Start Here
Welcome to the Media Manager Handoff
Tài liệu bàn giao role Media Manager tại MoMo (Brand Marketing & Communication) — tổng hợp org chart, contacts, nhịp làm việc, campaign đang chạy, và process khi act as PM. Dùng sidebar bên trái để đi đến từng mục; bắt đầu với 3 tài liệu Must Read bên dưới trước khi đi sâu vào chi tiết.
Must Read for Onboarding
Org & Team · MoMo
MoMo — Company Context
Vị trí của BMC & Media trong bức tranh chung của công ty — Platform → Division, và Business Divisions theo role to business.
Division
Platform
GPD (old name: GMC)
Growth Platform Division
BMC
Brand Marketing & Communication
ITC
Information Technology Center
Others
AF, HR, CS
Ghi chú: GMC đã đổi tên thành GPD. Các mention "GMC" ở tab Media/Terminologies/Campaigns là đang dùng tên cũ.
Business Divisions
Role to business — cách mỗi business division đóng góp vào bức tranh doanh thu chung.
Payment
Recruitment (minimize loss)
SPS
EPS
Online
App store & game
Utilities
Money transfer
Financial Services
Revenue growth (maximize earning)
CreditTech
InvestTech
InsurTech
B2B Solutions
Bank Partnership
CIO
Mkt Distribution
Recruitment, revenue growth, enablement (optimize earning)
Cinema
Travel
Ads
Rewards
Donation
Merchant Solutions
Enablement
Nhanh (Retail)
IPOS
Source: Media - Process of Working deck, slide "Business Structure"
Org & Team · BMC
Brand Marketing & Communication (BMC)
BMC gồm 7 team con, report về Head of Marketing. Media là team của bạn — xem chi tiết roster & OKR ở tab Media.
BMC Structure
Head of Marketing
Vũ Hương Thảo
Marcom (Marketing Communication)
TBU
Creative
SM: Nicki · 7 Unit
Creative-ops
Project management, support Creative & Art allocate resource
Art
SM: Alex · 7 Unit
Transformation (Automation Project)
—
CC (Corp Communication)
—
Media
You
Inbound
Mai
Source: Media - Process of Working deck, slide "BMC Team" — xem chi tiết roster & OKR của Media ở tab Media.
Org & Team · Media
Media Team Structure & OKRs
Tổng quan về team media và tài nguyên cần biết khi onboard.
Media Team Structure
Media Manager
You
Sr. Team Lead
Nguyễn Thanh Tường
Team Lead
Diên Long
Intern
Quí (Phan)
BAU: Global, VTTI (telco, billpay, public service) & MDS
Special Project: XL campaign, tracking workstream Type M & S5 with CIO
Team Lead
Như Uyên
Intern
Trâm (Khuất)
BAU: Payment, FS (VN, VTS), DLS Online
Special Project: Media guideline, A/B test to build best practice for SO & explore new touchpoint in-app
Team Lead
Thanh Hải
Senior
Trâm (Nguyễn)
Intern
Bảo
BAU: GMC (new, cross-sale & retention), DLS-SPS, BMC
Special Project: Onelink tracking, Automation Tool, new channel exploration
Sr. Team Lead
Lê Duy
Exe.
Trân (Nguyễn)
BAU: FS (Insur & TTT), DLS-EPS
Special Project: XL Camp Gamification, Web→App, Email MKT, Automation Tool
DA (dotted-line)
Đức Tín
08 Full-time (Manager 1 · Lead 5 · Exe 2) · 03 Interns · 01 DA (dotted-line) — Source: Team Structure, Jul 2026
Media Team Roster & OKR
Click vào từng người để xem Focus Area & 2026 Objective Themes. (Detail sẽ chỉnh sau.)
