Sai Main — Multicultural Brand Strategist | Cross-Cultural Campaigns

Sai Main.

I build campaigns that cross cultures, move communities, and make brands matter.

Eight years. 3x Campaign Asia Agency of the Year. I've built campaigns for Unilever, Coca-Cola, and St. Jude — and oversaw communications for two Guinness World Record events. Then I rebuilt my entire career from scratch. That experience lives in everything I do. I don't just understand cross-cultural storytelling. I've lived it.

Based in Los Angeles. Open to multicultural marketing, community impact, and brand strategy roles.

Multicultural Brand Strategist. Two markets. Receipts.

Looking for

Multicultural marketing, community partnerships & corporate social impact roles

Selected proof

Reuters coverage · Today Show team placement · Samsung Global Newsroom · 3x Agency of the Year team

Base

Los Angeles · US & Southeast Asia market fluency

Five things I'll do for your brand
on day one.

A narrative audit before a single pitch

Where your brand shows up, where it's silent, and the gap between what you say and what the press repeats back. Strategy starts with an honest picture, not a pitch list.

A working press office

Targeted media lists and a pitch calendar built around news cycles instead of internal deadlines. It's the kind of outreach the Society22 team ran for a smart-eyewear brand's Today Show segment.

Measurement leadership respects

Share of voice, sentiment, and message pull-through measured against a clear baseline. For SynergenX, I developed and presented the proposal that won the account and helped shape a thought-leadership strategy tied to an 8.7% share-of-voice increase over the October 2024 to April 2025 reporting period.

Multicultural audiences, done credibly

Campaigns built with AAPI, Southeast Asian, and immigrant communities — community trust and cultural nuance, not translation.

One story, every channel

Earned, social, influencer, and experiential built as a single arc, not four separate briefs — a Broadway cast, a Twitch stream-a-thon, or a Guinness World Record, depending on what the story needs.

Case studies

Six campaigns, two continents,
one throughline: community.

No. 01Community Impact · TDW+Co · St. Jude

St. Jude AAPI Heritage Month: a Twitch stream-a-thon with Asian-founded businesses

The situation

On May 23, 2023, St. Jude Children's Research Hospital marked AAPI Heritage Month with a 90-minute live Twitch program created with Asian Hustle Network and four Asian-founded businesses. Each business committed a percentage of May sales or a flat donation to St. Jude.

What I did

I helped design and execute the St. Jude AAPI Heritage Month Stream-a-thon with Asian Hustle Network and four Asian-founded businesses. I developed the partner materials, talking points, and run of show for the 90-minute Twitch pilot, and designed the narrative so each founder's story connected to a St. Jude program.

What I took away

The format put each founder's own story first and tied it to a St. Jude program. That is what I carry into any cause partnership: connection over noise.

Why it matters: Asian-founded businesses were the storytellers, not a backdrop, and each story was tied to a St. Jude program.

St. Jude Children's Research Hospital campaign

What shipped

A 90-minute Twitch pilot connecting St. Jude, Asian Hustle Network, and four Asian-founded businesses.

No. 02National Campaign · Mango Media Group · Myanmar

The Rakhine Investment Fair: investment PR under international scrutiny

The situation

In 2019, Myanmar's government convened an investment fair for Rakhine State, a region under intense international scrutiny.

What I did

I collaborated with the national government communications team on investment-focused PR for the fair. Reuters covered the event.

What I took away

When a story is contested, you don't win with spin. You win with preparation, precision, and giving journalists something true and specific to report.

Why it matters: on a story the world already had opinions about, the PR work was to give reporters something specific and true to cover.

The result

Reuters coverage of the fair

Read the Reuters coverage →

No. 03Multicultural · TDW+Co · Disney on Broadway

AANHPI Heritage Month — letting the community tell its own story

The situation

Disney on Broadway marked AANHPI Heritage Month with a video campaign spotlighting AANHPI representation and community.

What I did

I helped launch the video campaign, including Instagram and YouTube channel work with Broadway talent.

What I took away

Cultural campaigns land when the brand steps back and amplifies the people who actually live the story.

Why it matters: the campaign centered AANHPI performers' own voices, not a logo swap.

Broadway's Aladdin cast, AANHPI Heritage Month campaign

What shipped

A video campaign centered on AANHPI cast voices across Disney on Broadway's social channels.

Watch the campaign →

No. 04Social Impact · Mango Media Group · Samsung

Samsung × myME — classrooms on wheels, told to the world

The situation

The Myanmar Mobile Education Project (myME) began as a pilot serving 60 children in two Yangon teashops. Samsung partnered with myME on mobile classrooms.

What I did

I led agency communications for Samsung's Mobile Education Bus partnership with the Myanmar Mobile Education Project. The program later expanded to serve 3,000+ students with three mobile classrooms. Samsung and myME delivered the program; my role was communications.

