User Acquisition & Growth at Smulie

At Livingcare, my main responsibilities included attracting high-potential prospects, converting them effectively, and maintaining an optimal CPA & ROAS for profitability.
My paid ad strategy began with new prospect acquisition campaigns featuring champion creatives paired with celebrities or KOLs, tailored to the target audience for specific products. Remarketing campaigns then re-engaged prospects with compelling value propositions & creatives that reinforced Livingcare as a credible, premium-quality, and trustworthy brand.
Meta & Tiktok campaigns were to build initial awareness & nurturing consideration with broad targeting, then capturing the resulting search intent through Google & Shopee campaigns.
To optimize costs, I continuously tested custom and lookalike audiences, audience behaviors, placements, and devices as well as A/B test ad creatives to find the set up that consistently achieved the best conversion rates and lowest CPL & CPA.

In August 2024, Livingcare's management team decided to transition from WordPress (old website) to Shopify and aimed to create a more professional & responsive website. Coincidentally, my previous experience in Product marketing at a software development company, combined with the knowledge I gained from the Google Digital Marketing Professional Certificate, gave me the confidence to volunteer to develop the new website. I single-handedly developed the entire livingcare.vn from selecting Shopify theme to setting up home/product pages structure, implementing SEO, metafields, apps - including coding customized sections (with ChatGPT assistance). Ultimately, I was able to launch the new website in just 10 days, saving the company thousands of dollars while delivering a site with significantly improved UI & UX compared to the previous one.

Afterward, I implemented Google Tag Manager & set up tags for GA4, FB Pixel & CAPI, Tiktok Pixel to capture website conversion events for analysis. This included analyzing Facebook ads(Sales & Messages) & Google Ads(Demand Gen & PMax) data to determine which paid ad campaigns performed well in order to make informed, data-driven decisions to optimize ads performance and improve conversion rate.
Additionally, I implemented Google Search Console to monitor and analyze search performance.

I also implemented MS Clarity with GA4 integration to capture user behavior insights & webpage heatmaps. This initiative improved user experience by reducing the bounce rate to 41.7% and increasing avg engagement time ~ 2.37 mins on main product pages, while also optimizing conversion rate from 1.8% to 3.5% during the CRO period.

I was also responsible for managing, and optimizing SEO & content for Shopee, TikTok Shop & web product pages to enhance visibility and ensure intuitive visual, ultimately driving higher conversion rates.

Furthermore, I implemented the Pancake CRM & Chatbot for our Facebook fanpage, which significantly boosted the sales team's productivity by managing orders and customers efficiently as well as improved customer engagement with automated messages during off hours.

All of the above laid the foundation and contributed to my company’s 40% increase in sales in Q3 and 70% in Q4.