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Hi, I’m Nhung Luu. I’m a senior marketing leader with 15+ years in fintech, digital assets, B2B technology and digital platforms across Vietnam and Southeast Asia. I build clear market positioning, launch plans and growth programs for complex products, owning the full spectrum from Marcom to product marketing, paid media, CRM, events and partner marketing. Recently, I led the business side of behavior-based financial product pilots, translating electricity, telco and household data into bank use cases, journeys, scoring rules and activation plans. I’ve driven multi-market campaigns and built education-led approaches that foster trust in regulated categories. I’ve turned data-driven concepts into concrete acquisition, activation and cross-sell strategies, collaborating across product, data, sales, banking and tech to create partner pitches, executive decks and scalable go-to-market programs.…Hi, I’m Nhung Luu. I’m a senior marketing leader with 15+ years in fintech, digital assets, B2B technology and digital platforms across Vietnam and Southeast Asia. I build clear market positioning, launch plans and growth programs for complex products, owning the full spectrum from Marcom to product marketing, paid media, CRM, events and partner marketing. Recently, I led the business side of behavior-based financial product pilots, translating electricity, telco and household data into bank use cases, journeys, scoring rules and activation plans. I’ve driven multi-market campaigns and built education-led approaches that foster trust in regulated categories. I’ve turned data-driven concepts into concrete acquisition, activation and cross-sell strategies, collaborating across product, data, sales, banking and tech to create partner pitches, executive decks and scalable go-to-market programs.

Nhung Luu

Growth Marketer, Product Marketer, Marketing Strategist, +2

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Hi, I’m Nhung Luu. I’m a senior marketing leader with 15+ years in fintech, digital assets, B2B technology and digital platforms across Vietnam and Southeast Asia. I build clear market positioning, launch plans and growth programs for complex products, owning the full spectrum from Marcom to product marketing, paid media, CRM, events and partner marketing. Recently, I led the business side of behavior-based financial product pilots, translating electricity, telco and household data into bank use cases, journeys, scoring rules and activation plans. I’ve driven multi-market campaigns and built education-led approaches that foster trust in regulated categories. I’ve turned data-driven concepts into concrete acquisition, activation and cross-sell strategies, collaborating across product, data, sales, banking and tech to create partner pitches, executive decks and scalable go-to-market programs.…Hi, I’m Nhung Luu. I’m a senior marketing leader with 15+ years in fintech, digital assets, B2B technology and digital platforms across Vietnam and Southeast Asia. I build clear market positioning, launch plans and growth programs for complex products, owning the full spectrum from Marcom to product marketing, paid media, CRM, events and partner marketing. Recently, I led the business side of behavior-based financial product pilots, translating electricity, telco and household data into bank use cases, journeys, scoring rules and activation plans. I’ve driven multi-market campaigns and built education-led approaches that foster trust in regulated categories. I’ve turned data-driven concepts into concrete acquisition, activation and cross-sell strategies, collaborating across product, data, sales, banking and tech to create partner pitches, executive decks and scalable go-to-market programs.

Available to hire

Hi, I’m Nhung Luu. I’m a senior marketing leader with 15+ years in fintech, digital assets, B2B technology and digital platforms across Vietnam and Southeast Asia. I build clear market positioning, launch plans and growth programs for complex products, owning the full spectrum from Marcom to product marketing, paid media, CRM, events and partner marketing. Recently, I led the business side of behavior-based financial product pilots, translating electricity, telco and household data into bank use cases, journeys, scoring rules and activation plans.

I’ve driven multi-market campaigns and built education-led approaches that foster trust in regulated categories. I’ve turned data-driven concepts into concrete acquisition, activation and cross-sell strategies, collaborating across product, data, sales, banking and tech to create partner pitches, executive decks and scalable go-to-market programs.

Skills

Experience Level

Expert

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Expert

Expert

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Expert

Work Experience

Strategic Advisor & Project Lead at Advisory & Project-Based Engagements

January 1, 2025 - Present

Owned the business side of behavior-based financial product pilots, from problem framing and bank proposals to pilot models, launch planning and conversion tracking. Built partner proposals showing how electricity, telco and household behavior data can support credit cards, BNPL, cash loans and consumer lending offers. Defined pilot models for B2Home and Electric Credit: target users, consent flow, user journey, scoring/eligibility rules, lead handover and CRM follow-up. Structured 4 POC tracks with Liobank, ABBank, Cake and scoring/tech partners, covering use case, data needs, backtest plan, commercial model and next steps. Turned a 5M reachable-user base into actionable acquisition and activation plans.

Deputy Marketing & Partnership Manager at Tokenize Xchange

January 1, 2023 - January 1, 2025

Led regional Marcom and growth across Vietnam and Southeast Asia for a Singapore-linked digital asset platform. Managed full campaign mix: paid media, landing pages, localized content, CRM messages, webinars, community events and partner channels. Drove strong results in brand and growth; coordinated with product, compliance and partnerships to keep messaging clear and compliant for each market.

Head of Vietnam Branch at Suzuverse Vietnam

January 1, 2022 - January 1, 2023

Led Vietnam market entry for a Japan-linked consumer tech platform. Built local positioning, product education, community communications, campaign plan and partnerships. Turned regional product messages into Vietnamese content and user education flows. Managed local priorities, team coordination, partner follow-up and regional updates.

COO at Firebird / Icetealab

January 1, 2021 - January 1, 2022

Led operations, ecosystem development, product coordination, community growth and partnerships in a Web3 / blockchain ecosystem. Connected product, technical and commercial teams so product ideas could become user journeys, content and launch actions. Supported leadership with market notes, operating plans, business updates and partner materials.

Communication Manager at SmartOSC

January 1, 2014 - January 1, 2021

Planned and executed marketing activities for an international B2B technology business, including events, webinars, client workshops, partner activations and campaign launches. Led corporate communications, PR / content, thought leadership and demand-generation support for digital transformation, eCommerce and software outsourcing services. Created case studies, executive presentations, landing pages, speaker materials, sales decks and post-event content. Collaborated with leadership, sales, delivery and regional teams to explain technical services in simple market-facing language and ensured consistency across brand channels.

PR Manager at TinhVan Group

January 1, 2011 - January 1, 2014

Managed corporate communications, media relations, employer branding and CSR communications for a major Vietnamese technology group. Developed press materials, executive messages and internal/external communication programs to support brand reputation and engagement.

Editor at VTV1 / VietLinh Media

January 1, 2006 - January 1, 2011

Produced national business television content, developing storytelling, message framing and media production skills. Supported high-profile content production and event storytelling across business, social and public-interest topics.