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Lương Tuấn Anh View CV

Hello, I’m

Marketing & digital experiences

Lương Tuấn Anh

Marketing, with a little curiosity.

I ask good questions, shape ideas, and make things, from campaigns to small projects.

Explore my work View CV
  1. 01Research
  2. 02Strategy
  3. 03Creative
  4. 04Web

01 / Behind the work

Marketing roots.
A builder’s curiosity.

I’m a marketing graduate from FPT University with experience in B2B SaaS and e-commerce. I like understanding a product deeply enough to make its value clear.

Building for the web takes that thinking further. Connecting the campaign, the experience, and the next action.

9.9/10

Graduation project · ranked 2nd

BA Marketing, FPT University · 2023–2025

01Understand the market.
SaaS & product marketingResearch, customer segmentation, positioning, and go-to-market support.
02Make the idea connect.
Performance & e-commerceMeta Ads, creative development, campaign optimization, and conversion analysis.
03Build the next step.
Content & technical executionSEO, copywriting, web analytics, and web development with Sveltekit.

02 / Selected work

Work, in context.

B2B SaaS and e-commerce: from understanding the market to building campaigns, testing ideas, and measuring what works.

Hương Việt Group
Hương Việt GroupMay — Dec 2024

B2B SaaS marketing & go-to-market.

I researched markets and customer segments, translated partner requirements into implementation plans, and connected product positioning with cold email campaigns, webinars, and SEO content.

Explore case study
Quỷ Chiến product artwork featuring the box, character cards, and game format
Quỷ ChiếnOct 2025 — Jul 2026

Creative testing & performance marketing.

I developed gameplay-led creatives and messaging, managed Meta Ads, and refined campaigns around acquisition costs and conversion data. Best performance reached 7.9× ROAS and an average cost per purchase of 43,000 VND (≈1.66 USD).

Explore case study

01 / B2B SaaS experience

Hương Việt Group

B2B SaaS marketing & go-to-market.

Market researchGo-to-marketPartner enablement
Role
Marketing Intern
Timeline
May — Dec 2024
Products
CLS & Avina
Focus
B2B SaaS marketing & go-to-market

Project at a glance

Challenge
Reach potential B2B customers for CLS and Avina and support partner implementation.
My role
Marketing intern responsible for outreach, content, webinar coordination, and partner delivery planning.
What I did
  • Researched customer segments and planned cold email outreach.
  • Translated partner requirements into tasks, owners, and timelines.
  • Coordinated webinars and wrote SEO articles.
Outcome
Implementation plans, an email automation flow, webinar plans, and published Avina articles.
Read the detailed case study

01 / Implementation plan

Turning partner requirements into a delivery plan.

I developed product implementation plans for B2B partners, bringing requirements, timelines, and cross-team coordination into one working plan.

My contribution

My role connected external partners with internal teams: translating business requirements into actionable tasks and making the delivery timeline clear.

Google Sheets · Master plan

B2B partner implementation plan

An implementation plan excerpt covering preparation, portal setup, task owners, and expected delivery dates.

The plan behind the handoff

Requirements
What the partner needs from the product.
Timeline
How the work is organized for delivery.
Coordination
How business needs translate into team tasks.

Google Docs · Meeting recap

Requirements & team handoff

A partner meeting recap documenting data requirements, the implementation deadline, and next steps for each team.

02 / Email marketing

Connecting audience research with B2B outreach.

I planned and executed cold email campaigns to reach potential B2B clients and create business opportunities.

My contribution

Market research, competitor analysis, and customer segmentation supported my work on product positioning and outreach.

02.01

Define the target audience

Research · Audience segmentation

Target customer profile

The outreach audience defined by industry, decision-maker role, location, training needs, and company size.

02.02

Understand customer pain points

Research · Customer needs

Customer pain points

Industry-specific training challenges mapped to potential CLS use cases, including compliance, staff turnover, and product knowledge.

02.03

Study competitor outreach

Research · Competitor examples

Competitor email research

Reference emails from Kudos, 360Learning, and Kallidus, collected to study content, visual structure, and calls to action.

02.04

Shape the key messages

Research · Positioning

Key messaging direction

A messaging brief connecting sales training benefits with local Thai cultural context and the needs of diverse sales teams.

02.05

Set campaign objectives

Planning · Desired outcomes

Campaign objectives & target metrics

Planned targets for engagement, lead conversion, unsubscribes, and bounces alongside benchmark references. These are campaign goals, not measured results.

02.06

Map the email automation

Workflow · Automation

From first contact to sales handoff

A four-email outreach journey that responds to recipient engagement, connecting introductions, case studies, and product highlights with follow-ups and a handoff to sales.

