HoangThiNgocThien_ProfessionalPortfolio_2025.pdf

Thien, Hoang Thi Ngoc
PRESENTATION
2025

Content
About me Education Core skills
Project Portfolio Project Portfolio Project Portfolio
Experience
Appendix
Quote Contact

Thien,
Hoang Thi Ngoc
Working Philosophy
Hello, I’m
"The best way to predict the future is to invent it." –
Alan Kay
My philosophy centers on growth: Growing the business by solving
challenges, growing the team through empowerment, and growing
myself with gratitude for the daily journey.
thien.htn1994@gmail.com +84 779 779 669
Professional Resume
Click here

Skills & Technologies:
Languages: English (Fluent), Vietnamese (Native)
Certifications: TOEIC 815 (2016)
Tools/Technologies: Generative AI | Content
Creation
Awards & Activities:
Awards: Top 100 Employees of the Year - FPT Retail (2023),
Corporate Creative Communication Campaign Award (Vertical
Division, 2022)
Activities: AIESEC Global Exchange Program Participant (2016)
Le Quy Don Highschool (HCMC)
Qualifications & Highlights
Hoa Sen University
Bachelor of Business - Marketing
Hoa Sen University
Major in Marketing and Communications
GPA: 3.11/4.0
Major: Natural Science
LEARNING
&
GROWTH

AREA OF
EXPERTISE
STRATEGY
Market Analysis
Integrated Brand
Planning (IMC 360)
Go-to-Market Strategy
(Execution level
directed by CMO/BOD)
PROJECT MANAGEMENT
End-to-end campaign
execution
Cross-functional
Collaboration
Timeline Control
AGENCY MANAGEMENT
Agency selection & Pitching
Briefing & Creative direction
Performance & Budget
management
SOCIAL MEDIA PRODUCTION
Copywriting & Briefing
social post
Video Scriptwriting
Capcut Video Editing &
Canva Design
PERFORMANCE MARKETING
Performance Analytics &
Reporting
PUBLIC RELATION
Press Release & Content
Writing
Crisis Communication

CORE SKILLS
TECHNICAL SKILLS SOFT SKILLS PEOPLE SKILLS
AI Integration in Campaign
Management
Strategic Execution &
Accountability
Translating strategic plans
into actionable results and
ensuring on-time, on-
budget project delivery.
Flexibility & Adaptability
Quickly adapting to new
environment, new market
trends, technologies, and
challenges.
Leadership &Team Development
Inspiring, mentoring, and
empowering a high-
performing Gen Z team to
achieve both individual and
collective goals.
Leveraging AI tools for
end-to-end workflow.
Stakeholder Management
Building and maintaining
strong relationships with BOD,
cross-function team, internal
leaders, media partners, and
external stakeholders
(agencies,...).

OLALA COMMUNICATION
JUN 2025 - NOW
TIÊM CHỦNG LONG CHÂU
JUN 2023 - APR 2025
NHÀ THUỐ C LONG CHÂU
AUG 2020 - APR 2025
SHOPEEFOOD VN
JUN 2017 - DEC 2019
EXPERIENCE
CAMPAIGN PLANNING MANAGER
(FREELANCE)
PR & SOCIAL MEDIA MANAGER PR & SOCIAL MEDIA MANAGER SOCIAL MEDIA SPECIALIST &
CAMPAIGN OPERATIONS

