Work &
Insights
A closer look at the problems, decisions and trade-offs behind the work.
Practical digital commerce insights grounded in real business experience.
Selected Work
Building a Category from Two SKUs
A new multivitamin category started with two SKUs. The challenge was not simply selling more, but changing the conditions needed for the category to scale.
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Agency → Client-side: When the Same Number Means Something Different
Moving from agency to client-side changed more than the scope of responsibility. It changed how performance numbers were interpreted — from optimizing a channel to understanding what that performance meant for the broader business.
Read the case →When High ROAS Doesn’t Mean More Growth
A high ROAS can look like a reason to spend more. But when paid GMV grows without proportional total-store growth, the real question is what is constraining the business.
Read the case →Annual Planning Under Growth Pressure
When growth expectations keep rising, annual planning becomes more than setting a bigger target. It is about understanding where the next growth can come from, what the existing business can still stretch, and what needs to change when it cannot.
Read the case →Thinking in Practices
When E-commerce Growth Becomes More Selective
Vietnam’s e-commerce market is still growing, but fewer sellers are capturing that growth. As value becomes more concentrated, brands need to rethink what deserves investment, protection, and scale.
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The Problem Rarely Sits in One Function
The function experiencing a problem is not always the function that owns the constraint. Sometimes solving the business requires looking beyond the metric where the problem appears.
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Shopee Isn’t Trying to Beat TikTok Shop
TikTok Shop changed where commerce begins by integrating discovery, content and transaction. Shopee is taking a different route — connecting its commerce infrastructure to more places where discovery happens.
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Beyond the Work
I’m also interested in understanding how people think, grow and make sense of the world around them.