Evidence, empathy,
and everything between.
I'm a Marketing and Business Analytics graduate from the University of San Diego, working as a Market and Consumer Research Insights Analyst at BetterHelp — the largest online therapy platform, with 4M+ members. I turn subscription, behavioral, and social listening data into research systems that other teams actually reuse.
Growing up in rural North Idaho as the daughter of Vietnamese immigrants who built their nail salon from the ground up, I watched my parents earn trust with every customer — often without a shared language. That taught me business is really about understanding what people value, and I carry it into every project I take on.
What I'm after is the why — why people choose, stay, leave, or fall in love with a brand. That's the question underneath every framework I've built, and it's what draws me to consumer insights work.
