Chrystalandia | Portfolio

#Professional_Work

Chapters of growth revealing honest lessons I've carried along the way.

Mar 2025
|
Present

Angelo State University - Porter Henderson Library

Academic Engagement Assistant

100+ resources, 8+ vendors, and 20+ videos across data and digital engagement.

Jul 2025
|
Oct 2025

Ein Insights

Digital Marketing Apprentice

Developed conversion-focused LinkedIn and Facebook content strategies. Increased follower growth by 28%.

Jun 2024
|
Oct 2024

Oigetit.ai

Vietnam Instagram Team Lead

Directed social media strategy for a fake news filter platform. Analyzed hashtag performance to drive a 1584% increase in organic reach.

Simulated Experiences

Simulated

Forage

Lululemon

Omnichannel Marketing

Created an omnichannel marketing plan to launch a new product, MIRROR, focusing on digital retail guest experience.

Simulated

Forage

Sydney Romantics

Branding & Design

Articulated authentic brand DNA across varied creative outputs and community building initiatives.

Simulated

Forage

Accenture

Data Analytics & Visualization

Identified key engagement trends and reduced stakeholder decision-making time by 30% through executive dashboards.

Oigetit.ai

Fake News Filter Platform

Website • Vietnam Instagram

Social Media Marketing Intern

Jun 2024 - Aug 2024

↓

Vietnam Instagram Team Lead

Aug 2024 - Oct 2024

250+

Original Daily Posts Produced

1,584%

Increase in Organic Reach

Key Contributions

Analyzed hashtag performance and optimized content strategy to drive massive reach.
Directed a team of 3 members to elevate brand exposure across the Vietnamese market.

Selected Artifacts

Techology Update

Technology Update

Entertainment Reviews

Showbiz Stories

Headline News

Lifestyle & Health

Headline News

Weekly Story: Oigetit 101

Forage Simulation

Lululemon - MIRROR Launching

Omnichannel Marketing Strategy

The Simulation Brief

Create an omnichannel marketing plan for Lululemon to launch a new product, MIRROR, focusing on the digital retail guest experience.

Submitted Deliverables

Tip: Click a presentation to focus it, then use Left/Right arrow keys to navigate the slides.

Task 1: IMC Plan Development

Task 2: Digital Product Concept Development

Forage Simulation

Sydney Romantics

Branding & Art Direction

The Simulation Brief

Articulate authentic brand DNA across varied creative outputs and community building initiatives.

Submitted Deliverables

Tip: Click a presentation to focus it, then use Left/Right arrow keys to navigate the slides.

Task 1: Product Design & Craft

Task 2: Digital Marketing

Task 3: Community Building

View Completion Certificate

#The_Archive

Choose a path to explore my past battles and creative victories.

Contests

Moments when I pushed limits to a higher level and learned despite win or loss.

Projects

A record of personal battles fought in class, clubs, and personal endeavors.

#Participated_Contests

Moments when I pushed limits to a higher level and learned despite win or loss.

Vietnam Young Lions 2025

Digital Marketing Creative Proposal

Leading competition for young talents in Marketing & Communications, officially licensed by Cannes Lions, organized by AIM Academy.

Peaking Point 2024

Social Marketing Cultural Arts

Social marketing contest organized by SIFE RMIT Hanoi Campus. Focus on Vietnamese Traditional Performing Arts.

Marketing Hive 2024

Summer Camp Product Launch

The first Marketing Summer Camp in Hanoi, Vietnam organized by DAV Marketers.

L'Oréal Brandstorm 2024

Innovation Beauty Tech

An idea innovation competition, held by Professional Products Division at L'Oréal Group.

Vietnam Young Lions 2025

Student League - Digital Category Proposal

The Brief

Build a TikTok-first campaign that refreshes Effaclar's image for Gen Z by engaging with the gaming community while maintaining dermatological credibility.

View Official Brief

Client

La Roche-Posay | TikTok

My Approach

Skin Feeding Streak - It's Skin Meal Time

Research Strategic Planning Ideation Copywriting Design

The Deliverable

Click the proposal to view in full resolution.

