Professional Nerd. Award-Winning Marketer.
/Senior Director – Analytics & Insights /
CV
Professional Summary
Brooklyn-based first-generation Vietnamese American who loves all things data.
Award-winning, process-oriented, and tactical integrated marketing professional that provides strategic insight by pioneering creative solutions that drive results for global brands. Experienced in executing marketing campaigns scaling from $10K to $20M+ from pre-production to post-production. Agency and in-house experience managing teams of 10+.
Verticals: Alcohol, Auto, Beauty, CPG, Entertainment, eCommerce, Fashion, Financial Services, Real Estate, Retail, Spirits, Tech
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Previous experience: Re-launching social media programs, activating social campaigns, production, and optimizing content and connections through reporting to leverage brands' entire system of communications across paid, owned, and earned channels to drive business growth.
Specializations: Social media, data analysis, data visualization, project management, and converting media analytics and action performance metrics into optimization strategies.
Skills
Auditing Brand Strategy Data Analysis Data Warehousing
Insights Development Marketing Market Research Optimization
Reporting Social Listening Social Media
Work Experience
November 2021 - Present
Senior Director, Measurement and Analytics, Whalar
Lead agency development efforts for measurement and analytics, including existing and new business efforts while leading integration of all analytics disciplines in service of client business outcomes. Provide leadership for the overall management of analytic projects; including profitability, timeliness, quality, and client value while leading a cross-disciplinary team of managers and analysts specializing in turning data into actionable insights.
I develop measurement frameworks, KPIs, and cross-channel measurement strategies, manage a team of measurement managers/analysts, and oversee the production of creative reports, brand lift reports, and positioning analysis to ensure they're aligned with client/brand goals.
March 2022 - Present
Associate Board of Directors, Orphans' Future Alliances
As an Associate Board Member, I aim to support scholarships and mentoring programs through fundraising campaigns. I engage with donors, volunteers, and serve as an acting ambassador.
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What is OrFA? OrFA's mission is to provide orphans in impoverished Southeast Asian communities with access to education and mentoring in order to break the cycle of poverty.
July 2020 - November 2021
Senior Manager, Data & Insights, Movement Strategy
Leveraged deep domain experience in social and integrated media to identify insights and built compelling stories from data that impacted the growth and business of high-profile clientele. Increased reporting scopes and developed award-winning work for Netflix, Klarna, and RiceSelect.
May 2019 - July 2020
Senior Digital Strategist, Antenna Group
Executed brand awareness, digital methods, social best practices, and performance analyses for luxury/design, real estate, proptech, smart cities, sustainability, mobility, and innovative. Drove optimal growth at scale across the marketing funnel.
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2015 - 2017
Social Expect Across Data, Production, and Management
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2017 - 2019: Manager, Social Media + Production, Kellwood
Managed all social media, reporting/analysis, and influencer marketing for Kellwood's in-house fashion brands. In conjunction with social media, I oversaw all production, project management, and trade show development. As a whole, I was responsible for driving growth and sales on all digital and social platforms. -
2017 - 2017: Social Media Analyst, MediaCom
Cross-collaborated with strategy, planning, and media buying to help Fortune clients meet their business objectives by optimizing the right mix of traditional + digital media through media analyzation and data strategy. -
2016 - 2017: Account Executive, Makovsky
Public relations and digital hybrid that spearheaded marketing initiatives on consumer, tech, smart cities, IoT, and health accounts. Key focuses were public relations, social media, and issues management programs. -
2015 - 2017: Senior Marketing Consultant, Hyperbolic Agency
Worked with CEO & COO to and lead robust engaging social media strategies for brands across all social media platforms. I led community management, managed and fostered brand partnerships including co-marketing collaborations and giveaways. Along with social, I oversaw digital production for content curation, content development, and asset management from pre-production to post-production.
Education
2011 - 2015
DeSales University
Bachelors of Science, Marketing
Bachelors of Art, International Business
2021
Harvard Business School Online
Certificate: Data Science for Business
Interests
Cooking. Mixing and matching different spices and flavors in the kitchen. Running. Training for races of all distances – from 5ks to full marathons. Traveling. Creating travel itineraries and going off the beaten path. Reading. Fictional novels and philosophy are my jam. Solo traveling. Reconnecting with myself and finding my purpose. Yoga. Practicing poses keeps me grounded, teaches me patience, and gives me clarity. Music. Liberating myself through music on the dance floor.