About me

Lai Thien Phu

Notes from a marketer still learning

Marketer with 8 years on the client, agency and vendor sides of brand, media and e-commerce, in categories from beverage and personal care to dairy, energy and insurance. The work has run from consumer insight and brand planning to campaign delivery, agency management and post-campaign evaluation. Regular partner to Brand, Trade Marketing and Finance teams. MBA, Université Paris 1 Panthéon-Sorbonne (CFVG).

Lai Thien Phu

Experience

  • BUT Group Ads Co., Ltd

    Manages an entertainment channel portfolio past 1M followers each, negotiating agency bookings on volume, pricing and KPI commitments, and owning each booking through to reporting and billing. The channels under management contribute around 15% of company revenue.

  • WPP Media Limited (GroupM)

    Account lead for Palmolive and Devices at Colgate-Palmolive on six-figure annual budgets, with media strategy and investment advice to Danone, Zott, Chevron and FWD Insurance. Turned consumer, category and competitor insight into full-funnel IMC plans across TV, radio, out-of-home and digital, and met client-committed brand KPIs every year.

  • Shopee Co., Ltd

    Owned campaign strategy for the Cross Border category, from consumer proposition and promotion mechanics to SKU priorities and visibility, delivering Mega Sale, Spike Days and Super Brand Days. Rebuilt the category landing page into Shopee's highest-traffic category page within six months, with monthly orders and GMV up 3-5%.

  • Heineken Vietnam Brewery Limited Company

    Held full ATL ownership for Larue and Bivina and supported the Heineken, Tiger, Strongbow and Amstel brand cycles with media plans for promotions, events and launches. Assessed agency plans, sponsorship packages and budgets across all six brands within a multi-million-dollar company media budget.

  • But EDM Musique

    Co-founded one of Vietnam's largest Facebook EDM communities and grew it to 300,000+ members and 1M+ followers with no paid advertising. Built partnerships with event organisers, sponsors and media partners, including sponsorship for the Pepsi-backed TRANCESSION.

Education

  • Master of Business Administration (MBA)

    Université Paris 1 Panthéon-Sorbonne / CFVG

  • Bachelor of Business Administration, Marketing

    FPT University

Certifications

  • Google AI Professional Certificate

    Coursera · 2026

    Seven courses on applying AI to research, insight, content and data analysis.