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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)

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​Achievement:

  • Key Growth products: Donate by Purchase (Sổ Tay Thiện Nguyện) & MoMo Soundbox (Loa báo chuyển khoản) 

  • 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;

  • 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);

  • Optimized in-app order flow for Soundbox through targeting journey & feedback loop. Viewed x4 monthly traffic;

  • Conducted market research, run A/B tests for in-app and ad channels (Facebook, Google) for all managed campaigns;

  • Worked with 30+ cross-functional stakeholders (creative, product, tech, data, etc) to ensure product success.

Donate by purchase

Challenge:​​

  • ​Offline users slowly become stagnant by just promotion tatics in a saturated market

  • MoMo USP is having a very strong foundation in Donation (Heo Đất) and solid partnerships with reputable charity organizations. However, this mainly attracts MoMo’s existing loyal users rather than bringing in new users or re-engaging churned users from other use cases.​

  • How to MoMo communicate it "Tiện-Lợi- Tín Better than it competitor" with Lợi being the emotional benefit

Solution:

Re-engaging Users:

  • I believe that Donate by purchase campaign with meaningful approach will reactivate & retent users that stagnant by promotion

  • Boost organic users through meaningful factors

  • Strengthen MOM retention & increase their LTV

  • Build awareness and trust by giving back to the community

  • ​User flow:

Scan QR -> MoMo Donate -> Realize children getting help -> Motivated to scan more

  • Continuous A/B Test:

    •  “1 month = 1 year” angle, clickable widget, thanks note, donate more

    • SEO, content angle, ads placement

Outcome:

  • ​The most successful Donate by purchase campaign at MoMo

  • ​Inspire many other usecases to adopt donate by purchase model

  • +4.7 freq trans vs control segment

  • +1 .5 trans/user, 30.7 trans/user for Hardcore user

  • + 20% MoM retention( vs Nov)

  • x1.3 impression, x1.4 click vs previous donation campaigns

Credit:​

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+My lead: chị Nhi Bùi, chị Trà Nguyễn​​​

+My User Growth team

+Vietnam Child ru & Bếp Sẻ chia

" Never overlook the power of small. A seamless, self-sustaining customer journey comes from deconstructing your product and pinpointing the small, consistent, yet disruptive actions that shape your audience. Over time, these tiny moments spark meaningful behavior transformation"

- chị Nhi -

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