10 Vietnamese Executives You Should Follow on LinkedIn in 2026
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These 10 Vietnamese business leaders are showing what strong executive presence looks like on LinkedIn.
They post with consistency, write with clarity, and sound like real people.
If you're already active on LinkedIn but feel stuck, this list is worth studying. These ten executives are building real trust with their audiences.
We used Claude to evaluate posting patterns and engagement quality across dozens of Vietnamese executive profiles and picked the ten worth following.
Whether you're a founder or a rising exec, these ten profiles are a good place to start.
Want to become the next executive people recommend following? Start Will's free 14-day trial and make posting high-quality LinkedIn content effortless.
Thái Vân Linh – CEO, Skills Bridge
Thái Vân Linh, widely recognized across Vietnam as Shark Linh from the television show Shark Tank Vietnam, built a diverse operational foundation across finance, corporate management, and media marketing over more than twenty years.
She transitioned from climbing traditional corporate ladders to focusing heavily on professional mentorship and executive education.
Her career journey reflects an active commitment to helping young corporate employees navigate structural workplace challenges by applying her historical venture capital insights.
About Skills Bridge
Skills Bridge operates as an educational and corporate training provider designed to elevate workforce capabilities through structured, personalized talent programs. The organization centers its core training around an intensive eight-week course that focuses on analytical thinking, strategic communication, and self-development to optimize team performance.
LinkedIn Content Strategy Analysis
Who should follow Thái Vân Linh: Young professionals, job seekers, and anyone navigating career uncertainty in Vietnam. Thái Vân Linh has over 290,000 followers.
Core Value Proposition: She positions herself as a warm, motherly voice offering career and life guidance to young Vietnamese professionals, using personal letters and emotionally resonant storytelling rather than traditional business advice.
Key Themes & Topics
- Letters to Young Professionals - Her most consistent and highest performing format. Direct, warm messages addressing common struggles:
- Advice for new employees on communication and workplace relationships
- Reassurance for those feeling unemployed or lost in their careers
- A recurring "letter" format that speaks directly and intimately to the reader
- Resilience Through Storytelling - Using well-known figures to illustrate points about setbacks and growth:
- J.K. Rowling's unemployment and hardship before her success
- Steve Jobs' calligraphy class as an example of "getting lost" leading somewhere meaningful
- Framing failure and uncertainty as normal parts of any life stage, not just early career
- Emotional Validation - Content that directly addresses feelings of self-doubt, career stagnation, and social pressure, offering comfort alongside practical reframes
Format & Presentation Style
- Almost entirely in Vietnamese, written in a warm, first person "letter" style addressing the reader directly
- Long-form emotional narratives that build toward a reassuring message
- Consistent hashtag branding (linhthaiofficial, motivationmonday) across posts
- Heart and soft emoji use reinforcing the nurturing tone
Engagement Strategy
- Direct emotional address - speaking to "you" as if writing a personal letter drives strong identification
- Relatable historical examples - pairing famous failures with everyday struggles makes success feel achievable
- High repost volume - her content is shared widely, extending reach well beyond her follower base
- Vulnerability and comfort over advice-giving - she validates feelings before offering perspective
Performance Indicators
Her content performs exceptionally well, with posts regularly landing in the 400 to 700 like range and repost counts far higher than typical professional content, often 15 to 35 reposts per post. One of her best recent performing posts, a letter to young professionals starting their careers, pulled over 740 likes and more than 30 reposts. The gap between her like and repost ratio suggests content built for sharing, not just reacting to.
Overall Strategy Summary
Thái Vân Linh is building herself as a nurturing, big sister figure for Vietnam's young workforce. Unlike typical CEO thought leadership, her content trades on emotional resonance and storytelling, which explains why her reach and shareability far outpace what her professional title alone would suggest.
Thanh Nguyen – Chairman & Global CEO, GSM - Xanh SM
Thanh Nguyen, often known professionally as Steve, started working temporary labor roles at age 14 to support his personal path before establishing a small garment workshop at age 17.
He advanced quickly through the ranks of Vingroup, serving as a young executive leader for VinBus and VinFast electric motorcycles before being selected to lead the global rollout of GSM in 2023.
His professional journey showcases a rapid rise from grassroots labor to international green mobility enterprise leadership.
