Lê Thiện

E-commerce Growth professional with hands-on ownership of Shopee and TikTok Shop operations across 3 stores (~VND 3.5B monthly GMV) in Beauty / Personal Care and Mother & Baby. Managed business planning, campaign calendars, demand and inventory planning, e-merchandising, paid media and cross-functional execution.

Grew Mastela Official

Vietnam ~6x and Moogoo VN ~5.6x in monthly GMV.

E-commerce Growth & Operations Lead at Mastela Official Vietnam, Petitkids, Moogoo VN (2024-02 – 2026-08)

Managed Shopee & TikTok Shop operations across 3 stores with ~VND 3.5B monthly GMV in Beauty / Personal Care and Mother & Baby categories.

Store Turnaround at Mastela Official Vietnam (2025-12 – 2026-07)

Grew monthly GMV from ~VND 300M to ~VND 1.8B in 7 months (~6x), reversing a 26% MoM decline through assortment/pricing reset, Hero SKU prioritization, paid acquisition and Affiliate/KOC scaling.

• Audited GMV, SKU performance, pricing, margins and market positioning; built monthly plans, promotion mechanics and Mega Campaign priorities before scaling acquisition
• Optimized assortment, listings / PDPs and store presentation; coordinated Media, Content, Affiliate/KOC and Livestream execution, tracking timelines, budgets and KPIs

Beauty / Personal Care Growth at Moogoo VN (2024-02 – 2026-08)

Optimized listings and ran Ads across the full catalog, then filtered 3 Hero SKUs — Natural Deodorant, Rice Bran Body Wash, and Shampoo/Conditioner. Booked Affiliate/KOC placements; the Natural Deodorant reached #1 best-selling in its niche on Shopee, supporting 20–30% MoM growth and scaling monthly GMV from ~VND 100M to ~VND 560M.

E-commerce Growth & Operations Lead at Multi-store Portfolio (2024-02 – 2026-08)

Owned business and growth planning for 3 stores (~VND 3.5B monthly GMV), sustaining 8–15% average monthly growth in total portfolio revenue.

• Built monthly business plans, promotion proposals and Mega Campaign calendars; forecast Hero SKU demand and stock-on-hand / DOI for key campaign periods
• Benchmarked competitor pricing and used revenue, CTR, CVR, margin and ad cost to identify performance gaps; built weekly dashboards for budget, SKU and campaign decisions
• Allocated Shopee/TikTok Ads by SKU performance and coordinated Affiliate/KOC and KOL/KOC Livestream around validated products; ROAS reached 10–14.5 on Shopee and 8–12 on TikTok
• Hired, trained and reviewed 6 direct reports; aligned Media, Content, Affiliate, Livestream, CS and Fulfillment through KPIs, SOPs and onboarding

Operations Assistant at Bia Tuyết 888 (2023-06 – 2023-12)

Supported bookkeeping, staff scheduling and inventory operations; proposed operational and sales improvements.

Bachelor in Investment Economics – University of Economics Ho Chi Minh City (UEH) (2021-10 – 2024-12)