I'm Minh Duc, a Marketing and MarTech student at Western Sydney University through UEH–ISB and a Marketing Trainee at EF Vietnam. My work at EF spans email marketing and organic content across TikTok, Facebook and Instagram. Following a recent reallocation of channel responsibilities, my organic focus is now the main and secondary TikTok channels, developing content better suited to their target audiences. TikTok Ads is also within my current scope. Outside work, I write and record music as Lil Ewyn and explore visual storytelling through photography.
Own EDM copy, banner design, image selection, email build, campaign setup, scheduling and sending through Salesforce Marketing Cloud.
Previously delivered organic content across TikTok, Facebook and Instagram. Following a recent reallocation, now focus on a main and secondary TikTok channel to tailor content more closely to target audiences; TikTok Ads is also within my current scope. Presented the quarter plan after rebuilding the page.
Created and published cross-channel social content from idea through design and caption; also contributed event ideas and Zalo ZMS work.
Independently developed Angle 1, “The Glow-Up Stitch”, from idea and hook through storyline and detailed shot list within a group Valentine’s campaign proposal.
PRIVATE EDUCATIONSEP 2025 – JUN 2026
Advanced English & Bilingual Mathematics Tutor
Designed personalized English, Vietnamese and bilingual mathematics lessons for a primary student preparing for secondary-school admission.
MENTORSHIP & RESULT DELIVERY
Task: support learning across subjects. Action: adapt lessons to the student’s needs and monitor progress. Result: supported successful admission to Tran Quoc Toan Secondary School.
FOCUS LEARNING CENTERNOV 2024 – SEP 2025
Teaching Assistant & Tutor
Supported classroom operations and learning activities, prepared accessible teaching materials and helped students practise their English.
CAPABILITIES & EXECUTION
WHAT I DO
Connect audience motivations to content, creative execution and the next customer action.
01 · DISCOVERY
Earn attention
TikTok organic and paid creative introduce relevant experiences.
02 · CONSIDERATION
Make it tangible
Social stories, useful carousels and explainers help people explore their options.
03 · INQUIRY
Offer a next step
Email copy, banners and consultation CTAs nurture existing interest.
A planning framework for channel roles. Channels can serve several stages; cross-channel conversion attribution has not been verified.
01
Email Marketing
Copywriting, banner design, image selection, email construction, campaign setup, scheduling and sending through Salesforce Marketing Cloud.
02
Social Content
Idea, design, caption and publishing, with cross-channel adaptation across Facebook, Instagram, and TikTok.
03
TikTok Strategy
Following a recent reallocation from organic work across TikTok, Facebook and Instagram, my current focus is audience-specific content for two TikTok channels, plus TikTok Ads. The presented quarter plan is distinct from achieved performance.
04
Creative Concepts
YSL Beauty externship contribution, independently developing Angle 1 through core idea, hook, visual direction, and detailed shot list.
End-to-End Ownership: From 1 August 2026 onward, I hold end-to-end ownership of email marketing: copywriting, banner design, image selection, email construction, campaign setup, scheduling and sending to the audience called “Opps”.
WHY THIS CREATIVE
Working hypothesis: a short language trip could feel more achievable when framed around unused annual leave. I translated that into a two-week promise, experience-led banner and consultation CTA.
Business task: nurture existing interest towards an inquiry. The result below describes the wider email programme, not the effect of this banner alone.
+179%
WEIGHTED EMAIL CTR VS. PRECEDING 1-YEAR BENCHMARK
Weighted email CTR increased by approximately 179% versus the preceding one-year benchmark, across the post-takeover campaign aggregate (37 campaigns, approximately 1.55M emails sent). Maintained across full sending volume. This is an aggregate account-level benchmark, not an individual banner result or proof of revenue/lead uplift.
COMPANION ARCHIVE · 4 ADDITIONAL ORIGINAL PROOFS (CLICK TO VIEW)
02EF EDUCATION FIRST VIETNAM · ORGANIC SOCIAL & TIKTOK
CONTENT FORMAT
A summer in Cambridge · Học tập & Trải nghiệm
Educational storytelling carousel published across Instagram, Facebook & TikTok.
