Tab 01 · Structure
Org Chart, Team & Resources
Tổng quan về cấu trúc phòng ban, team media, và tài nguyên cần biết khi onboard.
Department Structure
CMO / VP Marketing
[Name]
Head of Marketing
Vũ Hương Thảo
Media Manager ← You
Tằng Ngọc Linh
Marcom Manager
[Name]
CRM Manager
[Name]
Sr. Team Lead
Nguyễn Thanh Tường
Team Lead
Như Uyên
Intern
Trâm (Khuất)
Team Lead
Diên Long
Intern
Quí (Phan)
Team Lead
Thanh Hải
Senior · Intern
Trâm (Nguyễn) · Bảo
Sr. Team Lead
Lê Duy
Exe.
Trân (Nguyễn)
DA (dotted-line)
Đức Tín
08 Full-time (Manager 1 · Lead 5 · Exe 2) · 03 Interns · 01 DA (dotted-line) — Source: Team Structure, Jul 2026
Media Team Structure
| Name | Role | Focus Area | Seniority |
|---|---|---|---|
| Nguyễn Thanh Tường tuong.nguyen3 | Media Team Leader | Aggregates & coordinates all 4 BU workstreams below (no dedicated BAU box) · Special: Standardise SO tracking, 2 AI-led initiatives | Sr. Lead |
| Nguyễn Lê Duy duy.nguyen31 | Senior Media Team Leader | BAU: FS (Insur & TTT), DLS-EPS · Special: XL Camp Gamification, Web→App, Email MKT, Automation Tool | Senior Lead |
| Bùi Thanh Hải hai.bui3 | Media Team Leader | BAU: GMC (new, cross-sale & retention), DLS-SPS, BMC · Special: Onelink tracking, Automation Tool, new channel exploration | Lead |
| Nguyễn Huỳnh Như Uyên uyen.nguyen13 | Media Team Leader | BAU: Payment, FS (VN, VTS), DLS Online · Special: Media guideline, A/B test for SO best-practice, new in-app touchpoint exploration | Lead |
| Đoàn Diên Long long.doan1 | Media Team Leader (promoted) | BAU: Global, VTTI (telco, billpay, public service), MDS · Special: XL campaign, Type M & S5 tracking with CIO | Lead |
| Nguyễn Thị Kiều Trâm tram.nguyen15 | Senior Media Executive | A/B test library, cost efficiency (CPA/CPM/CPC), Type S automation support | Senior |
| Đồng Tố Minh minh.dong | Media Executive | Campaign execution & reporting, monthly A/B tests | Mid Off |
| Nguyễn Đức Tín tin.nguyen5 | Data Analyst | DA request SLA (≥95%), proactive insights, automation support | Data |
| Nguyễn Ngọc Quỳnh Trân tran.nguyen20 | Media Intern / Exe. | Supporting Nguyễn Lê Duy's workstream (FS Insur/TTT, DLS-EPS) | Intern |
| Võ Ngọc Bảo bao.vo3 | Media Intern | Supporting Bùi Thanh Hải's workstream (GMC, DLS-SPS, BMC) | Intern |
| Quí (Phan) qui.phan | Media Intern | Supporting Đoàn Diên Long's workstream (Global, VTTI, MDS) | Intern |
| Trâm (Khuất) tram.khuat | Media Intern | Supporting Nguyễn Huỳnh Như Uyên's workstream (Payment, FS, DLS Online) | Intern |
Source: Team Structure – Jul 2026 & [Media] 2026 OKR Setting roster
2026 Team OKR
Mục tiêu cấp phòng ban (cascade từ OKR cá nhân của Media Manager) — áp dụng cho cả team trong năm 2026. Timeline: 01/01/2026 – 31/12/2026.
1
Optimize Media Cost Efficiency High priority
KR1: Reduce CPA & CPM by 3% YoY through ongoing bid strategy, audience segmentation, and placement optimization.
KR2: Implement Conversion API integration to send app-event signals to ad channels, enabling smarter algorithmic optimization.
KR3: Establish a monthly cost-efficiency review process with benchmarks across channels (Meta, Google, TikTok...).
KR2: Implement Conversion API integration to send app-event signals to ad channels, enabling smarter algorithmic optimization.
KR3: Establish a monthly cost-efficiency review process with benchmarks across channels (Meta, Google, TikTok...).
2
Team Capability & Ownership (Transformation) High priority
KR1: Media team leads or co-owns at least 2 platform-level projects that impact business results or customer experience.
KR2: Build internal capability through quarterly skill-sharing sessions covering tracking, full-funnel performance, and data analysis.
KR3: Establish clear ownership matrix so each team member owns at least 1 initiative end-to-end.
