Search and AI answers
Articles that need to rank on Google and get cited when someone asks an AI. Lately: rewrites for AI search and guides for teams moving from Kentico or Sitecore to Optimizely.
Hello
Hi, I'm Dean
I run B2B campaigns, write for AI search and build AI agents.
Right now I'm at Niteco, Optimizely's largest global partner, helping teams across Australia, the US and Europe launch campaigns.
Workspace
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Agents in Optimizely Agent Platform
Agents I build for real team jobs: benchmarking competitors, storyboarding videos, producing blog posts and onboarding new hires.
niteco.com redesign
Rebuilding our company site from the words up: what it says, how it's organized, how it looks.
Outbound
Outbound has been part of every role I've had, from Apollo sequences for the UK today to a year-long program at SmartOSC where 70% of leads came from companies with 1,000+ employees and 40% became sales-qualified.
Leads from search
Keyword plans built around foreign-invested companies in Vietnam took our average ranking from 12 to 6. Sales-qualified leads from SEO and SEM grew 39% from FY2024 to FY2025.
Opticon 2026
One booth idea, three cities. I'm shaping our "Human First AI" presence for Opticon in Sydney, New York and London: the lines, the talk tracks, the merch.
Story
The journal of
Dean Nguyen
Five chapters, from a campus newsroom in Illinois to building AI agents in Hanoi.
1
The manifest
Complete role manifest
2
Augustana College
The campus press
Content Manager, Augustana CollegeApr 2020 to Jun 2021
BA, Political Science and Government & Economics, Augustana CollegeJul 2017 to May 2021
I led a volunteer team making social content for incoming international students, and helped plan campus events. My first real taste of content work, in the final stretch of my degree in Rock Island, Illinois, with campus jobs as a Community Advisor and Career Mentor along the way.
Graduated magna cum laude, GPA 3.8
3
SBB Healthcare
First budget
Marketing Executive, SBB HealthcareAug 2021 to Jul 2022
Back in Hanoi, my first marketing job. I ran Google, Facebook and LinkedIn ads, used analytics to shape health awareness campaigns, and researched expats in Vietnam to design products for them.
First ad budget I managed
4
SmartOSC
Agency life
Digital Marketing Executive, SmartOSCAug 2022 to Oct 2024
I ran SEO, SEM and outbound for B2B SaaS and eCommerce clients in Vietnam and Japan, and spent a lot of time helping clients pick and use their martech.
+92.66% organic traffic for one client, Q1 2022 to Q1 2023
5
Manpower Vietnam
The migration
Senior Digital Marketing Executive, Manpower VietnamOct 2024 to Mar 2026
In-house B2B at a global staffing brand. I moved our site to Sitecore in three months without losing search ground, and turned search into a steady source of sales leads.
+39% sales-qualified leads from search, FY2024 to FY2025
6
Niteco
The builder
Digital Marketing Specialist, NitecoMar 2026 to present
I'm currently working at Niteco, Optimizely's largest global partner, on AI search content, events and AI agents in Optimizely Agent Platform. Every role before this one pulled me closer to the tech behind marketing. Here I get to build with it.
Optimizely Master certified
7
Next
Unwritten
This chapter is still being written. If you're working on CMS, AI search or B2B lead gen, it could include you.
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1-2 / 8
Toolkit
Platforms
- Optimizely
- Optimizely Agent Platform
- Sitecore
- WordPress
- Shopify
- Magento
- BigCommerce
CRM and outreach
- HubSpot
- Salesforce
- Apollo
Ads
- Google Ads
- LinkedIn Ads
- Facebook Ads
Analytics
- GA4
- Microsoft Clarity
- Factors
Places
Moon. Maybe one day.
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- Hanoi, Vietnam. Where I live and work. Every campaign on this map is written from here.
- Rock Island, Illinois. Four years at Augustana College: political science and economics, three campus jobs, graduated magna cum laude.
- London, United Kingdom. I support Niteco's UK marketing team with outbound campaigns, events, hosting workshops and all things digital.
- Stockholm, Sweden. Nordic campaigns and outreach for Niteco.
- New York, USA. North American campaigns, plus our Opticon booth in New York.
- Sydney, Australia. ANZ campaigns, plus our Opticon booth in Sydney.
Credentials
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Optimizely
- Optimizely Master
- Certified Opal Administrator
- Agent Platform, Advanced
- Web Experimentation, Core
- CMP, Core
- Markademy, Cohort 11
Also
- Google Analytics Certified
- BA, Political Science & Economics, magna cum laude
- IELTS 8.0
Contact
Working on CMS, AI search or B2B lead gen? I'm always up for comparing notes.
Email
duynguyenoffice@gmail.com
LinkedIn
Trash
- em-dashes.txt
- game-changer.doc
- secret-sauce.zip
About this site
Two colors, an 8×8 ordered dither, and a nod to the art of Return of the Obra Dinn.
The 3D scenes render live in your browser. Every palette meets WCAG AAA text contrast.
© 2026 Dean Nguyen