Key Learning Points

FOCUS THE JOURNEY, NOT JUST CONCEPT

Execution across touchpoints is scattered without a conversion path.
Define specific objectives & KPIs for each touchpoint to ensure all executions align with a single, measurable behavior change.

MAKE GAMIFICATION HABIT-BUILDING

Current gameplay feels symbolic rather than habit-forming. Add reward repetition and real-life skincare actions.
Integrate behavior-based triggers that let the game trigger real skincare steps to turn into practice.

CREDIBILITY MUST MEET GEN Z FRIENDLINESS

AI expert can preserve the brand’s authority, the tone & UX can be too lecturing or clinical.
Reframe AI guide with a playful persona to increase relatability without compromising credibility.

Peaking Point 2024

Topic: Vietnamese Traditional Performing Arts (Tuồng, Chèo, Water Puppetry) | Team: KẺ CẮP MẶT TRĂNG

The Brief

Propose Cultural Space Ideas and an integrated marketing campaign to cultivate cultural spaces for tradtional performing art, ultimately altering perceptions among young audience like Gen Z and generating demand for this type of content in everyday life.

View Official Brief

Client

Center for Promotion of Intangible Cultural Heritage in Vietnam (VICH)

My Approach

Big Idea: Tuồn(g) Phiêu Lưu Kí

Research Strategic Planning Ideation Copywriting Design

The Deliverable

Keep scrolling to deal the presentation deck.

Key Learning Points

AUDIENCE DEPTH IS MORE CRUCIAL THAN DEMOGRAPHICS

Go beyond surface-level traits and dig into attitudes, barriers, and motivations toward Tuồng in general.
Use tools like empathy maps, cultural tension analysis, or social listening to uncover.

BIG IDEA MEANS SYSTEM, NOT JUST SLOGAN

A strong big idea should guide content, activation, and experience, not just sound good in a headline.
Build a clear journey showing how the idea plays out from online to on-ground cultural spaces.

STRATEGY MUST BE LADDER TO OBJECTIVES

Every tactic and idea needs to address the core campaign goals: Make Tuồng feel relevant and part of daily cultural life.
Use strategic frameworks to align between problem and execution.

Marketing Hive 2024

Team: BEE HIVE. BE HIGH

The Brief

Propose a 3-month integrated marketing campaign to boost visibility for the new product - Her Feel, ultimately differentiating the brand PlayAh! in the context of restricted sexuality-related advertisements.

View Official Brief

Client

PlayAh! Vietnam

My Approach

Big Idea: Phao Chất Chủ - Để Cuộc Yêu Phiêu Diêu Tự Tại

Research Strategic Planning Ideation Copywriting Design

The Deliverable

Keep scrolling to deal the presentation deck.

Key Learning Points

SELL THE BENEFITS, DON’T PREACH!

No need to sermonize lines like "modern women aren't afraid of contraception."
>Focus on what the product actually offers and how those benefits tap into real user insights during moments of intimacy.

IDENTIFY ONE STRONG POINT OF PRODUCT AND DOUBLE DOWN

Consumers only remember one or two key attributes per product.
Use a framework to define the product proposition based on its USP and top-of-mind characteristics.

HIGHLY DIVERSE TARGET AUDIENCE NEEDS SEGMENTATION

Select appropriate criteria for segmentation to align with the brand's strength points.
Segmentation by age, openness to sex, sensitivity to condom materials, and more.

L'Oréal Brandstorm Vietnam 2024

Beauty Tech & Innovation Proposal | Team: META-ERS

The Brief

Propose a creative solution for L'Oréal's Professional Products Division (Hair Beauty) that implements O+O experiences, Augmented services, and E-commerce while strengthening partnership between the brand and professional hairstylists or hair salons.

View Official Brief

Client

L'Oréal Group

My Approach

HairCal: A booking platform providing seamless experiences throughout the hair salon journey.

Research Ideation Video Production Design Presentation

The Deliverable

Keep scrolling to deal the presentation deck.

Grand Finale Day

A glimpse into my team's final presentation and the incredible energy of the L'Oréal Brandstorm Vietnam National Finals.

