Spotify Vietnam

Spotify approached my team to lead the market launch in Vietnam, tapping into a fan base of some of the world’s largest consumers of digital content. With mobile penetration and digital consumption growing rapidly, Spotify was poised to deliver an unparalleled experience to the way the country streams and shares media. Results: Highlights from my time with Spotify include the Vietnam launch event, introducing the annual Spotify Wrapped campaign, artist video production, and hosting the Spotify: Beyond The Music event for artists and music industry executives. These efforts helped develop a strong market presence, attract active monthly users to the platform, and establish thought leadership in the audio streaming space. Role: I developed a communications plan to generate pre-event buzz, drive downloads and sign-ups with launch, and a post-launch retention plan to increase awareness (brand love). I managed a team of designers and marketers to create on-trend, locally relevant content for social channels guided by an internal editorial calendar and global brand guidelines. Challenge: Our challenge was two-fold - build brand love and community while also educating a developing market on product use, new features, and use potential. We focused on laying a strong foundation with freemium before trying to convert users into paid listeners. Approach: My team produced 30 high-performing content pieces (graphics, animation, video) per month for social channels focusing on product education, brand awareness, music discovery, artist engagement, and new features. We conducted market research, competitive analysis, social listening, and A/B testing to inform content planning.