About GSM - Xanh SM
GSM operates a massive green mobility ecosystem offering electric taxi, rental, and ride-hailing services using VinFast vehicles. Under his executive leadership, the enterprise secured the leading ride-hailing market share position in Vietnam across three consecutive quarters and is actively exploring a global IPO valued around 20 billion USD.
LinkedIn Content Strategy Analysis
Who should follow Thanh: Mobility and EV industry leaders, Vietnamese business executives, and anyone following the Vingroup ecosystem. Thanh Nguyen has over 100,000 followers.
Core Value Proposition: He positions himself as the executive who built and scaled Vietnam's electric mobility platform, Xanh SM, from launch to regional expansion, using his feed to document major company milestones and, most recently, his departure from the group.
Key Themes & Topics
- Xanh SM Growth Milestones - His most frequent theme throughout most of his posting history. Major expansion announcements:
- International launches, including Xanh SM Indonesia's kickoff in Jakarta
- Partnership conversions, like Mai Linh's fleet joining the Xanh SM platform
- Regular updates tracking driver counts, partner numbers, and new market entries
- Career Milestone Announcements - Two major inflection points defined his feed:
- Starting as Chairman and Group CEO at GSM, which drove exceptional engagement
- A recent, emotional farewell post announcing his departure from Vingroup, VinFast, and Xanh SM after years of leadership roles
- Gratitude and Reflection - Especially present in his most recent posts, reflecting on his professional journey, mentors, and opportunities within the Vingroup ecosystem
Format & Presentation Style
- Bilingual posts, often written primarily in Vietnamese with English translations or summaries included
- Milestone driven structure - most posts mark a specific date, launch, or transition
- Multiple images per post, especially for launch events and team celebrations
- Personal, reflective tone in his most recent farewell post, a shift from the operational updates that came before
Engagement Strategy
- Major company news drives outsized engagement - his career transition posts vastly outperform routine updates
- National pride framing - positioning Xanh SM's growth as a Vietnamese success story expanding abroad
- Direct address to stakeholders - drivers, partners, and customers are frequently acknowledged by name or group
- Transparency during transition - his farewell post shared candid reflection rather than a generic corporate exit statement
Performance Indicators
His posts perform at an exceptional level for a corporate executive, with routine updates often exceeding 3,000 likes and his most significant announcements reaching into the thousands of comments. One of his best recent performing posts, announcing his departure from Vingroup, VinFast, and Xanh SM, pulled over 7,100 likes and nearly 300 comments, reflecting how closely his professional life is followed.
Overall Strategy Summary
Thanh is building himself as a defining figure in Vietnam's electric mobility story, whose personal career narrative has become inseparable from the company he led. His recent transition post shows a rare executive willingness to be emotionally candid publicly, which likely contributed to its exceptional reach.
Hao Tran – Co-Founder & CEO, Vietcetera Media
Born and raised in the San Francisco Bay Area, Hao Tran relocated to Vietnam following a sudden technology sector layoff in Silicon Valley.
He co-founded Vietcetera in 2016 to introduce a modern, progressive perspective of contemporary Vietnam to a global audience, scaling a basic content blog into a prominent multimedia firm.
His path underscores the immense power of cross-border cultural adaptation, media localization, and digital branding.
About Vietcetera Media
Vietcetera Media runs a prominent digital media platform that reaches an expansive global monthly audience of approximately 20 million users. The organization employs a dedicated team of over 70 media professionals and operates six specialized content verticals covering business trends, modern careers, and culture.
LinkedIn Content Strategy Analysis
Who should follow Hao: Media entrepreneurs, Vietnam based founders, and anyone interested in the intersection of media, hospitality, and startup culture. Hao Tran has nearly 100,000 followers.
Core Value Proposition: He positions himself as the founder who built Vietcetera into a lasting media company, using his feed to share personal milestones, mentorship stories, and behind the scenes glimpses into his other business ventures.
