Experience
IBM - iX NYC
UX / UI
ASSOCIATE DIRECTOR
2021- PRESENT
NEW YORK, NY
Delivered world-class digital experiences to major enterprise clients in Financial Services, Industrial Manufacturing, and Government Social Services. Leading the UX-UI vision that transforms the 360 digital experiences from the internal system to the consumer expectations.
Creating mobile apps, user portals, and SaaS products from the ground up. Defining, elevating, and enhancing the existing UX-UI design systems that focus on Human-Centric, intuitive interactive, and delightful for users to complete the experiences.
StoBe - STOCK FOR BEGINNERS
OWNER
2019- ON GOING DEVELOPING
NEW YORK, NY
The stock investing mobile app for beginners
an application that helps users become more confident, and financially literate, reduce stock return ignorance, and have a strategy when they start investing in the stock market.
MORTGAGE PROCESSING PROS
UX / UI DESIGNER
CREATIVE LEAD ( freelance )
2021
NEW YORK, NY
A Start-Up company, Created a new website and developed the brand identity for their business, highlighting their competitive edges, emphasizing their services, and enabling brand engagement through user experiences and communication.
THE COCA-COLA COMPANY
GLOBAL EXPERIENTIAL DESIGN
SENIOR MANAGER
RETAIL, LICENSING, ATTRACTION
2019 - 2021
NEW YORK, NY
Drive the development of strategy and project plans (including contingencies) for retail launches and major exhibits—allocate resources and identify risks and potential issues. Design and assess creative concepts for maximum impact, focusing on innovative ideas that provide a proprietary advantage. Manage work of agencies and vendors, providing guidance and overseeing performance and deliverables. Build a robust and diverse network of resources to capitalize on best-in-class expertise, approaches, and processes.
Maximized brand identity and cohesiveness by creating an Experiential-Environmental toolkit (within 90 days of starting in the role) that defined the look and feel strategy of Coca-Cola's future attraction, retail and physical environment.
Initiated a significant initiative ($ 200M budget) to refresh and reimagine the World of Coca-Cola in Atlanta.
Opened the brand new experience, Scent Discovery, in September 2020; increased visitors to World of Coke by 55%, despite the COVID-19 crisis, by providing scent molecules that are much smaller than COVID virus size, enabling visitors to experience aromas while wearing masks.
THE MARKETING ARM
(DIVISION OF OMNICOM GROUP)
EXPERIENTIAL
CREATIVE DIRECTOR
2018 - 2019
NEW YORK, NY
Oversaw creative team in strategy, development, planning, and execution of a broad range of experiential events, including pop-ups, conferences, retail experiences, and special launches.
Boosted sales of Nintendo Console by 25% with the creation of brand-new Nintendo gameshow for YouTube, Disney, and Nickelodeon channels, that targeted family audiences; delivered six (6) episodes and live events in 110 days, capturing 500M+ impressions.
TANGRAM INTERNATIONAL
CREATIVE DIRECTOR
2015 - 2018
NEW YORK, NY
Spearheaded delivery of creative services to clients, leading a team of eight (8) designers and project managers. Ensured fulfillment of tasks and milestones for ongoing projects, as well as adherence to budgets and timelines. Brainstormed and conceived ideas for new projects and RFPs. Mentored and guided new staffers.
Generated 25% revenue growth through the direction of an award-winning team; steadily won new clients while expanding wallet share from the existing base of customers.
Built new, creatively driven culture by driving a focus on storytelling and consumer-centric insights to the center of creating experiences and innovation.
Expertly managed accounts for three (3) major clients (Nike, Nickelodeon, HBO) with 100+ events/year, while winning projects with 3 new clients–Mission Sportwear, Hunter, and Harry Winston.
DERSE Inc.
CREATIVE DIRECTOR
2014 - 2015
NEW YORK, NY
Established and oversaw the development of a new creative team supporting clients for the opening of the new regional office. Defined the group’s creative strategy, which emphasized engaging and creating high-impact experiences for discerning fashion-industry brands.
JACK MORTON WORLD WIDE.
DESIGN DIRECTOR
2013 - 2014
NEW YORK, NY
Delivered branding and creative marketing/design ideas to drive business development and client acquisition. Oversaw work of external partners (vendors, freelancers, and digital/interactive subcontractors). Led team of three (3) designers and worked directly with clients.
Created brand new experiences for ADT at CES 2014.
Optimized team performance and cohesiveness through the creation of a collective leadership mission and supportive culture that focused on coaching/mentoring for creativity, collaboration, shared accountability, work culture, and professional development.
Education
MASTER OF ARTS
EXHIBITION DESIGN
Fashion Institute of Technology
NEW YORK, NY
BACHELOR OF ARTS
ENVIRONMENTAL DESIGN
Ho Chi Minh City University
of Architecture
VIETNAM
USER EXPERIENCE
DESIGN IMMERSIVE
General Assembly
NEW YORK, NY
Professional Skills
Languages
XD
Figma
Axure
Balsamiq
Adobe Creative Suite
Photoshop
Indesign
Illustrator
3D Studio Max
2D Auto CAD
Hand sketching
Experience Design
Design Thinking
Retail Design
Phygital Design
Human Centric Design
User Research
Wireframe
Rapid Prototype
UI Design
Brand Experiences
Project Management
Creative Direction - Operation
Design Studio
Communication - Presentation
External - Internal Management
Interaction Design
Interface Design
Sketching
Product management
English
Vietnamese