Hanoi Capital Region
With over 20 years of experience in marketing, brand management and behavior change communications across both private and public sectors, I have successfully led numerous communications and advocacy campaigns. My expertise includes developing and implementing mass and targeted communication activities through traditional and social media platforms. I have a proven track record of generating and presenting evidence scientifically and persuasively for policymakers and collaborating with various stakeholders and partners. My extensive work with Vietnamese government agencies and private sector enterprises has honed my analytical and problem-solving skills and a results-oriented approach.
Improving Private Sector Competitiveness Project aims to remove constraints and build the competitiveness of small and growing businesses (SGBs) in Vietnam, including those led by vulnerable populations.
Vietnam Urban Energy Security promotes the deployment of advanced and distributed energy solutions in urban centers, ranging from solar panels and storage batteries to energy-efficient vehicles. mobilize capital from private and public sources to meet the energy goals.
Saving Species Project combats wildlife trafficking through: harmonizing and improving the legal framework for wildlife crime; strengthening and improving law enforcement and prosecution of wildlife crime; and reducing consumer demand for illegal wildlife products. - Developed a comprehensive strategy to reduce consumer demand for illegal wildlife products. - Led and coordinated with a research agency to conduct a baseline study. Used findings to develop social behavior change campaigns to reduce consumer demand for targeted wildlife products. - Led award-winning campaign “Don’t Cause Karma,” recognized among the top 6 campaigns globally that “change the world” in 2021 by Worldwide Partners - a global network of owner-led marketing services agencies. The campaign was also granted the VNPR Awards 2021 in Best Digital Innovative PR - Communications Campaign. - Implemented demand reduction interventions in e-commerce and tourism sectors in key tourist hotspots such as Quang Ninh and Ho Chi Minh City. - Organized TOT training for field staff and developed communication materials for wildlife protection.
SMART TA and SHIFT - Led multiple billion VND communication and advocacy campaigns for HIV/AIDS. - Developed Behavior Change Communication materials, including training curriculum, toolkits, guidelines, leaflets, brochures, and video clips for HIV testing, counseling, and drug counseling. - Organized events and ensured 100% compliance with branding guidelines. - Facilitated private sector partnerships, securing 250 million VND in sponsorship from Samsung Vietnam. - Developed research plan tools, conducted formative assessment, and produced the final assessment report for the first Human Milk Bank (HMB) Project in Da Nang, Vietnam. - Collaborated with the HMB team to create a behavior change communication strategy to promote the donation and use of safe donated human milk.