KR2: Build internal capability through quarterly skill-sharing sessions covering tracking, full-funnel performance, and data analysis.
KR3: Establish clear ownership matrix so each team member owns at least 1 initiative end-to-end.
3
Improve Productivity Through Automation & Scalability High priority
KR1: Automate template planning & reporting for 50% of Campaign Type S using N8N or equivalent automation tool.
KR2: Reduce manual reporting time by 30% through dashboard automation (Looker/Data Studio integration).
KR3: Document and standardize 3 repeatable media workflows to enable faster onboarding and execution.
KR4: Auto set-up 50% ads for Campaign Type S by end of 2026 (by ad objective: awareness, traffic, engagement...).
KR2: Reduce manual reporting time by 30% through dashboard automation (Looker/Data Studio integration).
KR3: Document and standardize 3 repeatable media workflows to enable faster onboarding and execution.
KR4: Auto set-up 50% ads for Campaign Type S by end of 2026 (by ad objective: awareness, traffic, engagement...).
4
Leadership and Management High priority
KR1: Coaching & training for team members to upgrade skillset in tracking, optimization & performance marketing (full-funnel).
KR2: Supervise and mentor the media team, fostering a culture of creativity, collaboration, and data-driven decision-making.
KR3: Conduct quarterly 1-1s and team retrospectives to ensure alignment, growth, and positive team productivity.
KR2: Supervise and mentor the media team, fostering a culture of creativity, collaboration, and data-driven decision-making.
KR3: Conduct quarterly 1-1s and team retrospectives to ensure alignment, growth, and positive team productivity.
Individual OKR Focus (2026)
| Name | Position | 2026 Objective Themes |
|---|---|---|
| Nguyễn Thanh Tường | Media Team Leader | Campaign Mgmt & Performance · Media Expertise & Innovation · Automation & Productivity (lead, 2 AI initiatives) · Leadership & Coaching |
| Nguyễn Lê Duy | Senior Media Team Leader | Campaign Mgmt & Performance · Media Expertise & Innovation · Automation & Productivity (TikTok) · Leadership & Coaching |
| Bùi Thanh Hải | Media Team Leader | Campaign Mgmt & Performance · Media Expertise & Innovation · Automation & Productivity (CAPI w/ Meta, chatbot) · Leadership & Coaching · Dev: Leverage AI to upskill team |
| Nguyễn Huỳnh Như Uyên | Media Team Leader | Campaign Mgmt & Performance · Media Expertise & Innovation · Automation & Productivity (Social Outreach tracking) · Leadership & Coaching |
| Đoàn Diên Long | Media Team Leader | Campaign Mgmt & Performance · Media Expertise & Innovation · Automation & Productivity (Onelink ownership, per his 2026 OKR) · Leadership & Coaching |
| Nguyễn Thị Kiều Trâm | Senior Media Executive | Campaign Mgmt & Performance · Media Expertise & Cost Efficiency · Automation Support (Type S) · Dev: Cross-Functional Collaboration |
| Đồng Tố Minh | Media Executive | Campaign Execution & Performance · Media Expertise & Innovation · Automation & Workflow Support · Dev: Cross-Functional Collaboration |
| Nguyễn Đức Tín | Data Analyst | Automation & Workflow Support · DA Request Completion (≥95% SLA) · DA Expertise & Proactive Insights (≥2 recs/month) |
Full Objectives, KRs & individual development goals: see [Media] - 2026 OKR Setting workbook.
Key Resources & Tools
| Resource | What it is | Access |
|---|---|---|
| Athena Platform | MoMo internal campaign management platform | Request from IT |
| Meta Ads Manager | Paid social — Facebook & Instagram | Via BMC business account |
| Google Ads | SEM, Display, YouTube | Via team MCC account |
| TikTok Ads | Short-form video paid | Via TikTok Business Center |
| AppsFlyer / Adjust | Mobile attribution | Request from Data team |
| MSP / ERP | Procurement & PO management | Via Finance team onboarding |
| n8n (lucytangcode) | Automation workflows — media ops | lucytangcode.app.n8n.cloud |
| BigQuery | Campaign performance data warehouse | Request from Data Engineering |
| Notion (BMC workspace) | Team wiki, meeting notes, OKR tracking | Request from team lead |
Tab 02 · People
Contact Points
Ai cần gặp khi nào — internal stakeholders và external partners.
Tip: Với external vendors, luôn CC team lead và đảm bảo có email trail. Với internal, Slack là default — email khi cần formal sign-off.
