Brand & Marketing Manager

I own regional brand strategy for approximately 300 PNJ stores, with Tier 2 and Tier 3 markets contributing roughly 40% of revenue. I translate national brand direction into localized priorities and execution while maintaining consistent brand identity across the store network.

I manage approximately 20 billion VND in marketing investment and lead digital, PR, communications, agency partners, and store-traffic initiatives. I helped establish the Tier 2 and Tier 3 project team, piloted digital activation and AI applications, and supported a regional portfolio generating more than 12,000 billion VND in revenue with 11% year-over-year growth.

I led marketing and portfolio strategy for Casio and Pilot, developing differentiated approaches for leadership, loyalty, penetration, and new customer segments. I owned annual operating plans, volume forecasting, and marketing budgets of approximately 5 to 10 billion VND.

I redesigned general trade, modern trade, and e-commerce strategies, including dealer-acquisition models. I led a three-person marketing team and agency partners across integrated campaigns, POSM, and performance tracking, delivering consistent 5–7% annual revenue growth and 21% market-coverage expansion.

I developed brand strategy and go-to-market frameworks for the aquatic business, translating business objectives into brand initiatives and stronger market positioning.

I led the 3F GreenFeed Solution repositioning and rebranding, reinforcing the Farm-to-Table value chain. I also oversaw e-commerce, ATL, and BTL communications, contributing to the aquatic brand reaching a national Top 5 market-share position within one year.

I led brand equity, vision, and value-proposition development for a top-three rider-fintech platform. I managed monthly and large-scale campaigns and supervised teams against defined OKRs.

I analyzed customer behavior, segment insights, and competitors including Grab and Gojek to identify market opportunities. My brand initiatives contributed to a five-point increase in market share.

I orchestrated brand transformation across more than 500 dealers and 100 SKUs. I built annual brand strategy covering PR, dealer and retail activities, product launches, major events, and integrated marketing communications while managing an approximately 20 billion VND budget.

I managed partnerships with BMW, Hyundai, Toyota, and Grab, and built the corporate CSR plan for mobility and environmental initiatives across Asia. The work raised Bridgestone from third to second in brand ranking, achieved 35% share of voice, generated over 100,000 social mentions, and supported market-share recovery.

I created and presented strategic proposals based on client business objectives, translating marketing strategy into actionable event, activation, experiential, POSM, and product-launch solutions.

I supervised live-event delivery and coordinated creators, account teams, and execution partners. I delivered the Heineken C1 Cup Vietnam and the first Heineken F1 car in Vietnam, along with projects for Oishi, Strongbow, Tiger, Suzuki, and Bayer.

Bachelor's Degree.