Cẩm Ly

Product Owner with 3+ years of experience in app retail, SaaS, and customer-facing digital platforms. Experienced in end-to-end product development, from requirement gathering, PRD/BRD, user stories, user flows, UAT, release coordination, to post-launch performance tracking. Strong background working with Engineering, UI/UX, Business, Operations, and regional teams to launch and optimize digital features.

Currently driving GO! App initiatives across omnichannel retail, delivery services, marketplace integration, OMS workflows, and customer experience optimization.

Product Owner at Central Retail (GO! Retail) (2024-11 – Present)

• Owned full PO lifecycle including requirement elicitation, PRD/BRD authoring, user story writing, and UAT across GO! App and supporting internal systems including OMS, Picking App, ensuring smooth customer ordering, store fulfillment, and operational workflows.
• Defined UI requirements, reviewed interface mock-ups and wireframes for mobile features including Scan & Go, order feedback flow, member pricing, and gamification (PRD Game 2026)
• Monitored product performance, user feedback, operational workflows, and business KPIs to identify improvement opportunities and support data-driven prioritization.
• Rolled out Scan & Go and Instant Delivery as new services on GO! App
• Successfully launched Nationwide Delivery on GO! App, adding a new delivery option that allows customers to order from any GO! store across the country
• Led Shopee Food integration with OMS, defining order routing workflows, and system requirements across marketplace and internal operations.
• Analyzing Search & Filter, Order Feedback, Personalization features to enhance customer experience on GO App

Business Analyst at Template.net (2024-02 – 2024-10)

• Oversee and organize the development team's tasks within the project, while directly handling requests from stakeholders and upper management.
• Created intuitive UI designs incorporating business rules to generate form AI, elements for Form, and ensure improved UX for response.
• Employed AI ChatGPT technology to design custom prompt sentences for creating sample templates
• Work closely with stakeholders and engineering team to build strategy, vision, and release version
• Work closely with the Philippine team to trainning when there is a new feature
• Monitored project progress against milestones, adjusting plans to meet targets and deadlines.
• Prepare UAT environment to thoroughly test and evaluate the new feature.

Business Analyst at YouNet Media (2022-08 – 2024-01)

• Defined product requirements and created user stories, wireframes, and BRDs for SocialTrend — a social media trend measurement platform
• Created mockups and prototypes for desktop and mobile, working closely with the design team to ensure consistent UI/UX
• Enhanced SocialHeat G2 Dashboard through visual and UX improvements based on user feedback and data analysis
• Collaborated with business teams to identify product gaps, understand customer pain points, and propose solutions to drive market share and satisfaction

Bachelor's degree in Business Statistics – University of Economics Ho Chi Minh City (2019-08 – 2023-03)