PROJECT PORTFOLIO

2 - CHALLENGE:
Low brand awareness and a nascent
marketing team compared to established,
professional competitors.
Faced pressure for hyper-growth to rapidly
capture market share.
3 - SOURCE OFGROWTH:
A diverse customer base with distinct needs:
The elderly with chronic diseases
Young adults with common ailments
Family caregivers who act as the primary
healthcare decision-makers
4 - INSIGHT:
The Need for Availability: Driven by
elderly and caregiver segments, this is
the demand for a guaranteed, full
range of prescription drugs.
Need to balance commercial goals with
community service
A newly-formed marketing team facing
experienced competitors.
5 - LONGCHAU'S HERITAGE:
Strategic partnerships with major
pharmaceutical firms → Have a diverse
product portfolio, especially in prescription
drugs
Superior Digital Transformation & AI-
powered Operations → Pioneering services:
Long Chau App, O2O intergation, Intelligent
Inventory Management,...
Nationwide network coverage
the expertise of a professionally trained
pharmacist team
1 - CONTEXT(I&O):
Significant market transformation (2020-2025)
from traditional, independent pharmacies to
modern chain models.
A post-pandemic surge in health consciousness
created opportunity and fierce competition.
6 - EXECUTION:
EXECUTIVE SUMMARY
The Need for Accessibility: Driven by
the younger demographic, this is the
demand for a fast, convenient, and
easy purchasing experience.
awareness engagement conversion
Built trust via high-profile
CSR campaigns series
during COVID-19 pandemic
and maintain long-tail.
Achieved brand booming
via strategic partnerships,
releasing aggressive
promotion and
introducing core services.
Leveraging contents for a
Customer Data Platform
(CDP) to personalize
experiences
through key activities

Good at managing multiple, overlapping campaigns with diverse objectives
in a high-pressure environment.
EXECUTIVE SUMMARY
9 - IMPACTTOCAREER & PERSONALGROWTH:
Mastery in High-Volume Project
Management
8 - RESULTING LANDSCAPE: 2020 - 2025 LONGCHÂU ACHIEVED BUSINESS &COMMUNICATION OBJECTIVES
Market Leadership & Brand Dominance
Enhanced Content Writing &
Strategic Agility
From a low-awareness brand to
the top-of-mind choice in the
modern retail pharmacy sector,
consistently achieving and
mantained a monthly dominant
Share of Voice (apx 80%) and
strong brand preference.
Unprecedented Network Expansion
Rapidly grew the network from 150
(2020) to over 2,000 pharmacies
nationwide (early 2025).
Achieving consistent year-over-
year revenue growth
Established a "Dual-Core" Brand Image
Built a powerful brand image
founded on two pillars: social
responsibility and technological
innovation.
Advanced Cross-Functional &
Stakeholder Influence
Excelled in strategic agility, seamlessly switching between brand-building
and sales-driven campaigns to meet diverse business objectives.
Mastered cross-functional influence within a large-scale organization,
aligning diverseteams from leadership to operations.

CORPORATE BRAND COMMERCIAL SOCIAL BUZZ &AWOCAMPAIGN
Strategic Partnership Corporate Social Responsibility
(CSR)
Employer Branding & Internal Communications
Mega Campaign to Milestone Tradeshow &AWOcontent
2020 - 2025
Signed strategic
partnerships with
pharmaceutical
corporations, banks, the
Ministry of Health, and the
Ministry of Public Security.
Partnerships for Community
Impact (Healthcare Services
& Capacity Building)
AWO & Campaign content for key pillars:
Hiring
HPV vaccination for FPT-ers
Donated Covid-19 medicine
packages.
Donated medicated rice.
Organized community health
checks and treatments in 63
provinces.
Provided timely relief support
for the Yagi Typhoon.
Partnered with the "Little
Warriors" (Chiế n binh Nhí)
campaign.
Executed major campaigns to
celebrate anniversaries, boost
sales, and achieve key
business milestones.
Achieved the 1000th
pharmacy milestone.
Achieved the 1234th
pharmacy milestone.
Achieved the 1600th
pharmacy milestone.
Achieved the 1789th
pharmacy milestone.
"Tet Dragon 2024"
Campaign.
"Tet Snake 2025"
Campaign.
Tradeshow: "Wonderful
Summer" (June 2022).
Tradeshow: "Cai Rang
Floating Market" theme.
Tradeshow: "Hoi An"
theme, celebrating FPT's
35th anniversary
(September 2023).
Launching New Service
Launched "Buy Now Pay
Later 0%" service.
Launched the "Medication
Reminder" feature.
Launched the "Electronic
Vaccination Record Book."
Launched “Pay for a
vaccine package in
installments" service
CAMPAIGN HIGHLIGHTS

