Regional Commercial Manager, South

BAEMIN Vietnam (Woowa Bros.)

Account Manager, HCM

BAEMIN Vietnam (Woowa Bros.)

*Key responsibilities:
• Manage a team of 17 members including 1 manager, 13 Sr/Executives and 3 admins who're responsible for total 17 CATs.
• Collaborate with Campaign (Trade MKT) team to formulate effective promotion and define extra opportunities to capture market potential.
• Work with Merchant Operation team to deliver high-quality yet productive service levels for > 10k BAEMIN's restaurant partner and improve current processes.
• Work with Planning & Performance Management team to build up effective tracking tools, input forecast and define sales strategies for assigned areas.
• Participate in company-scale critical projects to improve productivity and explore new business opportunities.

*Achievements:
After 9 months (10.2021 - 07.2022) handling a scope of 3 senior-managerial-level people, here are what I've achieved with my teams:
• Consistently achieved overall KPI at >110% rate while for core KPIs at >95% rate despite turbulent market condition and unstable resources.
• Built up Key Account Team with high-quality personnel from stratch with outstanding KPI achievement for 1st month at > 130% rate.
• Together with Campaign team, not only have developed different concepts for promotion activities which have become current BAU activities but also improved investment efficiency with ~ 40% cost reduction vs LY.
• Together with PPM team have developed framework for commercial dashboards and guidelines to evaluate sales event.
• Proactively worked closely with Campaign, MKT and Product to redefine logic and fine tune action plan to deploy smoothly new feature multi-layered discount on BAEMIN in 05.2022.
• With support from Campaign, Merchant Operation, Acquisition & Inbound, I've established the very first Commercial squad team to recruit MCs joining shared investment with BAEMIN resulting in: shared investment uplift 200%+, # MCs joining uplift 150%+.

CCD Assistant Manager, Hair Care

Unilever

*Key responsibilities:
• Lead the development of the trade category plan for Super and Hyper channel with 4 Key accounts that contribute more than 55% ~ 2mio USD monthly volume of total MT through collaborating with sales team to translate customers & shoppers' insights into sale opportunities while ensuring effective investment.
• Work out rolling quarterly and monthly forecast for assigned Kas with attention to market intelligence information.
• Collaborate with MKT team for launching new products and promotion activities including from
activation to in-store POSM design & deployment.
• Develop and execute all-trade / schematic shopper promotions
• In-charge of development for Omni-channel for Hair in total MT

*Achievements:
• Improve market share of ULV Hair Care in SGC from average rate 53% to 60% in 7.2021
• Achieve YTD growth of ULV Hair Care in BHX at 125% in 2021 vs 2020.
• Successfully deploy new launch for Dove in MT channel with sales uplift 130% vs before launch despite Covid time.
• Optimize trade spent rate from 30% to 20% in assigned KAs.

eRTM Digital Trade Marketing Assistant Manager

Unilever

*Key responsibilities :
• In charge of design and deploy digital trade programs (scheme, content, communication design) for 40,000 retailers on ULV Digital Platform
• Develop and maintain the content of ULV Digital Platform in term of product images & promotion assets
• Cooperate with regional teams to continuously develop UX/UI for ULV Digital Platform
• Lead technical development (UX/UI/logic) for the Retailers Loyalty Platform for 300,000 Unilever retailers in 2020
• Prepare the training documents & conduct training RSS for over 500 salesman
• Prepare and lead the nationwide engagement events with distributors about the ULV Digital Platform

*Achievements:
• Successfully support to deploy ULV Digital Platform to 14,000 retailers in 2019 (140% vs 2019 target)
• Successfully support to deploy ULV Digital Platform to 40,000 retailers in 06/2020
• Generate >= 2 mio USD monthly sales volume from ULV Digital Platform in 2020
• Maintain the monthly active user rate by 68% & repeated rate by 40% by end of 2019
• Lead and setup a SOP for product image & promotion content on ULV Digital Platform

Field Marketing Specialist

JTI (Japan Tobacco International)

