Education

Singapore Management University

MBA

Ho Chi Minh City University Of Languages and Information Technology

Computer Science Networking

Head of Customer Solutions - Fevi Media Groups

Strategic leader driving brand growth, IMC planning to execution, digital  innovation, and e-commerce success for  20+ clients, achieving 90% aided awareness  and $1.5M GMV through creative  campaigns and data-driven solutions.

Head of Marketing - Taisho Corp Viet Nam

Elevating FMCG  brands like Lipovitan, market share up to  4.85%, high SPPD, launching new product  and category, and integrating advanced  digital tools for measurable market impact.

Brand Manager - Vietnamese Indian Spices

Optimizing  branding strategies, managing  Lazada/Shopee campaigns, and fostering  international partnerships to drive revenue  growth and enhance brand equity .

Head of Customer Solutions - Fevi Media Groups

1. Short Description:

• Leading the development and execution of customer solutions strategies, with a team of over 10+ specialists across customer success, account management, and analytics to deliver exceptional value to clients and drive long-term partnerships.
• Solutions Expert: Skilled in crafting compelling brand narratives that captivate consumers and differentiate products in the marketplace.
• Market Insights Leader: Proven ability to create and implement innovative campaigns that foster lasting connections with target audiences.
• Trending & Strategy Specialist: Adept at utilizing market research to shape brand strategies and enhance competitive positioning in the spice industry.

2. Long Description:

A. Brand Strategy and Awareness Leadership

• Designed 360-degree branding campaigns for 20+ clients, achieving a 45% average increase in brand awareness (via pre/post-campaign surveys) and securing 90% aided awareness for a new spice launch.
• Launched the new product brand narrative, blending cultural storytelling with sensory marketing, which elevated brand recall by 50% and drove a 30% surge in first-time buyers.

B. Digital Marketing & Omnichannel Strategy:

• Spearheaded 15+ full-funnel digital campaigns, combining SEO/SEM, social media, and programmatic ads, achieving a 40% reduction in customer acquisition costs (CAC) and a 28% increase in online conversions.
• Leveraged TikTok micro-influencers and viral recipe challenges for PYF algorithm Tiktok brand, driving 10M+ organic views and a 200% surge in website traffic, boosting brand consideration by 33%.

C. TVC Production & Brand Love Cultivation:

• Directed 8+ TVC productions, including a multi-award-winning campaign celebrating Vietnam’s culinary heritage, which improved brand favorability by 35% and Net Promoter Score (NPS) by 20 points.
• Integrated shoppable QR codes into TVCs, linking to e-commerce platforms and boosting online sales by 22% during airing periods, while brand loyalty (repeat purchases) rose by 18%.

D. Brand Health & Equity Optimization:

• Instituted a brand health tracking system (NPS, sentiment analysis, loyalty metrics) across 15+ accounts, improving average brand equity scores by 22% YoY.
• Revitalized a declining spice brand’s image via purpose-driven campaigns (e.g., sustainability pledges), reversing a 15% customer attrition trend and boosting brand love scores by 38% (measured by emotional engagement surveys).

E. E-Commerce Acceleration & Brand Trust:

• Partnered with Lazada, Shopee, and TikTok Shop to optimize product listings and launch "Live Shopping" events, driving $1.5M in GMV and 45% YoY growth in online sales, fueled by brand trust (4.9/5 average product ratings).
• Implemented AI-driven dynamic pricing and bundling strategies, increasing basket size by 18% and brand loyalty (repeat purchases) by 22%.

F. Trade Marketing Innovation & Brand Experience:

• Pioneered AR-powered in-store displays for a spice client, allowing customers to scan packaging for recipe tutorials, resulting in 30% higher trial rates and a 15-point increase in brand affinity.
• Designed a "Smart Shelf" IoT solution for retail partners, reducing out-of-stock instances by 40% and improving brand availability perception by 25%.