STRATEGIC PARTNERSHIP
Context 2021-2025 has been a pivotal time for Long Chau, marked by aggressive expansion and a
deepening commitment in VN, focusing on three key partners:
Global Pharmaceutical Corporations
Government Agencies & Social Organizations/Health Associates
Financial & Payment Institutions
SOW 1.Campaign Strategy
2. Content Direction
3. Content Execution:
+ Owned Channel: PR writing, Social post
+ Booking: PR & Social (Hot page), Production (Recap resources)
4. Manage outcome & agency
Total Result on 02
key campaigns
VNeID Integration Campaign (Dec 2024):
Attracted high-profile government officials and key media partners
Secured over 100+ media clippings across national and major news outlets
(VnExpress, Tuoi Tre, Thanh Nien)
Generated 20+ million impressions for the social media campaign
Strategic Signing Pharmaceutical Partnerships (2022-2024):
Garnered high engagement from the medical community and industry HCPs
Achieved over 30+ million impressions for the partnership announcement series
on social media
Lift in key brand metrics, including keyword "Trustworthiness" and "Leading
Pharmacy,"
CAMPAIGN FRAMEWORK

PR booking
SOW: Press Release (Copywrite)
& Top-Tier booking
Owned Channel
(Facebook, Tiktok)
Booking Channel
(Facebook, Tiktok)
SOW: Plan, Write, Direct content
on each channel + Manage team
performance
SOW: Plan, Direct & Revise
content on each channel +
Manage agency

CORPORATE SOCIAL RESPONSIBILITY
Context FPT Long Chau's CSR strategy is built on a dual-pronged approach to community support,
aiming to create both long-term value and provide immediate relief:
Long-term Campaign: Community Health Checks (since 2021), Little Warriors to
against cancer (since mid 2024)
Rapid Response Campaign: “COVID-19 (2021) & Yagi Typhoon (2024) Medication
Support”.
+ Owned Channel: PR writing
+ Booking: PR & Social (Hot page, Influencer), Production (Documentary Video)
Total Result on 02
key campaigns
Little Warriors to against cancer (since mid 2024)
Fund raised 1.200.000.000VND from partners and customers donated in LC app
Secured over 20+ media placements major publications (VNE, Dan Tri, CafeF,...),
successfully raising nationwide awareness for childhood cancer.
Storytelling video/photo series achieved over 3 million views and 10 million
impressions across social platforms
Yagi Mediacation support (Sep 2024)
Achieved immediate, widespread news coverage within 24 hours of the storm's
impact, securing over 80+ media mentions in 3 days and positioning Long Chau as a
first corporate responder (through targeted social media updates and real-time
content from our on-ground teams).
CAMPAIGN FRAMEWORK

PR booking Landing Page
& Top-Tier booking
SOW: Content Production
(Up-to-date childrens' stories &
get donation)
Media Production
SOW: Follow, Manage & Revise
(Rewrite) video script

Owned Channel
(Facebook, Tiktok)
Booking Channel
(Facebook, Tiktok)
SOW: Plan, Direct content on each
channel + Manage agency
channel + Manage team
performance

COMMERCIAL
Context
The campaign is built upon Long Chau Pharmacy achieving a golden milestone of
1,000- 1,234 - 1,600 - 1789 - 2,2025 stores, solidifying its market-leading position in
Vietnam.
SOW 1.IMC Strategy
2. Content Direction (PR & SOCIAL)
+ Booking: PR & Social (Hot page, Influencer), Production (Documentary Video)
Total Result on key
campaigns
Consistently achieved a dominant 90% Share of Voice (SOV) in the retail pharmacy
category during each milestone campaign period, affirming market leadership.
Each mega campaign generated over 50 million impressions across social media
and digital platforms, creating massive public buzz and brand visibility.
The campaigns successfully drove a 15% average increase to offline traffic to
stores nationwide during the launch weeks and contributed to achieving new sales
records.
CAMPAIGN FRAMEWORK

PR booking
& Top-Tier booking
ANGLE: COMMERCIAL & BUSINESS-DRIVEN

ANGLE: COMMERCIAL & BRANDING
SOW: Video Script writing + Creative idea for iTVC
(Campaign's key assest)
iTVC & Documentary Video

ANGLE: COMMERCIAL & BRANDING
Owned Channel
(Facebook, Tiktok)
SOW: Plan, Direct content
on each channel + Manage
team performance

HOT PAGE/TIKTOK
ANGLE: COMMERCIAL & BUSINESS DRIVEN
INFLUENCER
Booking Channel
(Facebook, Tiktok)