Key Themes & Topics
- Vietcetera's Journey - Reflective posts marking the company's decade long history:
- A ten year retrospective on moving to Vietnam and starting the company
- Announcements of new initiatives like retro content series and milestone celebrations
- Framing Vietcetera's mission around connecting Vietnam with the world
- Mentorship and Young Talent - Stories about guiding the next generation:
- A recurring relationship with a young entrepreneur he has mentored over multiple years
- Reflections on what young people need help with beyond just business advice
- Using these stories to signal a broader point about content and community needs
- Side Ventures and Business Operations - Transparent posts about his other business dealings:
- Opening a new location for Every Half Coffee Roasters
- Switching corporate banking providers after a decade, with candid commentary on the experience
- Vietnam's outsourcing industry and broader business commentary
Format & Presentation Style
- Conversational, direct tone with minimal corporate polish
- Personal storytelling structure - often opens with a specific moment or interaction before drawing a broader conclusion
- Photo heavy posts for events and openings, several images per post
- Light humor and candor, including calling out minor grievances (like a bank's exit fee) in a relatable way
Engagement Strategy
- Personal narrative over corporate announcement - even business updates are framed through personal experience
- Named relationships - tagging partners, mentees, and collaborators by name builds a sense of an interconnected network
- Candid business commentary - sharing real operational details (banking, tools used) that other founders find useful and relatable
- Milestone storytelling - anniversaries and long-term relationships get highlighted as recurring content beats
Performance Indicators
His posts perform strongly, generally landing in the 300 to 700 like range, with his best posts reaching well over 1,000. One of his best recent performing posts, a ten year retrospective on moving to Vietnam and building Vietcetera, pulled over 1,400 likes and 150 comments. Posts involving personal stories or mentorship tend to outperform straightforward business updates.
Overall Strategy Summary
Hao is building himself as a candid, connected media founder whose personal story is inseparable from Vietcetera's own. His willingness to share operational details and mentorship relationships gives his feed a grounded, insider feel that differentiates him from more polished executive content.
Adele Doan – Founder & CEO, Blue Ocean Community / ViecRemote
Adele Doan launched her entrepreneurial journey operating a small Japanese ceramic boutique in Saigon and went through four consecutive business project failures before identifying her true market specialization.
She chose to document her operational setbacks online with total transparency, building a powerful digital footprint that earned her national keynote speaking invitations.
Her career demonstrates extreme resilience and the power of community-centric brand scaling.
About Blue Ocean Community / ViecRemote
Blue Ocean Community serves as an educational network and incubator dedicated to digital creator monetization, remote work sourcing, and personal branding execution. Adele has cultivated an expansive online following of more than 85,000 users while managing a core inner circle of over 150 active community members.
LinkedIn Content Strategy Analysis
Who should follow Adele: Vietnamese professionals seeking remote work, SME founders hiring remote talent, and anyone curious about the digital nomad lifestyle in Vietnam. Adele has over 95,000 followers on LinkedIn.
Core Value Proposition: She positions herself as the go to connector between Vietnamese remote talent and global employers, running a community and a job platform built entirely around solving the "fake remote" job problem.
Key Themes & Topics
- Remote Job Opportunities - Her most frequent content type. Curated lists of vetted remote openings for her Blue Ocean Community members, often broken down by field with salary ranges and requirements included
- Building ViecRemote.com - Founder narrative content chronicling her platform launch and growth:
- The problem of "fake remote" listings that exclude Vietnamese applicants
- Milestones like reaching 1,000 active job listings
- Positioning the platform as an AI powered aggregator built specifically for Vietnamese talent
- Digital Nomad Life - Personal essays and long form articles about living remotely across Vietnam and abroad:
- Practical lessons from three years of moving between Da Nang, Hoi An, Europe, and Hue
- Solopreneur productivity tips grounded in simplifying tools and physical setup rather than adopting new systems
- On the ground reporting from trips abroad, like her observations on ride hailing drivers in Indonesia
- Remote Hiring Advice - Content aimed at employers as much as job seekers:
- Offering free recruitment support to founders hiring Vietnamese remote staff
- Reframing "perfect candidate" hiring myths for remote teams
- Building trust with employers through her community's talent pool numbers
Format & Presentation Style
- Bilingual content - most posts are written in Vietnamese with LinkedIn's translation feature available, though founder milestone posts are often in English
- List and bullet heavy job postings with clear formatting for role, pay, and requirements
- Newsletter article previews linking out to her Vietnamese Remote Workers Hub for deeper guides
- Direct, practical tone - less storytelling, more actionable information delivery
- Emoji markers (📢📍▫️) used to organize job listing posts visually
Engagement Strategy
- Community numbers as proof - regularly citing Blue Ocean Community's member count and growth targets to build credibility
- Direct offers - free recruiting help for founders, direct DM instructions for job applicants
- Milestone celebrations - platform growth numbers (1,000 jobs, 1,200 members) shared as their own posts
- Newsletter funnel - Pulse articles consistently link back to her Vietnamese Remote Workers Hub newsletter
Performance Indicators
Her content performs very well for her space, with most posts landing between 50 and 120 likes and several exceeding 200. One of her best recent performing posts, sharing observations from a trip to Indonesia, pulled over 400 likes. Job posting content also draws strong sustained engagement, often more comments than typical founder updates, reflecting an audience actively looking for opportunities.
