PROFESSIONAL MINDSET
Strategic Leadership & Vision
Long-term strategic thinking in brand building and holistic group-level coordination across multiple business units
Customer-Centric Excellence
Placing customer experience at the core of all decisions, with deep understanding of customer journey mapping and pain points at every touchpoint
Data-Driven Decision Making
Leveraging analytics, market research, NPS, CSAT, and customer insights to validate strategies and measure business impact
Innovation & Adaptability
Continuous learning and application of emerging technologies and creative problem-solving approaches to navigate market changes
Collaborative Cross-Functional Leadership
Building and developing professional teams, fostering positive work environments, and driving alignment across Product, IT, Sales, and Operations
Business-Oriented Design Thinking
Balancing brand excellence with measurable business outcomes, ROI focus, and stakeholder value creation
Crisis Management & Governance
Establishing risk management protocols, ensuring compliance, and maintaining stakeholder trust in complex situations
Integrated Marketing & CX Philosophy
Embedding customer-centric thinking and marketing best practices into every business process, innovation initiative, and service rollout
WORK EXPERIENCE
Head of Group Brand & Marketing cum CX Management
IPA Group
Sep 2022 - Present • 3 years 2 months • Full-time • Vietnam
Head of Group Brand Manager of IPA Group and member companies in Securities, Insurance, Retail & FMCG, F&B and Hospitality. Managing Assitant to the Chairwoman
• IPA Group, VNDIRECT, PTI, Goldsunfood (Wulao, KingBBQ, Sushikei,...)
- Responsible:
Lead integrated marketing and customer experience strategies across all group brands, aligning go-to-market campaigns and brand positioning with customer expectations at every touchpoint.
Oversee end-to-end customer journey mapping, performance tracking, and continuous improvement by collaborating with Marketing, Product and other units.
- Accountable:
Ultimately answerable for group-level brand equity and all CX outcomes, including NPS, CSAT, retention, and business impact.
Report to executive leadership and the Board on marketing and CX effectiveness, delivering measurable results and company-wide customer-centric transformation.
Ensure full compliance, crisis management, and long-term trust for all stakeholders through best-in-class integrated marketing and customer experience practices.
• VNDIRECT, PTI, IPA Group
- Accountable for developing and executing comprehensive brand strategies for IPA Group and member companies in Securities, Insurance, Retail, F&B, and Hospitality.
- Responsible for brand architecture, identity management, value proposition differentiation, and group-wide brand compliance systems.
• VNDIRECT, PTI
Direct four specialized departments: Brand Marketing, Creative Design/Production, Digital Marketing, and Brandcare Governance; overseeing campaign budgets and ensuring ROI.
Pioneer crisis management protocols and brand health measurement frameworks.
• VNDIRECT, PTI, Homefood
Lead 4 members UI/UX team incharge of all digital display for PTI App/Website; Homefood, Toilathaomoc Ecommerce & Affiliate Platform, Internal chat app & project management tools for IPA Group
• VNDIRECT, PTI, DSTATION, Toilathaomoc, Homefood
Project Manager of Dstation - Ecosystem combination of PTI and VNDIRECT collab with FMCG & F&B Company of IPA Group. Lead major projects in workplace/network transformation, new F&B product lines
Marketing Manager
The IELTS Workshop - Bao An Education Joint Stock Company
May 2022 - Sep 2022 • 4 months • Full-time • Vietnam
Accountable for restructuring and optimizing marketing operations for the education business, directly handling a 20-person team. Responsible for integrated marketing strategy aligning with enrollment and brand awareness goals; manage recruitment, team training, budget allocation, and reporting.
CCO - Brand Manager
KStudy Academy & Koworking Space
Oct 2021 - Sep 2022 • 11 months • Full-time • Vietnam
Accountable for co-working space and training academy operations, marketing strategy, and customer acquisition.
Responsible for enrollment funnel management, course delivery quality, HR development, and faculty recruitment.
Direct marketing campaigns and teach foundational courses in Marketing and UI/UX.
Project Manager - Customer Manager
UI/UX Freelance Team
Jun 2019 - Present • • Freelance • Vietnam
Lead remote freelance teams of designers, researchers, developers; ensure design/technical compliance and business objective alignment.
Our Porfolio Available upon request or at: https://bit.ly/2ZUnakp
Brand Manager
1980Books Publishing House
Sep 2019 - Sep 2021 • 2 years • Full-time • Vietnam
Accountable for launching and managing marketing/PR departments, new product lines, and omnichannel sales.
Responsible for digital marketing, branding, retail strategy development, and major B2C channel operations.
Supervise business strategy planning for member brands, lead editorial projects and educational program implementations.
Account Executive
Bond Creative Agency
Feb 2019 - July 2019 • 5 months • Full-time • Vietnam
Accountable for enterprise-level UI/UX project delivery to Fortune 500 clients (Vingroup, Viettel, VNPT).
Responsible for solution consultation, discovery, user experience optimization, and end-to-end design-to-development for website/app projects.
Manage client communications, feedback loops, milestones, and quality assurance
Edtech Executive - Director Assistant
Institution of American Education Vietnam (EQuest Group)
Nov 2017 - Jan 2019 • 1 year 2 months • Full-time • Vietnam
Accountable for all online learning system and blended curriculum development initiatives; responsible for platform/website content management, academic documentation, and video/e-learning production.
Support program accreditation, regulatory compliance, and legal documentation for education projects.
Digital Marketing Executive
Education First Vietnam
Nov 2014 - Nov 2017 • 3 years • Full-time • Vietnam
Accountable for pre-departure program operations, event coordination, and digital content across Facebook, Instagram, and web platforms.
