Interview with Thuong (Tee) Bui (IMHI 2015): An American based in New York who is currently working in business analytics influencing US politics. 

AAIMHI: Why were you inspired to get into Hospitality? What brought you to IMHI?

Tee: During my last semester of undergrad in the US, I found an internship in Paris working for a French PR firm organizing an annual debutante ball. Part of the compensation package was accommodation at the Hotel Concorde Opera, now the Hilton Opera Hotel. At the time, it was a big leap - moving to a new country and neither knowing anyone nor speaking the language. The interns were of similar age and living together. We all became very close, and through them I learned the different roles and dynamics of life in a hotel. This period was pivotal in my decision to stay and work in Paris, as well as introducing me to the world of Hospitality. Years later, one those interns (Limin Lou ’13) recommended the IMHI program to me.

AAIMHI: What was your first job after IMHI, and how did you land that role?

Tee: After IMHI, my first role was as Digital & Customer Insights Analytics Manager at the Central European HQ of Accor in Munich. During IMHI, I entered the Accor Takeoff Challenge, and my team was the 3rd place winner. Accor had a big push to hire young talent, and I was given the option to choose where to work (Germany) and which department (e-Commerce) to work in. It was an undeniably tricky situation because I had never lived in Germany, didn’t speak the language, had never worked in the digital marketing or analytics space, and didn’t have the appropriate work visa. Fortunately, one of the judges of the competition was the then-CEO of Accor Deutschland. He was impressed during our final presentation, and he (and Accor) facilitated the process of opening a role for me so I could come to Munich.     

Luck and timing were important elements, but other factors – such as IMHI-ESSEC brand recognition, achieving high marks in the e-Commerce course, and Peter O’Connor’s letter of recommendation cemented the offer.

AAIMHI: What has been your career trajectory since IMHI?

Tee: During my tenure at Accor, I was part of the e-Commerce team, where my focus was centered on the Accor App and user booking behavior analysis for the 450 hotels in the DACH region. With Accor's vast customer database and robust technology, I was continually "learning to learn" and discovered a keen interest in business analytics, which eventually paved the way for new career opportunities. Three years later, I was offered a role at a luxury hotel marketing consulting group in New York, where I was tasked with establishing a global business analytics and consumer insights function across their marketing and sales departments.

In early 2020, I moved to a strategic role to develop a digital marketing strategy for a family-owned real estate business with a portfolio worth $4B in New York. The unprecedented events of the COVID-19 pandemic compelled us to pivot and make ad hoc decisions based on ongoing pulse research during the ever-changing situation in the New York City luxury rental and commercial real estate, which proved to be an immensely valuable experience in shaping my management skills, work ethic, and problem-solving abilities. 

Witnessing the shift towards e-Commerce, digital marketing, and direct-to-consumer strategies during the pandemic, I recognized an opportunity to expand my skill set and ventured into CRO and Marketing Operations in the tech space, working with a large US-based law firm and a French B2B startup as a consultant.

As the demand for tech-savvy individuals with expertise in analytics and digital marketing surged, I joined JP Morgan Chase at their NY-based tech hub to help grow a startup they had recently acquired. Later, I was approached by a recruiter to join a non-profit organization founded by the Koch brothers, which focuses on paradigm shifts in key political issues in the US, including health care, immigration, and criminal justice reform, as well as political strategy and policy work ahead of the 2024 US elections. As a senior member of the Intelligence Ops team, I am responsible for providing intelligence and analyses on key initiatives and building the intelligence and analytics function in the organization. My role touches on market research, survey polling, sentiment and marketing analyses, and data modeling algorithms; and I regularly travel between New York and the DC area. 

From highly matrixed organizations to scrappy startups, I found that the skills I’ve learned are portable to roles in Hospitality, Real Estate, Legal, B2B Software, Fintech, and even Politics. No two roles were in the same business segment, yet all drew on the critical thinking skills I first exercised in Nicolas Graf’s Intro to Strategy and Competitive Strategic Intelligence (CSI) courses. What I’ve learned at IMHI is to be highly agile, adaptable, and comfortable working in white spaces. Now my work influences national politics, and that’s a considerable departure from Hospitality.

AAIMHI: What advice do you have for the new class of IMHI students / new IMHI graduates?

Tee:

• Don't make the mistake of choosing a job solely based on salary, especially early in your career. Instead, prioritize gaining new skills and knowledge that will reward your future. Once you get an offer…always negotiate (especially if you’re a woman). I have consistently secured higher compensation - often exceeding the salary band for my new position, based on the tactics I had learned in the ESSEC Negotiation course. Despite HR consistently complaining I was asking for too much compensation, I was aware that executive teams have considerable latitude in their budgets for top talent.
• Figure out your core skills and learn to position and sell them.  Whether you’re presenting ideas to top executives, showcasing your skills in a job interview, or influencing colleagues in a meeting, you’ll likely achieve your desired outcome if you can persuade others to align with your point of view. I've held roles in different industries by highlighting achievements in a core set of skills: applying business analytics to identify opportunities and delivering solutions to marketing tech and ops challenges. These skills secured C-level support for new tech investments to enhance global sales, and even uncovered corporate malfeasance. The challenges you encounter (and resolve) in one job become part of your pitch for the next one. Every position I held after Accor was something I directly sought after, or I was contacted by a recruiter/headhunter. No referrals or connections necessary. 
• Start building a professional support system. As a first-generation college student, navigating the intricacies of networking and job searching presented novel challenges. During my time at IMHI, I recognized the importance of building a strong support system, and I was fortunate to have secured the mentorship of two esteemed professionals - an American consultant and a French executive with a wealth of experience in Corporate Strategy and Finance. These invaluable relationships provided me with unparalleled guidance. Over the years, I developed a tight-knit community of like-minded peers hailing from diverse backgrounds and professional spheres. Their encouragement and guidance, ranging from advising me on consulting opportunities to deftly navigating complex corporate litigation, have undoubtedly played a pivotal role in my professional success.

Thank you for your insights Tee!