Overall Strategy Summary
Adele is building herself as the trusted intermediary making global remote work accessible to Vietnamese professionals. Her content mixes practical utility (real job listings, real advice) with founder storytelling, which keeps her feed useful enough to retain job seekers while also building her personal brand as a platform founder.
Le Uyen Thao – Founder & CEO, AI Leaders Vietnam
Le Uyen Thao anchored her professional specialization in the emerging technology sector by advocating for responsible enterprise artificial intelligence integration.
She earned wide recognition by winning the National Championship title at TECHFEST Vietnam 2024, using her strategic platform to prepare local corporate entities for automation integration.
Her tech career centers on aligning advanced software capabilities with practical corporate governance frameworks.
About AI Leaders Vietnam
AI Leaders Vietnam functions as a specialized advisory agency focused on corporate artificial intelligence readiness, operational strategy, and workforce training. The firm provides structured transition roadmaps and governance models to help traditional businesses implement automated digital workflows safely.
LinkedIn Content Strategy Analysis
Who should follow Le Uyen Thao: Vietnamese business leaders, AI enthusiasts, and anyone following Vietnam's tech and innovation ecosystem. Le Uyen Thao has over 160,000 followers.
Core Value Proposition: She positions herself as Vietnam's "Innovation Lady," a widely recognized AI strategist and community builder who blends serious business commentary with a highly personal, celebrity adjacent public persona.
Key Themes & Topics
- AI Business Strategy - Substantive content aimed at Vietnamese executives:
- Building AI agents for business, including how APIs need to be redesigned for machine to machine interaction
- Downloadable reports, like a summary of a World Bank economic outlook for Vietnam
- Insights from international events such as apidays Singapore and visits to AI company offices
- Community and Event Building - Content around AI Leaders Vietnam, her community and network:
- Recaps of workshops and events hosted for business leaders
- Photos and updates from summits like the Vietnam Innovation and Private Capital Summit
- Gratitude posts thanking partners and collaborators
- Personal Brand and Lifestyle - A high volume of casual, personal content that builds her public persona:
- Photos from the beach, weekend life, and travel
- Playful captions using nicknames and emoji heavy Vietnamese
- A surprising cameo in a music video with a major Vietnamese pop star, which became one of her best performing posts
- Women in Tech - Occasional posts celebrating female leaders in Vietnam's AI and tech scene, often tied to community events or birthdays within her network
Format & Presentation Style
- Almost entirely in Vietnamese, with LinkedIn's translation feature available for English readers
- Short, casual captions for lifestyle posts, contrasted with longer structured breakdowns for business and AI content
- Heavy emoji use including flags, sparkles, and playful icons throughout nearly every post
- Consistent hashtag branding (leuyenthao, innovationlady, aileadersvn) attached to almost all posts
- Photo heavy posts - most updates include multiple images, whether from events, travel, or daily life
Engagement Strategy
- Personality first - casual, relatable posts about beach days or weekend plans sit right alongside serious economic analysis, keeping the feed feeling human
- Event documentation - constant presence at summits, workshops, and international trips reinforces her status as a connected industry figure
- Cross promotion - tagging partners, sponsors, and fellow leaders in nearly every professional post
- Novelty moments - unexpected content, like her music video cameo, breaks the pattern and drives outsized reach
Performance Indicators
Her content performs consistently well, with most posts landing in the 40 to 90 like range. One of her best recent performing posts, a music video cameo announcement, drove close to 300 likes, far outperforming her typical business content. Her more substantive AI and economic posts still perform solidly, though generally below her lifestyle and novelty content.
