Marketing SaaS
to
merchants
founders
SMEs
sceptics
merchants
I’m Viet. At Avada Commerce I work on Joy Loyalty, a loyalty app for Shopify merchants, and spend most of my time on why people install it and why they stay.
I’m Viet. At Avada Commerce I work on Joy Loyalty, a loyalty app for Shopify merchants, and spend most of my time on why people install it and why they stay.
Background
From writing to growth
I started out writing. The writing turned into campaigns, and somewhere in there I stopped being a content person and started being a growth one. Now I work close enough to the product to argue about it.
I grew up in Thanh Hoa and moved to Hanoi for university. The degree said Business English. Marketing was the thing I kept doing after class, until it quietly became the job.
BFCM leads
BFCM leads
x5
x5
+196%
+196%
BFCM reach
BFCM reach
App Store installs
App Store installs
x2
x2
+12%
+12%
Growth trial rate
Growth trial rate
Selected work
Each one starts where I found it. Some end with a number, some don’t.
Each one starts where I found it. Some end with a number, some don’t.
What I do
Four ways the work splits. Some projects pull on more than one.
ASO
01
I build the keyword set from the words merchants use for the problem itself, then rebuild the screenshot gallery around what the first frames have to prove.
ASO
01
I build the keyword set from the words merchants use for the problem itself, then rebuild the screenshot gallery around what the first frames have to prove.
#
keywords
#
listing media
#
app store
ASO
01
I build the keyword set from the words merchants use for the problem itself, then rebuild the screenshot gallery around what the first frames have to prove.
#
keywords
#
listing media
#
app store
GTM planning
02
Objectives in plain language first. Then a journey map that every plan hangs off. If a tactic has no stage to sit on, I don’t run it.
GTM planning
02
Objectives in plain language first. Then a journey map that every plan hangs off. If a tactic has no stage to sit on, I don’t run it.
#
OKRs
#
journey map
#
launch briefs
GTM planning
02
Objectives in plain language first. Then a journey map that every plan hangs off. If a tactic has no stage to sit on, I don’t run it.
#
OKRs
#
journey map
#
launch briefs
Growth experiments
03
I prototype the idea first, so a review happens over something people can click. In the product, Mixpanel tracks where merchants stop, and the drop-off tells me what to rewrite.
Growth experiments
03
I prototype the idea first, so a review happens over something people can click. In the product, Mixpanel tracks where merchants stop, and the drop-off tells me what to rewrite.
#
prototypes
#
Mixpanel
#
onboarding
Growth experiments
03
I prototype the idea first, so a review happens over something people can click. In the product, Mixpanel tracks where merchants stop, and the drop-off tells me what to rewrite.
#
prototypes
#
Mixpanel
#
onboarding
Positioning and research
04
The category’s public reviews come before any copy. I code them by theme, and whatever complaint keeps surfacing becomes a persona.
Positioning and research
04
The category’s public reviews come before any copy. I code them by theme, and whatever complaint keeps surfacing becomes a persona.
#
review mining
#
personas
#
messaging
Positioning and research
04
The category’s public reviews come before any copy. I code them by theme, and whatever complaint keeps surfacing becomes a persona.
#
review mining
#
personas
#
messaging
testimonials
People who saw it up close
25.03.2026
“What distinguished him was the depth of his understanding of marketing as a discipline, not merely as execution. He could articulate why a campaign was designed the way it was, not just how to build it.”
Thomas Nguyen
Chief Technology Officer & Head of Product, Avada Group
25.03.2026
“What distinguished him was the depth of his understanding of marketing as a discipline, not merely as execution. He could articulate why a campaign was designed the way it was, not just how to build it.”
Thomas Nguyen
Chief Technology Officer & Head of Product, Avada Group
17.03.2025
“After one lecture on marketing principles, he stayed to ask whether the theories would hold up when applied to e-commerce platforms serving global markets. I see this type of engagement in fewer than 10% of students each year.”
Vu Thi Phuong Dung, M.Sc.
Lecturer, Faculty of Business English, Foreign Trade University
17.03.2025
“After one lecture on marketing principles, he stayed to ask whether the theories would hold up when applied to e-commerce platforms serving global markets. I see this type of engagement in fewer than 10% of students each year.”
Vu Thi Phuong Dung, M.Sc.
Lecturer, Faculty of Business English, Foreign Trade University
FAQ
Questions I get asked in interviews and panels, answered the way I answer them there.
01
What do you actually own at Avada Commerce?
02
How close do you get to the product?
03
Why do some of these projects have no numbers?
04
Why a Master’s in Marketing, and what happens after?
FAQ
Questions I get asked in interviews and panels, answered the way I answer them there.
01
What do you actually own at Avada Commerce?
02
How close do you get to the product?
03
Why do some of these projects have no numbers?
04
Why a Master’s in Marketing, and what happens after?
FAQ
Questions I get asked in interviews and panels, answered the way I answer them there.
01
What do you actually own at Avada Commerce?
02
How close do you get to the product?
03
Why do some of these projects have no numbers?
04
Why a Master’s in Marketing, and what happens after?
Tran Hoang Viet
Product Marketing Executive
Contact me
Say hello
Email is the fastest way to reach me, and you’ll get a better reply if you tell me what you’re building.
Say hello
Email is the fastest way to reach me, and you’ll get a better reply if you tell me what you’re building.
© 2026 Tran Hoang Viet
Say hello
Email is the fastest way to reach me, and you’ll get a better reply if you tell me what you’re building.
Tran Hoang Viet
Product Marketing Executive at Avada Commerce, Hanoi
vitalictran@gmail.com
© 2026 Tran Hoang Viet