Professional Summary
I believe Vietnam’s strategic autonomy lies not in isolation, but in becoming an irreplaceable link in the global value chain. To build this position, I focus on sustainable tourism and empowering local businesses, transforming our cultural identity into a true strategic asset. For me, the shift from 'Made in Vietnam' to 'Made by Vietnam' is more than a slogan. It is a standing earned through real capabilities, sound policies, and authentic stories the world wants to hear.
15B+ VND
Event Budget Scale
Core Competencies
Strategic Marketing & Brand
- Brand Repositioning & Global Market Entry
- Insight-Driven B2B Marketing (Whitepapers, Case Studies)
- Data-Backed Omnichannel Growth & ROI Optimization
Partnership & Leadership
- High-Trust B2B Alliances & Media Collaborations
- Strategic Stakeholder Alignment & Partnerships
- Cross-Functional Team Empowerment & Mentorship
Tourism & Hospitality
- Luxury Hospitality & Resort Marketing (B2C & B2B)
- VIP Customer Journey & Touchpoint Optimization
- Revenue Management, Dynamic Pricing & RevPAR
Data & AI Enablement
- Business Intelligence Dashboards (Power BI, Looker)
- AI Agent Orchestration for Research Automation
- Data-Driven B2B Funnel Optimization
Professional Experience
Ultra-High-Net-Worth (UHNW) Weddings
Serve as the independent representative for UHNW families, overseeing project management, risk mitigation, and strategic partnerships for bespoke weddings (budget >15 Billion VND).
- Client-Side Project & CX Management: Direct end-to-end execution and guest experience for high-profile events. Manage complex stakeholder dynamics for VVIP attendees (government officials, corporate board members, and public figures), ensuring seamless operations before, during, and post-event.
- Vendor Procurement & Executive Liaison: Act as the executive-level bridge between UHNW families and vendors, providing a caliber of care and risk control that standard suppliers cannot match. Vet and manage 20+ suppliers per event, eliminating hidden costs, ensuring strict budget transparency, and standardizing ultra-luxury service delivery.
- Strategic Partnerships & Sponsorships: Develop and manage brand sponsorship programs, integrating commercial partnerships seamlessly into the ultra-luxury wedding ecosystem without compromising the client's vision or privacy.
Jet'aime Art | Luxury Wedding & Private Events
Built a 20+ partner community of premium local vendors, led brand repositioning, and personally contributed 39% of 2024 revenue.
- Partnership Development: Engineered a 20+ partner ecosystem to standardize luxury service standards. Secured national media partnerships with L'OFFICIEL and Robb Report.
- Brand Repositioning: Led brand repositioning and website rebuild, transforming the company into a top-choice luxury brand for international clients.
- B2B Marketing & Sales: Maintained personal responsibility for 39% of 2024 revenue through securing high-value deals ($40K to $400K+). Pioneered FIEU, a rural agri-value chain development venture.
- Team Leadership & Scale: Guided a 10+ member cross-functional team, implementing AI workflows and luxury client-handling guidelines.
- Process Optimization: Streamlined commercial pipelines, reducing sales proposal turnaround times by 75%.
Professional Experience (Continued)
InCorp Vietnam | APAC Network Consulting
Shifted brand strategy to thought leadership, boosting high-intent lead ratio from 71% to 82%, and spearheaded Cekindo to InCorp rebranding.
- Brand Strategy: Revamped digital presence from baseline SEO to an authority model by developing research whitepapers, market reports, and case studies for international investors.
- Lead Qualification: Refined B2B customer journeys, increasing the high-intent lead ratio to 82% (~170 leads/month) within a 4-month span.
- Cross-Functional Leadership: Directed a team of 5 marketing staff, synchronizing Go-to-Market strategies with Business Development, Legal, and Finance divisions.
- Market Rebranding: Spearheaded local coordination for the major rebranding from Cekindo to InCorp Vietnam.
InterContinental Phu Quoc Long Beach Resort
Oversaw omnichannel campaigns, developed real-time data dashboards, and managed digital budgets aligned with revenue targets.
- Omnichannel Campaigns: Spearheaded digital marketing channels including PPC, Meta-search, Social Ads, and CRM. Maintained strategic OTA relationships to optimize distribution.
- Data Analytics: Created unified performance dashboards using Google Data Studio and Excel to deliver real-time, actionable ROI insights.
- Luxury Brand Positioning: Curated and maintained IHG luxury brand guidelines across all customer touchpoints, mapping the full experiential guest journey.
- Budget Planning: Controlled the annual digital media budget, adjusting allocations based on dynamic seasonal demand forecasting.
Fossil Vietnam | Wearables R&D Center of Fossil Group
Led the strategic development of Fossil Vietnam’s Employer Value Proposition (EVP) and advised on the content architecture for a standalone career website, ensuring alignment with the global brand.
- EVP Strategy & Research: Co-developed the local EVP in partnership with the HR team, grounded in internal employee surveys, competitor benchmarking, and deep cultural insights.
- Career Website & Content Architecture: Advised on branding strategy and content structure for the career site, successfully aligning the local EVP with Fossil’s global Consumer Value Proposition (CVP).
- Project Management: Directed project budget, roadmap, and creative direction, ensuring on-time, on-brand delivery of all digital assets.
Nhã Châu Thư Các Hospitality Consultant Co.
Led conceptualization, market research, and implemented dynamic pricing strategies to optimize RevPAR.
- Strategic Setup: Advised on initial conceptualization, branding, target market research, and launch operations.
- Full-Funnel Marketing: Managed and optimized bookings across OTAs, direct booking engines, and social media.
InterContinental Saigon
Led the creation of a conversion-focused website and directed a full visual asset revamp.
- Web Development & SEO: Coordinated local hotel website redesign and content architecture, ranking #1 on Google for core local queries in 3 months.
- Visual Asset Management: Directed an extensive commercial art shoot to meet global IHG brand guidelines.
Education
HCMC International University (2014 - 2019)
Degree: Business Administration - Hospitality Management (Full English program). Practical Training: Saigon Tourist.
Speaking Engagements
Guest Speaker (RMIT 2024)
Marketing In Luxury Events Industry.
Advisor (Fulbright 2024)
Digital Marketing & Business Development (InCorp Hackathon).
Guest Speaker (UEF 2022-2023)
Revenue Generation, Luxury Brands, Stakeholder Management.
Mentor & Consultant (HotelBriefing.blog)
Student mentoring and digital engagement strategy (2019-2023).
Certifications & Training
IT Business Analysis & SDLC (2025 - 2026)
UniGap: Requirements Elicitation, Process Modeling, SDLC workflows.
Data Analytics & Automation (2024 - 2025)
Mastering Data Analytics (Power BI), BA for Digital Transformation.
Leadership & Strategic Management (2023 - 2024)
Leadership Dev (InCorp), Train the Trainer (IHG), LinkedIn HR.
Specialized Business & Marketing (2018 - 2022)
Data Analysis (Tomorrow Marketers), PACE Mindful Leadership, Revenue Mgmt.
Hobbies
Lifelong Learning
Dedicating each year to new realms of knowledge, spanning from strategic leadership to spiritual philosophy.
Cultural Travel
Seeking not destinations, but depth — exploring history, rituals, and human patterns across regions. (Most memorable: Ladakh, Morocco | Bucket list: Australia, Cuba, Turkey, Ethiopia)
Core Values
Compassion
Genuineness
Efficiency
Curiosity