I lead a seven-person marketing team at KBank's Vietnam branch, where my week runs between a Thai head office and a Vietnamese team, mostly in English, sometimes in three other languages. I like building things the team can keep using after I've moved on: a CRM automation for 500K app users, a budget tracker we now run with AI, and the review process that every campaign goes through. I've been working across borders since my first job, so NAB's Vietnam-to-Australia setup feels familiar.
Sang (Jimmy) Vo · Marketing Manager, KBank Vietnam · Ho Chi Minh City · prepared for NAB Innovation Centre Vietnam, Head of Marketing
2,000+
new SME merchants, H1 2026
VND500B+
home loan disbursement in Q3 2026 (Q3 2025: ~VND 300B)
2,500+
credit cards a month in H1 2025 (target 1,000)
CHF8M+
gross margin from 250+ campaigns
21
country specialists coordinated, 30+ markets
Where the work has been
Three continents, one career
LivedWorked with people inJourneyHQ links
Places
Ho Chi Minh CityHome base. KBank Vietnam (2023 to now), Genie, Fika, FE CREDIT. Remote work for New World Hotels and Solforus from 2018.
Besançon, France2015 to 2016. First year of Linguistics and Communication at Université de Franche-Comté, studied in French.
Montréal, Canada2016 to 2020. B.Sc. Communication Studies (Communication and Technologies), Université de Montréal, QS World University Rankings 2016: #86. Final two years combined with remote work for employers in Vietnam.
Bangkok, ThailandKASIKORNBANK headquarters. Reports to the FSVP Marketing; three years as the working link between the Vietnam branch and HQ.
SpainDKSH global digital team. Sr. Global Digital Marketing Specialist for Global Performance Materials, coordinating 21 country specialists across 30+ markets.
Worked with people in: Southeast AsiaVietnam, Thailand, Malaysia, Singapore, Indonesia, Philippines, Myanmar, Cambodia, Laos (DKSH, 2022 to 2023). Thailand: also KBank head office, 2023 to now.
Worked with people in: East AsiaChina, Hong Kong, Taiwan, Japan, South Korea (DKSH, 2022 to 2023).
Worked with people in: Australia & New ZealandAustralia, New Zealand (DKSH, 2022 to 2023).
Worked with people in: IndiaIndia (DKSH, 2022 to 2023).
Worked with people in: United StatesUnited States (DKSH, 2022 to 2023).
Worked with people in: United KingdomUnited Kingdom (DKSH, 2022 to 2023).
Worked with people inVietnam, Thailand, Malaysia, Singapore, Indonesia, Philippines, Myanmar, Cambodia, Laos, China, Hong Kong, Taiwan, Japan, South Korea, Australia, New Zealand, India, United States, United Kingdom, Spain (DKSH, 2022 to 2023; Thailand also KBank head office).
Marketing Leader · Banking, MarTech & CRM, Team Building
Marketing leader with 8+ years in banking, B2B distribution and consumer tech, across Vietnam and 30+ global markets. Currently leading a 7-person banking marketing team at KBank; earlier led a 15-person team through three managers at Genie and coordinated 21 country specialists at DKSH. Hands-on with MarTech: CRM and lifecycle automation, Salesforce, Pardot, GA4 and AppsFlyer. Three years as the working link between KBank Vietnam and its Thai headquarters, including final sign-off on all marketing content.
Built the CRM and lifecycle programme: monthly personalised rate-update emails to about 500K users of KPLUS (KBank's mobile banking app), Zalo automation journeys, and GA4 + AppsFlyer tracking of the in-app loan application funnel.
KASIKORNBANK VietnamOct 2023 - Present
Use AI in day-to-day CRM work: selecting target segments from KPLUS and CRM data (customers near term-deposit maturity, abandoned loan applications), compiling monthly performance reports from GA4, AppsFlyer and CRM for the FSVP, and running the campaign budget tracker used to reconcile payments with product sponsors.
DKSHSep 2022 - Oct 2023
Set up Pardot and Oracle for lead generation and customer data capture, and worked with IT to roll out new Salesforce modules.
How the CRM programme fits together
KPLUS app: KBank's mobile banking app; about 500K of its users receive the monthly CRM programme.
CRM: Monthly personalised rate-update emails to about 500K KPLUS users.
Zalo: Automated follow-up journeys sent through Zalo.
GA4 + AppsFlyer: Tracks each step of the in-app loan application funnel.
