San brings over 20 years of expertise in both strategic planning and agency management, having worked with some of Vietnam's top advertising agencies, including JWT, Ogilvy, and Saatchi & Saatchi. He began his planning career at Ogilvy & Mather Vietnam, emerging as one of the country's pioneering local strategists, before moving on to serve as General Manager at Saatchi & Saatchi Vietnam. Currently, San holds dual roles as Executive Business Development Director and Executive Strategic Planning Director at Hakuhodo International Vietnam.

Throughout his career, San has played a pivotal role in shaping brand and communication strategies for major local and international brands, always with a sharp focus on marketing effectiveness. His extensive experience has allowed him to witness, analyze, and contribute to the growth of many prominent brands in the market. A strong advocate for creativity grounded in sound strategy, San is known for pushing the boundaries of effective marketing.

San holds a Bachelor's degree in Advertising & Marketing Communications from Webster University and an Executive MBA from the University of Quebec in Montreal.