Nguyễn Thanh Tường tuong.nguyen3
Media Team Leader
Sr. Lead
›
Focus Area: Aggregates & coordinates Diên Long & Như Uyên's workstreams below (no dedicated BAU box) · Special: Standardise SO tracking, 2 AI-led initiatives
2026 Objective Themes: Campaign Mgmt & Performance · Media Expertise & Innovation · Automation & Productivity (lead, 2 AI initiatives) · Leadership & Coaching
Nguyễn Lê Duy duy.nguyen31
Senior Media Team Leader
Senior Lead
›
Focus Area: BAU: FS (Insur & TTT), DLS-EPS · Special: XL Camp Gamification, Web→App, Email MKT, Automation Tool
2026 Objective Themes: Campaign Mgmt & Performance · Media Expertise & Innovation · Automation & Productivity (TikTok) · Leadership & Coaching
Bùi Thanh Hải hai.bui3
Media Team Leader
Lead
›
Focus Area: BAU: GMC (new, cross-sale & retention), DLS-SPS, BMC · Special: Onelink tracking, Automation Tool, new channel exploration
2026 Objective Themes: Campaign Mgmt & Performance · Media Expertise & Innovation · Automation & Productivity (CAPI w/ Meta, chatbot) · Leadership & Coaching · Dev: Leverage AI to upskill team
Nguyễn Huỳnh Như Uyên uyen.nguyen13
Media Team Leader
Lead
›
Focus Area: BAU: Payment, FS (VN, VTS), DLS Online · Special: Media guideline, A/B test for SO best-practice, new in-app touchpoint exploration
2026 Objective Themes: Campaign Mgmt & Performance · Media Expertise & Innovation · Automation & Productivity (Social Outreach tracking) · Leadership & Coaching
Đoàn Diên Long long.doan1
Media Team Leader (promoted)
Lead
›
Focus Area: BAU: Global, VTTI (telco, billpay, public service), MDS · Special: XL campaign, Type M & S5 tracking with CIO
2026 Objective Themes: Campaign Mgmt & Performance · Media Expertise & Innovation · Automation & Productivity (Onelink ownership, per his 2026 OKR) · Leadership & Coaching
Nguyễn Thị Kiều Trâm tram.nguyen15
Senior Media Executive
Senior
›
Focus Area: A/B test library, cost efficiency (CPA/CPM/CPC), Type S automation support
2026 Objective Themes: Campaign Mgmt & Performance · Media Expertise & Cost Efficiency · Automation Support (Type S) · Dev: Cross-Functional Collaboration
Đồng Tố Minh minh.dong
Media Executive
Mid
Off
›
Focus Area: Campaign execution & reporting, monthly A/B tests
2026 Objective Themes: Campaign Execution & Performance · Media Expertise & Innovation · Automation & Workflow Support · Dev: Cross-Functional Collaboration
Nguyễn Đức Tín tin.nguyen5
Data Analyst
Data
›
Focus Area: DA request SLA (≥95%), proactive insights, automation support
2026 Objective Themes: Automation & Workflow Support · DA Request Completion (≥95% SLA) · DA Expertise & Proactive Insights (≥2 recs/month)
Nguyễn Ngọc Quỳnh Trân tran.nguyen20
Media Intern / Exe.
Intern
›
Focus Area: Supporting Nguyễn Lê Duy's workstream (FS Insur/TTT, DLS-EPS)
Võ Ngọc Bảo bao.vo3
Media Intern
Intern
›
Focus Area: Supporting Bùi Thanh Hải's workstream (GMC, DLS-SPS, BMC)
Quí (Phan) qui.phan
Media Intern
Intern
›
Focus Area: Supporting Đoàn Diên Long's workstream (Global, VTTI, MDS)
Trâm (Khuất) tram.khuat
Media Intern
Intern
›
Focus Area: Supporting Nguyễn Huỳnh Như Uyên's workstream (Payment, FS, DLS Online)
Source: Team Structure – Jul 2026, [Media] 2026 OKR Setting roster & individual OKR
2026 Team OKR
Mục tiêu cấp phòng ban (cascade từ OKR cá nhân của Media Manager) — áp dụng cho cả team trong năm 2026. Timeline: 01/01/2026 – 31/12/2026.
1
Optimize Media Cost Efficiency High priority
KR1: Reduce CPA & CPM by 3% YoY through ongoing bid strategy, audience segmentation, and placement optimization.
KR2: Implement Conversion API integration to send app-event signals to ad channels, enabling smarter algorithmic optimization.