LAUNCHING NEW SERVICE
Context To address modern healthcare needs and pioneer digital convenience, Long Chau launched
a suite of new AI-powered services. Key initiatives focused on solving patient pain points,
including:
Service: Buy Now - Pay Later 0% (Pharmacy), Pay for a vaccine package in installment
(Vaccine)
App Feature: In-app pill reminders (Pharmacy), Personal digital vaccination record book
(Vaccine).
+ Owned Channel: PR writing, Creative for iTVC
+ Booking: PR & Social (Hot page, Influencer), Production (iTVC, Testimonial
Video)
Total Result on key
campaigns
CAMPAIGN FRAMEWORK

Booking Channel
(Facebook, Tiktok)
Link
Link
PR booking
Service: Buy Now - Pay Later 0% (Pharmacy)
Offering flexiblefinancial solutionsfor patients purchasing high-cost
specialty medications.
iTVC Owned Channel
(Facebook, TikTok)
SOW: Creative idea for iTVC
(Campaign's key assest)
& Top-Tier booking
SOW: Direct content & KV

Feature: In-app pill reminders (Pharmacy)
Integrating AI-powered prescription reading to help users improve
medication adherence and enhance treatment outcomes.
PR booking
Owned Channel
(Facebook, TikTok)
& Top-Tier booking
Booking Channel
(Facebook, Tiktok)

Service: Payfor a vaccine package in installment
(Vaccine)
Offering flexible payment installmentsfor vaccine packages to reduce
thefinancial burden and encourage timely and complete vaccinations.
PR booking
& Top-Tier booking
Owned Channel
(Facebook, TikTok)
Booking Channel
(Facebook, Tiktok)

Feature: Digital vaccination record book (Vaccine)
Enabling users to effortlessly manage and retrieve their vaccination
history via a user-friendly digital system.
PR booking
& Top-Tier booking
Owned Channel
(Facebook, TikTok)
Booking Channel
(Facebook, Tiktok)

2 - CHALLENGE:
Low brand awareness and a nascent
marketing team compared to established,
professional competitors.
Build trust in safety and expertise in a high-
stakes medical field.
3 - SOURCE OFGROWTH:
A diverse customer base with distinct needs:
Parents of baby with mandatory vaccination needs.
Adolescents and young adults seeking specific
preventative vaccines (HPV).
Adults and the elderly requiring regular/seasonal shots.
4 - INSIGHT:
In need of:
Assurance of vaccine origin and staff
expertise
Friendly, comfortable environment
Competed directly against large,
established players with strong reputations
Needed to prove operational excellence for
a complex medical service, distinct from its
core pharmacy business.
5 - LONGCHAU'S HERITAGE:
Leveraged the existing ecosystem's heritage:
The established Long Chau brand reputation
served as an initial foundation of trust.
The nationwide pharmacy network provided prime locations and
customer traffic.
The FPT technology backbone enabled a superior booking system
and digital vaccination records.
1 - CONTEXT(I&O):
A post-pandemic boom in preventative
healthcare created a highly competitive private
vaccination market, driven by a middle class
demanding premium service, vaccine choice, and
convenience.
⟶ Competition among private vaccination centers.
7 - EXECUTION:
EXECUTIVE SUMMARY
Reasonable price
awareness engagement conversion
Built trust via educational
content from medical
experts and a high-service
quality fiting medical
standards.
Attracted customers with
flexible vaccine packages,
promotional offers, and a
superior service
experience
Drove retention and loyalty
through a personalized
vaccination plans (based
on patient journeyfrom
Long Chau Pharmacy)
through key activities
6 - KEY
PRODUCT:
HPV
6IN1
FLU

