Pham Nhung

Data Analyst with hands-on expertise across AdTech, Retail, and Consumer Data. Proven track record of owning end-to-end analytics frameworks-from event taxonomy, Star Schema modeling, and A/B testing to churn prediction and feature rollouts. Adept at translating complex technical analyses into decision-ready narratives for executive leadership and cross-functional partners (Product, Compliance, Business).

Experienced in standardizing team workflows and building self-serve BI infrastructure to drive business growth and operational efficiency.

Data Analyst - Zalo Ads Product - VNG Corporation

(2025-06)

• Owned the experimentation and optimization roadmap for GenAI moderation thresholds, delivering 12B VND incremental revenue and reducing text-ad rejection rate from 1.14% to 0.59% without degrading platform quality.
• Drove data-informed feature rollout decisions across the Zalo ecosystem, shipping 8-10 template and feature updates spanning ad redesigns, ad-setup pages, and display placements across Zalo, Báo Mới, and ZingMP3.
• Built a churn-prediction and retention framework using RFM segmentation, recovering 30% of at-risk users and safeguarding 2B VND in revenue every month.
• Conducted deep-dive analyses on promo abuse and campaign budget allocation, tightening abuse controls to prevent 1.5B VND in projected losses while supporting 100% attainment of growth KPIs.
• Owned the analytics data platform end to end, consolidating 150+ data tables in Metabase, building 35 Qlik Sense dashboards, and architecting 6 domain-based Star Schema data marts spanning the advertising funnel, demand-supply matching, and targeting.
• Established company-wide measurement standards by launching an A/B testing framework running 20 experiments across video, message, inbox, and form ad formats, standardizing event taxonomy into 3 core measurement logic frameworks, and auditing BI dashboards to build a Single Source of Truth.
• Partnered with Data Science to quantify Loss vs. Gain trade-offs for LLM-based Spam Lead Detection, translating model performance into cost, user impact, and revenue terms to drive the production deployment decision.

Data Analyst - FPT Corporation

(2023-12 - 2025-06)

• Developed predictive lead targeting models using cross-ecosystem behavioral and telecom data from FPT (Retail, Telecom, FPT Play, VnExpress) to build targeted cohorts for sales and marketing initiatives, optimizing conversion rates and campaign ROI.
• Built a household income prediction model for 200,000+ customers using behavioral and telecom data, applying feature engineering and machine learning to estimate income levels and household size, improving estimation accuracy by 15% over the previous manual method.
• Developed upsell prediction models using RFMT segmentation, clustering, feature engineering, and XGBoost for major campaigns, achieving 125% KPI and up to 3x better predictive accuracy than baseline.
• Scaled predictive models to additional ICT product lines and supported A/B testing, message optimization, and personalized targeting strategies.
• Expanded customer data with more than 6 million public profiles and supported automated enrichment pipelines to improve segmentation and campaign efficiency.
• Mentored and guided 2 fresher analysts in executing scoped analytical projects for home appliances and electronic accessories retail, conducting code reviews, and establishing data validation best practices.

Team Leader Coordinator - BrightCHAMPS

(2023-02 - 2023-11)

• Coordinated teaching teams across multiple branches and supported technical operations for both online and offline programs, managing scheduling and resource allocation.
• Trained staff on Python, Scratch, and foundational ML/AI topics, translating complex technical concepts for non-technical audiences across all branches.

B.Sc. - Data Science - VNUHCM - University of Science