The Nomad S5: Van Dang

Van Dang, Head Of PR, Influencer and Social Media at The Estée Lauder Companies DACH, is constantly unlearning.

Even from a young age, Van Dang knew he wanted to work in communications. He made a plan. At 19, he began his career as an assistant to a supermodel in Vietnam, learning the ropes through hands-on experience. A lot has changed since then, but those early years shaped him.

“I had to prepare press releases, organise press activations—it was very classic PR. There wasn’t much about influencers or social media careers yet. It was about magazine shoots, interviews, and celebrity endorsements. I learned by doing, the way it used to be done," he recalls.

Dang says having a clear plan early on helped him soak up lessons quickly, from the people around him and the different personalities he encountered. Working with companies across Vietnam, Singapore, France, and now Germany, he has developed a keen ability to adapt to new people and contexts—a skill he credits to his “nomadic” career.

He feels lucky to have the chance to build experience across every step to where he is now. But there is no success without determination; he has been determined since he was 19 years old.

If you could describe yourself in three words, what would they be?

First, I believe I am a disciplined person. Though my close friends might laugh and say otherwise, calling me the most random person they know! But to me, discipline is about figuring out who I want to become and working consistently hard to get there. My favourite motto is, "I come here not just to be here," which reminds me to pursue purpose and meaning in everything I do. Staying true to that requires a lot of discipline to follow the paths I’ve defined for myself.

Ideation – I’m obsessed with ideas and my own quirky creative process. To me, creativity is all about observation. Life constantly inspires me, whether it’s a random conversation, a fleeting moment, or something beautifully mundane. Ideas come from everywhere, and I love exploring them.

Individualisation – I always try to step into someone else’s shoes and learn to empathise. Not everyone is the same anyway. At the same time, I don’t shy away from asking others to see things from my perspective—it’s a two-way street. After all, we never truly know whose shoes are more painful, but sharing perspectives can make the journey a little lighter.

Born in Vietnam and now working in Germany at global beauty brand Estee Lauder Companies, what moments or decisions were pivotal in shaping your journey? How do you reflect on your journey so far?

I think even as a kid, I always wanted to study abroad. So I worked hard to improve myself and prepare for that goal. After graduating from Foreign Trade University in Vietnam, I moved to Germany for my master’s degree—and that’s really when everything started.

I took part in a multimedia competition for students, ended up winning, and got a scholarship and internship at Paris Fashion Week. After that, I came back to Germany to start my official career—first at Hugo Boss, then Marc O'Polo, and now at Estée Lauder Companies.

Every step of the journey has been about learning by doing—observing others, adapting, and growing my skill set. Looking back, my journey feels very colourful. I’ve worked in restaurants and factories back in my student time, but I’ve also been to fashion weeks in Milan, Paris, and Berlin, and worked on campaigns and activations for both global and local markets.

What were the challenges you’ve faced, and how did you overcome them?

I don’t really see moving to Germany as a challenge—I see it more as a part of my growth. Even back in Vietnam, I was always the same person: curious, proactive, always trying to learn.

When I started working in PR, my first article was published across several media platforms. I read all of them—every version. At first, I just helped collect photos for the press. Then, I wrote captions. Later, I could write full press releases. Over time, I began developing exclusive angles for different outlets, understanding how each platform communicated with its audience.

When I moved to Germany and started working at Hugo Boss, there was a lot I didn’t know. I had no idea about media or influencers, no clue about the political context, or even how to use Excel professionally. So I started learning. I talked to people. I asked questions. I listened to what they did daily, shared my own ideas, and slowly took on projects. People helped me, and step by step, I found my way.

Now, I can say I’m experienced with Google Analytics, with paid media campaigns, and with influencer marketing. At first, it was just selecting images or creating UTM—but I built on that. I followed influencers, studied who they worked with, compared that with competitors, and shaped my own strategies.

So for me, the challenge wasn’t about geography—it was about getting to know the industry. And now, I think the biggest challenge is actually unlearning. What worked in the past doesn’t always work now. In PR, I started with celebrity endorsements. Now, it’s influencer marketing and user-generated content. That’s a totally different world, a new mindset.

