Ngoc Phuong Anh Hoang
Marketing and Communications · Content strategy, SEO and brand development · Working student and internship, Bavaria
I am Phuong Anh. I moved to Germany in 2026 to study International Corporate Communication and Media Management at Hochschule Neu-Ulm. Before that I spent nearly five years doing marketing for small companies in Vietnam, the kind where you are the whole marketing team.
This is what that looked like: six brands, what I actually did on each one, and the numbers I can prove. I am looking for a working student or internship role in marketing or communications, 15 to 20 hours a week during the semester.
Kella English Center
Where it started
Kella is a small English centre in Hanoi that works mostly with high schools. The business had always grown through relationships with schools and word of mouth, and the owner wanted to reach students where students actually spend their time. The market is crowded and every competitor posts the same exam tips, so I kept asking one question: why would a student follow us instead of scrolling past?
What I did
- Planned the content for Facebook, TikTok and the website, and split everything into four jobs: teaching, promotion, brand and entertainment. That way the page still had a reason to exist between promotions.
- Wrote and tested OpenAI prompts that grade IELTS writing and speaking against the four official band descriptors. I taught myself prompting for this. I have taken IELTS, so I know how long students wait for feedback.
- Ran a nationwide online video contest end to end, from the concept and the prize structure to moderating the entries.
Ben Foods and Ben Gourmet
Where it started
Two sister brands, one team, two completely different buyers. Ben Foods sells premium frozen and ready-to-eat food, and that decision usually starts with a search. Ben Gourmet is a fusion restaurant, and that decision starts with a picture. I could not run them the same way, so I stopped trying to.
What I did
- Built the keyword map for Ben Foods and wrote the SEO content behind it. I went after product-education queries rather than the brand name, because people who already know the brand will find us anyway.
- Managed the bilingual WordPress content for the export site and directed the food photoshoots we used on the website and on social.
- Planned the Ben Gourmet calendar around the occasions people actually book for, like year-end company parties and set menus for couples.
Organic search, top five queries
| Query | Average position | Clicks |
|---|---|---|
| Arctic prawns tom bac cuc | 1 | 78 |
| Ben Food brand | 8.9 | 45 |
| Benfood brand | 4.6 | 37 |
| Frozen seafood hai san lanh | 1 | 16 |
| Ready-to-eat frozen seafood hai san lanh an lien | 1 | 12 |
| Top five of 26 tracked queries | 188 |
Source: Google Search Console, October to November 2025. Three of the five are non-brand commercial queries. Those are the ones I can take credit for, because the brand queries would have found the site anyway.
Mottiemlennho
Where it started
This one was mine. I started a handmade crochet brand with my own money, and that changed how I worked. Every campaign had a budget I had to justify to myself, and a bad creative cost me directly instead of costing a client. I learned more about paid social here than anywhere else, mostly because I could not afford to be careless.
What I did
- Built the brand, shot the products, and planned the calendar around gifting seasons, from Women's Day to Christmas and Tet.
- Ran ten Meta campaigns and tested creative format, placement and offer against each other, instead of launching one version and hoping.
- Moved the brand to wholesale supply for retail shops once direct-to-consumer had proved that the product sells.
Cost per messaging conversation, ten campaigns
The same numbers, split by season
| Campaign cluster | Ads | Conversations | Cost per conversation |
|---|---|---|---|
| Christmas set | 5 | 123 | 7,815 VND EUR 0.26 |
| Tet set | 3 | 62 | 10,596 VND EUR 0.35 |
| Valentine's Day set | 2 | 90 | 10,967 VND EUR 0.37 |
| All ten campaigns | 10 | 275 | 9,474 VND EUR 0.32 |
One euro is roughly 30,000 dong. If you read the whole account at once, the gap looks like a 53 percent improvement, from 15,722 dong on the weakest ad down to 7,398 dong on the best. I do not want to present it that way, because it would not be true. The cheap ads ran at Christmas and the expensive ones ran into Tet and Valentine's Day, when every gifting brand in Vietnam is bidding at the same time and the auction gets expensive. The fair comparison is inside one season. Within the Christmas set, testing creative and placement moved the cost from 9,901 dong to 7,398 dong, about 25 percent, under the same auction conditions. Vietnamese media prices do not transfer to Europe. The way of working does.
