Commercial diagnosis
Find the real growth bottleneck behind surface-level channel metrics.
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Head of Marketing · Commercial Growth · Decision Systems
Lai Khoa
Commercial Performance
& Decision Architecture
I diagnose commercial bottlenecks, turn evidence into decisions, and connect those decisions to execution, measurement and controlled growth.
View selected work ↘scroll to explore
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12+
years across marketing,
growth & commercial systems
growth & commercial systems
About
From marketing execution to commercial decision architecture.
I work at the intersection of customer behavior, acquisition economics, funnel performance, CRM, automation and management decision-making.
The objective is not more analysis. It is a better commercial system: clearer diagnosis, stronger decision ownership, cleaner handoffs and measurable correction loops.
Decision architecture
Translate evidence into decisions, trade-offs, owners, metrics and review conditions.
Growth systems
Connect acquisition, CRM, qualification, routing, nurture and conversion governance.
AI-mediated operations
Use AI as an operational layer without losing business rules, control or accountability.
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Selected work
Systems, interventions
and measurable outcomes.
01
Commercial Growth Architecture
Re-architected acquisition, qualification, CRM handoff and pipeline governance around commercial quality rather than raw lead volume.
Case study ↗
GROWTH
SYSTEM
SYSTEM
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B2B Demand Generation
Connected performance marketing with lead quality, SQL progression and revenue economics to scale demand more efficiently.
Case study ↗
DEMAND
ENGINE
ENGINE
03
AI-assisted Lead Intake
Designed a controlled intake and routing flow using LLMs plus business rules for completeness, intent, validation and downstream handoff.
Case study ↗A
B
C
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Impact
Selected commercial outcomes.
year over year
lead
channel
attainment
Metrics are shown as examples of business outcomes, not isolated marketing vanity metrics.
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Experience
Commercial growth through different operating contexts.
2025—2026
RSQUARE Vietnam
Head of Marketing
Commercial real estate · Office & industrial leasing
2023—2025
Mediastep / Alibaba.com Vietnam
Performance Marketing Leader
B2B marketplace · Demand generation
2020—2022
24H Maintenance
Marketing Lead
B2B services · Growth & lead generation
Earlier
Construction · FMCG · Game · EdTech
Marketing & Performance roles
Cross-industry operating experience
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Capabilities
Where strategy meets operating design.
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Commercial Performance
Growth economics · funnel quality · channel efficiency · conversion governance
02
CRM & Funnel Architecture
Lead lifecycle · qualification · routing · multi-need accounts · pipeline governance
03
Decision Systems
Diagnosis · trade-offs · decision ownership · metrics · correction loops
04
Marketing Systems
Paid media · SEO · analytics · CRO · automation · reporting
05
AI-mediated Operations
LLM workflows · rules · validation · orchestration · control layers
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Thinking
Analysis is useful only when it changes a decision, an operating rule, or the way a commercial system corrects itself.
Diagnose the constraint
Separate symptoms from the real growth bottleneck.
Make the decision explicit
State the choice, trade-off, owner and expected consequence.
Close the loop
Connect execution, measurement and correction back to the decision.
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