KR3: Establish a monthly cost-efficiency review process with benchmarks across channels (Meta, Google, TikTok...).
KR2: Implement Conversion API integration to send app-event signals to ad channels, enabling smarter algorithmic optimization.
KR3: Establish a monthly cost-efficiency review process with benchmarks across channels (Meta, Google, TikTok...).
2
Team Capability & Ownership (Transformation) High priority
KR1: Media team leads or co-owns at least 2 platform-level projects that impact business results or customer experience.
KR2: Build internal capability through quarterly skill-sharing sessions covering tracking, full-funnel performance, and data analysis.
KR3: Establish clear ownership matrix so each team member owns at least 1 initiative end-to-end.
KR2: Build internal capability through quarterly skill-sharing sessions covering tracking, full-funnel performance, and data analysis.
KR3: Establish clear ownership matrix so each team member owns at least 1 initiative end-to-end.
3
Improve Productivity Through Automation & Scalability High priority
KR1: Automate template planning & reporting for 50% of Campaign Type S using N8N or equivalent automation tool.
KR2: Reduce manual reporting time by 30% through dashboard automation (Looker/Data Studio integration).
KR3: Document and standardize 3 repeatable media workflows to enable faster onboarding and execution.
KR4: Auto set-up 50% ads for Campaign Type S by end of 2026 (by ad objective: awareness, traffic, engagement...).
KR2: Reduce manual reporting time by 30% through dashboard automation (Looker/Data Studio integration).
KR3: Document and standardize 3 repeatable media workflows to enable faster onboarding and execution.
KR4: Auto set-up 50% ads for Campaign Type S by end of 2026 (by ad objective: awareness, traffic, engagement...).
4
Leadership and Management High priority
KR1: Coaching & training for team members to upgrade skillset in tracking, optimization & performance marketing (full-funnel).
KR2: Supervise and mentor the media team, fostering a culture of creativity, collaboration, and data-driven decision-making.
KR3: Conduct quarterly 1-1s and team retrospectives to ensure alignment, growth, and positive team productivity.
KR2: Supervise and mentor the media team, fostering a culture of creativity, collaboration, and data-driven decision-making.
KR3: Conduct quarterly 1-1s and team retrospectives to ensure alignment, growth, and positive team productivity.
Key Resources & Tools
| Resource | What it is | Access |
|---|---|---|
| Athena Platform | MoMo internal campaign management platform | Request from IT |
| Meta Ads Manager | Paid social — Facebook & Instagram | Via BMC business account |
| Google Ads | SEM, Display, YouTube | Via team MCC account |
| TikTok Ads | Short-form video paid | Via TikTok Business Center |
| AppsFlyer / Adjust | Mobile attribution | Request from Data team |
| MSP / ERP | Procurement & PO management | Via Finance team onboarding |
| n8n (lucytangcode) | Automation workflows — media ops | lucytangcode.app.n8n.cloud |
| BigQuery | Campaign performance data warehouse | Request from Data Engineering |
| Notion (BMC workspace) | Team wiki, meeting notes, OKR tracking | Request from team lead |
Reference
Terminologies
Các từ viết tắt và Campaign Type dùng xuyên suốt site này — tra cứu nhanh khi onboard.
Shortened Names
Division / BU
BMCBrand Marketing & Communication
BUBusiness Unit
FSFinancial Services (business division)
GMCBusiness division — Users Acquisition, Retention
HRHuman Resources
ITCDivision — App Dev, Web, BE
CC (BMC team)Social & PR
CS (Others division)Customer Service
AFAccounting & Finance
Product / Usecase
DLSDaily Life Services
TTTTúi Thần Tài
VTSVí Trả Sau (BNPL product)
MDSMarketing Distribution Services
VTTIViễn Thông Tiện Ích (Utilities)
SPS / EPSBoth offline — SPS: Small Partner Solution/Services · EPS: Enterprise Partner Solution/Services
Campaign
LXLắc Xì — annual Tết tentpole campaign
Metrics
CPA / CPC / CPI / CPMCost Per Acquisition / Click / Install / Mille (1,000 impressions)
CTRClick-Through Rate
TOMTop of Mind (brand awareness metric)
Process / Tools
BAUBusiness As Usual
CAPIConversion API
ERPEnterprise Resource Planning (procurement system)
MSP— internal procurement system, full name TBD
OKR / KRObjectives and Key Results / Key Result
POPurchase Order
QBRQuarterly Business Review
SOSocial Outreach
Role
DAData Analyst
CIOChief Information Officer
SM (Creative/Art)Senior Manager
Nguồn: Media - Process of Working (Business Structure, BMC Team) & xác nhận trực tiếp từ Linh.