Built and led a high-performing Gen Z team from scratch, driving the
successful launch of a new business line in a competitive market.
Cultivated a "test-and-learn" mindset within theteam, encouraging rapid
experimentation and data-driven iteration.
Mastered strategic prioritization while managing complex, overlapping
campaign portfolios for two distinct business units: Long Chau Retail
Pharmacy & Vaccination Center
EXECUTIVE SUMMARY
9 - IMPACTTOCAREER & PERSONALGROWTH:
Talent Development
(Mentoring skill)
8 - RESULTING LANDSCAPE: 2023 - 2024 LONGCHÂU ACHIEVED BUSINESS &COMMUNICATION OBJECTIVES
Strategic Agility & Innovation
Portfolio &Stakeholder Management
Market Expansion & Penetration
Launched and scaled a new business
line to 100+ national centers in just
1.5 years, exceeding all growth KPIs.
Successfully converted existing
pharmacy brand trust and footfall
into a new, high-growth revenue
stream.
Communication Objectives
Built brand awareness from zero,
achieving a dominant 60-70% SOV against
the established market leader.
Grew owned social channels from 0 to a
combined 280,000+ followers (130k
Facebook, 150k TikTok) within 18 months
Executed a full-funnel strategy
that built market trust
(Awareness), drove customer
consideration (Engagement), and
established a foundation for
loyalty (Conversion)

NEW BUSINESS - LONG CHAU VACCINATION CENTER
Context Tasked with launching a new business venture, the immediate priority was to
establish a foundational PR & Social Media presence from zero to drive initial
awareness and define the new brand's voice in the market.
Brainstormed and executed Creative campaigns to promote Vaccine product & LC
service.
SOW 1. IMC Strategy
+ Booking: PR & Social (Hot page, Influencer), Production (Documentary)
Total Result on key
campaigns
See detail results in next slides
CAMPAIGN FRAMEWORK

Disease Awareness
FACEBOOKCHANNEL DEVELOPMENT
Developed social media channels as a strategic tool to amplify the
brand's online presence
Key Product: HPV, 6IN1, Seasonal vaccines
Target Audience: Millenials (70%), Gen Z (30%)
Creative by: Hoàng Thị NgọcThiện (Managing Level, Planning Direction), VõThị Quyển Nhi (Senior Level, Detail Execution)
Creative Approach:
A 5-PILLAR STRATEGYTO BUILDTRUST & DRIVE ACTION
SOW:
Content Direction
Planning
Revise Content
Management team &
agency
Brand Building Promotion Strategic Partnership Community Engagement
Results in first 4 months:
Achived KPI ~90-100 content per month with
average 3 post/day.
Achieved apx. 4,000 organic reach per post

TIKTOKCHANNEL DEVELOPMENT
Launched social media channelsfor Long Chau Vaccination to engage
younger audiences and expand customer touchpoints.
Key Product: HPV, 6IN1, Seasonal vaccines
Target Audience: Millenials, Gen Z
Campaign Led by: Hoàng Thị NgọcThiện (Managing Level, Project Lead), VõThị Quyển Nhi
(Senior Level, Creative Lead & Execution)
Creative Approach:
"1001 Vaccination Stories"through a single, charismatic "key person": a friendly, humorous, and relatable
vaccination consultant. She became the "familiar face" ofthe brand on TikTok, acting as a bridge to deliver
complex information in a simple, entertaining, and emotionally resonant way.
SOW:
Content Direction
Planning
Revise Video Scripting
Management team &
agency
Results in first 4 months:
Achived KPI ~15 content per month, resulting
in around 60 video uploads.
Gained over 25,000 followers, surpassing
100,000 followers in total.
Videos gained over100,000 organic views
within just 3 days after posting.

Key results:
Gained ~10,000 leads in 3 weeks → over 800
new leads collected (campaign budget
200M)
Achieved 100,000 reach &250,000TikTok
views (organic + paid ads)
HPVCAMPAIGN: XÉTÚI MÙ
Boosting HPV Sales through a Creative Gamification Strategyfeaturing
the 2024 'Blind Box'Trend.
Concept: Vietnamese FairyTales (Tấ m Cám, Ăn khế trả vàng)
Key Product: HPV
Target Audience: Millenials (have kid from 9-18 yo), Gen Z
Campaign led by: Hoàng Thị NgọcThiện (Managing Level, Project Lead), Phạm Ngọc Hải Yế n
(Undergraduate/ FRTThe next X-Factor 2024, Creative & Execution)
Owned Channel
(Facebook, TikTok)
Booking Channel
(Facebook, Tiktok)
SOW: Plan, Direct content, Project
lead of cross-function team
Landing Page
Gamification
KV SHOOTING
for Owned & Booking contens

