance 30+ Top-3 SEO
Selected projects

A few that I'm proud of.

Kingsport Tết campaign
i.
Tết iTVC · 2025

NSND Xuân Hinh × Kingsport

Coordinated creative assets for Kingsport's flagship Tết iTVC starring People's Artist Xuân Hinh — a high-stakes brand moment landing across TV, OOH, and social cut-downs.

Role: Content lead, asset coordination
Thái Công campaign still
ii.
Influencer · Health

Thái Công — Health Butler

Built the content world for Kingsport's collaboration with luxury designer Thái Công — translating a premium lifestyle persona into product-led storytelling for a mass-retail audience.

Role: IMC content, scripting
Misthy KOC content
iii.
Gen-Z · KOC

Misthy — Gen02 Campaign

Led content development for Kingsport's Gen-Z play with creator Misthy — UGC scripts, livestream beats, and TikTok cut-downs designed to land with a new audience without losing brand voice.

Role: Concept, scripting, production
Navis website redesign
iv.
B2B · Pharma

Navis — Brand Architecture

Restructured the entire content map for a B2B chemical and pharmaceutical brand — 400+ product/service descriptions, corporate Profile, and event collateral for industry buyers.

Role: Content architecture, copy
Gia Cát Lợi SEO articles
v.
SEO · Finance

Gia Cát Lợi — Top-3 SEO Engine

Built a content engine that landed 30+ articles in Google's top 1–3 results for high-intent commodity keywords — turning organic traffic into a steady inbound channel for sales.

Role: Team lead, SEO strategy
Daily social posts
vi.
Social · Growth

Fanpage Growth Sprint

Grew managed fanpages by 500K+ reach and 120K new followers; multiple TikTok videos crossing 100K–600K+ organic views without paid amplification.

Role: Strategy, content direction
The visual archive

Work in the wild.

A walk through campaigns that actually shipped — UGC stills, livestream sets, landing pages, B2B events, internal communications, and the daily creative that keeps a brand alive.

Kingsport sales landing page Kingsport · Sale LP
UGC video UGC · TikTok
UGC creator UGC · KOC
Livestream set Livestream · Host flow
Landing page Landing page
B2B event B2B · Café event
Pharma seminar Navis · Pharma seminar
Daily creative post Daily post
Mascot content Mascot · GCL
Charity campaign Charity · Chia sẻ Yêu thương
Capability map

Channels I run, tools I trust.

01
Facebook · Meta Ads
Lead-gen primary
02
TikTok · UGC & KOC
Top of funnel
03
Livestream · scripting & host flow
Conversion stage
04
Zalo · OA & broadcast
Retention
05
Google · GDN & SEO
Demand capture
06
Landing pages · CRO copy
Bottom of funnel

One quarter at Kingsport, in numbers.

The kind of quarter that doesn't come from one big idea — it comes from a content engine that runs daily, a team that ships on schedule, and a budget owner who actually opens the dashboard.

6M+
Ad clicks generated
43+
UGC videos / quarter
100%
On-time delivery rate
8
People led directly
Get in touch

Let's build
something that ships.

Direct
lantuongtll@gmail.com +84 703 456 129

Reply within 24h on weekdays.

Based in

Ho Chi Minh City

Bình Tân District · Open to hybrid & remote.

Follow the work
LinkedIn Zalo CV