Campaign Types
5 loại campaign, phân theo Kanban board ở tab Campaigns. Tiêu chí phân loại chính xác (budget/reach) chưa có nguồn xác nhận đầy đủ — dưới đây là quan sát từ ví dụ thực tế.
| Type | Ví dụ | Ghi chú |
|---|---|---|
| Type XL | BMC - Rebrand, LX26 | Tentpole / campaign lớn nhất, cross-BU — company-level project, chỉ định trực tiếp từ BOM |
| Type L | FS - PayLater, Risk - Trust | Campaign lớn nhưng không phải tentpole — company-level project, chỉ định trực tiếp từ BOM |
| Type M | Offline - Soundbox, DLS - Cashback, P2P - Quỹ Nhóm, FS - Critical Illness, FS - Vay Nhanh, P2P - QLCT | Phần lớn campaign BAU — quy mô chuẩn |
| Type S | Business as usual (BAU) / Always-on campaign | Đơn giản, lặp lại (repeatable), chủ yếu thiên về promotion — budget <1B, tuỳ scope & độ phức tạp có thể chia nhỏ thành S1 → S5 |
| FreeStyle | AI Automation | Sáng kiến ad-hoc / không theo khuôn mẫu chuẩn |
Contacts · People
Contact Points
Ai cần gặp khi nào — internal stakeholders và external partners.
Tip: Với external vendors, luôn CC team lead và đảm bảo có email trail. Với internal, Slack là default — email khi cần formal sign-off.
Internal — Go-to People
BMC / Direct
[Name]
Head of Marketing
📱 Slack · For: strategy approval, budget sign-off, escalation
BMC / Peer
[Name]
Marcom Manager
📱 Slack · For: creative brief, asset delivery, campaign alignment
BMC / Peer
[Name]
CRM Manager
📱 Slack · For: CRM segment, push notification, retention plan
Product
[Name]
Product Manager — Paylater / VTS
📱 Slack · For: product brief, launch timeline, feature update
Data
[Name]
Data Analyst — Marketing
📱 Slack · For: dashboard, attribution report, data request
Finance
[Name]
Finance BP — Marketing
📧 Email · For: PO approval, budget tracking, vendor payment
Legal
[Name]
Legal Counsel — Marketing
📧 Email · For: campaign disclaimer, contest T&Cs, vendor contract
IT / Security
[Name]
IT Support
🎫 Ticket · For: tool access, account setup, CAPI integration
BU Growth Domain Owners
Ai own growth domain nào theo từng BU — liên hệ trực tiếp, hoặc line manager nếu người đó đang Off.
