Mai Van Minh - Marketing Technologist

Selected work

4 systems where marketing strategy and engineering meet.

Each project was owned end to end - designed as a marketer, built as an engineer.

Loyalty / CRM

Loyalty & retention program, from mechanics to running system

A 9-branch group spanning Spa Healing, Beauty, and F&B wanted more repeat visits and higher customer lifetime value - but off-the-shelf loyalty apps didn't fit a multi-brand structure.

As a marketer

Designed the retention mechanics: point-earning rules, membership tiers, peer-to-peer point transfers, a referral program, and a lucky-spin engagement game - mapped to real customer behavior across brands.

As an engineer

Built the tooling that runs it - point statements, tier tracking, referral tracking, and automated reward notifications credited straight to customer accounts, no manual redemption links. Node.js, REST APIs, Lark Base.

Outcome A full loyalty engine designed and shipped by 1 person, live across brands.

Paid media / Analytics

Paid-media performance, plus the dashboard built to drive it

Running ads across 9 branches, the team had no single, timely view of what was working - decisions lagged behind data scattered across email and ad platforms.

As a marketer

Managed performance marketing across Google, Facebook, TikTok, and Zalo Ads, optimizing toward lead quality rather than raw volume.

As an engineer

Built a live daily-priority dashboard that pulls from Gmail and other sources into one prioritized view, so the team acts on what matters today instead of digging through inboxes.

Outcome −20% ad spend at maintained lead quality · +40% online bookings

Content ops / AI

Multi-brand content at scale, run on an AI workflow

A group with brands across Spa Healing, Beauty, and F&B needed consistent, on-brand content at volume - without expanding the team.

As a marketer

Set the content strategy and brand voice for each brand, and defined what "on-brand" means outlet by outlet.

As an engineer

Built reusable AI-assisted SOPs, templates, and a structured workspace - per-brand projects, writing styles, a template library - so non-technical staff produce on-brand content at scale.

Outcome A small team producing multi-brand content without hiring a large team.

Marketing ops

Campaign-asset pipeline: from spreadsheet chaos to clean records

Design and POSM requests across brands lived in messy spreadsheets with manual follow-up - tasks got lost, context went missing, production slowed.

As a marketer

Mapped the real request process: what a designer actually needs to start, and how requests should be prioritized.

As an engineer

Built a custom web form that submits directly to a Lark Base database via API - 1 clean, structured record per request, no manual entry, no lost tasks.

Outcome Manual spreadsheet chasing replaced by 1 record per request.

I run the marketing, and I build the systems that run it.

4 systems where marketing strategy and engineering meet.

Loyalty & retention program, from mechanics to running system

Paid-media performance, plus the dashboard built to drive it

Multi-brand content at scale, run on an AI workflow

Campaign-asset pipeline: from spreadsheet chaos to clean records

Marketing

Engineering

Tell me the process you want automated.