Embedded Files
Building Brands, Communities & Meaningful Experiences
From sports and coffee culture to real estate and technology platforms, these are selected projects that showcase my work across branding, partnerships, community building, customer experience, and integrated marketing.
Presentation for VTF - Baseline.pdf
Selected Deliverables
Selected Deliverables
✔ Brand Positioning Framework
✔ Marketing Strategy
✔ VTF Partnership Proposal
✔ Stakeholder Presentations
✔ Platform Communication Assets
FEATURED PROJECT
Building Vietnam's Digital Tennis Ecosystem
FEATURED PROJECT
Building Vietnam's Digital Tennis Ecosystem
Baseline Sports 🎾
Baseline Sports 🎾
💚 Proud Moment
Helped shape Baseline from an early-stage product into a community-driven sports platform through positioning, messaging, and partnership development.
• Brand Strategy • Product Marketing • Partnership Development •
The Context
The Context
Baseline was created with the ambition of becoming Vietnam's leading digital platform for tennis and pickleball communities, connecting players, tournament organizers, rankings, and sports ecosystems through technology.
My Contributions
My Contributions
Developed marketing strategy and communication framework
Contributed to brand positioning and messaging
Created partnership materials and stakeholder presentations
Supported collaboration opportunities with VTF
Led integrated marketing initiatives
Gathered user feedback and translated insights into product improvements
My Contributions
My Contributions
Initiated partnership discussions
Managed stakeholder communications
Coordinated internal alignment
Supported launch planning and execution
Developed communication assets
FEATURED PARTNERSHIP
Turning Shared Values Into A Strategic Partnership
FEATURED PARTNERSHIP
Turning Shared Values Into A Strategic Partnership
Lacàph × Oxalis
• Partnership Development • Brand Collaboration •
The Context
The Context
After months of relationship building, this collaboration connected two Vietnamese brands through a shared passion for exploration, craftsmanship, and storytelling.
Why It Matters
Why It Matters
This project reinforced my belief that meaningful partnerships are built on trust, persistence, and shared values.
BRAND CASE STUDY
Growing A Global Tennis Brand In Vietnam
BRAND CASE STUDY
Growing A Global Tennis Brand In Vietnam
Babolat Vietnam - Hồng Ân Sports
Babolat Vietnam - Hồng Ân Sports
• Brand Marketing • Sports Marketing • Sponsorship •
Highlights
Highlights
Pure Drive 2021 Launch
Ambassador Program
Tournament Sponsorships
Retail & Community Engagement
Athlete Partnerships
My Contributions
My Contributions
Annual marketing planning
Event and tournament activation
Ambassador management
Media and social media execution
Retailer engagement support
Brand protection campaigns
🎾 Proud Moment
🎾 Proud Moment
Contributed to sponsorship activities supporting Vietnamese tennis players and worked closely with clubs, coaches, organizers, and tennis communities across the country.
EXPERIENCE MARKETING CASE STUDY Bringing Vietnamese Coffee Culture To Curiosities Everywhere
EXPERIENCE MARKETING CASE STUDY Bringing Vietnamese Coffee Culture To Curiosities Everywhere
Lacàph Vietnamese Coffee & Culture Experiences
Lacàph Vietnamese Coffee & Culture Experiences
• Experience Marketing • Customer Experience • Brand Storytelling
The Context
The Context
Designed and delivered brand experiences that introduced Vietnamese coffee and culture through workshops, tastings, trade shows, partnerships, and product launch activations.
Key Experiences
Key Experiences
Coffee Workshops & Tasting Experiences
Trade Shows & Industry Exhibitions
(CafeShow 2024, 2025; Event Sourcing 2025)Cultural & Community Activations (French Consulate Charity Event 2023, Lô Cô Market 2023, Lý Gia Viên Event Collaborations 2024, Adidas Run Club 2024)
Product Launches & Sampling Campaigns (Lacàph, Traditional by Lacàph, BOLD84)
Hospitality & Tourism Collaborations (ITE 2024)
My Contributions
My Contributions
Developed marketing plans, managed campaign execution and budget allocation
Coordinated content, media, design, and video production
Planned and delivered customer-facing brand experiences
Managed partnerships, activations, and external collaborations
Supported product launches, retail activations, and sampling campaigns
Collaborated across Business Development, Coffee Team, internal stakeholders
COMMUNITY BUILDING CASE STUDY Building Communities Through Shared Stories
COMMUNITY BUILDING CASE STUDY Building Communities Through Shared Stories
Vietnam Is Awesome - VIA
Vietnam Is Awesome - VIA
🌏 Proud Moment 🇻🇳
Worked with creators, businesses, and communities to celebrate Vietnam through authentic stories and shared experiences.
• Community Building • Content Strategy • Storytelling •
The Context
The Context
A community-led initiative celebrating Vietnam through stories, experiences, local businesses, sports, food, and culture.
What I Learned
What I Learned
Communities grow when people feel represented, connected, and empowered to contribute.
Key Themes Across My Work
Key Themes Across My Work
Although these projects span different industries, from sports and coffee culture to technology and communities, they share a common thread:
💜 Building brands people connect with
🤝 Creating partnerships that create value
🌱 Growing communities through shared experiences
📖 Turning stories into meaningful engagement
✨ Connecting culture, brands, and people
A closer look at the videos, articles, campaigns, content pieces, and creative work behind these projects.
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