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. A bridge, and I knew it. Took it for the pay jump, left as planned.

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. CAC dropped 18%.

One clean, scoped system at a corporate org that was never my fit. Not a scale event. I left for Ninety Eight the moment I could. The system stayed.

The bridge, not the proof. The real proof: Garena (5 SEA countries, 2M+ followers), Ninety Eight (0 to 1.5M MAUs in 90 days), and Kyber (a funnel pipeline across 14 sources and 6 stages for a DeFi aggregator).