Lenyx Le

About

CREATIVE BRIEF: The Creative Tribrid THE SYNOPSIS: I am a new breed of creative professional bringing the magic between artistic innovation and strategic marketing. I drive growth and personalized branding at Puremaven, breathing life into marketing campaigns through animation. My experience also includes graphic design work at Bookstr and visual development in a fashion organization. THE JOURNEY SO FAR: As a storyteller with a love for branding, I am currently pursuing dual degrees in Marketing (BBA) and Animation (BFA), along with certificates in Film Studies, Design & Creative Technologies, and Arts Management at UMass Amherst. My friends would describe me as having a unique sense of humor, coming up with crazy ideas that make sense, and surprising people with my unpredictability. THE AUDIENCE: • Advertising agencies seeking multidisciplinary talent who craft compelling narratives while understanding business objectives. • Design agencies welcoming visual storytellers who transform complex marketing concepts into engaging content. • Brands seeking innovators who develop data-informed campaigns while maintaining authentic, emotionally driven stories across all channels. THE CLUES: • The future of marketing needs analytical minds and creative souls—enter me, the creative tribrid. • 87% of consumers are drawn to personalized content, proving the need for targeted and authentic narratives. • 94% of consumers like brands they can emotionally connect with, highlighting the power of calculated yet creative storytelling. THE MESSAGING: I'm not a marketer who understands animation or an animator who knows marketing—I'm a creative tribrid who seamlessly integrates both worlds. THE MAGICAL POWERS: • Strategic Marketing & Brand Development • Animation & Motion Design • Visual Storytelling & Content Creation • Production & Direction THE INSPIRATION: • I love watching films and analyzing their cinematography to find ways to enhance visual storytelling and experience. • Going to museums and scrolling through social media are my favorite ways of getting artistic inspiration and understanding visual culture. • I strive to constantly grow and expand my skills by taking industry expert masterclasses in design and marketing. THE NEXT CHAPTER: Ready to transform your brand through tribrid magic? Let's connect at lenyxlananh@gmail.com

Experience

• Marketing and Growth Associate · Puremaven2024-07-01 –

  I led creative strategy and visual brand development for an innovative wellness online platform, earning recognition as the company's "Brand Protector"for exceptional brand understanding and execution. Key Achievements: • Spearheaded multimedia content creation across platforms, including animated hype reels for VIP clients, resulting in enhanced client engagement and brand storytelling • Revolutionized brand visual consistency by establishing and implementing design standards across all content channels • Conceptualized and executed high-impact seasonal campaigns for Black Friday and Christmas, combining strategic marketing with compelling visuals • Produced and animated the company's 2025 New Year campaign, including custom video content optimized for YouTube and email marketing • Elevated brand presence through strategic redesign of company website covers and Instagram feed aesthetics • Streamlined company's digital asset management system, improving operational efficiency and brand consistency Technical Highlights: • Content Creation: LinkedIn/Instagram Reels, animated promotional videos, campaign visuals • Platform Expertise: Social media management, website design, email marketing • Project Management: Digital asset organization, brand guidelines implementation • Creative Direction: Visual standardization, brand identity maintenance

• Teaching Assistant · Isenberg School of Management, UMass Amherst2024-09-01 –

  Serves as an academic mentor and evaluator for SCH-MGMT 200 - Career and Professional Development, a crucial course supporting students in developing essential career competencies and professional skills. Key Responsibilities: • Evaluates and provides detailed feedback on 60+ weekly student assignments, ensuring thorough understanding of professional development concepts • Mentors students on critical career-building elements including resume writing, interview preparation, and professional networking strategies • Facilitates student learning in personal branding, social media presence, and professional communication • Collaborates with professors to enhance course delivery and student engagement • Provides individualized guidance to students both during and outside class hours Impact: • Contributes to students' professional growth through consistent, constructive feedback • Leverages personal experience in marketing and creative fields to provide real-world insights • Maintains high standards of academic evaluation while fostering a supportive learning environment

• Student Administrative Assistant · University of Massachusetts Amherst2021-09-01 –

  Serves as a front-line representative at UMass Amherst's Campus Center, a dynamic hub facilitating daily foot traffic of 30,000+ students and hosting numerous campus events, conferences, and activities. Key Responsibilities: • Provides exceptional customer service to 20+ daily visitors, offering comprehensive assistance with wayfinding, inquiries, and problem resolution • Manages secure key distribution system for multiple event spaces, ensuring proper room allocation and usage • Operates lost-and-found system, processing approximately 30 items daily with detailed documentation and efficient return procedures • Contributes to the smooth operation of campus events, conferences, and daily activities • Maintains security protocols for the Campus Center's diverse facilities, including the UMass Hotel and Blue Wall

• Marketing Team Member · UMass Fashion Organization2022-10-01 – 2024-06-01

  Contributed to the visual storytelling and creative direction of UMass Amherst's premier fashion organization, bridging historical art references with contemporary fashion narratives. Key Responsibilities: • Conducted in-depth art historical research to develop cohesive visual themes that aligned fashion show concepts with relevant artistic movements • Created compelling visual assets including mood boards and collages for the organization's fashion documentary and runway shows • Conceptualized innovative video transitions and title sequence designs to enhance production value • Collaborated with team members to translate artistic inspiration into actionable creative direction Impact: • Strengthened narrative cohesion between historical art references and modern fashion presentations • Elevated production quality through strategic visual development • Contributed to the organization's growing reputation as UMass Amherst's fashion hub

• Writer · Her Campus UMass Amherst2022-09-01 – 2024-05-01

  Contributed compelling articles addressing contemporary issues, lifestyle trends, and cultural commentary for a Gen Z audience, with a focus on mental health, fashion, and Asian representation. Key Responsibilities: • Authored bi-weekly articles exploring intersections of fashion and culture. • Incorporated editorial feedback to enhance article quality and maintain publication standards • Pitched original story concepts addressing trending topics Impact: • Provided actionable lifestyle insights for college-aged readers • Contributed to the platform's mission of authentic Gen Z storytelling

• Graphic Design Intern · Bookstr2023-06-01 – 2023-08-01

  Created engaging visual content that translated literary journalism into accessible social media narratives for a digital platform uniting 1.5M+ readers at the intersection of book and pop culture, contributing to the platform's mission of building community through shared reading experiences. Key Responsibilities: • Designed compelling Instagram carousels and stories that transformed long-form articles into visually digestible content • Developed visual content commemorating significant literary dates and cultural moments • Translated complex literary topics into engaging social media graphics • Contributed to the platform's visual storytelling strategy

Education

• Isenberg School of Management, UMass AmherstBachelor of Business Administration - BBA, Marketing
• University of Massachusetts AmherstBachelor of Business Administration - BBA, Marketing
• University of Massachusetts AmherstBachelor of Fine Arts - BFA, Animation, Interactive Technology, Video Graphics and Special Effects, Minor in Art History
• The Orme SchoolHigh School Diploma

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