Communications & Client · Luxury Retail

Nguyễn Trần Thảo Nhi

Brand storyteller in luxury retail.

I turn brand stories into measurable results - from editorial copy and campaign content to press liaison, event logistics and client data - moving comfortably between creative judgment and performance numbers.

View selected work Get in touch

Ho Chi Minh City, Vietnam

01 About

A bilingual storyteller at home between creative judgment and the numbers.

Communications and client professional with hands-on experience across media, PR, events and digital for a Vietnamese luxury jewelry house. Skilled in media planning and agency management, press and celebrity liaison, end-to-end event and photoshoot logistics, and data-driven content that has reached audiences in the tens of millions.

Organized, detail-oriented and bilingual (English / Vietnamese), with a strong aesthetic eye and a proven ability to manage multiple projects concurrently in a luxury retail environment.

Now: Content Marketing Executive - CAO Fine Jewelry (PNJ Group)
Education: BBA, University of Economics HCMC · GPA 3.6/4.0
Languages: English (professional) · Vietnamese (native)
Based in: Ho Chi Minh City, Vietnam

02 Impact

Six months, measured.

95M+

Views

paid & organic, 6 months

22M+

People reached

across FB, TikTok, IG

+72%

Link clicks

growth in 6 months

High-jewelry pieces

website copy, lead writer

Figures from the CAO Fine Jewelry social and website launch, Sep 2025 - present.

04 Selected Work

Selected work.

One brand at a time - the full story of what I did, and what it moved.

CAO Fine Jewellery - behind the scenes dressing a celebrity for the red carpet

Content Marketing Executive · Sep 2025 - Present

CAO Fine Jewelry

PNJ Group · Vietnamese luxury jewelry

Brand storytelling, paid social, PR and high-jewelry product for a heritage Vietnamese maison.

95M+ Views in 6 months
22M+ People reached
44 High-jewelry pieces written

Read the full story →

Brand Marketing Intern · Aug 2024 - Apr 2025

mise en scène

Amorepacific Vietnam · Beauty

In-house TikTok creator, UGC community builder and event marketer for a Korean haircare brand.

4M+ Reach (Sep ’24 - Mar ’25)
2.1M+ UGC community views
70+ UGC/KOC creators

Read the full story →

03 Experience

Where I’ve worked.

Sep 2025 - Present

Vietnamese luxury jewelry

Content Marketing Executive

PNJ Group · CAO Fine Jewelry

Drove content for paid social across Facebook, TikTok and Instagram - reaching 22M+ people and 95M+ views (paid & organic) in six months, with +66% views and +72% link clicks. The 20th-anniversary collection post alone reached 12.6M views.
Owned content for the flagship Tết 2026 campaign (Meta + TikTok) with the media agency - exceeding every KPI (up to ~290% of target) at CPMs ~40% below plan; 227 lead forms and 3.6K messaging conversations into new client pipeline.
Lead writer for the CAO Fine Jewelry website launch - copy for 8 collections and 44 high-jewelry pieces, plus layout and content-flow recommendations.
Supported flagship events - the 20th-anniversary celebration and a Tatler Ball collaboration - with designer and celebrity liaison and high-value jewelry loan logistics.

Aug 2024 - Apr 2025

Beauty

Brand Marketing Intern

Amorepacific Vietnam · mise en scène

Owned content and media strategy for the official Facebook and TikTok Shop, growing followers from 75.5K to 84.4K in six months.
Spearheaded a UGC contest with 70+ creators (2.1M views, 489K engagements) and managed video production and KOL/KOC booking agencies.
Produced e-commerce assets across Shopee, Lazada and TikTok Shop; supported retail VMD, livestreams and KPI tracking (ROAS, engagement, reach).

Jul 2023 - Mar 2024

Event & communications agency

Account Intern

Fision Event & Communication

Executed events for Unilever, Suntory PepsiCo, the Netherlands Embassy and VSIP - from proposal decks and vendor sourcing to on-ground support.
Coordinated artwork, POSM and run-of-show across creative, planning and operations; researched and booked talents, bands and MCs.

05 Expertise

What I do.

Media & Digital

Campaign content & activation, media and creative agency coordination, performance tracking and insight.

Public Relations

Press liaison, brand write-ups and press materials, coverage tracking, gifting and loan logistics.

Events & Photoshoots

Pop-ups, press events and shoots, proposal decks, vendor sourcing, on-ground support and inventory.

Client & Data

Data processing and analysis, KPI tracking, community building, CRM and client gifting coordination.

06 Beyond work

Activities & community.

IMPACT 2025 - Mentor

Mentored the second runner-up candidate. MaC FTU.

Margroup - UEH Marketing Club

Active member · Top 21, LET’S ON AIR 2022 (Social Video).

SOS Children’s Village Da Nang

Volunteer English tutor.

08 Contact

Let’s work together.

Open to Communications & Client roles in luxury and beauty. For collaborations, opportunities or a conversation, I’d love to hear from you.

Available for new opportunities

thaonhinguyenwork@gmail.com

Phone

+84 934 300 027

in/thaonhinguyenwork

Location

Ho Chi Minh City, Vietnam