*Key responsibilities:
• In charge of trade promotion development for 2 key districts: Tân Bình & Bình Thạnh
• Coordinate with Sales field to deploy trade promotion with high quality in execution
• Deal with HRC owners for display and promotion contract & support
• Manage a team of 20 PGs to conduct direct-toconsumer activities

*Achievements:
• Successfully develop a SOP to evaluate the effectiveness of direct-to-consumer activities to
optimize cost & effort that helped increase 130% volume
• Consistently achieve > 80% monthly volume target assigned

Go-to-market Executive - Distribution Management and Planning

Suntory PepsiCo Vietnam Beverage

After 6 months of rotation, I was offered to work as Go-to-market Executive in SPVB.

*Key responsibilities:
• Ensure nationwide distribution network restructure in accordance with SPVB’s strategies and policies
• Advise Sales management team when making territory restructure decisions
• Provide knowledge to Sales team relating to distributor’s capabilities, route operation and distributor’s performance indicators
• Analyze data and provide reports relating to distribution network monthly and per request

*Achievements:
• Provide data analysis, build up criteria and join with DMP team to assess distributors in North area for project North Distribution Network restructure. The results:
- Scale up the monthly average volume/ distributor from 10k to 18k raw cases
- Reduce from 40 to 30 distributors in Ha Noi
• Successfully lead a project of developing automatic tool capturing distributors’ monthly revenue and expense to build up distributor’s standard cost structure and revenue
• Conduct trainings for 200 sales supervisors and area sales managers of basic financial knowledge
• Coordinate with Risk Management Control team to standardize Distribution and Management Process

*Award:
• Best employee of Sales support function 2017

Graduate Management Trainee

Suntory PepsiCo Vietnam Beverage

Suntory PepsiCo Vietnam is currently the biggest and the most successful company in the beverage industry in Vietnam. Established in 2013 as the result of the cooperation between PepsiCo Vietnam and Suntory, Suntory PepsiCo Vietnam has been famouse of many well-known beverage brands such as: Pepsi, Tea+, Sting, 7Up, etc.

I started working at Suntory PepsiCo Vietnam (SPVB) as the Management Trainee of Go-to-market Department after passing many rounds of selection.

The Go-to-market Department serves as one of Sales supporting function in SPVB. The department focuses mainly in 3 following aspects:

(1) Building and ensuring the implementation of the distribution strategies and the quality of the distribution network
(2) Constructing the selling-system for Traditional Trade sales team
(3) Building up the capacities and capabilities of Traditional Trade sales team

* Key responsibilities :
• Learn about structures and operation relating to distribution network of SPVB at Go-to-market department
• Rotate and assist the following functions: Operation, Trade Marketing and North – Sales Capabilities departments

*Achievements:
• Build up master database of 360 distributors nationwide
• Support North Sales Capabilities with the tool to keep track of 500 salesmen’ days off to analyze sales performance and calculate salesmen’s monthly salary
• Persuade Sales management team to consider P&L report as one of core indicators of distributor’s performance and health

Teaching Assistant

ILA Vietnam

*Key responsibilities:
• Assist foreign teachers in preparing lessons, keeping discipline and organizing activities in classes
• Prepare homeworks and follow-up students’ performances

*Achievements:
• Achieved an average rate of re-enrollment at 70% of total 6 classes
• Successfully built daily speaking contest for one class

Vice Store Manager

Phuc Long Coffee & Tea

Phuc Long Coffee & Tea Express is one of the most fast-growing and successful local coffee and tea chain in Vietnam. Established in a 1968, Phuc Long soon became a well-known company for high-quality coffee and tea. However, until 2012, the company started to enter the F&B industry in 2012 with its first store located in Cresent Mall, District 7th, HCMC.

In 2015, Phuc Long opend the 10th and the biggest store at 325 Ly Tu Trong which is next to 1st store of Starbucks in Vietnam. I was assigned as the vice store manager of that store since the beginning.

*Key responsibilities:
• Assist store manager in organizing, managing store activities and staffing
• Keep track of drinks materials

*Achievements:
• With supports from colleagues, sucessfully built the most profitable store with monthly revenue up to 1.2 billion VND