unsugared K.

Xin chào!

Meet Kẹo – a person who finds it challenging to describe herself in words. Yet, she’s the one who truly treasures the journey reflected in these pages. For her, it’s less about the accomplishments and more about the growth and lessons gained along the way.

• education

RMIT Vietnam University

Bachelor of Design (Multimedia System)

Honour First Class

2013-2016

• work experience

PMAX – Total Marketing Partner

Apr 2025 – Dec 2025

| a pioneer in Vietnam’s Total Performance Marketing, delivering end-to-end solutions for holistic marketing growth |

SENIOR Art Director

TBU.

Client portfolio: Meta, Tiktok Shop, Daesang, O’food, Bcons, MWG

Saladin Insurtech (10x Consulting and Technology Co, Ltd.)

May 2022 – Oct 2024

| a tech-forward insurance brokerage platform |

Brand Creative Manager

A bold decision to step into an entirely new world, where rapid learning was crucial to keep up with both the insurance industry and the fast-evolving tech world, all while driving impactful and innovative creative solutions.

  • Created internal branded materials, organize events to reinforce brand culture, and develop communication strategies to encourage employee brand advocacy.
  • Created comprehensive brand guidelines to ensure consistency in visual identity, messaging, and tone across all platforms and materials.
  • Established and led the Saladin Blog, an informative platform focused on insurance and financial planning, overseeing its development, content strategy, and ongoing operations while ensuring alignment with the brand image.
  • Collaborated with digital and tech teams to design and launch the brand website and landing pages, ensuring accurate product information and consistent brand image.
  • Collaborated with marketing, sales, and product teams to align content with campaigns and strategies, while working with partners and affiliates to enhance brand presence.
  • Planned PR campaigns, write press releases and media materials, and develop promotional content for digital ads, emails, and product launches to build brand awareness.

\TBWA Vietnam

Jul 2021 – Apr 2022

| a leading marketing agency specializing in communications, PR, retail, and direct marketing with comprehensive solutions |

Art Director

Transformed into a disruptive fighter, embracing bold creativity to tackle challenges and deliver innovative solutions that push boundaries and redefine expectations.

Client portfolio: Mercedes-Benz, Vinamilk, L’Oreal

Circus Digital

Jun 2018 – Apr 2021

| a creative digital agency that firmly believes in the power of creativity and strategic thinking |

Art Director

Continuing as a resilient problem-solver in a fast-paced environment, constantly adapting to the changing digital landscape to stay on track.

Client portfolio: Vinamilk, Samsung, Coca-cola, AIA,Sony, Hada Labo, Acnes, Sun Group, Vin Group, Oishi, MSB, Purité De Prôvence, Ôliv, SwanCity, Glico Icreo, Danisa

Young & Rubicam Vietnam

Dec 2017 – Mar 2018

| a global marketing communications company that specializes in brand advertising, digital marketing, and social media |

Graphic Designer

A spontaneous decision to enter advertising, despite never considering it the right fit at first – marking the start of a resilient journey of learning, self-development, and tackling challenges to catch up and find solutions.

Client portfolio: Red Bull, The Laughing Cow, Ovaltine, Ananda, Beko, Total, Parkson, Techcombank, Traveloka, Emirates, Nutifood

Cowan Vietnam

Jun 2016 – Sep 2016

| an international brand design agency dedicated to creatively solving problems and helping clients realize the full potential of their brands |

Design Intern

An excellent opportunity to enter the professional world, refining skills in an industry that values precision and attention to detail.

Client portfolio: Nestlé, Milo, Coca-cola, Xmen, Izzi, Maxilite, Heineken, Halida, Lipzo, Anka Milk, Masan, Lavie