Toan Vo

Toan Vo

Associate Director, Strategy and Analytics, Audible, an Amazon company

Associate Director, Strategy and Analytics, Audible, an Amazon company

During a recent conversation, Toan Vo shared his path from Vietnam to the US, why he tries to be a sympathetic leader, and where he likes to go clamming.

What were your early years like?

I grew up with my parents and my older sister in a small village in the middle of Vietnam. We lived in the forest by a lake. My parents were farmers and they worked for a nature reserve center. So as a kid, I thought I would also work on the land, growing plants and protecting animals. Most people I knew were farmers or factory workers. But my parents cared a lot about my education, and they saw I was doing well academically. So when I was 12, they sent me to school in a bigger town and that changed things for me.

How did things change after that?

After I went to the school in that bigger town, I went on to college in the city of Hanoi. I became the first person ever, not only in my family, but also in my village, to study at college.

After college, what brought you to the United States?

I went to college in 2009, which was around the time when Facebook was becoming popular in Vietnam. I saw people studying abroad and I got the crazy idea that I wanted to do that too—even though I could barely speak English. I had only learned a little from YouTube and by listening to Bon Jovi.

How did you make your dream of going to the United States a reality?

My parents were so supportive. My mom even showed me a small box of money she had been saving for me, probably only a few hundred dollars, and she said she had been setting up for my dream. It obviously wasn’t enough money, but it was so meaningful it made me feel like I wanted to cry. I kept working hard at school and I eventually earned a full scholarship to attend graduate school at Brandeis University in Massachusetts. When I left Vietnam for that program, I was 22 and it was the first time I went on a plane. I became one of only four people in my whole province to study in the United States.

What drew you to study business?

Back then, I didn't know what kind of career I wanted to pursue. But growing up, most of the conversations I heard in my village were about how to get a job, how the economy was doing, and the price of rice. So that all made me curious about different industries and how the economy works.

How did you come to work at PwC?

In Vietnam, I had heard of PwC, but I only knew that it was one of the big four accounting firms. And I heard from a friend that it was very hard to get into. So of course, that made me want to get a job there! The year I applied, I became one of only a few international students to get a summer internship at the Boston office, and after that I got a job offer in New York with a visa sponsorship even before my graduation.

What stands out from your experience at the firm?

People were always so kind and supportive and down to earth. In Boston, at the time when I interned there, I was the only international intern. My mentor was a partner of the office, and I got the opportunity to work on really exciting projects, both in Boston and in the New York City office, where I started my full-time role after graduation. I’m extremely grateful for PwC. It gave me industry leading training and exposure to so many industries.

What led you to your current role at Audible and how’s it going?

I wanted to work on something that brings joy to customers, something that delights people—and I think our products across music, video, gaming, and audiobooks do that. I focus mostly on audiobooks at Audible, which is part of Amazon’s global media and entertainment division, and I like it because every day, I get to work on trying to improve customer experience by using strategy and analytics.

You’re also teaching at Columbia now. How’s that going?

It’s been a very fulfilling experience for me. I like being able to share what I know about strategy and analytics, and I also love learning from the students, who have great ideas and energy.

How would you describe yourself as a leader?

I try to be a sympathetic leader. Over the years, I’ve learned that everyone has a different background, and a different way of working and thinking. For example, at Brandeis, I had three very close friends: one from Bhutan, one from India, and one from Rwanda. We all had different lived experiences. I try to embrace people’s differences and find an effective way to communicate with each person.

Did anything change for you during the pandemic?

Well, my wife and I had our first child during that time, so that was the biggest and best change! But it was also difficult. I was so grateful to have time with my family at home, but I was also still pursuing my MBA at Chicago Booth and working for Duolingo, helping with its international expansion to Asia. So to be honest, there were moments when I felt overwhelmed. I think of those moments now when I observe other parents, who have to handle their jobs and their families. It’s not easy and I have a lot of empathy for what people have going on outside of work. I also think the pandemic reminded us of our natural craving for community and connection. So I try to think about what activities and collaboration can help boost morale and performance. I also think about the small things we can do, just checking in and asking how another person is doing, to brighten up another person’s mood.

Reflecting on your career, what makes you feel most proud at this point?

I think I’m a quick adapter. I can adjust and adapt to different environments, and I think that skill set is becoming more and more important as AI transforms so much of the way we do things. I’m also proud to say that I mentor a lot of international students and I really like helping them.

What advice can you offer others?

Set a specific goal, but be flexible about the way you get to it.

What’s something about you that might surprise people?

I like to go clamming at Sandy Hook Beach in New Jersey. I guess, deep inside, even though I’m living in New York City, I’m still that village kid who grew up near a big lake in Vietnam.