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✓ digital marketing

✓ client services

✓ project management

Hi! My name is Jason Nguyen.

I am a Digital Marketing expert with a robust 10+ year background, excelling in crafting and implementing forward-thinking digital media strategies that elevate brand presence and engagement through digital channels like SEM, Email, and Paid Media. I utilize a visionary approach to digital media, consistently pushing boundaries to achieve and surpass marketing goals.

Here are some of the organizations I’ve worked with and platforms I’ve used:

What I’m Currently Working On

On most days that end in ‘y’, I’m enthralled by multiple monitors for Walton Isaacson (the Agency of Record for Multicultural Advertising for Lexus) managing and optimizing $27M of annual media budget across Paid Media channels that span CTV, Mobile, Social, Streaming Audio, and DOOH in 30 markets in the US.

Duties and Responsibilities

Execution and management of 30 campaigns across Designated Market Areas for Lexus’ Tier II business
Channel optimization and maximizing returns on investment
Purchasing and planning $27M worth of paid media for Lexus’ multicultural audiences

What I’ve Worked On

My media journey started at an integrated agency aptly named Integrated Media Solutions that treated marketing as an ecosystem rather than ad hoc campaigns, integrating planning and management of Digital, Broadcast, and Radio within one team. I was able to grow Liberty Medical’s media spend 16%, resulting in an additional $1M of media spend.

After completing my MBA program in London, I worked with charities and NGOs to design and implement friendly user journeys and craft stories that would maximize fundraising ROI. Working in tandem with the BBC’s marketing efforts, I was able to utilize its attributional effects to run campaigns that brought in more than $10 of donations for every $1 of ad spend, an ROAS of over 1000%.

When Typhoon Haiyan hit the Philippines, the paid media I ran leveraged key moments around real-world events to boost ad spend, ensuring the ads were seen by those that resonated most with the message and with a high likelihood to donate.

*Disasters Emergency Committee | Typhoon Haiyan Appeal | Actual ad*

What Is My Process?

Strong campaign performance begins with a well-developed process. Consuming, processing, and understanding the data are all essential steps in my campaign optimization decision-making process.

Data-Driven Decision Making

I prioritize data analysis as a starting point and have a keen eye for discovering patterns and trends hidden in the data.

Diversified Data Sets

It’s important to use different data sets and be able to manipulate and structure the data in different ways. A new perspective can lead to valuable insights.

Different Voices

Data analysis doesn’t exist in a vacuum. Exposure to others’ opinions can lead to even deeper insights, better ideas, and more actionable next steps.

In college, I took a business process course that introduced me to the work of Frank and Lillian Gilbreth who did motion studies in the early part of the 20th century. They broke down all motions of the hand into intervals they called “therbligs”, their name spelled backwards with the th transposed. Once measured, they then reduced the number of therbligs by as much as they could in order to maximize the efficiency of a given process. Their research led to the development of the standard techniques used to teach new military recruits how to disassemble and reassemble their weapons, even in complete darkness.

This lesson has stayed with me since then and I apply the same technique to my workflows and almost everything I do. My brain is hardwired to automatically ask questions like:

How many steps are there?
What motions or steps can be reduced?
What motions or steps can be eliminated?
Can any of these steps be consolidated?

This results in streamlined processes and efficient workflows, allowing me more time to focus on analyzation, optimization, and those tasks that tend to get deprioritized due to lack of bandwidth. The best part is, my brain is hardwired to think this way. There is little additional effort required.

The Future of Advertising

The advertising landscape has undergone tremendous change since my journey into media began 15 years ago. The next 15 are going to look wildly different.

Augmented, Mixed, & Virtual Reality

While still a fuzzy concept for most, the metaverse will become as colloquial as the “cloud” has. This 3D universe will open up limitless “formats” that are bound only by imagination.

Imagine a beautiful butterfly that lands on your hand while you’re walking along your virtual street is actually a fundraising ask for a wildlife conservation charity you’ve shown prior interest in.

AI

We have only scratched the surface of the potential of AI on increasing productivity. With tools that can help us analyze data better and faster, we will be able to more easily identify & target our most relevant audiences and acquire customers for less.

The future of work will be less about the knowledge of using tools and more about understanding the relevant questions to ask and from there, making the right decisions.

More About Me – Beyond What’s On Paper

I listen to music in more than 20 languages

Though I had been listening to foreign music before, my musical journey into that space really began in the early aughts with the release of the Romanian song “Dragostea Din Tei” by O-Zone, or more colloquially known as the “Ma-ia-hee” song. My music library now contains songs in more than 20 languages, ranging from Arabic to Ukrainian.

Setting: London. Me on my way to the tube in my usual getup, of course, listening to music.

I lived in London for three years

My first year consisted of completing my MBA program at Cass Business School (now known as Bayes) followed by two years of digital fundraising for UK charities and NGOs. I loved my experience so much, I named my dog after the city.

I love languages

I can speak English and Vietnamese fluently, with conversational knowledge of Spanish and German. I am currently taking French lessons. Learning different languages helps me to think in new and different ways. For example, in English, you are a certain age. In Spanish, you have your years of life on this planet. In Vietnamese, the verb doesn’t even have to exist.

I cook with my nose

Most people cook by tasting their creations. For some reason, I’ve always been averse to this. Since I was young, I have always used my nose, and not my tongue, to measure the quality and readiness of my food.

I was born in Asia

It’s impossible to distinguish by my accent since I emigrated to the states at a very young age, but I was born in Vietnam and came to the US when I was two years old. My first memory is of me boarding a plane and my grandmother sobbing because we were leaving. Don’t worry, she followed a few years later.

Wanna chat?

Reach out to me at hello@hirejason.com or click on the link to the right.

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