Overall Strategy Summary
Le Uyen Thao is building herself as a celebrity style authority in Vietnam's AI space, where personal charisma and constant visibility matter as much as expertise. Unlike a typical AI strategist feed built purely on technical credibility, hers works because the personal brand and the professional brand are fused, making her business content feel like an extension of a public figure rather than a separate content stream.
Van Dang – CEO & Founder, Savvycom
Van Dang graduated with an engineering degree in computer science from the University of Sydney before returning home to establish her own technology enterprise in 2009.
She built her software firm on the absolute conviction that Vietnamese software engineers could deliver world-class digital services to competitive international markets.
Her executive path spans over fifteen years of continuous institutional expansion and active technology ecosystem advocacy.
About Savvycom
Savvycom operates as a major software development and technology consulting corporation specializing in digital solutions for financial services, healthcare, and retail sectors. The business is recognized among the top 30 technology companies in Vietnam and runs global offices across the United States, Australia, and South Korea.
LinkedIn Content Strategy Analysis
Who should follow Van: Fintech and tech leaders, diplomats and government partners, and anyone interested in Vietnam's international business relationships
Core Value Proposition: She positions herself as the well connected CEO of Savvycom, a software product development company, using her platform to build Vietnam's international business bridges rather than to sell technical services directly.
Key Themes & Topics
- Diplomatic and Ambassador Relations - Her most frequent content type. Posts from receptions and events hosted by embassies:
- Evenings at the Swiss and Australian ambassadors' residences
- Singapore National Day celebrations and conversations with foreign dignitaries
- Reflections on how these relationships strengthen Vietnam's ties with Australia, Singapore, and other partners
- International Conferences and Fintech Events - Representing Savvycom on the global stage:
- Intersekt 2025 in Melbourne and the Singapore FinTech Festival
- Sharing her company's presence at booths and panels abroad
- Framing these appearances around building trust and long-term partnerships rather than pitching services
- Gratitude and Milestone Reflections - Warm, reflective posts marking personal and company milestones:
- Year end and Lunar New Year reflections on the Savvycom team's journey
- Birthday and personal appreciation posts thanking family and colleagues
- Closing out board roles, like her seven years on the Aus4Innovation steering committee
- Women in Leadership - Recurring appreciation for women leaders she meets through diplomatic and business circles, tied to her own experience in the Global Women's Mentoring Program
Format & Presentation Style
- Warm, gracious tone built around gratitude and connection rather than hard business pitches
- Photo heavy posts from events, usually four or more images per post
- Bilingual elements for culturally significant posts, like Lunar New Year greetings
- Consistent Savvycom hashtag branding across nearly all company related posts
- Reflective, first-person narration that reads more like a diary of meaningful moments than a marketing feed
Engagement Strategy
- Relationship visibility - tagging ambassadors, government officials, and business partners in nearly every post reinforces her network and credibility
- Gratitude as connective tissue - thanking hosts, teams, and partners in almost every post builds goodwill and warmth
- Milestone marking - birthdays, year end reflections, and program closures give a natural, recurring content rhythm
- Low direct promotion - Savvycom's services are rarely pitched directly, with the company instead positioned through association and presence
Performance Indicators
Her posts perform well and consistently, generally landing between 60 and 150 likes. One of her best recent performing posts, reflecting on a diplomatic evening at the Swiss Ambassador's residence, pulled close to 200 likes. Comment volume tends to be modest relative to likes, consistent with warm, appreciative content that invites agreement rather than debate.
Overall Strategy Summary
Van is building herself as a trusted diplomatic bridge for Vietnam's tech and fintech sector, where credibility comes from relationships and visible presence at high level gatherings rather than technical thought leadership. Her feed reads as a relationship ledger as much as a company update, which sets her apart from founders who lead with product or growth metrics.
Linh Pham – Founder & CEO, LOGIVAN / FreightPilot.AI
Linh Pham graduated from the University of Cambridge and worked as a professional financial analyst for Goldman Sachs in London before returning to Vietnam.
