Work
I think about systems and behavior. Then I build the engine that makes them work for business.
Most of my work starts with the same question: why do markets behave the way they do, and what does it take to shift them? The answer is usually upstream from where organizations are looking.
Commercial Strategy & Market Development
The gap I keep finding isn’t in the product. It’s in the commercial architecture around it: the absence of a system for understanding where demand actually forms, what triggers people to act, and how to build toward that moment rather than wait for it.
In high-ticket investment markets, that meant mapping the non-obvious influence pathways that determine whether a $400K–$2.9M decision gets made at all, and rebuilding the demand system around where the desire originates, not where clients show up ready to sign.
At a product-led technology consultancy, it meant repositioning the firm from vendor to thought leader, designing the conditions for inbound demand rather than chasing it, and building the ecosystem partnerships that expand market reach over time.
At a beauty-tech platform, it meant connecting brand presence directly to commercial outcomes, aligning creative, digital, and commercial levers into architecture that actually moves numbers.
The question underneath all of it: what actually moves a market and what does it take to get upstream of the decision before everyone else does?
Ecosystem Formation & Stakeholder Strategy
Some problems can’t be solved from inside a single organization. I’m drawn to the ones that require building across sectors.
Through the NASA Space Apps Challenge Vietnam, I built the cross-sector framework: universities, corporates, government, community… from the program’s first year in Vietnam. Within its first two years, Vietnam earned global recognition in a program where most countries never break through.
As VP of Communications for WECV (under the U.S. Consulate General HCMC), I shaped how the organization positioned itself within Vietnam’s entrepreneurship ecosystem.
The pattern: innovation emerges when different actors begin interacting within the same system, and when someone has deliberately designed the conditions for that to happen.
Strategic Marketing & Brand Positioning
Underneath every system I’ve described sits a craft layer: positioning, narrative, and the discipline of making a market understand what something is before asking it to care.
I spent close to a decade in that layer: building a lingerie brand from zero as a founder, repositioning firms in crowded categories, translating strategy into messaging that actually reaches people.
I don’t lead with it now because positioning is a downstream act that only works when the commercial logic underneath is right. But the two aren’t separable.
→ Selected marketing writing on Brandsvietnam
Research & Writing
I write to understand things I can’t fully resolve in practice. Most of what I write starts with an observation: a pattern in how a market behaves, a gap between what people say they’ll do and what they actually do. From there I follow the logic through behavioral science, cultural context, and commercial implication.
The essays here are that process made public. They’re not conclusions, they’re the thinking.
→ Read the essays.
→ Get in touch if you’re working on a similar problem.