Hi, I’m Tuyền Trần
Marketing Data Analyst
A passionate marketing enthusiast with experience in market research, consumer insights, and data storytelling. Detail-oriented and eager to transform data into actionable strategies that drive brand growth.
4+
Project Completed
3
Certifications
1
Year Experience
My Skills
Language
Native
Mid-Advanced
HSK4
Tools
FEATURED WORK
My Projects
Sample projects reflecting my learning in marketing & market analysis
Marketing Plan for Purité Shower Gel
Problem
Purité, despite its natural ingredients and elegant packaging, suffered from weak brand awareness, high pricing perception, and lack of standout communication compared to competitors.
Solution
Conducted consumer research and applied 4Cs, STP, and 6Ps frameworks to uncover insights, then repositioned Purité as a “modern muse” with an IMC plan including storytelling, social media activation, sampling, livestream commerce, and promotions.
Result
Proposed strategies aimed to boost brand awareness, enhance engagement, drive trial, and increase purchase intent, with projected impact of +20% sales, 100K discussions, 1M hashtag reach, and 500K product trials
Data Analytics—Tiger Beer in Q2/21
Problem
Tiger Beer faced declining market share in HCMC and Hanoi, weakened on-trade performance due to COVID-19, and low loyalty among younger consumers.
Solution
Conducted data-driven analysis of sales, distribution channels, user demographics, and brand funnel to uncover growth opportunities for Tiger Brown and Tiger Crystal, with strategies focused on promotions, packaging, and cultural positioning.
Result
Delivered actionable plans to defend Tiger Brown’s share, strengthen Tiger Crystal’s appeal to Gen Z, and increase both brand engagement and purchase frequency across key segments.
Here are some of my recent projects that showcase my skills in data analysis and visualization.
Sales Performance Dashboard
Problem
Lack of real-time visibility into overall business performance, including revenue, profit, cancellation rate, and customer purchasing behavior, making it difficult to identify key growth drivers.
Solution
Built an interactive dashboard in Power BI that consolidates sales data and breaks down performance by product, customer segment, payment, and shipping method while analyzing purchasing behavior to uncover opportunities for sales push.
Result
Improved visibility into business health, delivered clear insights on product performance and customer behavior, and enhanced sales strategies through faster decision-making and a 30% increase in efficiency.
Credit Risk Analysis
Problem
Rising credit risk in peer-to-peer lending with increasing loan applications, higher default rates, and falling recovery rates. Difficulty in distinguishing good vs. bad loans based on borrower profiles and loan structures.
Solution
Analyzed historical loan data across credit profiles, income, DTI, loan terms, interest rates, and regions. Built a rule-based scoring system similar to FICO and an interactive dashboard to classify risk levels and support risk monitoring.
Result
Identified ~2% of customers as extreme risk, with minimal revenue contribution but high default probability. Excluding this group reduced bad loan rates and slightly improved recovery rates, strengthening risk management without major impact on revenue.
RECOGNITION
My Achievements
Professional certifications and recognition that demonstrate my commitment to excellence in data analytics and marketing.
Master Analytical Thinking & Data Analysis With Power BI Certificate
Hands-on training in data storytelling and interactive dashboarding, publishing insights for risk monitoring and decision-making.
Data Analytics For Marketers
Gained skills in analyzing internal business and external marketing data.
Hands-on Marketing
Learned fundamentals of segmentation, targeting, brand positioning, customer insight, shopper marketing, growth analysis, and IMC strategy.
GET IN TOUCH
Contact Me
I’d love to hear from you!
th.tuyentrn@gmail.com
linkedin.com/in/tuyentran0398/
WorkPress
