• Drive business strategies from category and shopper insights by analyzing point of sale and loyalty card data • Design and buils statistical models using SPSS and STATA to develop optimization strategies on shelving, promotion, pricing, and assortment of products for consumer-packaged goods manufacturers and retailers• Reduce current shelving optimization analysis time by building 2 automated Excel tools utilized across department• Oversee day-to-day group operations: manage multiple client engagements and vendor relationship concurrently, act as consultant liaison, and provide training to new hired analysts

• Assisted in writing proposals for prospective clients in various industries, including consumer electronics, personal care, automotive, financial services, and food & beverages• Handled different ad hoc studies (Shopper, Customer Satisfaction, and Usage and Attitude) in the area of research that needs identification, project management, questionnaire design, data analysis, report writing, and client communication• Coordinated between various divisions (Research, Fieldwork, Scripting, Quality Control and Data Processing) to ensure on time delivery of analysis reports

• Prepared weekly and quarterly reports on competitor activities and market trends on household care and electronics categories• Performed market and consumer research through visiting retailers, monitoring social media channels, and conducting in-depth interviews with consumers to develop insights and strategies for new pitches to Omo, Microsoft, and Castrol• Managed day-to-day activities, such as supporting the team in brainstorming sessions and briefing creative team

• Composed briefs, write articles, and assisted in designing infographics for 2 magazines of the Asia Briefing Ltd.: Vietnam Briefing and ASEAN Briefing• Analyzed competitive landscape for several industries, including textile, furniture, and international trading• Assisted in writing proposals to win new leads and establish media partnerships• Prepared a 20-page report on Vietnam’s IT labor market and its mechanism for a client planning to enter the Vietnam market in IT segment

• Pitched stories, booked and monitored media publications for 3 Lumia smartphones• Assisted in organizing media launch to promote 2 Lumia smartphones, attracting 70 key media, forums and Lumia advocates and resulting in over 120 news stories, 80 online articles and product reviews (earned media), and 3 television news segments• Compiled and analyzed media coverage reports, media clips, and competitors’ news coverage• Liaised with and managed media relations by answering all client and media inbound phone and written queries within 24 hours and updating media list• Developed press releases, media kits, and collateral material

• Generated publicity for the first career conference of VietAbroader in HCMC that seeks to empower Vietnamese youth by providing insights into the Vietnamese career market and job opportunities• Enhanced VietAbroader’s reputation within 2 months by holding a press conference and following newsworthy pitches

• Led a team of over 25 to organize the biggest non-profit study abroad conference in HCMC, featuring representatives from over 90 U.S. higher education institutions and serving over 1000 students and parents • Recruited over 30 guest speakers and selected 300 students through applications, booked venues, prepared materials and booklets for the conference

• Utilized various media venues to generate publicity for a leadership summer camp serving 50 Vietnamese high school students • Held information sessions for students throughout the camp’s admission process