She made the strategic decision to exit the financial sector to bring modern software logistics to one of the country's most traditional and fragmented domestic industries.
Her professional journey emphasizes the application of data analytics to streamline heavy infrastructure and transport logistics.
About LOGIVAN / FreightPilot.AI
LOGIVAN operates a technology platform that optimizes commercial trucking connections and cargo management across Vietnam. Launched in 2017, the logistics venture earned Linh wide industry praise, including the Founder of the Year title at the ASEAN Rice Bowl Awards and a ranking on the Forbes Asia 30 Under 30 list.
LinkedIn Content Strategy Analysis
Who should follow Linh: Founders, logistics operators, AI builders, and anyone tracking Vietnam's tech and supply chain scene
Core Value Proposition: He positions himself as the founder bringing AI into Vietnam's logistics industry, blending founder war stories with an on the ground view of AI adoption in customs, freight, and supply chains.
Key Themes & Topics
- Founder Life & Grit - His most consistent and best performing theme. Posts about the grind of building a company, often tied to physical challenges:
- Jungle expeditions and ultra trail races as metaphors for startup resilience
- Honest reflections on missed targets and what 2025 taught him
- Being "temporarily fired" by his own team to force strategic thinking
- AI's Impact on Work - Commentary on how AI is reshaping hiring, coding, and leadership:
- Why his team stopped reading resumes after AI flooded recruiting with generic applications
- The changing role of the CTO as coding agents mature
- Judgment and evals replacing raw execution as the real moat
- Vietnam Logistics & Ecosystem Building - Positioning FreightPilot and LOGIVAN at the center of Vietnam's supply chain modernization:
- Government visits and policy signals
- Cross-border partnerships, like the Vietnam-Singapore logistics dialogue
- Community events for logistics owners, including a yacht gathering for industry leaders
- Hiring & Talent - Recurring calls to bring ambitious builders onto his team, often folded into other posts rather than standalone job ads
Format & Presentation Style
- Story first, lesson second - nearly every post opens with a punchy hook line, then unpacks a personal story before landing on a broader takeaway
- Heavy use of arrow bullets (→) to break down stats, reasons, or steps
- Short paragraphs and one line sentences for scannability
- Occasional bold or stylized Unicode text for emphasis on key phrases
- Fire emoji as a signature sign off on many posts
Engagement Strategy
- Personal vulnerability - sharing setbacks and doubts alongside wins builds trust and drives comment activity
- Direct calls to action - inviting people to DM him or his CTO for hiring or partnership opportunities
- Reposts of industry figures and events - amplifying content from partners, government bodies, and business associations he is connected to
- Community building - in person events (hackathons, yacht meetups) that generate content and reinforce his network
Performance Indicators
His own posts are generating solid engagement, generally in the 40 to 100 likes range with several posts crossing into the 200 to 300 range. One of his best recent performing posts, reflecting on meeting AI researcher Chip Huyen, pulled in over 300 likes. Comment counts often run higher relative to likes than typical corporate content, signaling posts that spark genuine discussion rather than passive scrolling.
Overall Strategy Summary
Linh is building himself as the relatable, battle tested founder voice of Vietnam's AI and logistics scene. Rather than polished thought leadership, he leans into raw founder stories, self deprecating honesty about setbacks, and a physical, adventurous personal brand that sets him apart from typical SaaS founder content.
Lan Doan – CEO / Founder, Asla.ai
Lan Doan constructed an elite corporate strategy background by completing her MBA at Harvard Business School and working as a professional management consultant for the Boston Consulting Group.
She stepped into direct corporate operations as the Chief Executive Officer of Taptap, a massive consumer loyalty ecosystem backed by VNG, before transitioning to launch her latest tech startup.
Her path reflects a deep specialization in consumer data frameworks and corporate execution.
About Asla.ai
Asla.ai operates as an early-stage technology startup dedicated to developing specialized, automated artificial intelligence products. Lan founded the software venture to apply her corporate experience in consumer engagement platforms and enterprise strategy directly to the emerging AI market.
LinkedIn Content Strategy Analysis
Who should follow Lan: First time and second time founders, women in leadership, and anyone interested in the psychology behind productivity and burnout
Core Value Proposition: She positions herself as a former tech CEO turned psychology focused coach, using her own transition from corporate leadership to solopreneurship as proof that sustainable performance comes from working with your mind, not against it.
