Profile Summary

  • 10+ years of experience in Senior Strategic Business Development and Client Management
  • Experience in consulting and influencing senior client leaders and decision makers including C-level
  • 5+ years of experience in Entrepreneurship, Leadership and Team Management
  • Highly driven and motivated in accelerating revenue growth, building effective client relationships, and executing high impact scalable partner projects
  • Market Expansion Lead with a strong commercial strategy and business development acumen in Southeast Asia in Technology Innovation, Digital advertising, Ad Tech, Ecommerce / Marketplaces / Retail / Brands, Online Travel, Digital Payment / Fintech space for Web and Mobile
  • Strong market and industry knowledge, competitive landscape, provide thought leadership, Go To Market strategy, strategic planning and market intelligence
  • Passionate for building, growing, coaching, and mentoring a high-performance team
  • LinkedIn:
  • Current position: Market Expansion Business Development Lead, Strategic Tier 1 Clients, SEA, Vietnam, Thailand, Philippines at Criteo Singapore 
    • Market Expansion, Business Development, Senior Sales and Key Account Management, Leadership, Strategic Partnership, Strategy and Market Intelligence, Go To Market Strategy, Project Management                          
    • Lead Market Expansion strategy for SEA (annual target of $30M), strong focus and market expertise in 3 countries Vietnam, Thailand, Philippines, drive sales for top strategic prospects and existing clients
    • Manage a successful large regional business portfolio with P&L responsibility across 6 countries in SEA, lead account planning and quarterly business performance reviews – Lazada SEA, Qoo10 SEA, Agoda SEA, Sendo VN, Tiki VN, Vietjet Air VN, JD Central TH, Kaidee TH, 11Street TH, dtac TH, Globe PH
    • Lead generation, drive accelerated sales growth, close deals with top strategic digital payment prospects (e-wallet apps / digital banking apps) – TrueMoney TH, Kasikorn Bank TH, Siam Commercial Bank TH, Momo VN, Mynt PH, Gobear SEA (SG, TH, HK)
    • Lead strategic partnerships with Lazada across 6 countries in SEA – SG, ID, TH, VN, MY, PH including co-marketing solutions with global brands (Samsung, Oppo, P&G, Apple, Adidas, Loreal, Estee Lauder, Huawei, Lenovo, Nike, Nestle) and agencies (iProspect/Dentsu, Performics/Starcom, Group M, OMD)
    • Partner with Lazada in regional office and 6 local countries to organize workshops to brands on co-marketing solutions to drive traffic, revenue, and conversions to brands’ official stores on Lazada website
    • Lead Go To Market strategy for Criteo Reseller Program by working with top strategic marketplaces to launch and scale their seller advertising solutions (PR launch, training event for top 500-1000 sellers)
    • Project lead for Criteo Reseller Program (Merchant Program) in Southeast Asia, report to Managing Director, SEA, TW, HK and work directly with Global Product Director
    • Strategic Planning and Market Intelligence, lead strategy and innovation projects in collaboration with stakeholders across the business to realize Criteo E-Commerce Marketing Ecosystem vision
    • Strong ad tech industry experience in online acquiring sales with strong partner relationships, manage C-suite relationships (CEO, CMO, Marketing Director, Revenue Director, Head of Marketing, Head of Digital, Ecommerce Director, Head of Seller Marketplace), across diversified client portfolios – marketplace, financial institution, banking, mobile payment, app, brand, retail, travel, telco, new verticals
    • Strong command of ecommerce service product suites (dynamic retargeting, customer acquisition, app retargeting, app installs, custom audience match, co-marketing with brands, merchant reseller program)
  • Past position: Regional Account Manager, Google Hotel Ads, Digital Advertising and Metasearch at Google Asia Pacific, Singapore
    • Google Hotel Ads, Digital Advertising and Metasearch, Client Management
    • Manage Tier 1 ad account partners who are the largest OTAs in APAC (annual target of $40M) with a proactive, strategic approach focusing on optimizing partners’ business – Agoda, Expedia Group (Wotif,, HotelsCombined, Ctrip, Rakuten Travel, Jalan
    • Help Tier 1 partners scale and accelerate revenue growth through removing roadblocks, unlocking potential, analyzing and optimizing advertising performance, implementing automated bidding strategies, maximized conversions
    • Provide thought leadership in online travel industry, organize events, workshops, and seminars to hotel industry leaders
