Growth Executive @ MoMo
Back Story:
My time in a fast-paced FMCG environment gave me a strong foundation in Trade Marketing. However, I soon discovered my passion for directly engaging with the end-user. This led me to the fascinating world of offline payment systems and the intricate process behind them.
I was truly impressed by the deep, connected relationships between the key players: the Issuer, Acquirer, Card Network, Payment Gateway, and Payment Aggregator.
What I value most about my experience at MoMo is applying Product-Led Growth strategies directly to my daily work.
Skill learned:
Usecase: Offline Payment (QR Payment)
Achievement:
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Key Growth products: Donate by Purchase (Sổ Tay Thiện Nguyện) & MoMo Soundbox (Loa báo chuyển khoản)
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Build core product for Donate by Purchase at MoMo, amplified through 3 donation campaigns with a combined budget of $35K. Viewed 1.7M transaction uplift, +13% MoM retention;
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Designed AWO promotion & gamify campaigns for offline users and merchants, managed monthly spend of $20K. Resulted in +12% MAU, +9% DAU & 4K merchant buy Soundbox, with 70% join MoMo-for-business (M4B);
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Optimized in-app order flow for Soundbox through targeting journey & feedback loop. Viewed x4 monthly traffic;
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Conducted market research, run A/B tests for in-app and ad channels (Facebook, Google) for all managed campaigns;
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Worked with 30+ cross-functional stakeholders (creative, product, tech, data, etc) to ensure product success.
Donate by purchase
Key visual:
Context:
Although
Re-engaging Users:
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I believe that campaign with meaningful approach will reactivate & retent users that stagnant by promotion in Oct & NovBoost organic users through meaningful factorsStrengthen MOM retention & increase their LTVBuild awareness and trust by giving back to the communityContext:Skills acquire:Scheme & Mechanic PlanningApplying PLG: research that user trigger by personalize, social proof => “1 month = 1 year” angle, clickable widget, thanks note, donate moreContinuous A/B Test: SEO, content angle, ads placementWork cross functional team efficiently
Challenge:
Solution:
Describe the key features of the service and how users can benefit from it.
Outcome:
Describe the key features of the service and how users can benefit from it.
+4.7 freq trans vs control.14.5 trans/user+8.2 freq trans vs control30.7 trans/userHardcore (15+)x1.3 impression, X1.4 clicksvs previous donationMoM retention( vs Nov)10%+ 20%vs previous donationrun ratetouchpoint
Source of growth
User flow:
Retention Loop
Touchpoint:
Soundbox
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