Lĩnh vực Mentoring
Định hướng nghề nghiệp: Marketing
Giới thiệu bản thân
Kinh nghiệm làm việc
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
- 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 months06/2018 - 06/2020
- 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
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 achieved01/2016 - 01/2017
Head of Marketing Communications
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 branding01/2016 - 01/2017
Quá trình học tập
Young Marketers Elite Development Program
Graduated from the prestigious and professional le12/2020 - 12/2021
FrieslandCampina Global Training Program "Learn To Grow"
I'm honored to be selected as one of 2 representat12/2020 - 12/2020
Foreign Trade University
External Economics12/2014 - 12/2018
Business Essentials Course12/2016 - 12/2016
Tên giải thưởng
A Silver for Social Impact for Biti's #ConRongChauTien at The Smarties Vietnam Awards10/2018
A Gold for Brand Awareness03/2018
Kỹ năng & chứng chỉ