Jury Q&A Session

Meta-Ers Award Session

Individual presentation

#Projects_Archive

A record of personal battles fought in class and clubs.

Web Development Open Source

GitHub Repository

A collection of my source code, frontend architectures, and software engineering projects.

EdTech App Development

Nova City

A gamified micro-learning platform concept targeting Gen Z's unique learning needs.

Facebook Marketing Leadership

Lead You-nique

A special digital campaign bringing a plethora of exciting experiences in leadership to the youth.

Rebranding Copywriting

TEDx FTU Reformation

The strategic re-establishment and narrative modernization of the TEDx FTU digital presence.

Event Planning Branding

BEC Christmas Special Project

An internal project of Business & English Club (BEC) during Christmas night.

Content Creator TikTok Branding

BEC TikTok Channel

Developing an insightful, dynamic hub for Gen Z leadership development.

Omnichannel Campaign Leadership

Young Business Leader

A business competition equipping students with leadership based on the ASK model.

Graphic Design Copywriting

Short-Term Campaigns

A rapid-fire showcase of micro-campaigns and seasonal creative strategies.

GitHub Open Source

Software Engineering | Frontend Architecture & Web Apps

The Developer Profile

While my background is heavily rooted in communications and marketing, my passion for technology led me to bridge the gap through code.

This repository archive showcases my technical transition-featuring responsive web layouts, interactive single-page applications, and experiments in modern frontend frameworks.

Tech Stack & Languages

JavaScript (ES6+) HTML5 & CSS3 React.js Git / GitHub

Highlighted Repositories

Click any card to view the live source code on GitHub.

slurp-club

A full-stack web application allowing users to customize and visualize their perfect bowl of ramen and boba. Features interactive SVG rendering and full CRUD functionality backed by PostgreSQL.

JavaScript 5 Walkthrough

ram-life

An interactive, game-map-style web app built on a custom-illustrated SVG campus map. Discover university events spatially by clicking on 3D buildings to see what's happening inside.

JavaScript 1 Walkthrough

miraland-archives

A bilingual, interactive guide and lore hub for Miracle Nikki. Discover Arena guides, item lore, and styling entries in a gorgeous, glassmorphism-styled environment.

JavaScript 1 Live Site

vietnamese-food-flashcards

A sensory flashcard deck to test your knowledge of Vietnamese cuisine. Flip cards using 3D CSS transforms to reveal ingredients, regional origins, and serving tips.

CSS 1 Live Site

Nova City

Pitching Gamified EdTech | Learning App Development

Problem Statement

Stale, Generic Content: Traditional platforms deliver one-size-fits-all modules that don't adapt to Gen Z learning needs.
Limited Engagement: Existing solutions lack truly interactive gamification to keep learners hooked.
Poor Accessibility: High-priced subscriptions make learning tools unaffordable for many.

Target Audience

Rapid Rangers (Gen Z) - Primary
Epic Guardians (25-30 Y/O)

My Role & Execution

Startup Founder Project Leader Ideation Design Presentation

Core Values

Mobile-First Microlearning

Optimized for mobile devices, delivering bite-sized, interactive lessons on-the-go.
Flexible study sessions tailored for Gen Z lifestyles.

Gamified Experience

Integrates competitive challenges & badges to drive continuous motivation.
Actionable feedback reinforces progress.

Social Integration

Builds vibrant learning communities with seamless integration into Discord.
Encourages peer collaboration & discussion.

Personalized Style

Adaptive tech tailors content to individual performance.
Unique learning pathways with targeted support.

Mockup Interfaces

Click any screen to view the high-fidelity UI/UX concepts in full detail.

Hero Dashboard | Home Screen

Celestial Ladder |Challenge Screen

Quantum Quest | Progress Dashboard

Nova Archive | Content Library

Social Arena | Weekly Battle

The Full Pitch Deck

Keep scrolling to deal the full business prooposal and research deck.

Lead You-nique

Digital Campaign | AIESEC in Vietnam x Business & English Club

The Campaign

A special digital campaign that brings a plethora of exciting experiences in "leadership", spreading valuable messages and inspiration for the youth.

