Acquisition & SEO
Paid search & social, technical/content SEO, keyword architecture, budget allocation and pacing.
01
Growth Marketing Lead · B2B Growth · Cross-Border Marketplace · Commercial Real Estate
Lai Khoa
AI-Native
Growth Marketing
14 years connecting acquisition, lead quality and conversion across the full funnel — demand generation, SEO, qualification, lifecycle and measurement — to grow B2B and long-sales-cycle businesses efficiently.
View selected work ↘scroll to explore
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14+
years in digital &
growth marketing
growth marketing
About
From digital acquisition to full-funnel growth ownership.
I progressed from digital acquisition to managing growth across the full funnel — demand generation, SEO, lead qualification, lifecycle and performance measurement — with a focus on B2B and businesses with longer sales cycles.
The work is connecting acquisition, lead quality and conversion so growth efficiency improves across the whole funnel, not just at the top.
Qualification & CRM
Lead scoring, qualification frameworks, routing & SLA, CRM data models, journey design.
Lifecycle & Retention
Nurture, churn signal detection, reactivation and retention across the customer journey.
AI-Native Operations
LLM-assisted classification, Vietnamese NLU, data structuring and multilingual workflow automation.
03
Selected work
Systems, interventions
and measurable outcomes.
01
Growth Architecture at RSQUARE Vietnam
Restructured paid acquisition, designed a qualification framework across Marketing/CS/Sales, and expanded demand generation from inbound to proactive targeting on company expansion signals.
Case study ↗
GROWTH
SYSTEM
SYSTEM
02
B2B Demand Generation at Alibaba.com Vietnam
Owned demand generation across both buyers and suppliers, ran a test-then-scale approach across product categories and export markets, and replaced a commercial ETL tool with a custom measurement pipeline.
Case study ↗
DEMAND
ENGINE
ENGINE
03
AI-Assisted Lead Intake at RSQUARE
Automated lead intake and routing using LLMs to identify customer needs and structure inquiry data, routing leads by business rules and reducing manual processing.
Case study ↗A
B
C
04
Impact
Selected commercial outcomes.
year over year
lead
channel
in 9 months
First three metrics from RSQUARE Vietnam; cost-per-lead reduction from Alibaba.com Vietnam.
05
Experience
Growth marketing through different operating contexts.
2025—Present
RSQUARE Vietnam
Senior Marketing Lead
Commercial real estate · Office & industrial leasing
2024—2025
Alibaba.com Vietnam
Senior Marketing Lead
B2B cross-border marketplace · International trade
2022—2024
Khang Hung Construction Consulting
Marketing Lead
Office fit-out · Shophouse · Commercial space
2020—2022
24H Maintenance JSC
Marketing Lead
Maintenance services · E-commerce channel
2012—2020
Nu Viet · Mindmax Digital Agency · OPPO Vietnam · VNG Corp
Marketing & Digital Marketing roles
Cross-industry operating experience
06
Capabilities
Where strategy meets full-funnel execution.
01
Acquisition
Paid search & paid social · SEO (technical, content cluster, local) · keyword architecture · campaign structure · budget allocation & pacing
02
Activation
CRO · form & landing page architecture · conversational funnel · A/B testing
03
Qualification
Lead scoring · qualification framework · routing & SLA · CRM data model · journey state design
04
Lifecycle
Nurture · churn signal detection · reactivation · retention
05
Measurement
Tracking governance · attribution design · dashboarding · forecasting · experiment log
06
Demand Intel & AI
Leading-indicator design · scoring pipeline · LLM-assisted classification & multilingual workflow automation
07
Thinking
Growth efficiency comes from connecting acquisition, lead quality and conversion — not from optimizing any one of them in isolation.
Diagnose the funnel
Separate acquisition volume from lead quality before deciding where to invest.
Standardize qualification
Align MQL/SQL criteria and handoff across Marketing, CS and Sales.
Close the loop
Connect tracking, attribution and experiment logs back to budget and channel decisions.
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