Key Themes & Topics
- Reframing Productivity and Burnout - Her most consistent theme. Posts that challenge conventional productivity advice:
- Why OKRs and SMART goals fail when there is no external accountability
- Procrastination as an emotion regulation problem, not a discipline problem
- The shift from a "hustle" definition of productivity in her twenties to a values based one in her thirties
- Leadership and Founder Psychology - Drawing on her own CEO experience to unpack the emotional side of leading:
- Learning to "be willing to disappoint" as a new CEO
- The management trap of too much "how" and not enough "why"
- Impostor syndrome reframed as ego overload rather than a lack of confidence
- Motherhood and Identity - Personal reflections tied to her broader psychology themes:
- Confronting her own fears so her son does not inherit them
- Balancing business ambition with guilt about time away from family
- Announcing her Master's in Psychology and Neuroscience at King's College London as the next chapter of her mission
- Pop Culture as Teaching Tool - Using public figures like Shohei Ohtani and Olympic athletes to illustrate psychological concepts around humility, self-expression, and peer motivation
Format & Presentation Style
- Long-form essays built around a single reframe or insight, developed through personal example
- Bolded key phrases using stylized Unicode text to highlight the core idea of the post
- Numbered or bulleted breakdowns of psychological concepts, often contrasting a common belief with her alternative framing
- Reflective, first-person tone that reads more like a personal essay than a corporate post
- Closing questions inviting reflection, though not always a hard call to action
Engagement Strategy
- Vulnerability as a hook - sharing her own struggles with guilt, fear, and identity draws people into the comments
- Framework naming - giving her ideas memorable labels like "ego overload" makes them shareable
- Research and psychology references - citing named psychologists and books lends credibility to her personal narrative
- Life milestones as content - her Master's program, HBS reunion, and parenting moments become natural entry points for deeper reflections
Performance Indicators
Her posts perform strongly and consistently, with most landing between 50 and 150 likes and several breaking past 200. One of her best recent performing posts, announcing her Master's program at King's College London, pulled over 270 likes and 22 comments. Comment counts are often high relative to likes, suggesting her content prompts genuine personal reflection rather than passive engagement.
Overall Strategy Summary
Lan is building herself as a thoughtful, credentialed voice bridging elite career success with the psychological realities of burnout, motherhood, and identity. Her Harvard and BCG background gives her credibility, but her willingness to be vulnerable about disappointment, fear, and self-doubt is what differentiates her from typical executive thought leadership.
Xuan Phung – Founder & CSO, LTS Group
Xuan Phung entered the technology industry as one of only four women in her university information technology graduating class.
She built a ten-year career trajectory to become the Quality Assurance Unit Director at the leading technology corporation in Vietnam before leaving to launch her own business at age 35.
Her journey highlights an unwavering dedication to software engineering precision, international client acquisition, and the empowerment of women in technology.
About LTS Group
LTS Group operates as an international technology solutions provider delivering software development, independent quality assurance, and data annotation services. The enterprise employs a global team of over 500 tech professionals across offices in Vietnam, Japan, South Korea, and the United States, managing 275 completed projects with a 97% client satisfaction rate. The firm has secured the prestigious Vietnam Top 10 ICT Companies Award for three consecutive years.
LinkedIn Content Strategy Analysis
Who should follow Xuan: Vietnamese tech and BPO leaders, clients in QA and AI data services, and anyone tracking LTS Group's growth across Southeast Asia and Japan
Core Value Proposition: She positions herself as the CEO steering LTS Group's expansion, using her feed to celebrate her teams, partners, and international markets rather than to promote herself individually.
