An award-winning multicultural advertising agency that reaches Asian American consumers through cultural and linguistic insights. Recruited to build, lead, and mentor the agency’s accounts team through the full advertising campaign lifecycle, from creative development to media execution and evaluation. Leveraged experience in Asian segment marketing and client relationship management for corporate and government accounts.► Strategic Cultural Insights: Key voice in delivering brand trends and insights on Asian in-language and in-culture markets, audience targeting, multichannel media planning, and competitive insights. As account lead for the California Department of Public Health’s Tobacco Control Program, analyzed survey results to adapt the general market approach for API audiences. Insight revealed that the "Tobacco's Fantasyland" campaign, leveraging Californians' prior anti-tobacco messaging, was confusing for API audiences. Clear, direct educational statements proved more resonant and successful.► Team and Account Leadership: Expanded the Accounts team to six full-time staff, fostering growth through professional development goals and weekly check-ins. Collaborated with partner agencies, led cross-functional teams, and managed budgets, production schedules, and client approvals.► New Business Growth: Key member of the pitch team for the California Lottery API advertising contract. Leveraged experience in experiential marketing, community outreach, and PR to craft a comprehensive 360 marketing campaign, advancing us to the final round.► Brand experience includes: Bank of America, Humana, Covered California and California Department of Public Health (CDPH).

AdAge's 2022 Multicultural Agency of the Year, specializing in advertising, marketing, and communications for the U.S. Asian and multicultural market. Promoted twice in a year, led impactful integrated marketing campaigns and built client trust. For Northwestern Mutual (NM), increased Asian segment earned media placements by 68% and expanded agency’s PR scope to include API, LGBTQIA+, and Hispanic Field D&I projects.► Inclusive Marketing Programming: Implemented D&I-centric marketing strategies for Asian/AANHPI, LGBTQIA+, Hispanic, and Native American/Indigenous segments. At NM’s Out & Equal booth, created a game show-themed activation with a drag queen advisor, showcasing inclusiveness and allowing advisors to express authenticity. Generated hundreds of qualified leads and strong social media coverage. Designed as a plug-and-play evergreen activation for year-round use by field offices.► D&I Marketing Strategy: Led strategic insights for NM's D&I leadership. Produced financial services-specific Trends & Insights Infographics for Asian and LGBTQ+ segments, a Millennial/Gen Z Panel for their Multicultural Affinity Summit, and a D&I Inclusive Culture Survey & Strategic Thought Starters Report. These promoted allyship and justified budgetary support for inclusive marketing initiatives.► Brand Integrity: Developed innovative marketing ideas within brand compliance. For NM, created a 360 Diverse Segments toolkit to help advisors connect with diverse demographics, based on Asian segment success. The evergreen toolkit included social media templates, event activations, partnership ideas, promotional items, and collateral, all designed for cost-effectiveness and brand compliance.► Brand experience includes: City of Hope, Centers for Medicare & Medicaid Services, Covered California, Wells Fargo, and Northwestern Mutual (NM).[More in the next section]

Additional highlights:► Digital and Social Media Storytelling: Directed digital and social media storytelling, SEO, experiential marketing, influencer relations, grassroots outreach, and community engagement. For NM, crafted a LinkedIn post blending an advisor's family story with his work, achieving a 9.5% engagement rate (vs. 2% industry standard). This became a template for a cost-effective, brand-compliant social media playbook for all diverse segments.► Brand Partnership Marketing: Identified strategic co-branding opportunities for Wells Fargo, such as sponsoring National ACE's "Chinese New Year in the Desert" in 2021. This supported Asian American restaurateurs affected by the pandemic and anti-Asian hate, generating 990 million media impressions across general and ethnic outlets, including MSN.► Cross-functional Team Management: As lead on multiple accounts, oversaw briefing, coordination, and management of creative and strategic teams to meet deliverables on time and within budget. Prioritized client satisfaction, securing ongoing retention and expanding our scope of work for clients like NM.► Additional brand experience includes: LA28 Olympic and Paralympic Games, Westfield Shopping Centers, the Los Angeles Arboretum and Botanic Gardens, and United Colors of Benetton.

A sales and marketing agency for Vietnamese-American and overseas Vietnamese manufacturers and businesses.► B2B and B2C Strategic Communications: Provided integrated marketing comms counsel, brand reputation oversight, digital/social media content, and advertising collateral creation. Product launches incl. Kieu Hoang Wines, Mii Sauce, and BLS Nail Resort, boosting media coverage, product sales, and securing supermarket placements.

A social enterprise and nonprofit aiding human trafficking survivors in Cambodia via income-generating opportunities such as the Our Own Hands jewelry-making program, social reintegration, and self-empowerment programs. ► Brand Communications: Enhanced brand storytelling and awareness through email marketing, digital and social media content creation, internal comms, sales events, donor management, and volunteer training. Achieved higher direct sales of jewelry made by human trafficking survivors, funding supporting programs.