Every year, I think it’s important to push yourself out of your comfort zone and keep learning something new.

What business manners and etiquette specific to Germany do you wish you had known sooner?

I always struggle to explain the differences between countries, because I just feel like I’m mingled in all of them, in a way.

For me, it’s never about a “German” way or a “Vietnamese” way—just the right way. Respecting and understanding others, no matter where you are.

From what I’ve seen so far in Germany, there’s a very high level of mutual respect. People genuinely listen to each other’s opinions, regardless of who you are. Of course, when you’re younger, you need to learn from seniors and understand which opinions make sense, and what kind of communication flow works best. You learn to respect others’ time, and also when it’s appropriate to give your opinion.

That took me time to learn when I was younger, but now I always encourage my team to speak up. There’s no right or wrong idea—it’s about contributing, feeling appreciated, and learning together. It’s then up to the more senior team members to explain: in this case, yes, this is the right way; in another case, maybe you need to wait, or you need to understand the full context first.

That’s something I really appreciate in Germany: people are respectful, but also very direct. Not rude—just very transparent. They’ll tell you what works, what doesn’t, and what makes sense for the business. They’re brave in sharing their opinions, and I’ve learned a lot from that.

How does moving to Germany from Vietnam influence your work and creative approach?

In terms of a creative mindset, it really comes down to observation. The more you travel, the more you experience, the more input you have—for your life and for your ideas. Creativity is often just the combination of different things you’ve seen, and how you translate that into something people can relate to.

When people go to a gallery, they interpret the same piece differently. But somehow, someone might look at it and say, “I see myself in this.” That’s what I want to do with my creative work: create ideas that people can relate to or feel impressed by.

These days, there’s no such thing as a completely new idea—like, wow, something that’s never existed before. It’s more about how you take something and twist it, elevate it. That’s the approach I bring to all the campaigns I do for my work.

One thing that’s shaped me a lot is being from Vietnam, growing up with Asian culture, and now living in Europe. I’ve had exposure to very different pop culture perspectives. And today, it’s not just about “developed” vs “developing” countries—it’s about where the trends are emerging. Sometimes something starts in the U.S. and later becomes huge in Vietnam. But sometimes it’s the opposite—Vietnam is ahead. A good example is K-pop, which started in Asia and is now everywhere globally.

So for me, I’m very quick to spot what’s relevant right now in the West, and what’s rising in Asia. And I try to bring that into the work, especially in beauty and fashion, where Asia is playing a really strong role in shaping trends. I feel lucky that I have this internal database of cultural references from both worlds, and I can pull from that and apply it to my work in the right way.

You mentioned in an interview for L’Officiel Vietnam that your strength is the ability to balance creativity and analytical thinking, especially working in the field of fashion/beauty marketing. Please, can you elaborate on this?

Yes, definitely. Coming from a business background and working in a creative field like fashion and beauty, I’ve learned that it’s not just about aesthetics anymore—it’s about impact. Creativity is important, but it has to be data-driven and aligned with business goals.

When I approach a campaign, I always ask: What’s the objective? Who are we targeting? How are we measuring engagement? And ultimately, how does this convert to sales?

That balance is key. I’ve seen a lot of brands struggle when they try something new but don’t know how to evaluate their success. They end up stuck—not creative enough to stand out, but not commercially driven enough to deliver results.

For me, it’s about committing fully to the goal. If it’s brand awareness, go all in and win at awareness. Then, build a strategy to convert that engagement into sales. So yes, campaigns should be visually compelling—but they also need to drive brand growth and deliver commercial value.

Beauty and fashion seem to be at the forefront of innovation creatively, from the Maybelline mascara advert showed a London underground tube and a double-decker bus digitally adorned with false eyelashes, to Jacquemus’ viral bags-on-wheel. What are your thoughts on this, and how do you apply it at Estee Lauder?