Key Themes & Topics
- Market Expansion Stories - Her most frequent theme. Posts about growing LTS Group's footprint across regions:
- Trips to Japan highlighting the market's growth potential within the company
- New office openings for subsidiary GDS, focused on AI training and data services
- Client praise and confidence in the company's long-term growth trajectory
- Team Culture and Recognition - Celebrating the people behind the company:
- A theatrical year-end performance ("Tao Quan") reimagining company leaders as folklore characters
- Stories of team solidarity during a group hospitalization incident
- Frequent tagging and thanking of specific colleagues and leaders by name
- Service Line Spotlights - Explaining what different parts of the LTS ecosystem do:
- AI training services spanning STEM, coding, medical, and multilingual data
- Managed services and business process outsourcing capabilities
- Positioning subsidiaries as specialized centers of excellence within the broader group
Format & Presentation Style
- Bold stylized Unicode headers used to break up sections within each post
- Emoji section markers (🔹, 🌸, 🤝) organizing themes within longer posts
- Warm, narrative tone that reads like a leader addressing her team publicly
- Consistent website link attached to her profile driving traffic to LTS Group's site
Engagement Strategy
- Heavy tagging of colleagues, partners, and leadership team members in nearly every post
- Storytelling over statistics - leads with a moment or feeling before circling back to business results
- Client quotes used as informal testimonials to build credibility
- Consistent branding around the "Lotus" theme tying company culture together across posts
Performance Indicators
Her posts perform modestly but consistently, with most in the 20 to 40 like range and stronger posts reaching into the 50s and 60s. One of her best recent performing posts, reflecting on a trip to Japan and the market's growth, pulled 65 likes. Engagement is steady rather than viral, consistent with a leader building internal and partner goodwill rather than chasing reach.
Overall Strategy Summary
Xuan is building herself as a warm, people first CEO growing a Vietnamese tech services group internationally. Her content prioritizes team recognition and market storytelling over personal branding, which positions LTS Group as a company defined by culture and partnership rather than just service delivery.
An Nguyen – Founder & CEO, Uni8
An Nguyen, widely known as Annie, is a tech entrepreneur who focuses on removing the technical barriers to digital community building.
She serves as an active leader in Southeast Asia's startup ecosystem, holding key advisory roles for both Women Tech Entrepreneurs and Women in Tech Vietnam.
Her work centers on helping organizations transition away from fragmented software tools to build highly engaged, sustainable networks.
About Uni8
Uni8 operates as an all-in-one, no-code platform positioned directly as the "Shopify for community." The platform consolidates website creation, course hosting, event ticketing, and tiered membership payments into a single unified infrastructure for alumni networks, professional associations, and creators.
LinkedIn Content Strategy Analysis
Who should follow An: Startup founders, community builders, and people following Vietnam's presence in international tech ecosystems
Core Value Proposition: She positions herself as the founder of Uni8, a community management platform, using her feed to document her presence at global startup events and build credibility as an emerging founder in the tech ecosystem.
Key Themes & Topics
- Startup Event Recaps - Her most frequent content type. Posts reflecting on conferences and festivals:
- Elevate Festival, Web Summit Vancouver, and Toronto TechWeek
- Conversations with founders, investors, and community leaders
- Comparing her experience year over year, noting a shift toward quality over quantity
- Uni8 Milestones - Company progress and recognition:
- Winning DMZ's Internal Pitch Competition
- Showcasing at startup booths and connecting with potential partners
- Positioning Uni8's mission around helping organizations build stronger community engagement
- Women in Tech Vietnam - Occasional posts tied to her role as Director of Partnerships for the organization, though this theme appears less frequently than her event and company content
Format & Presentation Style
- Bolded key phrases using stylized Unicode text for event names and highlights
- Emoji heavy openings (✨🚀💡) signaling excitement and energy
- Gratitude focused closings thanking hosts, mentors, and collaborators
- Hashtag stacks at the end of posts referencing specific events and company names
Engagement Strategy
- Consistent event presence builds a narrative of an active, visible founder in the startup ecosystem
- Direct thanks and tags to organizers, mentors, and fellow founders
- Reposts of relevant industry content supplementing her own posts between events
- Reflection and comparison (this year versus last year) adds a personal growth narrative to routine event recaps
Performance Indicators
Her posts show modest engagement, generally in the single digits to low twenties for likes, with occasional stronger performers reaching closer to 30. One of her best recent performing posts, reflecting on Elevate Festival 2025, pulled 29 likes. The content reads as steady relationship building rather than a reach driven strategy.
Overall Strategy Summary
An is building herself as an emerging founder actively present in the global startup circuit. Her feed functions more as a visible track record of momentum and networking than a thought leadership platform, which suits an early stage founder still building both her company and her personal profile.
