About

I run UA, and write it down here.

I’m Ni Nguyen, a mobile UA marketer in Ho Chi Minh City. I’ve run global UA for one of the world’s leading music-game publishers and led mobile growth at Vietnam’s largest classifieds marketplace.

Budget managed
$500K/mo
Markets
Global
US · UK · Japan · APAC · LATAM
Channels run
11+
Experience
5+ years

Every quarter, on every app I worked on, I rebuilt the same tracking sheet: budget by channel, CPI and retention, and a log of what we tested and why.

Eventually I stopped rebuilding it. UA Playbook is that system written down — practical frameworks on attribution, benchmarks, budgeting and decision logs. Every product here is a file I use myself.

Experience

  • 2022 — 2023MOBILE GAMES
    Senior UA Specialist · Amanotes
    Global music-game publisher

    Global UA across Google, TikTok, Apple Search Ads, AppLovin and ironSource. ROAS optimization through creative testing and bidding strategy.

  • 2023 — 2025MARKETPLACE
    Senior Digital Marketing Specialist · Cho Tot
    Vietnam’s largest classifieds marketplace, part of Carousell Group

    Full-funnel mobile growth across Google, Meta, TikTok and ASA. Set channel quality benchmarks (CPI, D1/D7) through structured experiments.

Before UA: 4 years in performance marketing (SaaS, proptech) — budget planning, forecasting and CRM.

Channels run: Google UAC · Meta · TikTok · Apple Search Ads · AppLovin · ironSource · Moloco · Mintegral · Unity Ads · Vungle · Appier

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