Frank Bui

As an SEO Manager at M3 Group, I was responsible for building, operating, and scaling the end-to-end SEO system across Gambling (G), Sports Betting (S), and Brand SEO. The role covered SEO strategy, team management, KPI ownership, budget control, and cross-department collaboration, ensuring sustainable rankings aligned with group-level business objectives.

Key Responsibilities

• Built and standardized SEO operating frameworks
  Designed full SEO execution flows for:

  • Brand SEO

  • Gambling (G) & Sports Betting (S) industry keywords

  • Competitive / competitor keyword clusters
    Including workflows for execution, KPI tracking, budget allocation, cost control, and risk management.

• SEO team management & KPI allocation
  Assessed individual skill levels and experience to allocate KPIs appropriately, optimizing performance across multiple SEO teams and personnel levels (Junior, Middle, Senior, OVN).

• Performance monitoring & executive reporting
  Delivered weekly and monthly reports to Head of Department covering:

  • Ranking and traffic performance

  • Budget efficiency and ROI

  • Team status, bottlenecks, and operational risks

  • Strategic adjustments and solution proposals

• SEO strategy & search engine adaptation
  Closely monitored search engine updates and algorithm changes, proactively adjusting SEO strategies, site structures, and execution approaches to maintain ranking stability.

• Cross-functional collaboration
  Coordinated closely with Development, Content, Media, Admin, and OVN teams to ensure execution quality, timeline alignment, and system consistency.

• Recruitment & team scaling support
  Supported SEO recruitment, capability assessment, onboarding, and operational alignment with M3’s internal standards.

• Alignment with group-level direction
  Translated strategic direction from group leadership into actionable SEO plans, continuously adapting team structure, KPIs, and execution priorities to meet evolving expectations.

Key Achievements & Performance Highlights

Mar 2024 – Jul 2024 (Peak Performance Phase)

• Maintained Top 1–3 rankings consistently for core Gambling keywords (online card games, slots, online sic bo).

• Sustained Top 1–10 rankings for major Sports Betting keyword clusters (odds, bookmaker odds, match analysis).

• GO88 brand keywords achieved Top 1–5 stability, with multiple periods at Top 1.

• Managed approximately VND 2.4B SEO budget with a 4-member team, delivering the most efficient performance period.

Aug 2024 – Feb 2025

• Continued Top 1–3 dominance in Gambling and Top 1–10 stability in Sports Betting across multiple ranking windows.

• Brand SEO results:

  • GO88: Top 1–10 maintained for 11 days during Jan–Feb 2025

  • Sunwin: Top 1–10 during Jan 2024 campaign

• Oversaw ~VND 5.1B SEO budget, expanding team scale (including OVN resources) in a more complex operational environment.

Mar 2025 – Oct 2025

• Maintained Top 1–10 Sports Betting keywords across multiple long-term ranking phases.

• Gambling keywords (online fish shooting, online card games, online sic bo) sustained top positions until mid-2025.

• DEBET brand reached Top 1–3 rankings (Feb–Jun 2025).

• Managed large-scale SEO budgets exceeding VND 9.7B, operating with a lean but high-workload SEO team.

Core Competencies

• Large-scale SEO Strategy & Execution

• SEO Team Leadership & KPI Management

• Budget Control & Performance Optimization

• Search Engine Algorithm Adaptation

• Cross-department Coordination

• High-pressure, High-budget SEO Operations

Built and led internal team to replace reliance on expensive external agency.
Provided strategic and tactical guidance to team of 7 with accountability for all
social media channels (Facebook, Twitter, Pinterest, YouTube, etc) along with company blog, email marketing campaigns, and SEO/SEM strategies.
Collaborated with marketing and company executives to ensure strategy aligns with company objectives.

Selected Results:
Increased social media ROI by 175% and digital marketing lead
generation by 64%.
Grew Facebook 'likes' by more than 10x and boosted Twitter
followers from 1500 to 22.000.
Improved Google Adwords ROI by 104% and achieved top organic
rankings for key phrases.
Launched first concerted e-mail marketing strategy and grew
contact database by 138%

Impact: Delivered average annual sales growth of 42% for clients, with some achieving up to 200% increases.

Introduced niche retail client to the potential of content marketing;
achieved top 3 Google rankings on 60+ keywords and "long tail" phrases in the 6 months.

As the SEO Manager of our company, I am proud of the achievements we have made in search engine optimization and improving website performance. In this role, I have made significant contributions to the development and effectiveness of our company's SEO strategy.

Furthermore, I have successfully established a monitoring and evaluation system for SEO effectiveness, which has enabled continuous optimization strategies. Utilizing data analytics tools and reporting, I measure and assess crucial factors such as keyword rankings, traffic volume, user interactions, and conversion rates. This allows me and the team to fine-tune our SEO strategies and ensure continuous growth.

Another aspect of my success lies in building strong relationships with SEO partners and service providers. I have collaborated closely with industry experts to stay abreast of the latest trends and apply cutting-edge methods to our SEO strategy. At the same time, I ensure adherence to search engine regulations and algorithms to ensure sustainable and stable growth.

Through relentless efforts, I have significantly contributed to enhancing our company's online presence and driving organic traffic. The results of my SEO initiatives have positively impacted our company's visibility, brand recognition, and customer acquisition. I remain committed to staying updated with industry trends, refining strategies, and delivering sustainable SEO success.

Overall, as the SEO Manager, I have played a pivotal role in achieving remarkable SEO outcomes for our company. Through a comprehensive and data-driven approach, I have successfully improved search engine rankings, increased website traffic, and enhanced overall online performance.

• Manage a team of Affiliate Executives, ensuring campaigns are kept within budget and maximum ROI is achieved
• Acquire new partners to grow the affiliate scheme
• Work with Affiliate Executives to find the best solutions for affiliate partners
• Analyse campaign activity to ensure affiliates deliver the best ROI
• Manage the affiliate budget, including commission and budget spend
• Train up a team of Affiliate Executives to ensure their knowledge is up to date and accurate
• Oversee all affiliate campaigns
• Deliver affiliate marketing reports to senior management
• Initiate new campaign ideas, incentives and bonuses for the affiliate scheme
• Develop the affiliate marketing strategy with the aim of recruiting new affiliate partners and delivering sales volume
• Ensure timely and accurate invoicing by agencies and affiliates

Hunting and farming new and old affiliate. Support Affiliate everday about how to choice good channel at the moment. Resolve problem from affiliate after they sign up. Oversee all affiliate campaigns. Initiate new campaign ideas, incentives and bonuses for the affiliate scheme. Deliver affiliate marketing reports to CEO 

Responsible for building social network for players like Facebook, Youtube, Instagram, Zalo. Connect the player to the HappyLuke through famous KOL (Key Opinion Leader) on the social network such as Facebook or Youtube. Looking for partners to put media buying increasing brand and push more information about products, services and promotions as well. Competitor's website analysis, Media buying's websites analysis and looking for the best channel that they used. Support SEO team on the suggested keywords that should run to collect about visitors to increase quality signup and first time deposit as well.

Guide students to grasp the knowledge about online marketing as SEO, Adwords, Social Network Marketing, WordPress, Facebook Marketing, Email Marketing, SMS Marketing.

• Support Football Live Tips for member on site
• Post and up all the Football information on Site every day
• Getting and Answering to all of member feedback
• Reporting to managerment team per week