Responsible for SEO content strategy, graphic/multimedia production, community engagement, and marketing campaign support.
KEY PROJECTS
The IELTS EXPO
The IELTS Workshop
Jun 2022 - Sep 2022 • Event Director & Marketing Lead
Vietnam's largest IELTS competition and educational expo, featuring multi-stage competitions, workshops, and networking opportunities for English learners nationwide
Key Achievements:
- Organized Vietnam's largest IELTS competition with 1,600 attendees at grand finale
- Secured 12 media partnerships and 50 brand ambassadors for event promotion
- Generated 11 million social media impressions and 10,000+ organic discussions
- Coordinated 1 billion VND in sponsorships for prizes and participant gifts
- Managed multi-stage competition format from registration (600) to finals (150 participants)
- Achieved 2,203 registrations against 1,500 target (147% of goal)
- Executed integrated marketing campaign across 10 channels with optimized allocation
Impact: Successfully launched Vietnam's largest IELTS competition and educational expo, setting new industry standards for scale and engagement. Event achieved exceptional reach with 11M social media impressions, secured major brand partnerships, and delivered comprehensive value to English learners nationwide through multi-stage competition format and premium prizes.
PTI Insurance - BRAND RENOVATION & REPOSITIONING
Tổng Công ty Cổ phần Bảo hiểm Bưu điện
Oct 2022 - Present • Head of Group Brand & Marketing cum CX Management
Post-Telecommunication Joint-Stock Insurance Corporation (PTI) stands as one of Vietnam's leading non-life insurance companies with 27 years of market presence, 47 branch offices, and #1 market share in motorcycle and auto insurance. In 2023, PTI executed one of its most transformative strategic repositioning initiatives: transitioning from a traditional insurance company brand identity (established in 2009) to a modern, customer-centric financial institution that places people at the core of its value proposition.
Key Achievements:
- Successfully developed and launched integrated brand strategy "People – Trust – Insurance" on March 1, 2023, across all major media channels, creating clear differentiation in a crowded insurance market
- Redesigned product portfolio architecture into 3 distinct solution pillars (Care for health/travel, SOS for auto/property, Commercial for B2B) - enabling 20,000+ agents and customers to navigate offerings with 40% greater clarity (measured through internal surveys)
- Delivered comprehensive brand identity system comprising 100+ page guidelines, 200+ visual assets, and templates applied consistently across: digital ecosystem (website, CRM, email, mobile app), marketing collateral, office environments, and 10,800+ postal service distribution points nationwide
Impact: Successfully transformed PTI's brand identity from traditional insurance company to customer-centric financial partner through "People – Trust – Insurance" values framework. Achieved 85%+ employee brand adoption with staff becoming authentic brand ambassadors. Repositioned brand perception against 100+ competitors through modern visual identity and clear 3-pillar architecture, resulting in 35% increase in brand favorability post-launch. Established strong brand equity that deepens customer relationships and differentiates PTI as a purpose-driven brand in a commoditized market.
"Vi Dung Gu" – Goldsunfood x Coca-Cola Integrated Campaign
Goldsunfood x Coca-Cola
Sep - Nov 2024 • Head of Marketing & Project Director
Directed end-to-end integrated marketing campaign for brand partnership between Goldsunfood and Coca-Cola, managing hybrid team (agency & in-house), coordinating 56 restaurants, and overseeing 5 fanpages across multi-channel activation.
Key Achievements:
- Designed and implemented 4-phase integrated strategy targeting Gen Z/Millennials with optimized budget allocation and performance KPIs tracking
- Led multi-channel activation across Meta, TikTok, YouTube, and Google, exceeding 100-150% of all KPIs with 19M total reach and 62M+ engagements
- Achieved 59.1M video views with 14,175 Meta Clicks (+141% vs. plan) and 11,033 Google Clicks (+110% vs. plan)
- Drove 4 out of 6 TikTok hashtags to trending status, partnered with 26+ KOLs, and generated 578 UGC entries
- Developed and launched 26,000 Eating Game Card sets and 1,500+ POSM materials across 56 restaurant locations
- Executed integrated campaigns including minigames, Capcut contest, livestreams, and secured 3 major press releases
- Managed agency partners and controlled deliverable quality, optimizing internal-external collaboration for on-time execution and ROI
Impact: Successfully delivered integrated brand partnership campaign exceeding all performance targets by 100-150%. Campaign achieved massive digital engagement with 19M+ reach, drove TikTok trending presence, and created extensive on-ground activation across 56 restaurant locations with measurable ROI and positive brand sentiment.
VNDIRECT - CX & Digital Experience
VNDIRECT Securities Corporation
Oct 2022 - Present • Head of Group Brand & Marketing cum CX Management
Spearheaded customer experience optimization and digital platform redesign for leading securities firm
Key Achievements:
- Redesigned trading platform with enhanced UX/UI
- Implemented omnichannel customer journey optimization
- Created unified design system for web and mobile apps
- Reduced customer onboarding time by 60%
Impact: Enhanced user experience leading to significant business growth
UI/UX Freelance Team
Freelance
Ongoing • UI/UX Designer & Team Lead
ADDITIONAL PORTFOLIO - Available upon request or at: https://bit.ly/2ZUnakp
Key Achievements:
- Portfolio showcases comprehensive UI/UX work across various domains
- Available for detailed review upon request
- Visit https://bit.ly/2ZUnakp for complete portfolio
Impact: Diverse portfolio of UI/UX projects across multiple industries and platforms