| BU | Growth Domain Owner | Status | Note |
|---|---|---|---|
| 1. Offline DLS | tra.nguyen | Active | Key product Soundbox, Merchant growth |
| thuy.nguyen22 | Off | Reach out line manager trang.nguyen12 | |
| 2. Online | tram.nguyen8 | Active | Token, Hoàn Tiền Mua Sắm, Global |
| 3. P2P | tri.chung | Active | W2B, W2W, B2W (Titan) |
| lan.tran2 | Off | Reach out line manager thanh.luong | |
| 4. VTTI | hung.luu | Off | Billpay, Dịch vụ Công · Reach out line manager hang.my |
| quyen.thai | Active | Telco (Data, Airtime) — on maternity leave, reach out line manager hang.my | |
| 5. FS | sang.bui | Active | Túi Thần Tài, FinHub |
| huong.tran6 | Active | Bảo Hiểm | |
| thoa.huynh | Active | Vay Nhanh | |
| hang.ta | Off | Ví Trả Sau — reach out team member phuong.tran23 hoặc quang.huynh2 (under Phương) | |
| 6. Global | N/A | Active | — |
| 7. OTA | toan.nguyen18 | Off | Reach out line manager minh.tran6 |
| 8. MDS - Top Brand | phuong.nguyen40 | Active | — |
| 9. Growth New | quan.lam | Off | Merge under Huy Lê |
| 10. Growth Retention | huy.le5 | Active | Head of Growth, lead luôn mảng new |
Source: MoMo Handoff - Jul 2026.xlsx, sheet "BU Growth"
External — Agencies & Platforms
| Partner | Type | Contact | Scope | Note |
|---|---|---|---|---|
| [Agency Name] | Media Agency | [Name] · [email] | Offline media buying (OOH, POSM) | Quarterly retainer — check MSP contract renewal |
| [Agency Name] | Digital Agency | [Name] · [email] | Performance campaign ops support | Project-based — per campaign PO |
| Meta / Facebook | Platform Rep | [Name] · [email] | Paid social — strategic support, beta access | QBR every quarter |
| Platform Rep | [Name] · [email] | Search, Display, YouTube — planning support | Monthly check-in | |
| TikTok | Platform Rep | [Name] · [email] | TikTok Ads — creative & performance advisory | Check in before tentpole campaigns |
Workload · Rhythm
Workload Daily, Weekly & Monthly
Nhịp làm việc chuẩn của role — những gì recurring và những gì ad-hoc theo campaign cycle.
Lưu ý: Workload tăng đột biến 2–3 tuần trước launch tentpole campaign (LX, major product launch). Buffer lịch và tránh schedule review phức tạp trong giai đoạn đó.
Daily
Check performance dashboard — CPM, CPC, CPI vs target
Review DA daily report nếu có campaign đang chạy
Slack check — product team, marcom, agency updates
Flag anomalies sớm: spend overpace, CTR drop, CPI spike
PO / procurement approval queue nếu có
Weekly
Team sync — media team, cập nhật campaign status, blockers
1:1 với team lead hoặc Head of Marketing
Agency WIP call nếu có campaign active
Budget tracking — actual vs plan, burn rate
Review & approve creative/copy từ Marcom trước khi trafficking
Campaign optimization review — A/B test read-out nếu có
Update OKR tracking sheet
Monthly
Media performance report — gửi cho Head of Marketing & stakeholders
TOM survey result review (khi có data)
Budget reconciliation với Finance — NET / Mgmt Fee / VAT
Platform QBR hoặc agency performance review
Campaign post-mortem nếu vừa kết thúc campaign lớn
OKR check-in với team — progress vs target
Vendor contract / PO renewal check
Campaign Cycle Workload (additional)
| Phase | Timing | Key tasks |
|---|---|---|
| Pre-campaign | T-6 đến T-3 tuần | Brief alignment, media plan draft, PO setup, creative brief review, tracking setup với DA |
| Launch prep | T-2 đến T-1 tuần | Final media plan approval, trafficking, pixel/CAPI check, agency briefing, contingency plan |
| Live | Campaign duration | Daily monitoring, optimization calls (2–3x/week), pacing check, escalation nếu off-target |
| Post | T+1 đến T+2 tuần | Post-mortem report, best practice documentation, invoice reconciliation, lessons learned |
Reference · Archive
Media Deck Archive
Media Performance decks, Annual Plan, và KPI/OKR setting theo từng năm — 2022 đến 2026. Active campaign đã có ở tab Campaigns, tab này giữ lại như một reference archive.
Scope Note theo năm
| 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|
| Linh join as Digital manager since Aug 22 | Media own digital scope only | Merge In-app with digital | Add-in Social outreach & ooh scope | — |
Decks & Trackers
| Category | 2022 | 2023 | 2024 | 2025 | 2026 |
|---|---|---|---|---|---|
| Media Performance H1 | Open | Open | Open | — | Open |
| Media Performance H2 | Open | Open | Open | Open | — |
| Media Annual Plan | — | Open | Open | — | Open |
| KPI / OKR | Open | Open | Open | Open | Open |
Source: MoMo Handoff - Jul 2026.xlsx, sheet "Media Deck". Full 2026 Team OKR breakdown → see Org & Team · Media.
