EDUCATION
EDUCATION
Bachelor of Commerce, University of British Columbia (UBC)
Specialization: Marketing & Business Analytics
UDGPA: 3.7/4.33
Vancouver, BC
Projected Completion: May 2022
CASE COMPETITION EXPERIENCE
1st place | Arc’teryx x CUS Sustainability 2020: $5,000 self-sustaining environmental education program via outdoor activities & mobile app challenges for the youth
Top 10 national finalist | Canadian Tires Marketing Face-Off 2020: $1.5M personalized, AI-powered subscription model for millennials
Recurring Revenue Award | ecobee Hack the Hive 2020: in-home medical monitoring subscription, which opened up $47.7M worth of recurring revenue in FY2021-2023
1st place | Visier x UBCMA Battle of The Ads 2020: $108K creative video advertisement & a 360-marketing plan highlighting Visier capabilities
3rd place | Labatt Breweries x UBC Imprint 2020 (40 teams): M&A and GTM strategies to achieve an NPV of $230M via multi-channel distribution & targeted marketing
Wolfram Award | nwHacks 2020 (145 teams): led product management for a health-check app to monitor real-time health data, get alerts & communicate requirements
3rd place | JDC West Summer Development 2019 (10 teams): 3-year strategies to increase revenue to $500M for Wall Street Journey via B2B sales & content digitalization
2nd place | JDC West Junior Development Case Competition 2019 (10 teams): 3-year strategies to make PayPal the Australian market leader with ~7% increase in ROI
2nd place | SEO-V Case Competition 2018 (10 teams): 20-week multi-pronged plan to combat a $10,000 financial deficit, which got implemented by the Board of Directors
WORK EXPERIENCE
VENTURE ADVISOR
Creative Destruction Lab - Vancouver
Vancouver, BC
November 2020 - Present
Crossing Minds (https://crossingminds.com/) is a leading provider of consumer-centric AI that agglomerates, understands, and predicts real-time consumer behavior. Using predictive models and cultural taste correlations, Crossing Minds offers a recommendation API that adapts to every individual, while saving businesses millions of dollars, with clients such as Airbnb, Danone and Lancome. Crossing Minds has a total funding of $3.5M, backed by Index Ventures, Sound Ventures and You & Mr Jones Brandtech Ventures.
As a student at Creative Destruction Lab - Vancouver, I will be supporting Crossing Minds Inc on go-to-market strategy.
MARKETING & UX/UI SPECIALIST
Linde Equity
Vancouver, BC
September 2020 - Present
Led the website revamp by analyzing Hotjar data and competitors, and working with an external web design agency
Spearheaded content creation and marketing
Supported business development efforts alongside two Partners.
CO-FOUNDER & CEO
Peko
Vancouver, BC
July 2020 - Present
Led a team of seven developers & designers to build the smartest mobile app for recipe recommendation & expiration tracking, hence reducing food waste – pekoapp.com
Spearheaded product management and all business functions from finance, operations to marketing, while overseeing UX/UI design and engineering.
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PRODUCT MARKETING CO-OP
ecobee
Toronto, ON
May 2020 - August 2020
Spearheaded the business case to identify extra revenue opportunities, worth up to $1.2M from FY2021-2023, via financial modeling, competitive analysis, and collaboration with the Product Management, Operations, Engineering & Strategic Analytics team. Presented to the CMO/CRO, VP Marketing, six Directors & Managers.
Saved $339K+ in operational costs by recommending & implementing the optimized distribution of refurbished units in collaboration with seven departments. Presented to all C-suites, multiple VPs and Directors in Operations, Manufacturing, Sales, Marketing, Product Management.
Improved brand perception, sales & market share by revamping ecobee value propositions & visuals for all consumer touchpoints, presented to Marketing Leadership.
GROWTH PRODUCT MANAGER INTERN
Jupiter (Y Combinator S19)
San Francisco, CA (Remote)
February 2020 - September 2020
Developed an influencer marketing program that reached 328K+ users & became the best customer acquisition strategy, accounting for 17.7% of new customers.
Improved Instagram week-over-week followership by 26.8% on average by implementing engaging tactics, utilizing Adobe Illustrator, Figma and Planoly.
Consulted the founding team on value propositions & website improvements via user interviews & data analysis, while shadowing all strategy sessions.
