My POV has been shaped by a colorful background. Raised by a Vietnamese mother and American father, I spent my childhood in Minnesota and Asia, lucky to have traveled the world as an expat at a young age. Later, I moved to NYC to attend NYU and have been here ever since. Constant exposure to new experiences fueled my curiosity and drive to challenge the status quo.During Covid, I took up cooking as a hobby. Sharing my recipes on social media sparked the idea of creating a social cooking app. When I met my co-founder, Todd, we initially aimed to build a livestream cooking community. Along the way, we identified a bigger opportunity: helping brands break through the noise in an ultra-competitive market through authentic video content. And now, we’re helping consumer brands drive retail velocity through localized, performance-based influencer content at scale.We’ve been fortunate to partner with household names like Jack Daniel’s, Entenmann’s, and Michelin; lifting sales by as much as 70% for some of our clients. Tracking marketing attribution for online sales is relatively straightforward. However, as shopping becomes more integrated across all channels, it creates challenges in tracking data and ROI—particularly when linking digital marketing efforts to physical store sales.We’ve built a solution that unifies content creation, customer data collection, targeting, and attribution — providing a holistic view of complex omnichannel marketing funnels. Crafted is poised to become the go-to partner for brands of any size launching in retail, driving customer acquisition predictably and sustainably.