Zoe Nguyen
Social Media Strategist + Creator / Illustrator
Los Angeles, CA
www.zoe-vi.com
instagram @zoevnguyen
instagram @zoevi_
Q What do you do?
“I use data to create social media roadmaps for brands to connect and play with their target audience.”
Sometimes after creating the social media plan, I'm also the one producing the visual and written assets—like video, photo, illustrations/designs, captions—by campaign or on a regular basis. After campaigns or quarters, I can review the results of what has been published to give recommendations to pivot or double down on the type of stuff that works. There's a story to be found in the data, and I love translating it into the fun, creative stuff.
When I'm not noodling on social media strategies for brands, I also doodle things for them! My illustrations have been used for things like: album and podcast covers, menus, website elements, product packaging, gifts for clients, and so many other places!
Q What steps did you take to get to where you are now?
A lot of gracefully fumbling through life. Didn't know what I wanted until I realized where I'm at is everything I could've asked for!
I started out in events and experiential marketing, working for big orgs like Jack Morton, and small businesses like a Vietnamese pop-up cafe. This meant building communities, hosting, and doing market research on audiences in person. From there I transitioned into sales, working in Finance, and then working fully remotely as a relationship manager for a travel start-up called Remote Year. These experiences taught me the value of messaging in different contexts, a customer's emotional journey, and relating to the person in front of you. Most of all, I've learned the value of leading with curiosity and asking the right questions.
Eventually I found myself coming back to building communities and connecting brands to their fans—just this time online. I've been able to launch new channels, execute rebrands, revamp strategies, and get new accounts off the ground, for companies like Spotify, Semester at Sea, and others.
Now, I'm opening up space for new clients who need help inviting play and experimentation into their workflow. I'm here for those who want to innovate and have fun getting results.
Q How do you stand out in your field?
Honestly, I love making people feel seen. I'm a curious observer and pick out patterns in data for sport. These two aspects of my personality come together to create a marketing Megazord, translating social trends, research, and data into digestible brand stories that amuse and delight an audience. I'm thrilled by witnessing a customer truth and using that to create the small moments that help a person see themselves through your lens.
Q What are you working on right now?
Right now I'm developing strategies for retreat and wellness spaces, and managing a select group of clients. Outside of paid work: I'm excited about a personal project, documenting the stories of skaters and surfers in various communities around the world. I'm also big on exploring new skillsets, so I'm learning French, how to animate, and how to fall gracefully as a 30-something that pays for her own health insurance.
Q Out of all your slashies, which one do you wish you could do more often?
I'd love to work on projects that put me in front of people—exploring their stories and capturing them in their best light (literally and figuratively). It would be great to have more opportunities for video/photo campaigns that center the audience.
The human capacity for creativity is something that fuels me infinitely, so any opportunities to empower or support other creative people is also high on the list. I'm proud to have initiated an international program at Spotify to provide accessible, high quality, podcasting equipment to those whose voices we need to hear most; and most recently, I'm proud to have participated in workshops to teach Nigerian high-school students how they can enter the social media space professionally.
Q What is frustrating you right now?
My biggest block is creating space to update my portfolio and show the type of work I'd like to pick up, and creating space for projects that I'm passionate about, versus working on things because someone I'm fond of asked me very nicely to help them :')
Q If you could hire someone for $20/hour, what would you have them do to make your day easier?
A scheduling assistant to help me organize my tasks in order of urgency and priority, and/or a client success coordinator to help me produce templates and initiate the process for new clients.
Q What do you wish you could have told yourself, when, and why?
I wish I could tell myself in 2017, "Mom is not bananas talking about this blockchain stuff, jump on the NFT art train and then dump it when you're bored," because I probably could have flipped whatever quick earnings I got when the crypto hype was high into other creative projects.
More seriously, I'd like to tell my 15 year-old self, "Doodle one silly thing every day. Also, everything is made up, so have fun doing the stuff you love." In my youth I was so preoccupied with being validated by others, connecting with them, and fitting in, that I lost touch with my own passions. That coupled with the trope of a 'starving artist' really deprioritized my creative growth and career. I thought I had to follow a pre-set path to find fulfillment, when really my most satisfying experiences were moments when I had no idea how things would turn out. These experiences have now taught me how much power we have in shaping our world and creating lives that inspire us/others, and to not get too attached to one idea. I like to bring this sense of play and experimentation into all of my projects.
Q If you could talk to an expert to gain more insight on something, what would it be about?
I'd love an expert in running a creative/social business (not just as a creator themselves, but someone who has observed and analyzed many creative entrepreneurs) to do a study on my workflow and help me unpack the blocks in production, and maximize my unique gifts and story. I get way too lost in my own sauce!
Q What kind of opportunities/projects are you looking for?
Would be super cool to work with brands and organizations that focus on active lifestyle (preferably water sports like surfing, swim, or diving), creative projects that are working towards connecting people, conservation, or programming for creatives. High-fidelity storytelling and journalistic content, and or opportunities to revive the energy of a brand through thoughtful and innovative social media campaigns.
Q Describe your ideal job/client/collaboration.
Had a really lovely time working on the Semester at Sea social channels! The contract required a lot of independent production and capturing on-site while traveling to 10 different countries over a four month period. It worked well because there was open communication, and no issues with pushing back and drilling down to uncover the best version of our ideas. There was a lot of free reign for me to create and iterate on what worked best. As a result, we were able to grow the channel over 30% within four months.
Q: What is your rate?
A social media strategy or campaign analysis can range from $2,500-$3,000 based on the size of business and complexity of the business goals. A channel audit starts at $100. Ongoing content production and coordination packages start at $1,500 per month.
Illustration projects start at $600 and vary based on the complexity of the request.
In the past I've made adjustments to packages to offer a discounted rate to mission-aligned small businesses and non-profits.
Q How should someone approach you about working together?
I'm most responsive at create@zoe-vi.com
Ideally the introduction would include:
The purpose of the project
Scope or deliverables (but it's okay if they're unsure, I can help guide this)
Budget
What's the most important tangible outcome
Why me *looks away while pushing hair behind ear*
Q Who is a creative you admire?
SO MANY GOOD HUMANS!
@justinpoore/www.the11percent.com: He's a self-taught animator, photographer, and content creator. Genuine heart, SO creative, and is currently killing it as producer for the YouTube channel Huge If True
@petrinalinphoto: Commercial photographer and new vlogger! She's just got the loveliest feminine aesthetic and is free to travel. Her work feels like soft sea foam on the shore and always takes me somewhere nice :'). As a collaborator she's thoughtful, communicative, and really open to exploring different ideas.
@angiegophoto: Self described "art-ivist" who celebrates the female form and speaks so openly about her experience and process as she navigates life as an artist. Her work is beautiful and a true reflection of who she is. As a photographer she's so good at connecting with the model and creating unique/empowering perspectives to showcase products in a cool way.
UGH SO MANY MORE! I can recommend creatives like your friends can recommend Netflix series or books to read. Will stop here for the sake of your inbox, but let me know if you're seeking more recommendations because I WILL give them.
Q Oh! and… how do you stay creative?
Reading, frolicking, grooving
This member profile was originally published in June 2024.