In collaboration with AIESEC in Vietnam and Business & English Club (BEC).

AIESEC in Vietnam Website BEC Website

AIESEC in Vietnam Facebook BEC Facebook

Collaborators

AIESEC in Vietnam: A community of young people driven by peace and fulfillment of humankind's potential.
BEC at Foreign Trade University HCMC (FTU2): Creating a healthy and professional playground to help students develop comprehensive leadership skills (A.S.K. model).

My Role

Communications Dept (Gen 18)

Graphic Design Social Media Marketing Branding

Reported Outcomes

10.9K

Overall Page Reach
↑ 113%

13.2K

New Page Likes
↑ 18.3%

4.5K+

Page Visits

19.6%

New Followers

Brainstormed Tactics

View Live Post

Things To Let Go Of

View Live Post

Influencer Promotion

Key Learning Points

COLLABORATION WITH EXTERNAL ORGANIZATIONS

Both sides must align perfectly on art direction, theme, and visual style.
Regular checking and meetings are crucial to ensure timely adjustments.

APPROACHING KOLs PROCESS

Classify levels of Influencers: Nano, Micro, and Macro.
Approach and follow up in order with calls/emails while keeping separate material folders.

STREAMLINED WORKING PROCESS

Establish common ground between copywriters and designers early.
Ensure strong CTA and voice of copy aligns with design through feedback rounds.

TEDx FTU Social Page Reformation

Fanpage Rebuild | Content Strategy & Design

Instagram • Facebook

Case Brief

The old Facebook fanpage of TEDx FTU was unpublished due to unknown reasons. Therefore, as a member of the Communications Department of BEC, I contributed to the re-establishment of the TEDx FTU Facebook page.

The content was systematically redesigned and also redistributed on Instagram for maximum coverage.

The Platform

To young novelty-seekers, TEDx FTU (founded by Business & English Club - BEC at FTU2) is a knowledge-driven platform that offers perspective-switching ideas.

My Role

Communications Dept (Generation 18)

Copywriting Graphic Design

Contributed Outputs

View Live Post

Welcome Back, TEDx FTU

Re-establishment Announcement

Impressive Numbers

Historical Context & Legacy

View Live Post

2021 Concept Introduction

The Gray Rhino

View Live Post

Spotify Wrapped with TEDx FTU

Novelty Seeker Edition

Key Learning Points

ALIGN LEGACY WITH MODERN TACTICS

Develop a strategy to preserve TEDx FTU legacy while modernizing its narrative.
Leverage historical context in writing and resonate with new generations.

HARNESS TREND-DRIVEN STORYTELLING

Adapt trending digital aesthetics into visual designs.
Strengthen social media engagement by merging innovative visuals with brand stories.

ENGAGEMENT THROUGH MULTICHANNEL

Design content that seamlessly integrates visuals with targeted copy to enhance digital presence.
Execute campaigns across multiple platforms to maintain consistency.

BEC Christmas Special Project 2023

Internal Event & Campaign | Branding & Event Operations

The Campaign & Theme

An internal project of Business & English Club (BEC) aiming to create a warm gathering among 'Red Owls' (members) of all generations during Christmas with a feeling of joy, warmth, and nostalgia.

The Reindeer Race: Bell of Miracles

As faith in Christmas wanes, BECers transform into reindeers, joining Santa in a mission to spread joy. When the bells ring, we gather with loved ones to recall cherished moments and create a peaceful Christmas—the true magic of the season.

Target Audience

BEC 'Red Owls'
Internal generations of BEC at Foreign Trade University HCMC Campus (FTU2)

My Role

Marketing Team Leader

Campaign & Stratey Team Management Event Operations Copywriting

Project Visuals & Branding

Click any visual to zoom in on the design details.

The Reindeer Race Key Visual

Visual Identity & Layout

Featured Social Designs

Content Direction & Layout

POSM Materials

Digital Event Ticket by Reindeer Type

Project Brand Guidelines

Keep scrolling to view the detailed typography, color palette, and event guidelines.