In-app loan application funnel: The journey that GA4 and AppsFlyer measure, from first screen to submitted application.
AI: segments, reports, budget tracker: Selects target segments from KPLUS and CRM data, compiles the monthly performance reports, and runs the campaign budget tracker.
Credit card acquisition, H1 2025
Average 2,500+ approved cards a month against a KPI of 1,000. Peak month: 75,000+ applications, 12% approved, about 7,500 cards.
1AdsVND 500M to 1B / month
2App installs from ads10,000 to 30,000 / month
3App open75 to 90% of installs
4CASA account openingnot tracked in this funnel
5eKYC passed60 to 80% pass
6Card applications75,000+ peak month
7Approved12% approved, about 7,500 peak month
2,500+approved cards a month, H1 2025 averageKPI 1,000
Peak-month application and approval figures include branch and partner channels.
R2
Cross-functional partnering
Partnering with Product, Data, Engineering, MarTech teams
KASIKORNBANK VietnamOct 2023 - Present
Work with Product, Data, IT and Thai HQ to turn business goals into feature and tracking requirements. Manage agencies including Publicis (SEM).
DKSHSep 2022 - Oct 2023
Set up Pardot and Oracle for lead generation and customer data capture, and worked with IT to roll out new Salesforce modules.
Genie VietnamJun 2022 - Feb 2023
Worked with the Product team on gamification and referral features to improve retention.
R3
People leadership
People leadership, leading leaders and specialists
KASIKORNBANK VietnamOct 2023 - Present
Lead a 7-person marketing team across Credit Card, Home Loan, Merchant Lending and merchant cash advance (MCA), POS and Term Deposit, reporting to the FSVP (First Senior Vice President) Marketing at Thai HQ.
DKSHSep 2022 - Oct 2023
Coordinated 21 country digital specialists across 30+ markets. Proposed and rolled out a new operating model per country, redefining how the global and local teams work together.
Genie VietnamJun 2022 - Feb 2023
Led a 15-person marketing team through three managers (Partnership, Content, Performance), each running a team of 4 to 5. Hired all three managers.
Team scale, one square is one person
Genie15 through 3 managers
KBank7
DKSH21 specialists across 30+ markets
Manager who leads a teamTeam member or specialist
R4
Building capability
Building and scaling capability or shared-service teams; workforce planning
DKSHSep 2022 - Oct 2023
Coordinated 21 country digital specialists across 30+ markets. Proposed and rolled out a new operating model per country, redefining how the global and local teams work together.
Genie VietnamJun 2022 - Feb 2023
Led a 15-person marketing team through three managers (Partnership, Content, Performance), each running a team of 4 to 5. Hired all three managers.
R5
Coaching and talent
Coaching, talent management
KASIKORNBANK VietnamOct 2023 - Present
Run performance reviews, 1:1 coaching and development plans for the team.
Genie VietnamJun 2022 - Feb 2023
Led a 15-person marketing team through three managers (Partnership, Content, Performance), each running a team of 4 to 5. Hired all three managers.
R6
Cross-nation stakeholders
Cross-nation stakeholders, English
KASIKORNBANK VietnamOct 2023 - Present
Final sign-off on all marketing content against Thai HQ brand guidelines. Take every campaign through Legal and Compliance, and draft the promotion notifications filed with the Ministry of Industry and Trade (MOIT) for prize-draw campaigns.
KASIKORNBANK VietnamOct 2023 - Present
Work with Product, Data, IT and Thai HQ to turn business goals into feature and tracking requirements. Manage agencies including Publicis (SEM).
DKSHSep 2022 - Oct 2023
Coordinated 21 country digital specialists across 30+ markets. Proposed and rolled out a new operating model per country, redefining how the global and local teams work together.
KASIKORNBANK VietnamOct 2023 - Present
Three years as the working link between KBank Vietnam and its Thai headquarters, including final sign-off on all marketing content.
LanguagesSkills
Vietnamese (native), English (fluent), French (fluent), Cantonese (intermediate), Mandarin (basic)
R7
Governance and risk
Governance, compliance and risk culture
KASIKORNBANK VietnamOct 2023 - Present
Own annual product budgets of up to THB 80M (about USD 2.4M): build and approve every campaign budget in the portfolio, track spend and reconcile it with the product sponsor at FSVP level for payment.
KASIKORNBANK VietnamOct 2023 - Present
Final sign-off on all marketing content against Thai HQ brand guidelines. Take every campaign through Legal and Compliance, and draft the promotion notifications filed with the Ministry of Industry and Trade (MOIT) for prize-draw campaigns.
