ABOUT

I am fascinated by the potential and challenges that the brand journey holds.

I work at the intersection of product storytelling, brand growth strategy, and partnership-driven impact. I have partnered with multinational brands, creative agencies, and international organizations across Asia and Europe to lead end-to-end communication initiatives from strategy and narrative development to execution across PR, digital, and stakeholder engagement.

My focuses:
– Product & brand communication: I translate complex products, services, and innovations into clear, compelling value propositions that resonate with real human needs.
– Brand growth strategy (PR, word of mouth & influencer ecosystems): I design communication strategies that fuel long-term brand growth and win share of voice on social media.
– Partnership building & sustainability-driven impact: With a strong background working alongside international organizations and sustainability-focused initiatives, I build partnerships that align business objectives with broader societal goals. I am especially motivated by work that advances sustainability, responsible innovation, and meaningful stakeholder collaboration.

I started as a freelance reporter when I was 17. I am keen on building my career around stories that make people feel relevant and inspired. I followed the path to get my Bachelor’s degree in Journalism in 2015 with firm experience at Thanh Nien Newspaper, a leading news agency in Vietnam. For five years collaborating with the Newspaper, I grew my writing skills in the Sports and Entertainment Department, built editing skills in Mobile projects, and stepped up in the media segment with experience building content and hosting a live program for the Newspaper’s website.

Soon after graduation, I asked myself if there was anything else I had not yet experienced and what awaited me outside Vietnam. Then I started my gap year with a trip to Indonesia to join a Leadership Forum, followed by six other international conferences I joined in the next 18 months. From trekking in Indonesia, to be a Reporter in United Nations Roundtable in Bangkok, filmed a story about life of sexual abuse’s victim for UNFPA, went to a rural area with UNESCO in a field trip to report about climate change’s affect, and represented my country in a UNESCO Forum in Paris Headquarters, the gap time filled my life with inspiration and passion for sustainability.

In 2018, I transitioned to the PR side when joining L’Oréal, working in the Luxury Product Department and growing the inspiration of four amazing brands—Lancôme, Yves Saint Laurent, Kiehl’s, and Shu Uemura.

Four brands, four characters, four personalities—I needed to grow with my supervisor. I think I nailed it greatly with over 40 small and big events per year, hundreds of social posts, and a fast-expanding list of 500+ influencers and media. I am always proud to build an engaging and encouraging community of people who love the brand as I do, consistently support brands, trust our values, and be our great ambassadors and storytellers to spread meaningful works. That is why I love working with people, supporting each other, and providing internal and external stakeholders with platforms to connect and grow together.

I always seek challenges to grow as an effective executor and strategic planner. Right before the pandemic hit the world, I accepted an advanced test in the Phibious agency to build a new Influencer Marketing department as Business Unit Head. Working on financial matters, recruiting staff, and building their development journey, planning for the department roadmap and services, and also providing PR strategy for clients has brought me to a new stage.

I began my Consultant path amid the first lockdown. The project is to provide innovative digital initiatives for the UNICEF East Asia and Pacific Regional Office to raise awareness of healthy eating among adolescents. In a fully remote setting, I successfully facilitated three stages of this campaign: research and mapping, strategy planning, execution, and evaluation. I especially managed to host the first virtual Influencer Launch Event for UNICEF in the region.

Another year goes by; I flew to the Netherlands to pursue an MBA degree with the Orange Tulip Scholarship from the Dutch government. One year, 15 courses, and a thesis about the impact of Influencer Marketing on Brand Loyalty sharpened my business entrepreneurship and brand development in an international context. I chose the Master’s degree in a Business Administration track rather than my communication comfort zone. And I graduated in September 2022. It was all worth it when I completed things I was scared of. Find a challenge, dive into it, overcome emotional and expectation barriers, and you will find true joy.

New region, new opportunity. I spent the second half of 2022 on the second consultancy for the United Nations Volunteers Global Office. To support the social media coverage of International Volunteer Day, I coordinated partnership outreach with six regional offices and approached hundreds of influencers, experts, and stakeholders to build various content collaborations across platforms.

2023 and 2024 were a changing year when I got my first full-time role in the Netherlands at Global Forum on Cyber Expertise. I successfully enhanced internal and external communication by establishing robust channels between the Secretariat, regional offices, and donors across multiple continents. Collaborating closely with cross-functional teams, I developed an integrated framework that streamlined information flow, fostered alignment on key initiatives, and strengthened organizational cohesion. Additionally, I supported Directors in strengthening donor communications with the Netherlands and collaborated with the U.S. and U.K. governments to enhance cyber capacity-building initiatives.