Selected emails

Subject line & message

  1. Email 01

    Sales Team's Performance Being Held Back? Here's how to change it

    "Hi [Recipient], Time is often seen as the biggest barrier to learning. This is especially true for sales employees, who often feel overwhelmed with their tasks. But is time really the issue? Or could it be how we set goals and organize tasks? At CLS, after working with over 1,800 companies, we've learned that instead of focusing on training hours, try creating content that truly helps sales teams improve, employees will keep learning every day. When the content is good, their performance improves. As the sales team learns new skills regularly, you’ll see a direct boost in sales. Here are three simple tips: - Connect with business goals: Understand the company's sales targets and challenges. Align training with these for better results. - Experiment with small changes: Test out small, quick learning ideas. This can lead to noticeable improvements. - Measure results, not time: Focus on how training helps solve business problems, not just how long it takes. These steps can help your sales team grow and perform better. Best regards,"

03 / Webinar series

From a series overview to the details of one session.

I coordinated webinars and partner events, managing schedules, timelines, and communication to support smooth execution.

My contribution

The work spans two levels of planning: organizing the series as a whole and coordinating the agenda and timeline of an individual webinar.

Planning · Series overview

Webinar series overview

A five-session digital learning series with audience profiles, marketing direction, engagement activities, and success criteria.

Inside one webinar

The session plan brings together the messaging, logistics, speakers, and running order for the first webinar.

Planning · Session agenda

One webinar, in detail

The first webinar’s messaging, logistics, and timed agenda, from the introduction through Q&A and wrap-up.

04 / SEO & content

Supporting product discovery through search.

I created SEO blog content to improve organic visibility and support product marketing.

My contribution

These published articles show how I explained eLearning and corporate training topics through product-focused content.

Selected published articles

Article · Content sample

5 Ways To Optimize Online Lessons For Multiple Devices

A published Avina article introducing adaptive learning design and ways to improve lessons across devices.

Read original article

Article · Content sample

Implementing Digitalization Software in Corporate Training

A published Avina article explaining the benefits and implementation steps of digitalization software for corporate training.

Read original article

02 / E-commerce case study

Quỷ Chiến

Creative testing & performance marketing.

Performance marketingCreative productionWeb design & development
Role
Creative & Performance Marketing · Web Designer & Developer
Timeline
Oct 2025 — Jul 2026
Product
Physical strategy board game

Project at a glance

Challenge
Give potential buyers a clear reason to choose a physical strategy board game.
My role
Owned creative and performance marketing, plus website design and development.
What I did
  • Produced story- and gameplay-led creatives and managed Meta Ads.
  • Designed and developed the product website.
  • Connected competitor research with campaign planning and offline play events.
Outcome
Best performance: 7.9× ROAS, 43K VND (≈1.66 USD) average cost per purchase, and ≈4% click-to-purchase conversion.
Read the detailed case study
Quỷ Chiến product presentation showing the game box, Vietnamese folklore characters, and a two-to-five-player format
Product presentation · Quỷ Chiến strategy board game

01 / Ads & results

Starting with the business impact.

Meta Ads connected product discovery with customer acquisition. These metrics show the best performance achieved during the project period and provide context for the creative and website work below.

Return on ad spend
7.9×
Revenue relative to advertising spend
Average cost per purchase
43K VND
≈1.66 USD · Customer acquisition through paid ads
Click-to-purchase conversion
≈4%
From ad click to product purchase

Meta Ads performance report

I managed Meta Ads for Quỷ Chiến, connecting product storytelling and creative testing with customer acquisition. Campaign evaluation focused on acquisition costs and click-to-purchase conversion.

The best performance achieved during the project period was 7.9× return on ad spend, an average cost per purchase of 43,000 VND (≈1.66 USD), and approximately 4% click-to-purchase conversion.

Best performance during Oct 2025 — Jul 2026.

02 / Website design & dev

A product website I designed and developed.

I owned both the design and development of the Quỷ Chiến website, bringing the product’s presentation into a dedicated web experience.

Designed & developed by me

Visit quychien.pages.dev

Originally published at quychien.com. The project is no longer active, so the website is temporarily hosted at quychien.pages.dev.

Desktop
The desktop gameplay guide presents the card types and their roles alongside Quỷ Chiến’s character artwork.
Mobile
The mobile guide brings the gameplay introduction, card counts, and artwork into a single-column layout.

03 / Image & video creatives

The creative, and the reason behind it.

I introduced Quỷ Chiến’s story and main features through its distinctive product artwork, fast-paced video edits, and footage of real people playing together.

Image · Ad creative

Story & product appeal

A product-led image ad showcasing the illustrated box, character cards, spells, and game accessories within Quỷ Chiến’s folklore-inspired world.

Creative approach
I used image creatives to introduce the overall story and world of Quỷ Chiến. The product’s existing artwork led the presentation, with the illustrated box and cards making the theme tangible.
Why this angle
The artwork gives people an emotional entry point into the game. Showing the physical contents connects that first impression with a clear picture of what they can own and play.

