
Trinh Nguyen is a strategic development leader and the first Vietnamese country director of TRAFFIC International in Vietnam, where she manages a multi-million-dollar portfolio of wildlife trade and conservation projects. A pioneer in behavioral change approaches, she revolutionized conservation efforts through the innovative Chi initiative, which addresses the complex cultural and social dynamics driving wildlife consumption in Southeast Asia.
Prior to her current role, Trinh served as TRAFFIC's senior program manager, where she established groundbreaking partnerships with Vietnam's National Assembly and helped strengthen the country's wildlife protection legislation. Her work has resulted in one of the region's strongest legal frameworks for wildlife conservation, combining enforcement measures with evidence-based behavioral science approaches.