Key Learning Points

COORDINATE INTEGRATED CAMPAIGN

Design an integrated roadmap tracking all marketing materials helps cross-team alignment.
Regular catch-ups can streamline collaboration within core team, managing promotional timelines more efficiently across communications platforms.

EMPOWER NEW TALENTS

Foster a creative environment through on-demand training and resource libraries.
Provide positive, constructive feedback to lead team members through brainstorming sessions.

EXECUTE EVENT OPERATIONS

Supervise technical operations (sound, light) directly during the onsite event with standardized workflows.
Ensure the creative vision translates smoothly to physical execution with enhanced risk management.

BEC TikTok Channel

2023 Vision | Social Media Strategy & Video Production

TikTok

The Vision

An insightful, dynamic, and casual hub for Generation Z in equipping leadership development as a competitive advantage, thus ultimately converting them for participation in BEC's future products.

My Role & Leadership

Spearheaded a team of four to develop and expand the BEC FTU2 TikTok channel.
Directed content pillars, scripted viral formats, and managed the video production pipeline.

Functional Leader

TikTok Development Project

Channel Strategy Content Creator Team Management Video Editing

Reported Outcomes (5 Months)

220%

Follower Growth

56K+

6

Viral Videos (>3000 views)

Always-On Series

Core content pillars balancing motivation with analytical leadership cases.

View TikTok

Pillar 1: Lead-Journal

#Inspiring #Motivational
A collection of self-development yet approachable stories through Leadership at multiple levels.

View TikTok

Pillar 2: Leader-Case

#Informative #Analytical
Analysis of leadership models through real-life businesses or pop culture (movies, comics).

Seasonal Campaigns

Leadership-related contents distributed on seasonal events and cultural days of Vietnam.

View TikTok

International Women's Day

View TikTok

April Fool's Day

View TikTok

Reunification Day

Young Business Leader 2023

Omnichannel Marketing | Event Operations & PR Strategy

Website • Facebook

The Competition

A premier business competition organized by BEC, on a mission to equip students with Leadership based on the A.S.K. model-aligned with business standards to make them outstanding in today's job market.

Theme: "Seafarers' Hunt: Leader-ship"

Just like ambitious seafarers, students embark on a "Grand Line" in pursuit of treasures aka their dream job positions. On this journey, leadership skills are the essential equipment that helps seafarers navigate storms and successfully conquer new lands.

My Role & Impact

Devised marketing strategies & sales tactics to draw ~1,000 candidates and 100+ Gala Night attendants.
Managed PR with 7 Media Endorsers and 5 Influences.
Produced 3 triggering teaser videos averaging 2,000+ views.

Reported Outcomes

~1,000

Canidates Registered

>70+

Business Partners

30+

Universities in HCMC

3.5K

New Page Likes ↑ 17.8%

Key Visuals & Ideation

Click any visual to zoom in on the design details and sketching process.

Main Event: "Seafarers' Hunt: Leader-ship"

Ideation Sketch vs. Final Render

Collaborator Recruitment: Step to Sprout

Ideation Sketch vs. Final Render

Event Visuals & Omnichannel Outputs

View Live

Teaser Video | Editing

View Live

Round 2 Format Overview | Copywriting

View Live

Round 2 Recap Career Glory Night | Copywriting

View Live

Viral Call-to-Action Story | Production

View Live

Top 8 Contestants Annoucement Video | Editing

View Live

Grand Finale Recap Video | Editing

Social Media Engagement

~900 Average Post Reach

Ring Notebook

Standee

Backdrop

Poster

Gift Bag

Name Tag

POSM (Printed Materials)

Physical Event Branding & Decor

Avatar Frames (Internal Seeding)

Community & Ambassadors

B-LEAD Community Group

Media Ambassadors

Media Endorsers

Supporting Marketing Tactics

Earned Media & Influencer Ecosystem

Short-Term Campaigns

Micro-campaigns | Copywriting & Visual Design

Beyond the massive, months-long projects, the heartbeat of club communications lies in rapid, short-term campaigns. Here is a curated showcase of seasonal events and recruitment drives where I contributed as a Copywriter and Visual Designer for the BEC Communications Department.

