PEOPLE DESCRIBE ME AS TENACIOUS

My tenacity is like the engine of a car that powers my journey—a relentless drive that keeps me moving forward, no matter the road ahead. It's not just about pushing through; it’s about adapting, navigating, and finding the most efficient route to success, both professionally and personally.

This drive has fueled growth for global brands like Roku, Panasonic, SSI, and YKK, helping them stay ahead in a constantly evolving market by leveraging deep consumer insights to craft strategies that truly resonate. It’s also how I unlocked new business for Pro Sports during the uncertainty of the COVID pandemic. Launching a smart home e-retailer from scratch required more than entrepreneurial spirit and strategy—it demanded an understanding of people, their desires, and how markets shift. Whether optimizing customer journeys or refining product-market fit, I focus on building lasting connections with consumers and driving profitable growth.

Tenacity isn’t just a quality I bring to my work—it’s the lens through which I see the world. At the core of all these experiences is my deep curiosity about people—what motivates them, how they think, and how culture influences their decisions. This curiosity drives me to innovate, pushing me to pioneer new ways to solve business problems and change the game, ensuring that the solutions I create are not just effective but truly transformative.

TENACIOUS

What I bring to the table

🌎 Launched 10+ consumer products and gamification at Panasonic and SSI, driving adoption across millions of users and regional scale

🎯 Influenced the repositioning of brand vision and messaging at Panasonic and SSI, effectively targeting growing segments

🚀 Unlocked new business opportunities amid COVID-19, achieving 4X profit compared to the traditional business

💡 Spearheaded consumer research to identify insights, ensuring the data-informed business decisions

👥 Collaborated with regional and global teams (product, engineering, R&D, marketing, finance, and sales)

A few home runs I've accomplished with the incredible teams I've worked with

PANASONIC

Influenced product strategy and led GTM initiatives for a premium shift, repositioning Panasonic Vietnam’s brand, driving 1.5X revenue growth and doubling market share within one year of launch.
Lifted brand from the 4th to 1st in MDA category, achieving as the #1 market share of voice.
Pioneered single-minded positioning as a Wellness solution brand through an innovative pricing and packaging strategy.
Responsibilities: P&L management | PSI forecast | Product roadmap | Product marketing strategies | Budget management | Marketing research

View work

PRO SPORTS

Established a new business model by pivoting to medical gowns in response to the COVID-19 crisis, leading the process from ideation to commercialization and generating 30% incremental revenue with 4X profit compared to the traditional business.
Built end-to-end ABM models and boosted 10X growth in marketing qualified leads (MQLs) through CRM development, including designing ideal customer profiles (ICPs), mapping customer journeys, and optimizing digital marketing performance (Key clients: Puma, O'Neill, Adidas, Revolution).
Responsibilities: Clients relationship | Global market expansion | Inbound marketing | Budget management |

SSI

Interpreted customer research findings to offer strategic insights to cross-functional leaders, influencing decisions on product innovation, brand revamp, and GTM strategies
Leveraged Salesforce CRM analysis to segment users, create profiles, and personalize communications, driving 500K+ app downloads, 20% new-user growth, and a 10% increase in sales win rate
Responsibilities: Brand strategy | CRM management | Client research | Product usage-based research | Integrated marketing campaign strategies