Jacelyn D

Head of Marketing and Communications

Sơn Tiên • Full time

Jan 2025 - Present • 1 yr 8 mos

Strategic Leadership & Team Management: Direct and mentor a high-performing team of 17 across trade marketing, digital, brand communications, and creative execution—fostering cross-functional alignment across Entertainment, Hospitality, F&B, and Resort sectors. AI-Driven Growth & Efficiency: Integrated advanced AI tools into core operational workflows, accelerating campaign deployment, optimizing multi-channel ad spend, and refining guest data analysis to maximize ROI. Revenue & Performance Impact: Formulated and executed data-driven integrated marketing campaigns, driving a 21% H1 revenue increase year-over-year through optimized channel strategies and high-converting launch initiatives. Integrated Campaign & Launch Execution: Led end-to-end strategy for major seasonal festivals, destination product launches, and resort expansions—overseeing budget allocation, media relations, and strategic PR to expand brand equity. Omnichannel Digital & Performance Marketing: Scaled performance marketing initiatives (SEO, SEM, social media, CRM automation) and partnered with top-tier KOLs/agencies to drive regional foot traffic and elevate online visibility. Cross-Functional Synergy: Collaborated closely with Sales, Operations, and Customer Experience teams to ensure brand messaging alignment across all guest touchpoints and build long-term brand loyalty.

Marketing executive

Antidote Studio • Freelance

Oct 2020 - Dec 2024 • 4 yrs 2 mos

Logistic & supply chain management Managing the import process of finished goods from suppliers in Vietnam and China Negotiating prices with suppliers to reduce the cost and maximize the profit Collecting orders data from E-commerce platforms (Etsy, Company website, Carousell) to ensure smooth worldwide delivery Sales & Marketing management Maintaining partnerships with key couriers (DHL, Qxpress) Building up and maintaining excellent rapport and strong business relationships with key suppliers and vendors Developing and managing digital and social platforms such as TikTok, Instagram, Facebook to drive business objectives Creating the concept of product launching monthly and developing a marketing campaign to catch up with the market trend Approaching new influencers, KOLS, and graphic designers to promote new product launching. Managing customer service, and handling complaints from customers to ensure high satisfaction.

CO-FOUNDER & HEAD OF MARKETING

ARTY • Full time

Dec 2023 - Sep 2024 • 9 mos

Sales & Marketing Management Spearheaded the development and management of digital and social media platforms, including TikTok, Instagram, and Facebook, to drive key business objectives and increase brand visibility. Collaborated closely with the design team to conceptualize and execute monthly product launches, aligning marketing campaigns with current market trends. Proactively engaged with new influencers and key opinion leaders (KOLs) to support quarterly campaigns, ensuring fresh and relevant brand partnerships. Conducted comprehensive market research and trend analysis to inform content strategy and campaign direction, organizing and briefing the team monthly on insights and recommendations.