Internal — Go-to People
BMC / Direct
[Name]
Head of Marketing
📱 Slack · For: strategy approval, budget sign-off, escalation
BMC / Peer
[Name]
Marcom Manager
📱 Slack · For: creative brief, asset delivery, campaign alignment
BMC / Peer
[Name]
CRM Manager
📱 Slack · For: CRM segment, push notification, retention plan
Product
[Name]
Product Manager — Paylater / VTS
📱 Slack · For: product brief, launch timeline, feature update
Data
[Name]
Data Analyst — Marketing
📱 Slack · For: dashboard, attribution report, data request
Finance
[Name]
Finance BP — Marketing
📧 Email · For: PO approval, budget tracking, vendor payment
Legal
[Name]
Legal Counsel — Marketing
📧 Email · For: campaign disclaimer, contest T&Cs, vendor contract
IT / Security
[Name]
IT Support
🎫 Ticket · For: tool access, account setup, CAPI integration
External — Agencies & Platforms
| Partner | Type | Contact | Scope | Note |
|---|---|---|---|---|
| [Agency Name] | Media Agency | [Name] · [email] | Offline media buying (OOH, POSM) | Quarterly retainer — check MSP contract renewal |
| [Agency Name] | Digital Agency | [Name] · [email] | Performance campaign ops support | Project-based — per campaign PO |
| Meta / Facebook | Platform Rep | [Name] · [email] | Paid social — strategic support, beta access | QBR every quarter |
| Platform Rep | [Name] · [email] | Search, Display, YouTube — planning support | Monthly check-in | |
| TikTok | Platform Rep | [Name] · [email] | TikTok Ads — creative & performance advisory | Check in before tentpole campaigns |
Tab 03 · Rhythm
Workload Daily, Weekly & Monthly
Nhịp làm việc chuẩn của role — những gì recurring và những gì ad-hoc theo campaign cycle.
Lưu ý: Workload tăng đột biến 2–3 tuần trước launch tentpole campaign (LX, major product launch). Buffer lịch và tránh schedule review phức tạp trong giai đoạn đó.
Daily
Check performance dashboard — CPM, CPC, CPI vs target
Review DA daily report nếu có campaign đang chạy
Slack check — product team, marcom, agency updates
Flag anomalies sớm: spend overpace, CTR drop, CPI spike
PO / procurement approval queue nếu có
Weekly
Team sync — media team, cập nhật campaign status, blockers
1:1 với team lead hoặc Head of Marketing
Agency WIP call nếu có campaign active
Budget tracking — actual vs plan, burn rate
Review & approve creative/copy từ Marcom trước khi trafficking
Campaign optimization review — A/B test read-out nếu có
Update OKR tracking sheet
Monthly
Media performance report — gửi cho Head of Marketing & stakeholders
TOM survey result review (khi có data)
Budget reconciliation với Finance — NET / Mgmt Fee / VAT
Platform QBR hoặc agency performance review
Campaign post-mortem nếu vừa kết thúc campaign lớn
OKR check-in với team — progress vs target
Vendor contract / PO renewal check
Campaign Cycle Workload (additional)
| Phase | Timing | Key tasks |
|---|---|---|
| Pre-campaign | T-6 đến T-3 tuần | Brief alignment, media plan draft, PO setup, creative brief review, tracking setup với DA |
| Launch prep | T-2 đến T-1 tuần | Final media plan approval, trafficking, pixel/CAPI check, agency briefing, contingency plan |
| Live | Campaign duration | Daily monitoring, optimization calls (2–3x/week), pacing check, escalation nếu off-target |
| Post | T+1 đến T+2 tuần | Post-mortem report, best practice documentation, invoice reconciliation, lessons learned |
Tab 05 · Now
Ongoing Projects
Projects đang chạy — timeline, next step, và owner cần handoff.
Priority: Những project có Urgent handoff cần được brief trực tiếp trong tuần đầu onboard.
Active Projects
| Project | Status | Next milestone | Next step cần làm | Handoff urgency |
|---|---|---|---|---|
|
VTS Phase 2 — Mega Vỉa Hè Merchant-led BNPL campaign · SME Soundbox |
Active | [Next milestone date] | Media optimization review, weekly pacing check, agency briefing cho phase tiếp | Urgent handoff |
|
VTS Phase 3 — Trả Chill Pending decision gate: TOM ≥50% + MAU on track |
On hold | Decision gate review | Monitor TOM tracking data, prepare media plan draft để sẵn sàng launch khi gate mở | Monitor |
|
Type S Campaign Automation n8n + Claude API → auto media plan generation |
In progress | [Milestone] | Finalize webhook payload, BigQuery schema, Google Sheets template. 4 tools scoped: receive_brief(), fetch_benchmark(), generate_plan(), write_to_gsheet() | Handoff needed |
|
MSP Procurement Redesign Sub-task model per PO per vendor |
In progress | [Milestone] | ERP auto-pull setup, reconciliation template NET/Mgmt Fee/VAT — coordinate với Finance | Handoff needed |
|
Lắc Xì 2026 — Early Planning Annual tentpole · Tết 2026 |
Planning | [Kickoff date] | Review LX25 post-mortem, align với Product team on game mechanic updates, draft media brief | Not urgent |
2026 OKR Progress
| Workstream | KPI | Status |
|---|---|---|
| Media Cost Efficiency | CPA & CPM optimize by ≥3pt | In progress — track monthly |
| Team Capability & Transformation | Lead/co-own ≥2 platform-impact projects | 1 in progress |
| Automation & Scalability | 50 Type S campaigns automated (n8n) | Architecture scoped, build in progress |
Full 2026 Team OKR (all 4 objectives, KRs & individual breakdown) → see Org & Team tab.