Career
Aug 2018 to Present
KASIKORNBANK Vietnam
Oct 2023 - Present
Ho Chi Minh City
Marketing Manager, SME & Retail Lending
Lead a 7-person marketing team across Credit Card, Home Loan, Merchant Lending and merchant cash advance (MCA), POS and Term Deposit, reporting to the FSVP (First Senior Vice President) Marketing at Thai HQ.R3
Own annual product budgets of up to THB 80M (about USD 2.4M): build and approve every campaign budget in the portfolio, track spend and reconcile it with the product sponsor at FSVP level for payment.R7
Run performance reviews, 1:1 coaching and development plans for the team.R5
Final sign-off on all marketing content against Thai HQ brand guidelines. Take every campaign through Legal and Compliance, and draft the promotion notifications filed with the Ministry of Industry and Trade (MOIT) for prize-draw campaigns.R6R7
Built the CRM and lifecycle programme: monthly personalised rate-update emails to about 500K users of KPLUS (KBank's mobile banking app), Zalo automation journeys, and GA4 + AppsFlyer tracking of the in-app loan application funnel.R1
Use AI in day-to-day CRM work: selecting target segments from KPLUS and CRM data (customers near term-deposit maturity, abandoned loan applications), compiling monthly performance reports from GA4, AppsFlyer and CRM for the FSVP, and running the campaign budget tracker used to reconcile payments with product sponsors.R1
Launched "Menu for Success", an online-to-offline (O2O) campaign that brought in 2,000+ new SME merchants in H1 2026, mostly clothing retailers and restaurant chains in urban HCMC.
Raised home loan disbursement to VND 500B+ in Q3 2026 from about VND 300B in Q3 2025 (+67%) with CRM, digital and partner campaigns.
Credit cards: 2,500+ cards a month in H1 2025 against a target of 1,000, across the full funnel (ads, app install, CASA account opening, eKYC, card application). Market share and customer acquisition across lending products grew 20% versus 2023.
Work with Product, Data, IT and Thai HQ to turn business goals into feature and tracking requirements. Manage agencies including Publicis (SEM).R2R6
DKSH
Sep 2022 - Oct 2023
Ho Chi Minh City
Sr. Global Digital Marketing Specialist, Global Performance Materials · Digital Marketing Manager, Vietnam
Coordinated 21 country digital specialists across 30+ markets. Proposed and rolled out a new operating model per country, redefining how the global and local teams work together.R3R4R6
Ran 250+ integrated campaigns that generated CHF 8M+ in gross margin, with lead volume peaking at 150% month-on-month growth in May 2023.
Set up Pardot and Oracle for lead generation and customer data capture, and worked with IT to roll out new Salesforce modules.R1R2
Owned dkshdiscover.com (10,000+ products, 1,000+ suppliers): 180% user growth since launch, and 70% of internally generated leads.
Genie Vietnam
Concurrent with DKSH
Jun 2022 - Feb 2023
Ho Chi Minh City
Head of Marketing
Led a 15-person marketing team through three managers (Partnership, Content, Performance), each running a team of 4 to 5. Hired all three managers.R3R4R5
Brought in 10,000 users in 3 weeks at a CPI (cost per install) of VND 9,800 through A/B-tested launch campaigns.
Worked with the Product team on gamification and referral features to improve retention.R2
Earlier roles
PR & Branding Manager· Fika
Mar 2022 - Jun 2022
Corporate Relationship Manager· FE CREDIT (SMBC)
Nov 2021 - Mar 2022
Sr. PR Specialist· Solforus Vietnam (remote)
Dec 2019 - Nov 2021
Communication & PR Executive· New World Hotels & Resorts (remote)
Aug 2018 - Sep 2019
Capabilities
People leadership and coaching
Recruitment and onboarding
Team structure and workforce planning
MarTech (CRM, automation, analytics, attribution)
Personalisation and lifecycle marketing
Marketing governance and compliance
Cross-border stakeholder management
Budget ownership and agency management
Skills
MarTech and analytics
Salesforce, Pardot, Oracle, GA4, AppsFlyer, Zalo OA, AI tools for segmentation, reporting and budget tracking
Media
Meta Ads, TikTok Ads, Google Ads; agency management (Publicis)
Creative
Adobe Suite (Photoshop, Illustrator, InDesign, Premiere, Lightroom)