T-Guard
Where it started
A technical B2B brand with no marketing foundation and a website that had to be built from nothing. Nobody buys a fire detection system on impulse. They buy it because they trust it. So the brief I set myself was credibility first and persuasion second, and everything downstream followed from that one decision.
What I did
- Defined the brand personality and turned it into a brand guideline, a brand voice and a colour system the team can apply without me in the room.
- Designed the website information architecture and wrote the content structure for every page.
- Briefed and coordinated a freelance designer through to delivery, and wrote the marketing and communications plan covering positioning, messaging and channel mix.
Site structure
- Products San pham
- Solutions Giai phap
- Technology Cong nghe
- About T-Guard Ve T-Guard
Homepage narrative
- 01 The promise, and one call to action
- 02 The silent guardian, what the brand stands for
- 03 The data-driven safety ecosystem
- 04 Products inside that ecosystem
- 05 Newsletter sign-up
- 06 Editorial content, two categories
- 07 Technology partners as proof
- 08 The objections, answered in order
- 09 Support and contact
We built the name out as Guard by Tech of Intelligence, and the promise became proactive safety: catching a fire while it is still smouldering, instead of reacting once it burns. Every page had to prove that claim before it asked the reader for anything.
A note on credit. The strategy is mine: the brand personality, the positioning, the voice rules, the colour direction, the website information architecture and the page-level content. The visual execution you see below, the logo drawing, the layouts and the catalogue pages, was produced by a freelance designer working to my brief and my art direction. I am showing it because it is the proof that the system I wrote could be built.
From the brand guideline
This engagement was about deliverables rather than published numbers, so I have no performance data to show yet. The pages here are published with the client's permission, and the full guideline and the page-level content structure are available on request.
DE Deine Sprachschule
Where it started
A German language school in Hanoi, which is a coincidence I still find funny given where I ended up living. The school had good teachers and almost no brand, and enrolment ran on referrals. My job was to give it an identity people could recognise and a way to fill classes at every level, from A1 up to B2.
What I did
- Built the brand identity and the full set of campaign materials, from brochures to social templates.
- Directed the photoshoot in the school's own classrooms, with the school's own students, rather than buying stock images of people who had never been there.
- Planned and ran eight Meta campaigns for enrolment, one per course level and intake.
Cost per conversation was around EUR 1.00, converted at roughly 30,000 dong to the euro. That is three times what the same metric cost on my own crochet brand, which is what you would expect: a language course is a considered purchase with a much higher value than a handmade flower, so a more expensive conversation is still a cheaper customer.
Smaller engagements and the paid social record
Smaller projects
Social media and content for Visa The Gioi 24h, Linh Kafe, Banh da cua co Kim, and a personal reading journal account. Short engagements, mostly content planning and creative production, and useful practice at getting something decent out of a very small budget.
Paid social, honestly framed
Across both ad accounts I spent about EUR 224 in total. That is a small budget, and I would rather say so than let the campaign count imply otherwise. What it bought me is hands-on experience of the whole loop: audience, creative, placement, testing and reading the result. The method scales; my spending history does not, yet.
Paid social, combined record
| Account | Campaigns | Conversations | Reach | Impressions | Cost per conversation |
|---|---|---|---|---|---|
| DE Deine Sprachschule | 8 | 136 | 19,900 | 69,997 | 30,155 VND EUR 1.01 |
| Mottiemlennho | 10 | 275 | 45,825 | 86,218 | 9,474 VND EUR 0.32 |
| Total | 18 | 411 | 65,725 | 156,215 |
Two different markets, two different objectives and two very different price points, so the cost per conversation is not comparable between the two rows. Converted at roughly 30,000 dong to the euro.
Tools, languages, and what I am still learning
Marketing
Content marketing and content strategy, social media management, Meta paid advertising and A/B testing, SEO and keyword research, brand strategy and brand guidelines, website content architecture, campaign planning, event coordination.
Tools
Meta Business Suite and Ads Manager, Google Search Console, WordPress, Canva, Adobe Photoshop, Excel, PowerPoint, and ChatGPT with the OpenAI API for prompt work.
Languages
Vietnamese as a native language. English at C1, my working language for five years. German at B1, with a B2 course in progress, because I would like to work in a German-speaking team eventually rather than only in English.
What I am still learning
I keep learning through online courses, at the moment Google Analytics, HubSpot SEO and Semrush Academy. Marketing changes fast, and taking a course every few weeks is how I stay in touch with new tools and new thinking that I can bring straight back into the work.