Expertise
What I bring to a brand team
Brand strategy & marketing planning
Defining positioning and brand messages, then turning them into annual marketing plans with clear goals, channels and budgets.
Brand planning & launches
Co-planning national launch budgets, building go-to-market for new SKUs, and writing packaging and TVC briefs.
Consumer & market insight
Turning consumer research, brand tracking and campaign data into brand decisions and measurable ROI.
Integrated 360° campaigns
Running campaigns across TV, D-OOH, digital, PR, KOC and in-store, from planning to post-campaign evaluation.
Agency & budget management
Managing creative and media agencies and A&P spend, and aligning Sales, Finance and R&D on pricing, forecasts and product tests.
AI-powered marketing workflows
Building AI assistants that write reports, design on-brand visuals and brief me on the industry every morning.
Experience
My journey so far
Senior Brand Marketing
- Launched a 4-SKU instant coffee portfolio across D-OOH, digital, PR and trade. Managed a VND 2.5B execution budget and co-planned the VND 20B national launch budget.
- Reached all Bách Hóa Xanh stores nationwide and the BHX website within 2–3 months, with the Modern Trade team.
- Wrote the TVC brief and partnered with the production house. The TVC aired on HTV, VTV, YouTube and Facebook.
- Represented the brand in Tuổi Trẻ and the Ministry of Agriculture and Environment's "Affirming the Position of Vietnamese Robusta" project, speaking at 2 national conferences.
- Led a 15-day, VND 450M in-store sampling activation at Emart Sala.
Senior Brand Executive
- Led integrated campaigns for launches, seasonal collections and consumer activities across content, KOC and gamification.
- Led and mentored a 3-person marketing team and managed the monthly budget.
Account Executive
- Integrated campaigns for Coca-Cola, Unilever and VPBank across creative, media, PR and events.
- Wrote strategic client proposals and supported new business pitches.
Content Marketing
Market Research Interviewer
300+ consumer interviews for FMCG clients. This is where I learned how consumers really think.
Projects
AI projects I built
In 2026 I trained as an "AI Agent Boss": I direct AI assistants to do real marketing work. Here is what I built.
Gu Ngon brand identity kit, social visuals and 60s video
I turned the Gu Ngon key visual into a one-page brand guide: colors, fonts, logo rules and ready-to-use templates. With AI, I then produced on-brand Facebook and Story visuals and a 60-second vertical video. Every new design is checked against the guide.
Automated monthly report
One command turns a folder of invoices, contracts and quotes into a finished report.
- AI reads every document (PDF, Word, images, email).
- It builds a summary Excel file.
- It writes the key insights.
- It designs on-brand slides and a PDF, saved as a draft for review.
Morning AI news assistant
A personal Telegram assistant that runs in the cloud for free.
- At 8 AM it finds and reads the day's marketing and FMCG news.
- It sends me 3 short summaries with key numbers and one suggested action.
- It also summarizes my inbox and calendar, and quizzes me on what I study.
Job-search dashboard
A private dashboard that tracks my job search on its own. It counts applications and replies from Gmail, my tracking sheet in Google Sheets and LinkedIn, and sends me a 5-line summary every Monday. It only reads data and never sends anything for me.
Built with Claude and free Cloudflare and Google tools. I also wrote an AI writing style guide and a personal AI security playbook.
Services
Brand consulting
Brand Health Check
A review of your positioning, messages, packaging and channels. You get a clear report with 5–7 priority actions.
Launch Plan
A go-to-market plan for a new product: positioning, channels, budget, timeline and retail listing.
Campaign Plan & Review
Plan or review a 360° campaign: agency brief, KOC selection and how to measure results.
AI for Marketing Teams
Set up simple AI workflows for small teams: automated reports, a daily industry brief and on-brand content.
Pricing: contact for a quote. Every brand is different.
Online or in person in Ho Chi Minh City.