CV

Professional Summary

I am a senior brand and marketing strategist with 12+ years of experience in creative, digital, brand, and research agencies. I was previously Head of Strategy at TBWA\Vietnam. (TBWA is a global creative network that is named World's Most Innovative Companies by the Fast Company and 2021 Global Agency of the Year by Adweek). I also had regional experience leading brand planning for Ariel, Tide and Vicks in South East Asia.

In my career, I wore many hats - a voice of the consumer, a research specialist, a cultural decoder, a business consultant, a creative, a sales, potentially more. It's an unusual job that requires thinking in right & left brain, synthesizing seemingly unrelated information from different perspectives.

If you need someone creative enough to bring you a new idea but business-savvy and strategic enough to guide your business to a greater future, I am the person you should talk to.

Skills

Strategic Marketing  Branding     Brand Strategy    Product Strategy 
Social Media and Digital 
  Content Strategy    Integrated Campaign Development    Messaging Development  Workshop Moderation  Research Design   Leadership

Work Experience

2022

Freelance Strategist

Provide strategy support for agencies, startups, and brands.

2019 - 2021

Head of Strategic Planning, TBWA\Vietnam

At TBWA, I am the strategic lead for the whole agency, providing strategic guidance for brand strategy, campaign development to help clients to grow. The role of our team includes client business consultation, research, insights, and messaging development, creating the communication frameworks, and guiding other teams as well as clients in the campaign development process to maximise effectiveness.

 

I am also part of the regional strategic leadership team who drives the thought-leadership agenda for TBWA in the region.

Highlights:

- Helped L’Oreal Paris to localize their brand by rewriting how women are being called in Vietnamese. The digital-led campaign created a 3x sales increase for its hero product while owning women’s day conversations. 

- Helped Singapore Tourism Board create a 2-year plan in attracting Vietnamese travelers post-pandemic

2014-2018

Regional Strategic Planner/ Asso Strategic Planner, Publicis Singapore & Hong Kong

At Publicis, I started as a strategic planner in Hong Kong and moved to Singapore to lead strategic planning for some of the P&G brands regionally – Ariel, Tide in ASEAN and Vicks in APAC and IMEA. 

Highlights:​

  • Led Ariel Philippines to rise from challenger to market leader

  • Discovered a cultural insight about men via focus group and desk research, which led to the first laundry campaign featuring men in the Philippines and was commended by the Vice President in the Philippines 

  • Uncovered insights to refresh a global brand platform for a contact lens brand of Bausch & Lomb

  • Leveraged previous research expertise to help the team and the client to understand and create a new banking segment in Hong Kong

  • Assisted in creating new positioning for two hotel brands in Asia and the sell-in to client’s senior management

2012-2013

Asso Strategic Planner, Gravitas Hong Kong

Gravitas is a local mobile marketing agency.

As the sole strategist, I supported the Managing Director in researching digital behaviour and best practices for services selling, as well as collaborated with technology specialists and designers in recommending new UX & UI ideas to create a mobile experience for client brands.

2008-2010

Senior Research Executive/ Research Executive, Kantar Added Value Hong Kong

Added Value is a marketing consultancy. Specialising in the quantitative research department, I conducted and managed 30+ quantitative research projects on consumer usage and attitudes, product evaluation, brand tracking to advise clients’ marketing decisions. 

Education

2020-2021

Mac-Nutrition Uni

Certified Nutritionist

2011-2011

Polimoda

Master in Fashion Trend Forecasting

2004-2007

The Chinese University of Hong Kong

Bachelor in Business Administration

Interests

CrossFit, Health and Nutrition, Fashion and Luxury, LGBTQ, Sustainability, Social Impact