Branding campaign “Vaccine storage and
transportation system”
Long Châu utilizes advanced AI technologyfor multi-layered, automatic
monitoring across its vaccine storage and transportation system.
Campaign: Vaccine storage and transportation system (Nov 2024)
Objective:
Target Audience: Mass
Campaign led by: Hoàng Thị NgọcThiện (Managing Level, Project Lead), VõThị Thanh
Nhàn (Social booking) & VõThị Quyển Nhi (Social Owned)
Key results:
Achieved over 5 million total reach across
Facebook &TikTok (Organic + Paid ads)
Generated 2.5 million video views (Owned +
Booking Channel)
Owned Channel
(Facebook, TikTok)
Booking Channel
(Facebook, Tiktok)
PR booking

SOCIAL BUZZ THROUGH TRADESHOW
Context Long Châu identified the need to create unique offline engagement. The campaign is
designed to transform these real-world experiences into compelling social media
content, aiming to organically spread brand awareness in an engaging and authentic
way.
Ideation
Inspired by the Vietnamese saying "Each season has its own food," the campaign's core
idea is adapted into "Each region, its own Roadshow!" Accordingly, each region
features a creative roadshow imbued with local identity to create surprise and
connection: a CycloShow in Hue, a RiverShow in the Mekong Delta (river regions), and a
HorseShow in Da Lat.
+ Owned Channel: Social post
+ Booking: Social (Hot page, Influencer), Production (Photo, Video recap)
CAMPAIGN FRAMEWORK

Key results:
Achieved over 35,000 total engagement across
Facebook &TikTok (Organic)
Generated 100,000 video views (Owned +
Booking Channel)
Earned PR Editorial on Creative OOH e-magazie
TRADESHOW: KITESHOW IN SUMMER (2022)
A massive, branded kite became a 'billboard in the sky,' generating
significant offline buzz and highly engaging online content.
Campaign: Branding Service
Target Audience: Mass
Budget: 100,000VND (Social booking + Ads)
Owned Channel
(Facebook, TikTok)
Booking Channel
(Facebook, TikTok)
PR Article

Owned Channel
(Facebook, Instagram, In-App Visibility & Notification)
SOW: KV shooting (Creative board), Brief
design, Copywrite content post
SOW: Copywrite and set up
push notification & in-app
banners/collection
Link:
https://www.facebook.com/now.vn/videos/972703236431276
SOW: Creative board, Script
writing, Actress, Production
(manage shooting & post-
production video)

Category: Middle KOL (Lifestyle)
Platform: Instagram
SOW: Copywrite caption and shooting
direction for influencers
Booking Channel
(Facebook, Instagram)
Category: Comics
Platform: Facebook
SOW: Brief direction/scheme, manage
content and visual
Category: Micro KOC (Food reviewer)
Platform: Instagram
SOW: Brief direction/scheme, manage
content and visual

SOW: Planed, copywrited and executed PR booking campaign for 3-month event series of AVer Vietnam to showcase their
missions on “Connected Healthcare” through their AI high-impact devices (Mid 2025).
Client:

SOW: Developed a 12-month IMC plan from market analysis and brand positioning to a full-funnel channel and content
roadmap.
Client:

APPENDIX

This portfolio is my heritage to
This portfolio is my heritage to
map my greatful career journey,
map my greatful career journey,
where I've grown and met
where I've grown and met
wonderful people...
wonderful people...

Functioning as an in-house team with an agency-like model, I
Functioning as an in-house team with an agency-like model, I
and my colleagues
and my colleagues have
have built strategic communication
built strategic communication
frameworks
frameworks that lay a solid foundation for the corporation's
that lay a solid foundation for the corporation's
growth.
growth.
I believe
I believe true partnership among members and cross-
true partnership among members and cross-
functional synergy are key
functional synergy are key to delivering impactful, large-scale
to delivering impactful, large-scale
campaigns.
campaigns.

HoangThiNgocThien_ProfessionalPortfolio_2025.pdf

Contact Me
+84 779.779.669
thien.htn1994@gmail.com
https://www.linkedin.com/in/ngoc-
thien-hoang-346300198/
Professional Resume
Click here

HoangThiNgocThien_ProfessionalPortfolio_2025.pdf

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