SENIOR LINKEDIN LEARNING AMBASSADOR
Vancouver, BC
February 2019 - Present
Spearheaded an ongoing $200K+ partnership with UBC to provide LinkedIn Learning institutional access by sales-pitching and maintaining relationship with UBC’s Chief Information Officer and Associate Provost of Teaching and Learning
Maintained an average engagement rate of 25.2%, reaching 52K+ views through engaging and educational posts, articles, and videos on LinkedIn
Promoted to Senior Ambassador based on exceptional performance to mentor a group of 15 ambassadors for 2019 - 2020 academic year
MARKETING INTERN
Cisco Systems | Cloud Security Team
Vancouver, BC
May 2019 - August 2019
Led a $35K omni-channel marketing plan creation that is projected to grow the number of Vancouver technical applicants by 20% & social media engagement rate by 15% versus FY2019 through market research, data analytics (MS Excel & Tableau) & collaborating with four departments
Increased the Onboarding Program’s average rating by 7% for three North American offices through region-specific, story-like content writing and program-restructuring based on 100+ new hires feedbacks
Ensured 90%+ consumer satisfaction, optimized conversion funnel and OKRs tracking by managing 1000+ consumer data operations and auditing 15+ Cisco website’s content using Marketo, Salesforce, Uberflip, Zendesk
Managed the internal knowledge repository by proofreading technical documents and administering the website using Zendesk
PRODUCT MANAGEMENT INTERN
VNG Corporations | ZaloPay
Ho Chi Minh City, Vietnam
June 2018 - August 2018
Presented eight strategy-based reports about the potential use cases of fintech using MS Excel and Powerpoint, opening up a project to revamp ZaloPay UX and UI
Increased the number of monthly active users by ~10% versus last year through the UX, UI revamp of ZaloPay's money-gifting feature by conducting 20 focus groups, leading vision and KPIs-setting, and collaborating with 2 agencies and 6 in-house departments
CULTURAL COMMENTATOR
Kantar Consulting
Published 4+ reports about workplace habits, branding perception, modern experience to Kantar’s database by analyzing sociocultural movements and conducting market research
Got recognized as Star Streetscapers among Kantar's Global Centennial Network for quality work as of August 2019
EXTRACURRICULAR ACTIVITIES
JUNIOR CONSULTANT
Strategy Consulting Initiative
Vancouver, BC
October 2020 - Present
UBC Strategy Consulting Initiative (SCI) provides leading pro-bono consulting services to businesses and charities in Vancouver by staffing top graduate and undergraduate students at the University of British Columbia. Past clients include Whole Foods, MEC, David Suzuki Foundation, Provincial Health Services Authority & more.
Selected as a Junior Consultant in SCI’s most competitive recruitment cycle in history.
VICE PRESIDENT MARKETING
Commerce Mentorship Program (CMP)
Vancouver, BC
September 2019 - April 2020
Improved Facebook following by 200+ (+12% versus last year), reaching 20.6K accounts organically and averaging an exceptional engagement rate of 4.9% using engaging social media marketing content and tactics
Strategized innovative guerrilla marketing strategies (e.g. mascot visits, GPA fortune teller, etc.) and managed the execution of a team of four
Contributed to “Best Service of The Year” award by Commerce Undergraduate Society
BUSINESS STRATEGIST / PRODUCT MANAGER
UBC Launchpad
Vancouver, BC
September 2019 - April 2020
Spearheaded research, feature selection (MVP & non-MVP), application interface creation alongside eight software engineers and two UX/UI designers
Collaborated closely with the design team to develop marketing strategy and create social media campaign materials
Manage project roadmap, operations and commercialization
Created and sustained professional relationships with industry professionals or other parters for sponsorships and events
CONSULTANT
Enactus UBC
Vancouver, BC
October 2018 - April 2019
Provide strategic recommendation about influencer marketing & partnerships for Quupe - an equipment-renting social enterprise which aims to reduce overconsumption
Quupe was named Top 50 Tech Startup in BC, Top 10 of New Ventures BC & 2018 BC Tech Association Growth Award
ASSOCIATE VICE PRESIDENT EXTERNAL RELATIONS
Commerce Undergraduate Society
Vancouver, BC
October 2018 - April 2019
Streamlined the collaboration between CUS services and companies by creating an interactive, personalized sponsorship package
Created a detailed documentation of the operations flow for future reference
Mentored a team of six to maintain current relationships with companies and obtain corporate sponsorships for 26 CUS services with a $1.2 million operating budget
Provide high-level management for 4 services under CUS External portfolio (i.e., National Strategy Consulting Conference, Executive Mentorship Program, Me Inc. Conferences, Imprint Conference) with a total budget of ~$140,000
Contributed to UBC's Constituency Of The Year award out of 25 constituents
MARKETING TEAM LEADER
AIESEC in UBC
Vancouver, BC
October 2017 - December 2018
Improved lead generation by 350% versus last year by strategizing marketing campaign to include boothing, classroom presentation, promotional videos, infographics, and paid ads - ranking top in UBC with 220+ leads generated individually and top across 27 entities in Canada (1440+ leads)
Renovated two information sessions using virtual reality, generated a total sponsorship value of ~$3K and 235 interests on Facebook with a 32% conversion rate
INTERESTS & SKILLS
LANGUAGES
English and Vietnamese
SKILLS
Adobe Photoshop
Adobe Premiere Pro
Marketo
Salesforce
Uberflip
Mailchimp
Canva
Microsoft Office Suite
Google Suite
R
Tableau
Python
SQL
SPSS
Zendesk
Planoly
Hotjar
Figma
INTERESTS
Visual Arts: traveling and culture storyteller through photography and videography (Youtube: @Sang Le)
Singing: hobbyist cover artist, later turned into commercial singer for The Laughing Cow Vietnam
Entrepreneurship: started four startups in the field of fashion, food & beverages, and news media from 11 to 17 years old. Currently building 2 businesses and advising one (crossingminds.com).
Psychology: I almost minor in Psychology after taking PSYCH 101 and 102.
Traveling: had the honor to visit 11 countries so far!
Social Impact: all the business I've started had a social good component included :)
Technology: I love reimagining the way we live through technology!