    • Lead Market Expansion and Operational Excellence – Feed optimization, conversion maximization, new product feature adoption, API enhancements, data/price accuracy monitoring, audience targeting
  • Past position: Managing Director and Co-Founder at Amas Hub
    • Entrepreneurship, Leadership, Team Management, General Management                                 
    • I co-founded Amas Hub (, the software start-up company that focuses on developing enterprise mobile apps and providing cloud-based B2B SaaS to F&B businesses in SG, MY, VN
    • Grow a high-performing team of digital marketing executives, website designers, graphic designers in VN
    • Build a track record of growing new sales and business through client management, and help F&B businesses to operate more efficiently, save manpower costs, and increase productivity
    • Amas Hub offered customized product solutions: Interactive iPad menu, iPad POS system, POS-Payment system integration, Self-ordering kiosk, Mobile ordering, Inventory Management, Kitchen Display System, Sales reports, Social network integration, Customer loyalty program, Customer feedback form, Customized graphics, Multilingual support
    • Achievement: eOrder Solution has been listed under IDA pre-qualified package solution (2015); POS system has been listed under SRING pre-qualified integrated solution (2016)
  • Education
    • Singapore Management University, Master of Business Administration (MBA)Jun 2017 – Dec 2018
      • Part-time Program, GMAT = 690
      • Awarded SMU Global Awareness Scholarship (merit based scholarship)
      • Waseda University Exchange Program, Tokyo, Japan
    • Singapore Management University, Bachelor of Business Administration (BBA), Honors, Double majors in Finance and Marketing, Aug 2005 – Dec 2008
  • » Few random things
  • Favorite TV series: Black Mirror, Game of Thrones, Westworld, Silicon Valley
  • Favorite activities: Travel, Yoga, and Board Games (Monopoly Deal Card, Bang! The Bullet, Blokus, Tokaido, Ticket To Ride, Giza, Uno)
  • Favorite travel destination: Queenstown, New Zealand as well as Oslo and “Norway in a Nutshell” (Bergen-Voss by train, Voss-Gudvangen by bus, Gudvangen-Flam by Fjord cruise, Flam-Myrdal by The Flam Railway, Myrdal-Oslo by Train, sunset watching in Oslo, Norway) – Absolutely a fantastic DIY journey to see Norway’s most beautiful and spectacular fjord scenery!
  • Languages other than English: Vietnamese (native), Mandarin (beginner level)
  • Fun things that I’ve done: I created a community on Facebook for those who love jewelry named Jewelry Lovers (@jewelryloversaj). Within 2 months (10 Jan 2013 – 11 Mar 2013), I achieved 10k “likes”. I also used to sell woman handbags on the street in Vietnam during high school’s school holiday.
  • My personal websites: ;

Annie photo - big


Vietnam Toastmasters Club                                                                                                                        Singapore

President                                                                                                                                          Jun 2011 – Present

  • President of English public speaking club for Vietnamese working professionals in Singapore


Asian Women Leadership Summit                                                                                                              Singapore


Young Women’s Leadership Connection                                                                                                    Singapore

Mentorship Program                                                                                                                       Apr 2018 – Present


Tech In Asia                                                                                                                                Singapore, Philippines


Seamless Asia                                                                                             Singapore, Thailand, Vietnam, Philippines

Future of Payments, E-commerce and Retail


RetailEx Asian                                                                                                                                                  Thailand


FUTR (Millenial 20/20)                                                                                                                                 Singapore


Web In Travel                                                                                                                                                 Singapore


Inter Nations                                                                                                                                                  Singapore