San has over 19 years of experience in both planning as well as agency management at major advertising agencies in Vietnam, including JWT, Ogilvy and Saatchi & Saatchi.

San started his planning career at Ogilvy & Mather Vietnam, emerging as one of the pioneering local strategic planners in the country before moving to GM position at Saatchi & Saatchi Vietnam. He now holds dual positions as Executive Business Development Director cum Executive Strategic Planning Diector at Hakuhodo. He has helped develop brand and communication strategies for prominent local and international leading brands, emphasizing marketing effectiveness agenda for both agencies and clients. His expertise comes from his extensive tenure in the industry. This has allowed him to directly engage with, observe, and analyze the inception and growth of numerous important brands in the market. He is a strong advocate of creativity underpinned by robust strategies.

San won the very first two APAC Effie Awards for Nestle Vietnam and was the winner of Ogilvy’s Global Best Briefs Competition 2016. He also chaired the Jury for the Marketers Category at the Vietnam Young Lions 2020 Competition and serves on the Industry Advisory Committee (IAC) for The School of Communication & Design at RMIT University

San earned his Bachelor’s degree in Advertising & Marketing Communications from Webster University and is currently attending an Executive MBA program at UQAM.