I bring people to places that are good for them.
Hồ Chí Minh City → Bristol. Marketing since 2018, in the UK since October 2022.
I read Business Administration for a University of the West of England degree, at its partner university in Vietnam, and I have spent my career in marketing, first in Vietnam and now in the UK. I work at Combe Grove near Bath, where I look after the marketing that brings guests to our health and wellbeing retreat programmes.
In Vietnam I worked with large consumer brands, including PNJ, one of the country's best known jewellery retailers, and JP World at GiGa Mall in Hồ Chí Minh City. I moved to the UK in October 2022 and started again from the beginning: new market, new audience, new language, no local network.
English is still the part I work hardest at. I write, present and pitch in it every day, and I get a little better each time. Starting over taught me something useful for marketing too: you cannot assume anyone already understands you. You have to earn the attention.
Hồ Chí Minh City, Vietnam
Market research and audience analysis for a campaign to increase student enrolment, and the copy that came out of it. Where I learned that you research the language before you write in it.
Hồ Chí Minh City, Vietnam
Social and campaign planning for one of Vietnam's best known jewellery retailers, including Thần Tài and Valentine's — two of the biggest dates in the category.
VTV3, Vietnam
Vietnam's number one television show for business talent: three rounds, on air, competing against another candidate for a real job offer. "Real interview, real negotiation, real job." [One line from Nhi on what it was like.]
Hồ Chí Minh City, Vietnam
Brand and marketing for the technology and entertainment floor of a major shopping destination, and for the restaurant business inside it.
Read in Vietnam, awarded by UWE
A UWE degree read at its partner institution in Vietnam: the same award, before I ever set foot in Bristol. Principles of marketing, statistics for business, quality management and business communication. [One line from Nhi on what she focused on.]
Bristol, England
Moved with my husband and started my career again in a new market.
Bath, England
Paid search, paid social and email marketing for the estate's health retreat programmes, plus the quiz and the chatbot that now bring the enquiries in.
Most people meet a brand long before they ever buy from it. Marketing is the work of guiding that journey, from someone who has never heard of you to someone who books, comes back, and tells a friend. Here is how I think about it.
They have not heard of us yet
The job here is to be seen by the right people, not by everybody. I build audiences based on who actually books with us, then put video and image ads in front of people who look like them.
They have not heard of us yet
The job here is to be seen by the right people, not by everybody. I build audiences based on who actually books with us, then put video and image ads in front of people who look like them.
They are interested but comparing
Someone searching for a wellbeing retreat near Bath is already halfway there, so I bid on those searches and send them to a page that answers the exact question they typed. If they are not ready to book, I offer them the programme guide in exchange for an email address.
They are ready to book
This is where marketing stops being a broadcast and becomes a conversation. Every enquiry goes into the CRM, gets a reply, and gets followed up. Slow follow up is the most expensive mistake in marketing.
They come back and bring people
A guest who returns costs almost nothing to reach compared with a new one. After a stay I keep in touch: a thank you, a review request, the next programme, the seasonal newsletter.
And underneath all of it: tracking, tagging, testing, and a spreadsheet that tells me which of the above is actually working.
A few things I have run, and what I learned from each.
£900 of advertising over seven months brought in 31 clients and £14,900 of programme income.
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An interactive health assessment built with clinicians, and a chatbot that lifted qualified traffic from social by 5%.
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66% of the campaign's KPIs met, and sales up 20% on a data-driven plan.
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Two of the biggest dates in Vietnamese jewellery retail, planned and run across PNJ's social channels.
Read moreWorking in English every day, and in Vietnamese whenever I get the chance. Bilingual marketing means catching the things that do not translate.
The site would be dishonest if it were only about work.
In my free time I dance, and I travel to experience new cultures and places, which I end up sharing on social media. I love listening to music and singing too. I think my interest in the arts and in making things has made me a more observant person: when I hit something difficult at work, I step back and look at it from a few angles before I decide what to do. [Nhi: the style you dance, where you started, and what a good session feels like.]
🌵 Hí thích hướng dương 🌻 dễ dỗi hờn, hay nói nhảm, rất đãng trí nhưng dễ thương
Sunflowers, sulking, talking nonsense, and putting something down somewhere I will never find it again. Bơ inherited all of it, which is why he is the one who greets you at the top of this page.
😻 yêu mèo — chỉ cần một con mèo là ngày đẹp hẳn
One cat is enough to fix a day. Mochi is asleep in the footer and will wake up if you point at her.
I went on Cơ hội cho ai — Whose Chance, Vietnam's television show for business talent, and won a job offer on air. The Vietnamese press wrote it up afterwards.
She is a person who possesses a straightforward and dynamic personality, and is highly appreciated by Thông — PNJ's CEO — for her ability to sell on multi-channels including Offline and Online.
— A Vietnamese newspaper, after the episode aired in November 2021
Still learning. Still dancing.
Vẫn đang học. Vẫn đang nhảy.
Open to interesting marketing work, collaborations, and conversations about anything on this page.