Full Content Ownership: Responsible for idea generation, visual design, copywriting, and cross-channel publishing across Facebook, Instagram, and TikTok. Delivered 23 verified posts across Q3 2026 (19 educational & lifestyle carousels, 3 Reels, 1 single-image announcement).
FROM CONTENT TO CONSIDERATION
Creative task: make a language trip tangible through everyday student experience, practical language and programme explanations.
Next chapter: the presented TikTok quarter plan gives each content pillar a distinct job. Its future performance is separate from the historical Instagram result below.
+85.8%
INSTAGRAM ORGANIC VIEWS (EQUAL 60-DAY WINDOWS)
Total organic views grew from 93,906 (16 May–14 Jul 2026) to 174,491 (15 Jul–12 Sep 2026) across two consecutive 60-day tracking windows following takeover. Source: Meta Business Suite Insights. Labeled strictly as account-level aggregate views, not unique reach or proof of individual post causality.
COMPANION SOCIAL PROOFS & LANGUAGE CAROUSELS (CLICK TO VIEW)
Browse all 23 published posts
03YSL BEAUTY EXTERNSHIP · JAN 2026 · CREATIVE PROPOSAL
CAMPAIGN CONCEPT
The Glow-Up Stitch · Valentine’s Self-Gifting
From Rosé handover to creator unboxing match-cut glow.
YSL Beauty: “The Glow-Up Stitch”
ROLE: MARKETING EXTERN · INDEPENDENT ANGLE 1 DEVELOPMENT
Angle 1 Concept Ownership: Independently developed Angle 1 (“The Glow-Up Stitch”) from creative hypothesis and TikTok-native hook to visual storyboard and 5-stage detailed shot list within a university externship submission. Explicitly labeled as an academic creative proposal, not a commercially launched campaign.
BRIEF → CREATIVE HYPOTHESIS → MECHANIC
Brief: build Valentine gifting appeal and social conversation among Gen Z. Creative hypothesis: use self-confidence as the bridge between Rosé and self-gifting.
Decision: a repeatable gift handover, product “click” and Stitch invitation. The hypothesis was not validated through consumer research; the result is a completed concept and shot list.
5-STAGE PARTICIPATORY HOOK STRUCTURE
01 The Pass: Rosé pushes a gift towards camera, establishing first-person handover.
02 The Receive: Creator appears to receive the gift through TikTok Stitch in an undone state.
03 The Reveal: Sensory close-up unboxing highlighting product texture and luxury cues.
04 The Transition: Compact click & match-cut trigger the empowered glow transformation.
05 The Invitation: Creator calls audience into the #PassTheGlowChallenge.
PROPOSAL ARTIFACTS & STORYBOARD BOARDS (CLICK TO VIEW)
04PERSONAL PRODUCT PROTOTYPE · IN DEVELOPMENT
Prototype · in development
MyPace: Calming Daily Companion (Expo Prototype)
A React Native and Expo prototype with five core screens: daily reminders, mood check-in, guided breathing, Pace AI chat and a personal journey log. Built to explore a gentler experience for young people facing peer pressure. In development; physical-device testing and production backend integration remain pending.
CREATIVE ALIAS · LIL EWYN
MUSIC / SIDE B
ORIGINAL RELEASES & VOCAL PRODUCTION
Outside marketing, I write and record music as Lil Ewyn. All lyrics, vocals, vocal arrangement, audio mixing and cover designs are mine. Beats credited to independent producers.
Ôm Anh Đi
Beat by MEDIOSA · Lyrics, Vocals, Mix & Cover by Lil Ewyn
Total organic views grew from 93,906 (16 May–14 Jul 2026) to 174,491 (15 Jul–12 Sep 2026) across two consecutive 60-day tracking windows following takeover. Source: Meta Business Suite Insights. Labeled strictly as account-level aggregate views, not unique reach or proof of individual post causality.