Description

I'm a brand communications specialist with over eight years experience working for purpose-led brands in New York, London, Paris and Sydney.

I’ve created marketing and PR campaigns for Youswim, Arc’teryx, AllTrails, Thankyou, Patagonia, and Lush Cosmetics.

I’ve also worked for small ethical start-ups. From Verve Super, a retirement fund run by women, for women to Seabin, a clean tech startup solving ocean plastic pollution.

Portfolio:

Industry field of expertise

Languages

English
Native or bilingual
Vietnamese
Conversational
French
Basic

Workplace preferences

Can work on-site

Paris (up to 50km)

Modern Metier
Marketing Communications Manager
E-COMMERCE
January 2025 - Today (1 year and 5 months)
Paris, France
Create and execute 360 marketing communications across ads, e-commerce site, CRM, social media.
Manage assets including copy, design briefs and implementation.
CRM management including list growth, email hygiene, and increased open and click-through rates.
Email marketing Content marketing Marketing and Communications Planning
YOUSWIM
Brand Marketing Manager
RETAIL (SMALL BUSINESS)
May 2022 - December 2024 (2 years and 7 months)
London, UK
• Led 360 marketing campaigns. Including PR, email, social, and events - directly driving sell-out collection launches and brand collaborations (Youswim x Lisa Says Gah 2024 summer collab collection sold out in two days).
• Scaled influencer program to over 1,000+ creators, increasing EMV by 49% YoY and influencer engagement by 9%, generating 15.8M impressions in the 2024 summer campaign.
• Spearheaded adoption of Tribe Dynamics and Grin, streamlining influencer tracking and outreach, reducing manual admin and improving campaign ROI by 9% YoY.
• Managed Instagram strategy. Maintaining a 3.1% engagement rate - 10x higher than industry average - as the top-performing awareness channel.
• Boosted email channel performance, improving open rate by 13% and reducing unsubscribes by 20% YoY post Klaviyo migration, utilising data insights to inform creative choices.
• Paid media management. Key contact and media buyer for New York and London agency partners (digital paid, OOH, podcasts, influencers) and in-house teams (design, marketing operations, production) to coordinate cross channel campaigns.
• Grew TikTok following from 1 K to 24K in 2 years through organic and paid content strategies.
• Managed marketing team of four. Cross-functional team across PR, creative, copywriting, design with a focus on postive team culture, delivery excellence, and performance development.
Email marketing Influencer marketing Content marketing Branding Brand strategy
COMPASS STUDIO
PR Lead
November 2020 - April 2022 (1 year and 5 months)
• Led PR strategy and execution across a sustainability-focused portfolio including Patagonia, Arc'teryx, AllTrails, and Thankyou, resulting in top-tier earned media coverage and increased brand awarness.
• Delivered high-performing influencer campaigns, such as Arc'teryx's niche KOL outreach, increasing brand traction in the outdoor and sustainability space.
• Spearheaded Veganuary Australian campaign for Fry's Family Food, a global plant-based FMCG, generating 47 influencer posts, 280K reach, and $199.8K EMV, strengthening brand association with plant-based living.
• Drove new business growth, crafting and pitching successful PR strategies to prospective clients, contributing to agency expansion.
• Managed PR team of two, improving staff development, campaign delivery, and team satisfaction.
• Executed end-to-end PR campaigns, including strategic planning, implementation, and monthly reporting to improve media ROI and brand reach.
Sustainability Strategy Influencer marketing Public relations event manager