Ho Chi Minh City, Vietnam
• Hosted company conferences, live concerts and events, press conference and game shows, music, reality shows on Hochiminh City Television and Vietnam National Television Station channels. • Sang in the live concerts “The 115th Anniversary of Da Lat City”, “Happy New Year 2010” and Television Music Program “Sing with the International Melodies” • Advertising Model for Japanese Medicare brand: Refre Mentholatum • Acted in Television film “Lục Lạc Huyền Bí”
• Re-create Hazeline brand in Vietnam (retargeting consumers, reposition brand, create new product concept & packaging) • Take brand ownership for Dove/ Lux/ Hazeline brands and provide the vision, mission, goals and strategies • Work with cross-functions team to translate brand strategies into brand plans and go-to-market strategies/ activities • Establish performance specifications, cost and price parameters, market applications and sales estimates • Measure and report performance of all marketing campaigns, and assess against goals (ROI and KPIs) • Coach 2 Assistant Brand Manager to deliver brand activities for 3 brands and also develop to target career goal • Continuously work with Consumer Market Insight team to monitor market trends, research consumer markets and competitors’ activities to identify opportunities and key issues • Oversee marketing and advertising activities to ensure consistency with product line strategy & company’s focus • Lead creative, brainstorm new and innovative growth strategies, searching for new source for creative content • Closely work with finance team to build business case for the significant projects and monitor effectiveness • Looking at the pricing of products, working with Consumer Market Insight to analyze potential profitability
Marketing, communications and public relations 1. Responsible for creating, implementing and measuring the success of a comprehensive marketing, communications and public relations program that will enhance McDonald’s in Vietnam. 2. Ensure articulation of McDonald’s image and position, assure communication of image and position to all constituencies, both internal and external. 3. Responsible for editorial direction, design, production and distribution of all key visuals, POSM, merchandising. 4. Coordinate media interest and ensure regular contact with target media and appropriate response to media requests. 5. Act as the representative with the media for McDonald’s Vietnam 6. Coordinate the appearance of all print and electronic materials such as letterhead, use of logo, brochures, etc. 7. Ensure that the organization regularly conducts relevant market research and coordinate and oversee this activity, together with Consumer Business Insight. Monitor trends. 8. Lead cause-related marketing and Stores Grand Opening events. 9. Set up foundation for Ronald McDonald House Charity in Vietnam
• Support Marketing in building marketing plan and execute the plan • Responsible for all internal and external communications within and on behalf of McDonald’s Vietnam, including Media Relations, External/Government Relations, Social Responsibility (Brand Ambition), Internal Communication, Issues & Crisis Management and Consumer Public Relations. • Develop and executes specific, high-visibility Brand Building plans that leverage communications messages and vehicles to deliver on McDonald’s Brand Ambition. • Develop strategic communication and outreach plans for leadership team. • Serve as thought partner to senior management and providing strategic counsel and support to key departments. • Identify and address emerging issues relevant to the business. • Co-ordinate political monitoring and intelligence, and writing & distribution of appropriate briefings on issues and policy to internal stakeholders, including senior management and department heads. • Represent McDonald’s Vietnam at meetings, events, and conferences involving third party organisations. • Co-ordinate press office function and reactive media management including message development, statements and Questions & Answer resources. • Evaluate and measure effectiveness of communications vehicles and messages on an ongoing basis.