Data-driven push-sale at FPT

I was Senior Growth Strategist at FPT Corporation for four months, February to May 2023, between Garena and Ninety Eight. I built a data-driven push-sale system. CAC dropped 18%.

The team spent on instinct: where last quarter spent, whatever felt right. No one could say which channel, creative, or segment moved CAC. Dashboards pointed backward. Calls were vibes.

So I rebuilt the read. Attribution from ad spend to first purchase, split by channel, creative variant, and audience. A weekly review against a rolling CAC target, the ledger shared across BD, marketing, and finance. Kill and scale rules, so calls ran on evidence. Busy channels that never converted got cut. Budget followed what compounded.