Process · How we work
Process & PM Notes
Cách vận hành khi act as PM từ phía BMC — những gì cần làm, những gì cần tránh.
Campaign PM Process — From Brief to Launch
1
Brief alignment (T-6 tuần)
Nhận campaign brief từ Product/Business team. Align với Marcom về message hierarchy trước. Media không nhận brief từ Product mà bypass Marcom — luôn có comm framework trước khi plan media.
2
Media plan & budget approval (T-4 tuần)
Draft media plan với channel allocation, phasing, KPI targets. Present lên Head of Marketing để approve trước khi brief agency. Budget approval cần đi qua Finance BP — không verbal approve, phải có email confirmation.
3
Procurement setup (T-3 tuần)
Tạo PO trên MSP system trước khi brief vendor. Mỗi vendor = 1 PO riêng, sub-task theo từng deliverable. Không confirm order trước khi có PO number — đây là hard rule với Finance.
4
Tracking & CAPI setup (T-2 tuần)
Coordinate với DA và Data Engineering để setup conversion tracking, pixel check, CAPI for in-app events. Test conversion flow trước khi spend bất kỳ budget nào. Checklist: pixel fire ✓ → CAPI signal ✓ → attribution model confirm ✓.
5
Launch & daily monitoring
Ngày launch: check tất cả assets live đúng spec, budget cap set, tracking confirm fire. Daily check CPM/CPI vs benchmark. Escalate sớm nếu off-target >20% sau 48h — đừng đợi weekly review.
6
Post-campaign close-out
Dừng spend → DA pull final report trong 48h → Post-mortem deck trong 1 tuần → Invoice reconciliation với Finance trong 2 tuần → Update best practice doc.
Watch-outs khi act as PM cho BMC
| Situation | Watch-out | How to handle |
|---|---|---|
| Product team muốn launch nhanh | Áp lực rút ngắn lead time → skip tracking setup hoặc brief agency quá gấp | Hold firm trên T-2 tuần CAPI setup minimum. Escalate trade-offs rõ ràng: "Nếu launch sớm hơn, chúng ta mất 2 tuần data và optimization bị blind." |
| Multiple phases chạy parallel | Awareness + Conversion chạy cùng lúc → message dilution, user confusion | Define hard KPI gate trước. Communicate lên stakeholder rõ: phase-flip dựa vào data, không dựa vào timeline. |
| Agency báo số đẹp | Inflated metrics — CTR cao bất thường, CPI quá thấp so với benchmark | Cross-check vs attribution tool (AppsFlyer/Adjust). Nếu discrepancy >15%, yêu cầu raw data. Không accept platform-reported only. |
| Budget thay đổi mid-campaign | Cut budget đột ngột → cần reallocate nhưng không có buffer | Luôn giữ 10–15% reserve trong budget plan. Document mọi budget change bằng email, không chỉ Slack. |
| Stakeholder muốn thêm channel | Scope creep — thêm channel mid-flight mà không có tracking/budget | New channel = new brief + new tracking setup. Không add vào existing campaign budget không có formal request và Finance approval. |
| LX — Event switching | 8 events với message khác nhau → media brief phải update theo từng event | Setup event calendar trước campaign với pre-approved creative deck cho từng event. Agency briefing T-1 tuần per event tối thiểu. |
Key Documents & Templates
| Document | Use when | Link |
|---|---|---|
| Media Plan Template | Bắt đầu plan bất kỳ campaign nào | Google Sheets |
| Campaign Brief Template | Nhận brief từ Product — fill trước khi align Marcom | Google Docs |
| Post-mortem Template | Sau mỗi campaign kết thúc | Google Slides |
| Budget Reconciliation Template | Invoice close-out với Finance — NET/Mgmt Fee/VAT | Excel |
| TOM Tracking Framework | Đọc TOM data và correlate với media spend | Google Sheets |
| Vendor Onboarding Checklist | Khi làm việc với new agency/vendor lần đầu | Notion |