Absolutely—innovation is key in beauty and fashion, but what matters now is how we innovate and whether it feels authentic. The Maybelline mascara on the London Underground or Jacquemus’s viral rolling bags were bold and brilliant, but once something becomes a trend, it risks losing its originality. I’ve even seen people commenting, “When does the AI version of this start?” because once everyone starts replicating a concept, it stops feeling fresh.

I often ask myself and my team: What does this innovation actually bring to the consumer? Take AI, for instance—it’s already helping with things like virtual try-ons for lipstick shades or personalised recommendations. But beyond the tech, the personal connection still matters. People want to feel something when they engage with a brand, not just be impressed by the technology.

So, for me, innovation should always have a purpose. It’s not just about doing something visually striking—it’s about using creativity to inspire, empower, and connect with people in a meaningful way. That’s the kind of innovation that lasts.

Fashion content used to give a sense of exclusivity, but more brands such as Marc Jacobs, Miu Miu or Loewe are embracing digital-native, sometimes chaotic, topical content by working with influencers that might not have worked previously for a fashion brand. What is your approach when it comes to influencer marketing?

In luxury, the winning formula has evolved from exclusivity to inclusivity. Traditionally, fashion content was designed for a select few, but now it’s about resonating with wider communities. Social media, especially TikTok, has made that shift possible. Everyone now has a chance to engage, connect, and feel seen by the brands they love.

If you look at Loewe, they’ve nailed this approach. Their content is smart, self-aware, and deeply attuned to what’s viral within Gen Z. Miu Miu is another great example—they recently cast a top customer from Shanghai in a campaign, which felt both fresh and meaningful. These are the kinds of moves that make brands feel culturally relevant.

There’s been a lot of talk over the past few years about TikTok’s importance in fashion marketing. But I think we’re only now seeing brands fully lean in—not just experimenting, but really embracing it. If you look at the most impactful campaigns today, the common thread is a strong, authentic presence on TikTok.

For me, the approach to influencer marketing now is all about choosing collaborators who bring creativity, authenticity, and a sense of fun—even if they might not fit the traditional mould of a fashion influencer. It’s about showing that luxury can be both aspirational and accessible.

What is your advice for people who would like to follow your path?

I always say I’m not great at giving advice—but if there’s one thing I live by, it’s the ability to learn and unlearn. The world changes quickly, especially in creative industries, so staying curious and open is essential. Don’t assume you know everything—explore, question, adapt. And use data to your advantage. Look at the numbers, evaluate the impact of your work, and use those insights to make better decisions.

At the same time, nurture your intuition. With enough training and experience, you’ll start developing a gut feeling about what works—and that’s just as important. Creativity isn’t only about being right on paper; it’s about trusting your instinct and being bold enough to see an idea through to the end.

Also, be consistent and resilient. People will challenge your ideas—that’s inevitable. But if you believe in something, give it everything you’ve got. Execute with 200% of your energy and intention. And if it doesn’t work? That’s okay. You’ll learn, evolve, and bring that growth into the next thing.

And one practical piece of advice, especially for younger creatives: don’t just have good ideas—present them well. So often I hear, “My boss doesn’t understand my idea,” but then I ask, “How did you pitch it?” Preparation is key. Build a moodboard. Show the action plan. Break down how it connects to business goals. It’s not enough for an idea to be creative—it also needs to be clear, strategic, and relevant.

That’s how you get people to listen—and how you bring creative visions to life.

What are you looking forward to in 2025?

In 2025, I’m excited about some upcoming campaigns and projects that feel like a fresh chapter for me, quite different from what I’ve done before. I can’t reveal too much yet, but it’s a moment of learning, unlearning, and pushing into new creative territory, especially in the German market.

I’m also really hoping to travel more this year—to places like the UK, the US, and South Korea—to soak up what’s happening culturally and creatively in those spaces. I find so much inspiration from being on the ground, seeing how people live, shop, and express themselves—it always sparks new ideas.

So for me, 2025 is about keeping that balance between personal and professional creativity, staying open, staying inspired, and embracing what’s next.