Ho Chi Minh City, Vietnam
I build brands, scale operations, and grow revenue — across retail stores and e-commerce platforms throughout Southeast Asia. With 15+ years in fashion and lifestyle retail, I've gone from managing a single store to leading multi-market expansion independently. Most recently, I launched KRIPS sportswear end-to-end — from concept and product development to running 5 Shopee storefronts across Vietnam, Thailand, Malaysia, Singapore, and the Philippines — with zero paid media budget. What I bring to the table: ▸ Cross-border e-commerce operations (Shopee Mall, Lazada, TikTok Shop, website) ▸ Retail network expansion — store setup, SOP, KPI systems ▸ Brand building from zero to multi-channel market presence ▸ Team leadership — built and developed teams of up to 80 people ▸ Omnichannel commercial performance — 2B+ VND/month at ONWAYS, 7-10% YoY growth I thrive in lean, high-accountability environments where execution matters. Whether it's launching a new brand, opening new markets, or turning around an underperforming retail network — I've done it, and I can do it again. 📍 Based in Ho Chi Minh City | Open to opportunities in retail, e-commerce, and business expansion roles. Let's connect if you're building something in SEA.
▸ Led end-to-end launch of KRIPS sportswear brand: concept, product development, supply chain to full multi-channel market execution. ▸ Built and achieved Shopee Mall Vietnam certification; independently set up 4 Shopee International storefronts (TH, MY, SG, PH) — managing localization, pricing, and cross-border logistics end-to-end. ▸ Grew monthly revenue to peak of 160 trieu VND in a bootstrapped model with zero paid marketing — driven by organic SEO, keyword strategy, and content optimization. ▸ Managed 216 SKUs across multi-variant catalog; ran parallel sales on Lazada, TikTok Shop, website, and social media. ▸ Drove brand positioning and digital marketing strategy to build sustainable cross-border revenue pipeline across 5 SEA markets.
Led end-to-end launch of KRIPS sportswear brand: concept, product development, supply chain to full multi-channel market execution. Built and achieved Shopee Mall Vietnam certification; independently set up 4 Shopee International storefronts (TH, MY, SG, PH) — managing localization, pricing, and cross-border logistics end-to-end. Grew monthly revenue to peak of 160 trieu VND in a bootstrapped model with zero paid marketing — driven by organic SEO, keyword strategy, and content optimization. Managed 216 SKUs across multi-variant catalog; ran parallel sales on Lazada, TikTok Shop, website, and social media. Drove brand positioning and digital marketing strategy to build sustainable cross-border revenue pipeline across 5 SEA markets.
Managed full retail network: 5 owner stores + ~20 shop-in-shops + online/e-commerce; total revenue ~2 ty VND/month with 7-10% YoY growth. Led team of ~30 people across retail, ops, and brand management — from frontline staff to supervisors. Owned complete commercial performance: KPI tracking, promotion planning, revenue optimization across offline and online channels. Managed buying, merchandising and inventory planning to maximize sell-through rates and minimize stock risk. Designed CX optimization initiatives that improved customer satisfaction and repeat purchase rates across all touchpoints.
Standardized retail chain operations and managed daily store performance across the network. Executed trade marketing activities and coordinated in-store brand presentation to drive sales results.