I lead end-to-end campaign, coordinate across teams and deliver with impacts.

What I offer

01. Brand & Communication Strategy

I help teams craft high-impact brand and communication strategies by aligning audience needs with business goals through research, analysis, and strategic planning.

02. User Research & Testing

I validate assumptions and uncover genuine audience needs through discovery research and audience testing, ensuring we are solving the right problems.

03. Strategic Storytelling & Conceptulization

I humanize brands through cohesive storytelling and creative concepts, rooted in strategic insight, emotionally resonant, and tailored to every audience touchpoint.

How I do it

I move fast

Years of experience working on the agency side have made me agile and flexible across different types of briefs, with the ability to manage effective thinking under tight timelines. I am quick to spot direction and turn conversations into prototypes before the meeting is even over.

I speak Creative

With roots in creative concepting and a shift into strategy, I bridge both worlds—crafting storytelling directions and briefs that inspire creatives and drive stronger outcomes

I craft with target

Targeting is embedded into my campaigns from day one, because a good campaign should have a clear target. This principle guides every decision I make.

I lead & lift others

I direct project vision while creating space for others to do their best work. In internal discussions, I facilitate conversations that give everyone a real chance to contribute and grow.

Who I’ve worked with

Testimonials

Tri brings flair into everything he does parking excitement with insights that ignite every creative brain cell. He impresses with a work attitude so steady and positive that frustration never seems to touch him. His openness stands out too, he listens, understands, and truly values your point of view. And when you need to brainstorm, he’s always there, ready and reliable.

Tri is the flair we didn’t know we needed but are grateful to have.

Kevin Astin Beltran

Creative Director, Cheil Worldwide

Tri has worked under my supervision for over a year, spanning our time at Phibious and now at Cheil. He is a modern Strategic Planner: agile, data-literate, and culturally tuned-in to the Vietnam market.

He has consistently delivered strong strategic plans and is a reliable collaborator who integrates well with creative and account teams. It’s been a pleasure seeing his career trajectory firsthand, and I value his contribution to our team immensely.

Bebs Abrillo

Strategic Planning Director, Cheil Worldwide

Tri brings strong strategic sharpness and clarity to every project, quickly distilling complex business and communication challenges into clear, actionable directions, while also creating early space for alignment and open discussion that keeps the team energized and collaborative from the start

Giao Quynh

Associate Account Director, Cheil WorldWide

About

Take a look at my background, campaign process, and experience as a strategic planner