Tab 06 · How we work
Process & PM Notes
Cách vận hành khi act as PM từ phía BMC — những gì cần làm, những gì cần tránh.
Campaign PM Process — From Brief to Launch
1
Brief alignment (T-6 tuần)
Nhận campaign brief từ Product/Business team. Align với Marcom về message hierarchy trước. Media không nhận brief từ Product mà bypass Marcom — luôn có comm framework trước khi plan media.
2
Media plan & budget approval (T-4 tuần)
Draft media plan với channel allocation, phasing, KPI targets. Present lên Head of Marketing để approve trước khi brief agency. Budget approval cần đi qua Finance BP — không verbal approve, phải có email confirmation.
3
Procurement setup (T-3 tuần)
Tạo PO trên MSP system trước khi brief vendor. Mỗi vendor = 1 PO riêng, sub-task theo từng deliverable. Không confirm order trước khi có PO number — đây là hard rule với Finance.
4
Tracking & CAPI setup (T-2 tuần)
Coordinate với DA và Data Engineering để setup conversion tracking, pixel check, CAPI for in-app events. Test conversion flow trước khi spend bất kỳ budget nào. Checklist: pixel fire ✓ → CAPI signal ✓ → attribution model confirm ✓.
5
Launch & daily monitoring
Ngày launch: check tất cả assets live đúng spec, budget cap set, tracking confirm fire. Daily check CPM/CPI vs benchmark. Escalate sớm nếu off-target >20% sau 48h — đừng đợi weekly review.
6
Post-campaign close-out
Dừng spend → DA pull final report trong 48h → Post-mortem deck trong 1 tuần → Invoice reconciliation với Finance trong 2 tuần → Update best practice doc.
Watch-outs khi act as PM cho BMC
| Situation | Watch-out | How to handle |
|---|---|---|
| Product team muốn launch nhanh | Áp lực rút ngắn lead time → skip tracking setup hoặc brief agency quá gấp | Hold firm trên T-2 tuần CAPI setup minimum. Escalate trade-offs rõ ràng: "Nếu launch sớm hơn, chúng ta mất 2 tuần data và optimization bị blind." |
| Multiple phases chạy parallel | Awareness + Conversion chạy cùng lúc → message dilution, user confusion | Define hard KPI gate trước. Communicate lên stakeholder rõ: phase-flip dựa vào data, không dựa vào timeline. |
| Agency báo số đẹp | Inflated metrics — CTR cao bất thường, CPI quá thấp so với benchmark | Cross-check vs attribution tool (AppsFlyer/Adjust). Nếu discrepancy >15%, yêu cầu raw data. Không accept platform-reported only. |
| Budget thay đổi mid-campaign | Cut budget đột ngột → cần reallocate nhưng không có buffer | Luôn giữ 10–15% reserve trong budget plan. Document mọi budget change bằng email, không chỉ Slack. |
| Stakeholder muốn thêm channel | Scope creep — thêm channel mid-flight mà không có tracking/budget | New channel = new brief + new tracking setup. Không add vào existing campaign budget không có formal request và Finance approval. |
| LX — Event switching | 8 events với message khác nhau → media brief phải update theo từng event | Setup event calendar trước campaign với pre-approved creative deck cho từng event. Agency briefing T-1 tuần per event tối thiểu. |
Key Documents & Templates
| Document | Use when | Link |
|---|---|---|
| Media Plan Template | Bắt đầu plan bất kỳ campaign nào | Google Sheets |
| Campaign Brief Template | Nhận brief từ Product — fill trước khi align Marcom | Google Docs |
| Post-mortem Template | Sau mỗi campaign kết thúc | Google Slides |
| Budget Reconciliation Template | Invoice close-out với Finance — NET/Mgmt Fee/VAT | Excel |
| TOM Tracking Framework | Đọc TOM data và correlate với media spend | Google Sheets |
| Vendor Onboarding Checklist | Khi làm việc với new agency/vendor lần đầu | Notion |