A serial food & beverage marketer turned food blogger, F&B consultant, culinary tour guide and event organiser, Jovel is on a mission: to help people discover, learn and experience Vietnam’s fast-growing dining scene
For the past 2.5 years, Jovel has been tracking Vietnam’s coming-of-age dining scene and sharing everything from new openings, restaurant reviews, industry insight by leading tastemakers and dining trends
Her words and efforts have been featured in multiple national and international media platforms like TODAY, Our Grandfather Story, Travel + Leisure Southeast Asia, and Epicure. Beyond writing, she’s also an industry speaker (‘Meet the Experts 2022’ - the largest hospitality conference in Vietnam, Food and Hotel Asia (FHA F&B) Vietnam Press Conference and Nas Summit Asia 2023) and food and drink judge (Diageo World Class Finals Vietnam (2022), Vietnam Whiskey and Cocktail Festival (2022), Travel + Leisure Tastemakers 2023 as well as others that can’t be mentioned).
In 2023, Jovel was appointed the Vietnam F&B Consultant by the Singapore Tourism Board and was tasked with spearheading Vietnam’s inaugural chef collaboration series, which saw more than 1,000+ people attend. As an F&B market consultant, Jovel has provided invaluable market insight and trends to the likes of Golden Gate Group (the largest restaurant group in Vietnam), PepsiCo, Kantar, and hotel real estate/asset management companies.
Last but not least, Jovel is the founder of Saigon Social - the company behind Vietnam’s most unique food and drink experiences like #SaigonSupperClub and Cocktail Cinema which have seen more than 350 people (locals, expats, and tourists) participate in in less than 6 months.
200,000+
monthly impressions
20,000+
monthly visits
average newsletter open rate
60%
30%
on-page conversion rate
International and local brands I’ve worked with in Vietnam
Recent Works
Consulting | Industry Workshops | Events | Food and drink competitions
Competition Judge
Diageo World Class Bartending Competition (Finals), Vietnam
Industry Speaker
Plant-based foods workshop for Wink Hotel, Vietnam
Industry Figure
10 women leading the way in hospitality by Les Roches
Industry Speaker
Makan Singapore F&B Franchise Fair, Vietnam
Industry Speaker
Swiss Entrepreneurship and Hospitality Seminar, Malaysia
Mentor
Food Tech students at Vietnam National University
Industry Speaker
Emerging Trends in the Experience Business, APAC
Industry Speaker
Emerging Trends in the Experience Business, Les Roches Hospitality
Workshop Trainer
F&B Marketing in the New Normal Workshop, Singapore
Mentor - F&B Marketing
Founder’s Institute APAC Food Accelerator Program 2022
Industry Speaker
Clubhouse: F&B Landscape & Innovation, Vietnam
Industry Speaker
National Economics University - Faculty of Hospitality & Tourism, Vietnam
Services
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With 8 years of experience in F&B marketing, I combine expertise and local insight that drive commercial objectives:
Marketing strategy
Social media strategy
Content marketing
Content writing - website, menu, products, newsletter
Copywriting and freelance writing commissions
KOL & Influencer marketing
Event organisation (private dinners, media, VIP guests)
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Using opinion and data-driven insight, I consult on the following F&B topics:
Restaurant concept development
F&B concept curation for real estate (residential, commercial and hospitality projects)
Branding
Menu design and writing
Marketing & Communications
Pricing strategy
Promotion strategy
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Branded advertorials on blog or newsletter
Branded collaborations and events
Social media campaigns
Featured placement (homepage, top picks)
Web & Email Banner Ads
Email Blasts