Ho Chi Minh City, Vietnam
I am a marketer at heart, focused on exploring how community, technology, and storytelling come together in a changing digital landscape. My work centers on building "Social-First" approaches that combine the natural reach of influencer marketing with AI-driven content to help brands build genuine connection and desire at scale. From my roots in agency strategy to my current time supporting ecosystem frameworks at Unilever, I work alongside incredible teams and creators to scale creator networks, integrate AI content solutions, and drive social commerce through performance-led affiliate marketing.
In charge of leading the setup and evolution of Unilever Personal Care Vietnam’s Content Service and Influencer Strategy & Ecosystem, designed to enable Social First approach with A.I.
- Influencer and Affiliate Marketing Lead at Unilever VN - Personal Care - Skin Cleansing & Deodorant - Achievement: * Delivered 214% Affiliate-led growth in FY2025 vs FY2024 for Unilever Vietnam Skin Cleansing and Deodorant. * Achieved 190% USG for Unilever PC Vietnam TikTok Shop (SCom) in FY2025 vs FY2024. * Led the scale-up of influencers and affiliates, building a network of more than 20,000 KOLs/KOCs and 15 Brand Ambassadors or Friends of the House for Unilever PC Vietnam.
- MMusic, a part of Metub Company, is the leading music service ecosystem and content platform, catering to a new generation of artists, audiences, independent labels, and brands. We are revolutionizing the music industry through innovative solutions and strategic partnerships. - Achievement: * GOT Top 6 YouTube Trending for Unilever Lifebuoy Tet Vo Ve MV BY excellent planning and execution influencers and platforms optimization strategy. * GOT approximately 1M USD of revenue for GENfest 2024 (with over 40K participants, 2.000 content creators and 1B TikTok views) under Business management BY exceptional client relations for 11 brands partnership and remarkable E2E campaign management.
- Spearhead ideation, planning, and budgeting efforts while seamlessly integrating brand values across various partnership types including TV, Digital, Influencer, and Innovation. - Oversee end-to-end project management and closely monitor performance delivery, taking timely actions to address any issues or crises that arose. - Cultivate strong relationships with clients, media networks, and partners to maintain preferred status. - Demonstrate expertise in content partnership and sponsorship. - Achievement: * GOT ROI over 600% with Top trending, Top TV rating & Top BSI for 2 Ngày 1 Đêm, The New Mentor SS1, and Street Dance Vietnam, etc. BY optimizing brand integration content to match with the audience insights and social trend. * GOT 200M TikTok views from UGC under Clear x Street Dance Vietnam campaign BY igniting the 1st ever TikTok challenge for Unilever with advanced influencer strategy. * GOT Top 1 social campaign (BSI) for Comfort Gentle AI 2023; Skincare Hazeline Halo 2022; etc. BY applying AI technology and impactful engagement social challenges. - Featured projects: Managing sponsorship in Chi Đẹp Đạp Gió Rẽ Sóng SS01; The New Mentor SS01; 2 Ngày 1 Đêm SS01; Street Dance Vietnam; VnExpress Marathon; etc.
- Develop brand communication strategies and content plans to build brand credibility and solve business objectives. - Supervise advertising and communication activities across paid channels such as PR, influencer and community, etc. to maintain consistency in branding as well as effectiveness. - Manage brand’s owned channels such as social media channels (Facebook, Zalo, etc.), website, stores, etc. to communicate effectively with the customers. - Achievement: * DRIVED business growth rate of FTTH and IPTV service to 12% even within 2021 lockdown situation BY launching and accelerating affiliate marketing solution. * MANAGED to gain and maintain FPT Telecom as Top 1 on social with 60% SOV and positive sentiment score compared to total Vietnam telecommunication market BY creating and keeping conversation with consumers via KEY and AWO campaigns across channels.
- Collaborate with FMCG, cosmetics, and beauty service clients in Thailand to develop and execute strategies for entering and thriving in the Vietnam market. - Conduct market research to identify trends, consumer insights, and opportunities. - Provide expert recommendations on PR campaigns, media and content strategies tailored to the Vietnam market.