Ladi Group operates as a multi-business ecosystem spanning agency, staycation, real estate, and homestay services. This case best reflects my ability to define one strategic brand framework while preserving the identity of each business line.
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Ladi Group was growing as a multi-sector business, so the challenge was not simply to market each branch independently. The brand needed a more unified strategic structure across the ecosystem.
My objective was to define a common framework strong enough to connect the full business portfolio, while still preserving the specific role and tone of the agency, homestay, and property-related branches.
As Marketing Manager, I owned the marketing direction for the full Ladi ecosystem, reporting directly to the CEO while shaping brand direction, content planning, partner coordination, and communications consistency.
The practical workload split was roughly 70% agency-facing and 30% homestay-focused, including service brand development, room-selling content, and partnership expansion activity in Hanoi.
I also supported marketing work tied to client and property projects, which added another layer of cross-functional coordination and business context to the role.