Video · Ad creative

The product, at a glance

A fast-paced product video introducing Quỷ Chiến’s theme, card types, and key gameplay features before closing with the purchase offer.

Creative approach
I carried the same story and visual direction into video, keeping the pace fast and cutting any shot that did not help introduce a main feature. The sample moves through the product artwork, card types, and gameplay highlights in a compact sequence.
Why this angle
A quick edit helps people grasp the product’s appeal within a short viewing window. Alongside these product-led videos, I also used footage of real people playing together to show the social experience and help viewers imagine their own group at the table.

04 / Competitor research

Understanding the market and finding a position.

The research compared local card-battle games and other forms of entertainment to understand what could make Quỷ Chiến appealing, and what might stop someone from trying it.

Tam Quốc Sát
An established strategy game built around the Three Kingdoms theme, social interaction, and regular expansions. Its large community supports repeat play, while complex rules and a familiar theme can make it harder to bring in beginners.
Thần Tích
Vietnamese mythology, professional illustrations, and comic-based lore give the game a rich identity. It appeals to collectors and strategy players, while costly expansions and weak onboarding can limit its appeal to casual audiences.

The wider competition included digital games, streaming platforms, and social activities such as cafés and movies. Quỷ Chiến therefore needed to communicate a worthwhile way to spend time with friends, as well as the appeal of the game itself.

What I took from the comparison

Make the world recognisable

Thần Tích already combines Vietnamese mythology with illustrated lore.

Give Quỷ Chiến a distinct identity through its dark fantasy artwork and character stories.

Make the first game approachable

Complex rules and weak onboarding can discourage new players.

Use a clear tutorial and hands-on playtests to help interested people start playing.

Show the social occasion

Established competitors benefit from active communities, while digital entertainment competes for the same leisure time.

Present Quỷ Chiến as a shared experience, with a clear occasion for gathering friends around the table.

Source: Quỷ Chiến competitor study, 2025.

05 / Marketing campaign

From discovering the world to playing the game.

The campaign plan addressed both strategy-focused players and people looking for a social game. It moved from discovering Quỷ Chiến’s world to understanding the rules and, ultimately, choosing to buy.

Campaign stages

  1. Awareness

    Use illustrated lore and short video stories to introduce the dark fantasy world and its characters.

  2. Engagement

    Make the rules approachable through tutorials and guided playtests, then sustain interest with community content.

  3. Conversion

    Bring interested players to the product website, with paid campaigns and sales channels supporting purchase.

Selected campaign posts

Awareness · Illustrated lore post

Ma Trơi · Introducing the game’s lore

A character-led lore post uses Ma Trơi’s artwork and backstory to introduce the world and invite curiosity.

Awareness · Lore video post

Folklore through short-form video

A short lore video carries the storytelling into motion, helping viewers discover the game’s atmosphere and characters.

Engagement · Tutorial video post

From curiosity to the first game

The walkthrough explains setup and core rules, helping interested viewers feel ready for their first game.

Source: Quỷ Chiến project report, pp. 193–216. The stages summarise the plan; the posts illustrate awareness and engagement.

06 / Offline events

Bringing Quỷ Chiến into an offline setting.

I organized offline events where people could try Quỷ Chiến together. These published recaps document hands-on playtesting and the shared experience around the game table.

Offline events · Playtesting recap

Playtesting with the creative team

A recap of playtesting at Sảnh Alpha, where participants tried Quỷ Chiến alongside the creative team. The session brought the game into a shared setting, with opportunities to explain the rules face to face.

Offline events · Workshop recap

Kì Bí Dân Gian · The workshop in action

A published recap of the Kì Bí Dân Gian workshop, showing groups playing Quỷ Chiến together. The photos and video stills make the social experience tangible beyond the product artwork and digital content.

03 / How I approach the work

Think deeply.
Make thoughtfully.
Stay curious.

A little structure. A lot of curiosity.
Here’s how I move an idea forward.

  1. 01Understand

    Start with a better question.

    Get close to the product, the people, and the problem. Find out what matters before deciding what to make.

    Research / Customer insight

  2. 02Translate

    Find the human angle.

    Turn product details into a story people recognize themselves in. Make the value clear and the next step obvious.

    Positioning / Creative direction

  3. 03Execute

    Make the idea real.

    Bring the idea into the world — through campaigns, content, and the web. Care about what happens after the click, too.

    Campaigns / Digital experiences

  4. 04Learn

    Leave room for what’s next.

    Read the numbers. Listen to people. Use what works, question what doesn’t, and bring a better question to the next round.

    Performance / The next iteration

The last step is another beginning.

Think. Make. Learn. Repeat.

04 / Let’s connect

A new conversation. A new possibility.

Good things start with a conversation.

A product to understand. A story to tell. Something worth building. I’m ready to find out what’s next.

Let’s talk about it. [email protected]

Where I’d love to contribute

SaaS & e-commerce / Marketing & digital experiences

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