Ladi Group
Overview
Role: Marketing Lead · 2025–2026 · Travel · Agency · Real estate
Ladi Group is a multi-sector ecosystem spanning agency services, staycation, real estate, and homestay, built from a strong agency foundation into a broader portfolio. As Marketing Lead reporting directly to the CEO, I set up one marketing operating system across planning, content direction, sales enablement, workflow, and an estimated VND 200M monthly budget. The system supported expansion to 10 operated units in six months, with average revenue growth of around 10% MoM during the development period.
The Problem
Ladi Group was growing multiple business lines with different customer needs. The challenge was creating one brand system clear enough to connect the whole ecosystem without making each business line feel the same.
What I Did
Directed and planned marketing for the entire ecosystem, reporting directly to the CEO.
Built and controlled the marketing budget by year, quarter, and month to optimize cost and campaign effectiveness.
Directly managed a 9-person Marketing team: assignments, onboarding, training, and periodic performance review.
Researched the market, customer behavior, industry reports, and sales data to adjust communications and product positioning.
Coordinated with Sales to build sales-driving programs; led new product development, managing product workflow and go-to-market strategy.
Ran marketing for customers, investors, and contractors, and expanded the network of travel, hotel, and bar partners in Hanoi.
Results
Supported expanding Ladi's portfolio to 10 operating units in 6 months.
Revenue grew by an average of around 10% MoM during the system's development period.
Established a brand framework that helped the business lines communicate more consistently.
Expanded touchpoints through the travel and hospitality partner network in Hanoi.
What I Learned
An ecosystem needs shared brand principles but must give each business line enough room to fit its own customers.
Sustainable marketing growth depends directly on product and service operating capability.
Clear resource allocation helps balance short-term revenue goals with long-term brand building.