G. Digital Strategy & Brand-Centric Data Solutions:

• Built a unified analytics dashboard (Google Analytics, Meta, CRM) for 12 clients, enabling real-time campaign adjustments and a 27% improvement in ROAS while tracking brand sentiment shifts (+18% positive mentions).
• Launched a predictive customer segmentation model for a leading spice brand, increasing email marketing CTR by 33% and brand engagement (time spent on site) by 29%.

H. Innovation & Brand Differentiation:

• Piloted a metaverse activation for a youth-focused spice brand, hosting virtual cooking classes in Decentraland, attracting 5K+ participants and generating $200K in direct sales, while brand coolness perception rose by 31%.
• Developed a gamified loyalty app for retail partners, rewarding repeat purchases with exclusive discounts, which increased brand advocacy (user-generated content) by 40% and retention by 22%.

Head of Marketing - Taisho Corp Viet Nam

A.Strategic Marketing and Branding:

• Led the development and execution of data-driven, comprehensive marketing and branding strategies for flagship energy drink brands Lipovitan Honey and Lipovitan Tongkat Ali and put priority significant growth in brand awareness, market share, and online sales, exceeding KPIs and strategic objectives.
• LSpearheaded market research and competitive analysis using Nielsen IQ data to research identified key market trends and consumer behaviors within the Vietnamese market to inform effective brand positioning strategies, identify key growth opportunities, and drive strategic initiatives in alignment with company objectives.
• Successfully launched over 10 major product lines, coordinating cross-functional teams and executing go-to-market strategies that drove significant revenue. Leading brand repositioning projects, enhancing brand equity and customer loyalty, contributing to increased customer retention rates.
• Developed and executed brand communication strategies, ensuring consistent messaging across all platforms and touchpoints which effectively strengthened brand identity and drove consumer awareness within the Vietnamese market.
• Collaborated with brand owners in Japan and international suppliers to develop and execute annual marketing plans tailored to the Vietnamese market, maximizing campaign impact by incorporating cultural insights and consumer preferences.

B. Digital Marketing and E-commerce:

• Managed and optimized multi-channel digital marketing campaigns across SEO, SEM, social media (Facebook, Instagram, TikTok, Zalo OA, MoMo E-Wallet), email marketing, and e-commerce platforms resulted in substantial growth in online engagement, lead generation, brand reach, and conversions.
• Leveraged advanced digital marketing tools, including Facebook Pixel, Ad Manager, Page Manager, Google Analytics, and Google Ads (GDN, AdWords, YouTube advertising). This allowed for effective targeting and reach of key audiences, driving brand awareness and conversions.
• Managed and optimized online retail operations on major e-commerce platforms (Lazada Shopping Mall, Shopee Mall, Tiki Trading, TikTok Shop), driving significant sales growth in the digital space and exceeding online sales KPIs.

C.Team Leadership and Collaboration:

• Managed a high-performing marketing team, fostering a culture of innovation and excellence. This resulted in a 15% improvement in team productivity, exceeding online sales KPIs, and achieving strategic objectives.
• Collaborated effectively with cross-functional teams, including Sales, Product Development, Trade Marketing, Event/Activation, Media, Creative, and external agencies, to ensure cohesive and effective marketing initiatives and successful product launches.
• Partnered with the Trade Marketing Department, DMS, and retail partners to execute trade marketing activities, merchandising, and POSM strategies across all distribution channels. This ensured prominent brand visibility, effective product placement, and strong relationships with key stakeholders.
• Provided leadership, coaching, and training to the branding team, fostering a culture of innovation and marketing excellence, resulting in improved team performance and campaign execution.

D.Data Analysis and Performance Management:

• Utilized data analytics and performance metrics to optimize marketing campaigns and resource allocation. This resulted in a 20% reduction in customer acquisition costs and a 15% improvement in team productivity.
• Managed marketing budgets effectively, optimizing resource allocation and achieving cost savings through data-driven campaign management and strategic partnerships.
• Monitored and evaluated the effectiveness of marketing campaigns, analyzing sales volume and reporting results to the Board of Directors.
• Analyzed customer feedback and behavior to develop targeted marketing campaigns and enhance the customer experience.