Head of Branding

Be Group

Acting Head of Branding directly report to CEO of BeGroup:
-Brand performance: Online SOV, brand awareness, Top Of Mind, BUMO
-Brand Building: beFood launching + rebranding Be as a multiplatform services
-Market research: market drivers, market insight, way forward for product lines.
-Social Community development: Content Fanpage, Tiktok, Youtube, Group Community

Achievement:
-Top 1 Online SOV via social buzz (H1, 2022)
-Uplift 20% Brand Awereness, 5% TOM (Neilson BHC, H1, 2022)
-FB ER 3%, Group 10k member, Tiktok 30k follower, Youtube 20M views

Brand & Coms Lead - Loyalty Project

One Mount

* Oct 2019 - Jun 2021: Brand & Coms Lead - Loyalty Project
- Develop and implement effective communication strategies that build customer loyalty programs, brand awareness, and customer satisfaction via domains (Fintech, New retail, Loyalty, Online2Offline, Financial Service)
- Work closely with other stakeholders internal and external to manage brand campaigns on social and media channels (PR online & Facebook, Instagram Zalo OA, Tiktok, Youtube, Linked-in, community).
- Directly create various content type: Facebook post, PR Article, Website Article, Radio Ads, Voice-off, App Push, Email Marketing, Video Script, Viral Clip Brief,...
- Social Media & Content: Responsible for managing and developing social media channels: Planning and strategy for content, PR, creative and guideline for brand. Fanpage ~700K followers, Organic reach ~7K/post.
- Communication: Join and propose some key branding campaigns, like: Super App, VinID Gift Card, Ra Mat Me Chong, Online Shopping, VinID Birthday, Scan&Go, Vinshop - Tech grocery,...
- Branding: apply Brand Key Model for VinID and adjust to meet OKRs.
- Community: collab with Digital team to build up, maintain and develop wide range types of group: Facebook group (Seller/ Deal Seeker), Zalo Group (Seller).

* Apr 2019 - Oct 2019: Creative Specialist
- Develop and implement effective communication strategies that build customer loyalty programs, brand awareness, and customer satisfaction via domains (Fintech, New retail, Loyalty, Online2Offline, Financial Service)
- Work closely with other stakeholders internal and external to manage brand campaigns on social and media channels (PR online & Facebook, Instagram Zalo OA, Tiktok, Youtube, Linked-in, community).
- Directly create various content type: Facebook post, PR Article, Website Article, Radio Ads, Voice-off, App Push, Email Marketing, Video Script, Viral Clip Brief,...

Marketing Leader

Akulaku

Akulaku is the installment shopping application which active in 5 countries such as Indonesia, Philippine, Malaysia, India and Vietnam.
As a marketing manager who need to expand brand name and raise GMV for this platforms via traditional and digital marketing term.
- activation for target customer: Student and factory worker. 10% student in particular university register for incentive gift, then converted to credit applied credit 50%, 30-40% was approved.
- OOH advertising is really work for this kind of service. Placing over 50 POSM on 25 dormitories and campus university in HCMC.
- Building volunteer policy: over 100 volunteers (contribute 15% growth rate in acquiring user)

Digital content:
- Content direction on fanpage and instagram
- collaborating with Retail and Merchant team to optimize campaign or event effectively
- working with agency for optimizing ad: display ad, Facebook ads,...
- Working with creative idea and balance it with Brand target.

Copywriter

Ogilvy Vietnam

-Strategic planing:
+ Get brief from account/client
+ Research all about information (context, objective, consumer insight, proposition)
+ Propose idea, message, execution plan
+ Pitch and present plan
+ Go details with team to execute jobs

-Creative:
from the strategic, make the creative brief and executive with designer and copywriter
+ Propose concept/idea for plan
+ Propose messages, viral clip, TVC, Key Visual, story board for campaigns
+ Shoot following and make sure it go well as plan set with client

Loship

Marketing Specialist

Lozi is one of 5 the best startup of 2016 in Vietnam. It is an initial food platform where millennials and centennials (Born after 1980) review and look for street food on there. After 2 years operating, Lozi change to 2nd selling application (like mecari, letgo, craigslist,...) and reach #1 by install app users by 2017. As a growth hacker at Lozi, I reported directly all plan from CEO and optimize it to reach the best performance.

-Buiding and connecting communities with the brand (Fashion, Sneaker, Kpop, Pet Lover, Bookaholic, Otaku) via Marketing campaign online and event offline for 2 years.
-Managing and Executing marketing campaign
- Dealing and building idea with KOLs and production house to make promotion videos: increase more than 1 Million install app, cut down CPI 3 times.
- Planning and executing 9 events with budget up to 50,000 USD: workshop (For business-owner), community offline event (Food-lover, fashion,..)