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, events and client experience. With hands-on experience across media, PR, events and high-jewelry product for a Vietnamese luxury maison, I move comfortably between creative instinct and the performance numbers behind it - with a sharp aesthetic eye and the discipline to run many projects at once.

View selected work Get in touch

Ho Chi Minh City, Vietnam

01 About

A storyteller who moves easily between creative instinct and the numbers behind it.

A communications and client professional with hands-on experience across media, PR, events and digital for a Vietnamese luxury jewelry house. I shape campaign content and brand storytelling, support press and celebrity liaison, and run end-to-end event and photoshoot logistics, with data-driven content that has reached audiences in the tens of millions.

Organized, detail-oriented and discreet, with a strong aesthetic eye and a proven ability to manage multiple projects at once in a luxury retail environment.

Now: Brand & 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

Collection launches

Oriental Vol.3 & Macaron

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

Brand & 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
2 New collection launches

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

Brand & 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 - and led content for two new collection launches, Oriental Vol.3 and Macaron.
Owned content and creative for the Oriental Vol.3 Lunar New Year 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.
As part of CAO’s rebranding, researched leading global jewelry houses, shaped the website’s layout and content flow, and wrote the brand’s entire website content - from brand story to collections and high-jewelry pieces.
Supported flagship events - the 20th-anniversary celebration and the Tatler Ball: The Great Rise 2025 collaboration - dressing Hương Giang in CAO high jewelry and managing high-value jewelry loans end to end.

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