Welcome Cohort 62

The Insight & Objective

Cohort 62 moving to HCMC face a new chapter of life filled with novelties and uncertainties. They should consider BEC as a trustful friend they can turn to for support, while still seeing BEC as professional and dynamic.

Creative Solution: "Owl Got You"

Inspired by the common phrase "I got you," this catchphrase confirms that BEC (The Red Owl) will always be a friend to have new students' back during their "naive" period entering the university for the first time.

View Live Post

Social Content 1: Welcome Letter

View Live Post

Social Content 2: Emoji Cooking K62 Edition

Generation 19 BEC Member Recruitment

The Insight

As an FTU-er, joining a club is the first step to fulfill career goals. Students are unsure if a club can serve their long-term purpose if their career choices change later on. They want a club that provides transferable skills to adapt to any potential changes.

Creative Solution: "The Air Glides"

From the unique "gliding" feature of the Owl, BEC is positioned as a place where you learn to glide even in fierce winds—perfectly matching the audience's need to navigate instability smoothly.

View Live Post

Pre-Event Official Note: The Owlverse

View Live Post

Recruitment Official Note: The Air Glides

View Live Post

Welcome Day Engagement Post: FTU Resident ID Card

View Live Post

Pre-Event Engagement Post: With or Without a Mentor

View Live Post

Trigger Post: Paradox of Choices

View Live Post

Trigger Post: Fear of the Unknown

View Live Post

Trigger Post: BEC Values

View Live Post

Recruitment Retention Post: Interview Tips

Tet 2022 Campaign

The Insight

The youth tend to use social media to "flex" their admirable lives, especially during Tet (a time to look back). This lifestyle negatively influences other youngsters, making them feel pressured and inferior.

Creative Solution: Chase Mice, Not Cats

The core of eliminating peer pressure is to focus on your own development instead of following what others are doing. "Mèo đuổi chuột, mèo không đuổi mèo" means "Chasing Mice, Not Cats" (Equals to Following Your Own Path, Not Chasing Others')

View Live Post

Main Storyline Post

View Live Post

Follow-up Post: Which Cat Are You?

#About

#Work

#Archive

#Contact

#About_Me

Angelo State University

Foreign Trade University, HCMC Campus

Certifications

Web Development

Digital Marketing & Data Analytics

#Professional_Work

Angelo State University - Porter Henderson Library

Ein Insights

Oigetit.ai

Simulated Experiences

Lululemon

Sydney Romantics

Accenture

Angelo State University

Research Student Assistant & Marketing Committee Member

Academic Engagement Assistant

Key Contributions

Marketing Committee Artifacts

Ein Insights

Digital Marketing Apprentice

28%

24.1%

11.6K+

174

Key Contributions

Selected Artifacts

Oigetit.ai

Social Media Marketing Intern

Vietnam Instagram Team Lead

250+

1,584%

Key Contributions

Selected Artifacts

Lululemon - MIRROR Launching

The Simulation Brief

Submitted Deliverables

Sydney Romantics

The Simulation Brief

Submitted Deliverables

Accenture

Key Contributions

Submitted Deliverable: Executive Presentation

#The_Archive

Contests

Projects

#Participated_Contests

Vietnam Young Lions 2025

Peaking Point 2024

Marketing Hive 2024

L'Oréal Brandstorm 2024

Vietnam Young Lions 2025

The Brief

Client

My Approach

The Deliverable

Key Learning Points

FOCUS THE JOURNEY, NOT JUST CONCEPT

MAKE GAMIFICATION HABIT-BUILDING

CREDIBILITY MUST MEET GEN Z FRIENDLINESS

Peaking Point 2024

The Brief

Client

My Approach

The Deliverable

Key Learning Points

AUDIENCE DEPTH IS MORE CRUCIAL THAN DEMOGRAPHICS

BIG IDEA MEANS SYSTEM, NOT JUST SLOGAN

STRATEGY MUST BE LADDER TO OBJECTIVES

Marketing Hive 2024

The Brief

Client

My Approach

The Deliverable

Key Learning Points

SELL THE BENEFITS, DON’T PREACH!