What I took away

CSR earns attention when it's about the people served, never the check size.

Why it matters: a global brand's partnership with a local education program, told through the children it served.

Samsung mobile education buses in Myanmar

The result

Featured on Samsung's Global Newsroom

Read on Samsung Newsroom →

No. 05Earned Media · Society22 PR · Lucyd Eyewear

A Today Show summer-gadgets segment for Lucyd Eyewear

The situation

Lucyd Eyewear, a smart-glasses brand, was a Society22 PR client. The Today Show ran a summer-gadgets segment that included the brand.

What I did

As part of the Society22 team, I contributed to the outreach effort that landed Lucyd Eyewear in a Today Show summer-gadgets segment.

What I took away

National TV is won on the producer's calendar, not the brand's. Your job is to make their segment easy to say yes to.

Why it matters: a national broadcast placement for a smart-glasses brand, earned by a team and verifiable on video.

The result

Today Show summer-gadgets segment for Lucyd Eyewear (Society22 team result)

Watch the segment →

No. 06Experiential · Mango Media Group · Telenor

A Guinness World Record event for Telenor

The situation

Telenor, a telecom brand in Myanmar, staged a large-scale event built to set a Guinness World Record.

What I did

I oversaw communications for the event, one of two Guinness World Record events I directed communications for. A Guinness World Record was achieved.

What I took away

A spectacle is 10% idea and 90% logistics. Big swings only work when the operations underneath them are boring and bulletproof.

Why it matters: a world record is adjudicated by Guinness, so the result is verifiable, not claimed.

Telenor Guinness World Record event in Myanmar

The result

A Guinness World Record achieved

Read the coverage →

Three things I believe
after eight years of doing this.

The third idea is the one that lands.

I ask more questions than I answer at the start of any account. The pitch that works is almost never the first idea — it's the third one, the one you only find after you've figured out what people actually care about.

Listening is the job.

Half of this work is listening — to reporters, to clients, to a market that doesn't behave the way the last one did. I moved continents once and had to relearn an entire media landscape from scratch. I still walk into every new account that way: ears first.

Two moves ahead, both feet on the ground.

I like being the person in the room who already sees where a story could go next — and still the one who checks the AP Stylebook before anything goes out the door.

Two ways we can work together.

Full-time · Los Angeles

Join your team

I'm looking for a full-time seat where multicultural audiences and community impact are the work, not a side initiative.

Multicultural & AAPI marketing
Community partnerships
Corporate social impact / CSR communications
Integrated campaign strategy

Talk about a role

Consulting · Select projects

Bring me in

Available for a limited number of consulting engagements where eight years of two-market experience can move fast.

Multicultural campaign & launch strategy
Earned media programs & media strategy
Founder & executive positioning, media training
Cross-market entry (US ↔ Southeast Asia)

Talk about a project

The short version of
a long story.

Sai Main at an industry event in Myanmar

I started my career in Myanmar and rebuilt it in Los Angeles. Both halves made me the strategist I am.

I began at Mango Media Group in Myanmar and spent eight years there. I scaled and led the PR unit from about 20 to 29 people, helped retain Unilever, Samsung, and Telenor through COVID-19, and was part of a team named Campaign Asia Agency of the Year three years running. I also directed communications for two Guinness World Record events.

When Myanmar's political crisis upended everything, I chose to start over — in Los Angeles, with no network, no local contacts, and no roadmap. And I rebuilt.

In the US, I worked on AAPI multicultural campaigns for St. Jude, Disney on Broadway, and Alaska Airlines. At Society22, I was part of the team behind placements in Forbes and the Today Show, plus national business and trade press, and I trained more than 15 founders and senior leaders to tell their stories with confidence.

But the work I care most about has never really been about coverage. It's about connection. At TDW+Co, I helped develop St. Jude's Philippines and AAPI outreach for the Starlink and Polaris Dawn program, which secured Filipino and Filipino-American coverage including ABS-CBN. I led agency communications for Samsung's Mobile Education Bus partnership, which later expanded to serve 3,000+ students with three mobile classrooms. And I helped design a 90-minute Twitch pilot that brought Asian Hustle Network and four Asian-founded businesses together around a St. Jude mission bigger than any of them.

That's the work I do: campaigns that cross cultures, stories that move communities, brands that mean something to the people they serve. If your team builds that kind of work, I want to meet you.

Tell me what
you're building.

Currently open to full-time roles in multicultural marketing, community partnerships, and corporate social impact in Los Angeles. Also available for select consulting projects. If you're building something that matters to the communities you serve, I want to hear from you.

Sai Main.

Multicultural Brand Strategist. Two markets. Receipts.