Get to Know Our New Senior Director of Strategy: Minh Bui
We’re thrilled to welcome Minh Bui to Social House as our new Sr. Director of Strategy. A dynamic force in beauty, lifestyle, and consumer marketing, Minh has led global digital strategies for powerhouse brands like Smashbox, Urban Decay, TOMS, and Tone It Up. Her passion lies in fusing AI, cultural intelligence, and data-driven insights to craft brand experiences that don’t just engage—but deeply resonate. With Minh at the helm, the future of strategy at Social House is bolder, smarter, and more human than ever.
Let’s get to know her better!
Q&A with Minh Bui
Q: What excites you most about joining Social House?
What excites me most is the diversity of industries we work across—every day brings new insights and challenges. After a decade on the client side, this role gives me a fresh perspective on the agency world. Plus, the team and culture make it an inspiring, collaborative place to be!
Q: Can you share a defining moment in your career that shaped your approach to strategy?
Rather than a single moment, my approach has been shaped by the incredible leaders and mentors I’ve worked with. I believe you’re the product of every manager you’ve had, which is why fostering growth within my team is so important to me. I’ve also been fortunate to work with pioneering, disruptive brands that have pushed the boundaries of their industries and categories, which has reinforced the need for adaptability, curiosity, and forward-thinking in building impactful strategies.
Q: What trends do you see shaping the future of brand engagement?
The biggest shift is the move from traditional advertising to community-driven engagement. Consumers no longer just follow trends—they create them. Successful brands are those that involve their audiences in meaningful ways, from co-creating products to elevating real customers as brand ambassadors. Moving forward, the brands that win will be the ones that keep consumers at the center of everything they do.
Q: If you had to describe your personality as a brand tagline, what would it be?
While it may not perfectly define my personality, Adobe’s “The Future is Yours to Create” has always resonated with me. It reinforces the idea that we aren’t just passive participants in life—we create our own opportunities. Whether in strategy, leadership, or personal growth, I’m always looking for ways to build, innovate, and move forward.
Q: What’s one fun fact about you that might surprise us?
I’m on the cover of an Italian cookbook.