GEW Vietnam
Integrated Brand Marketing Campaign
Building a consistent brand presence through integrated marketing campaigns, customer insights, and multi-channel communication.
Building a consistent brand presence through integrated marketing campaigns, customer insights, and multi-channel communication.
GEW Vietnam
WIGI Hair
Hair Extensions · E-commerce
Marketing Executive
Integrated Brand Marketing
2025 – Present
As WIGI Hair expanded into the U.S. market, the brand needed to strengthen its market presence while maintaining a consistent customer experience across multiple digital touchpoints. Although marketing activities were already running across social media, advertising, email, and e-commerce, these channels required better alignment to improve campaign effectiveness, customer engagement, and long-term brand growth.
Increase brand awareness in the U.S. market.
Support product launches and seasonal campaigns.
Improve consistency across marketing channels.
Enhance customer engagement throughout the buying journey.
Drive qualified traffic to the Shopify website.
Planned marketing initiatives by aligning business objectives, customer insights, and channel priorities.
Managed execution across Shopify, Klaviyo, Meta Ads, SEO, and AI creative production.
Monitored website traffic, user behavior, email performance, and campaign results using GA4 and Microsoft Clarity.
Customers responded more positively to educational content, styling tips, and authentic product demonstrations than to purely promotional posts.
Marketing campaigns achieved stronger engagement when social media, email marketing, and website content delivered consistent messaging.
Improving navigation, product information, and landing page structure helped create a smoother shopping experience.
Based on the research findings, I supported an integrated marketing approach focusing on four key priorities:
Coordinated promotional campaigns across social media, website, email marketing, and paid advertising to ensure consistent customer communication.
Maintained unified messaging and visual identity across digital touchpoints to strengthen brand recognition.
Improved the customer experience by aligning website content, landing pages, and email marketing with campaign objectives.
Tracked campaign performance through analytics and customer behavior data to continuously identify optimization opportunities.
Developed monthly content calendars across five digital channels to ensure consistent messaging and seasonal campaign alignment.
View Planning Document
Developed and refined brand guideline documents to ensure visual consistency across digital marketing assets. The guideline established standards for typography, color palettes, imagery, layouts, and communication style, enabling a unified customer experience across channels.
View Brand Guideline
Planned and coordinated product and model photoshoots by preparing production action plans, organizing timelines, aligning internal teams, and ensuring every visual asset supported the campaign objectives and brand guidelines.
View Production Plan
Developed a customer communication framework for Facebook by mapping common customer needs, questions, and purchase considerations into consultation scripts, FAQs, and audience labels. The framework helped structure customer interactions and segment audiences based on their needs and shopping intent, supporting more relevant communication throughout the customer journey.
View Customer Communication FrameworkStrengthened brand consistency across multiple digital channels.
Supported successful execution of promotional campaigns and product launches.
Improved collaboration between marketing, e-commerce, and creative teams.
Established more structured marketing workflows for future campaigns.
Enhanced customer engagement through integrated communication.
Effective marketing starts with understanding customer behavior rather than assumptions.
Consistent communication across channels improves both brand recognition and campaign performance.
Data-driven decision making enables continuous optimization and better business outcomes.
Strong collaboration across teams is essential for delivering integrated marketing campaigns.