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Mang Anh Nguyên

Brand Manager tại FrieslandCampina

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Lĩnh vực Mentoring

Định hướng nghề nghiệp: Marketing

Giới thiệu bản thân

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Kinh nghiệm làm việc

  • Brand Manager

    FrieslandCampina

    1. HANDLE DUTCH LADY FRESH, the core and biggest sub-brand in Dutch Lady portfolio (in terms of volume) (official since Dec'2019):

    - Managed holistic brand activities: Commercial activities, plan and successfully execute consumer price increase, improve brand profitability, review and successfully change product taste performance
    - Build BMP, Communication Framework for full year 2021
    - Delivered 1% volume growth total GT and MT (Oct'20, YTD TY vs LY)
    - Sustained 0.x% brand yearly penetration vs SPLY while total market declined due to Covid impact (data in Oct'2020)

    2. HANDLE DUTCH LADY BIGGEST INNOVATIONS in 2021 & 2022 (in terms of company focus and value delivery):

    - Lead regional and local project team (>15 people) build up and concrete product concept, OBPPC, marketing mix for innovation in intensive 4-month program.
    - Lead and finalize complicated pilot launch​ plan for 2021.
    - Meanwhile, lead project team to define product concept, OBPPC, marketing mix from finding consumer insight to concept finalization ​for Key Innovation of 2022 as well.

    3. MANAGE SHOPPER MARKETING for total Dutch Lady (official since Dec'2019):

    - Finalized the Category Management for BHX & Vinmart​, which is a critical initiative of Top-2-Top alignment with these 2 customers
    - Built and spearheaded in Shopper Communication plan for whole Dutch Lady in 2020 and 2021, which increased 3.x% brand conversion on Bought P3M.
    - Built Perfect Store 1-Pager model for General Trade and Modern Trade of total Consumer Dairy

    4. LED PROJECT WINNING IN HANOI market, one of key focused of total company in 2020:

    - Initiated and 1st time brought out the most distinctive and relevant message of Dutch Standard to win consumers. From that, "Dutch Standard 11 times safer" became key messages of Dutch Lady brand onwards.
    - Increased nearly double brand association score on "fresh & natural milk", increased 11 points for brand trust, which are key KPIs for Dutch Lady brand.

    06/2020 - Hiện tại
  • Marketing Management Trainee

    FrieslandCampina

    - Managed sub-brand Dutch Lady Cao Khoe in volume performance and revamp communication campaign in Oct 2019.
    - Spearheaded Protein+ brand relaunch campaign in 2019
    - Managed kid platform strategy delivered by media pillar and trial platform
    - Optimized 30% budget and achieved successful operation for consumer promotion project
    - Led 2 distributors to deliver 100% target in 4 months

    06/2018 - 06/2020
  • Marketing Executive

    Biti's

    - Assist directly to Brand manager of Biti's KIDS in planning, brand communication campaign, managing execution.
    - Led successfully a new collection launching campaign with a grow of 50% in volume
    - Running and following up 2 thematic campaigns named "Buoc Chan Co Tich" and succesful Con Rong Chau Tien campaign to build brand love for Biti’s Kids which drives talk among Vietnam & builds appreciation & brand love for Biti’s. This, besides, is a strategic brand iconic-driving campaign which lays Biti’s first steps on the journey to be an Iconic Brand of Vietnam.

    Recognized by top industry awards in Vietnam & Regions (PR Asia Awards, Tangrams & MMA Smarties)

    03/2017 - 03/2018
  • Executive Board Member

    AIESEC Vietnam

    Leading an international organization with 150 members in 18 months on local level
    Developed strategic plans and implementing for the organization in 12 months
    Achieved "The Best Branch" in national level with 120% goal achieved

    01/2016 - 01/2017
  • Head of Marketing Communications

    AIESEC Vietnam

    Spearheaded social media plans for 2 products
    Led and developed +10 marketing members in department.
    Achieved "The Best Branch" in national level with 100% goal achieved for 1 products
    Experienced in youth education, internship, volunteer branding

    01/2016 - 01/2017

Quá trình học tập

  • favicon_icon

    Young Marketers Elite Development Program

    Brand building

    Graduated from the prestigious and professional le

    12/2020 - 12/2021
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    FrieslandCampina Global Training Program "Learn To Grow"

    Leadership

    I'm honored to be selected as one of 2 representat

    12/2020 - 12/2020
  • Foreign Trade University

    External Economics

    12/2014 - 12/2018
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    G.A.P Institute

    Business Essentials Course

    12/2016 - 12/2016

Tên giải thưởng

  • A Silver for Social Impact for Biti's #ConRongChauTien at The Smarties Vietnam Awards

    10/2018
  • Biti's #ConRongChauTien

    A Gold for Brand Awareness

    03/2018

Kỹ năng & chứng chỉ

Leadership

Accountability

Communication