Hello and Xin Chao!

My name is Thu Nelson

A growth marketer and communicator with lean-agile mindset in wide arrays of industries (9 years)

A versatile program manager who owns proven track record of building hyper-growth strategic programs and scaling organizational agility

A team lead who successfully coaches high-performance 6+ teams and transforms ways-of-working during pandemic and beyond

My Blog

What's Top of Mind
a book with a man and a woman sihoulette with the title Chief of Staff
30
Mar

Book Review | Chief of Staff: The Strategic Partner Who Will Revolutionalize Your Org

Book rating: 4/5 The reason why I read: Currently, I work at Microsoft. My team members call me “a coordinator,” and others call me “Chief of Staff” To know what the industry will regard me as, I want to find a book to list possible deliverables of a Chief of Staff. According to this book,...
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06
Dec

Finished: Principles of Marketing 18th Edition

Rating: 2.5/5 It is a textbook, a lot of foundation and no deep-dive. Even though I bought the latest edition, I find it a bit outdated because it does not explain how data and analytics are used in marketing. Yes, there is a separate chapter on Marketing analytics. Still, it only spreads for 3-4 pages,...
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05
Dec

I came across my old blog post dated back in 2012, when I was 23 years old.

I came across my old blog post dated back in 2012, when I was 23 years old. 2012 was also the year I created Blank Brief as a marketing agency. This blog post sounded like a reason why Blank Brief was born. I re-read a whole thing, and I don’t understand 60% of it. The...
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Organizations I've Worked With

I've worked with vast arrays of industries and companies ranging from startups to midsize- and large- enterprises: AVM Biotechnology, Realtor.com, eBay, Microsoft, United Nations, Jazz at Lincoln Center, etc.

ABOUT "BLANK BRIEF" & HOW I WORK

The name “Blank Brief” is inspired by my mentor, a creative director at IMC2, a Dallas-based advertising agency that I worked in 2012. I joined IMC2 while the ad agency is going through a re-branding phase to MePlusYou Agency. In 2015, it was acquired by Moroch Partners. 

In one of our webinar, the creative director told us his story of a pitch that he lost to another agency, because that agency went into the meeting with a “blank” creative brief, a document used by creative professionals and agencies to develop creative deliverables: visual design, copy, advertising, web sites, etc. He said he soon understood that it were his lack of researching about his client and his creative ego that cost him a billion-dollar worth of deal. 

That story follows me until these days, and I name my consultancy “Blank Brief” as a reminder to myself the foundation of customer-centric ethics.

As a digital marketer in the 21st century, and beyond that, I know what counts are the ability to listen and think critically about the values of the person/team/company I work with.