Question 1

What does a Group AI Marketing Officer actually do?

Accepted Answer

Most marketing teams know they need AI but don't know how to start. My job is to close that gap — not with a strategy deck, but with tools and systems that actually get used. At Archetype Group, that meant rolling out an internal AI tool (ABI) to 30+ senior leaders across 20 countries, building the prompt systems around it, and training the teams to embed it in their day-to-day. The result is AI that saves real hours — not a pilot that gets quietly shelved. The same approach applies to any engagement: audit what the team is doing, identify where AI creates the most leverage, and implement it properly.

Question 2

What is GEO (Generative Engine Optimization), and how is it different from SEO?

Accepted Answer

SEO gets you ranked on Google. GEO — Generative Engine Optimization, also called Answer Engine Optimization (AEO) or AI search optimization — gets your content cited inside AI search results from ChatGPT, Gemini, Perplexity, and Google's AI Overviews. The difference matters because search behaviour is shifting. A growing share of searches never reach the blue links — they get answered directly by the AI. If your content isn't structured to be cited, you're invisible to that audience regardless of your Google ranking. At Archetype Group, I rebuilt on-page content across 300+ pages specifically for GEO: cleaner structure, direct answers, schema markup, and content written in a format AI systems can extract and cite. It's a newer discipline, and most teams haven't caught up to it yet.

Question 3

What kind of roles or projects are you open to?

Accepted Answer

Primarily senior marketing roles where AI and data are central — not just a feature. Head of Marketing, Marketing Director, or similar positions at companies that are serious about AI adoption rather than experimenting with it. On the consulting side: GEO/AEO audits, SEO audits, AI adoption strategy for marketing teams, and content systems that work at scale. Based in Ho Chi Minh City (UTC+7). Available remotely across APAC, Europe, and US time zones. If the work is interesting, geography is not a barrier.

Question 4

Can you help a team that's just starting with AI?

Accepted Answer

Yes — that's often the most impactful situation. Teams that are early in AI adoption tend to get the most value from a structured rollout: the right tools chosen deliberately, clear use cases, and people who actually know how to use them. What that looked like at Archetype: I built a reusable prompt system for client-dossier research that any account team member could use from day one, without a technical background. We went from AI being a curiosity to it being part of the standard workflow across 20 countries. The starting point is always the same — identify where time is being lost, and find the AI intervention that reliably saves it.

Question 5

Why should I hire someone in Ho Chi Minh City for a global marketing role?

Accepted Answer

Because location determines where you sit, not how you think or work. The work I do — SEO strategy, GEO implementation, AI rollout, content systems — is entirely remote by nature. I've been doing it across 20 countries from one desk. The output is the same whether I'm on a call with Singapore, London, or San Francisco. The practical upside: APAC coverage at a working hour that most Western marketing hires can't offer, genuine familiarity with emerging markets, and the perspective that comes from being inside a fast-moving regional market rather than observing it from the outside.

Turning data & creativity into real business impact.

Dat Tran

A Track Record Built on Proofs.

BBA in International Business

Group Marketing & Communications Intern

Group Marketing & Communications Officer

Group AI Marketing Officer

Eight things I shipped, and what happened next.

ABI

Arch Intelligence

Gen Z Tarot

Search & GEO rebuild

CRM audit

Video programme

Lifecycle email

This site

My Go-To Tools & Platforms.

Films that carried the pitch.

Credentials that back the claims.

On-Page SEO and AI Search Essentials with Semrush

Strategic & Technical FAQ.

Dat Tran — Marketing × AI × Automation. Building smarter marketing systems for the AI era.