About me

I am…

I am…

Steve

In Vietnamese: Hoàng Thắng.

I work in marketing—uncovering how businesses function, mapping customer journeys, adding value where it matters most. I balance purpose with profit through quiet, deliberate action.

What I’ve built

E-commerce Pioneer

Vietnam’s first motorbike e-commerce store

Vietnam’s first motorbike e-commerce store

A quiet hunch that worked remarkably well:

• First sale within two weeks
• 2 billion VND on promotion days
• 1 trillion VND year-end revenue (+35%)

Learned

Ignite with passion, stand out with difference

Customer experience leadership

Tan Son Nhat & Long Bien Golf Courses

A moment of contemplation on the course

Supported nearly 1,400 daily golfers across two premier courses. When aggressive scaling triggered customer boycotts, we pivoted to experience-first strategy. Resolved the crisis in 3 days, then made customer satisfaction a core KPI.

Result

Service quality satisfaction improved from 32% to 46% within 4 months.

The subtle beauty of autumn at Long Bien Golf Course

Learned

Customer experience drives both positive impact and increased profit while maintaining stability.

The golf market in Vietnam through a marketing lens.

Hao Khi Dong A

Hao Khi Dong A

Diamond Membership Golf Tournament

The Golf Tournament for Diamond Membership

Ruby Membership Golf Tournament

The Ruby Membership Golf Tournament - Trophy

Automotive strategy

Mercedes-Benz Vietnam Star

Left golf to join Mercedes-Benz at John’s invitation. While we discussed market share and business models, the breakthrough came from focusing on customer journey—where brand strategy and marketing tactics truly converge.

Key initiative

Star Drive national test-drive events.

Star Drive - The national testdrive events by Mercedes-Benz Vietnam

Goodbye, Brad… CEO Mercedes-Benz Vietnam

B2B Innovation

Thai Khuong Services

Thai Khuong Services

Vietnam’s first subscription-based industrial service, born from COVID-19 revenue disruption. Built a sustainable model with complete customer lifecycle approach, reducing dependence on distribution through service revenue streams.

Company expanded nearly 200% the following year.

We identify shifts and make precise adjustments—maintaining momentum through informed adaptation, not reactive responses.

How I work

Strategy foundation

Marketing spans the entire customer journey—from first awareness through advocacy. In today’s marketplace, external platforms matter, but success anchors in owned assets: facilities, websites, networks, employees, existing customers.

From Awareness to Advocacy: Customer Journey in the Media Ecosystem

Sometimes, being kind to existing customers matters more than chasing new ones.

Creative philosophy

Businesses should illuminate, not complicate.

For sensitive sectors like stem cell therapy, I develop transparent frameworks that empower informed decisions. My approach: education-focused user experience that respects intelligence.

Technical craft

Web development

This site - thaikhuongpump.com was reborn in 2018-2019

Intentionally minimalist—focusing solely on visitor needs. Every design choice serves functionality, respecting users’ time and objectives.

Content

From strategy through execution. Recent project: comprehensive information architecture for Medeze in 2022.

Code

Not a developer by trade, but I understand software functionality well enough to make necessary adjustments for my needs or others. Lucky draw: the popular game for year-end parties in Vietnam

Design

Card design template

Video

I approach video creation selectively. It demands patience to weave content, emotion, sound, and visual rhythm into something meaningful. Most people expect video; I deliver it when it serves purpose.

Music

I crafted Thai Khuong Song to evoke the same passion that inspired its creation. I hope it resonates similarly with listeners.

Photography

Each image captures priceless moments. I enjoy the process of creation as much as the result.

The path forward

Jobs…

I am!

I am who I am…

I’m Steve!