Ho Chi Minh City, Vietnam
Dynamic and results-driven marketing leadership with 10+ years of experience driving growth across FMCG, automotive, and industrial sectors. Proven track record in leading MKT strategy, integrated campaigns, and B2B OEM partnerships to deliver double-digit revenue growth and profitability. Experienced in leading premium brands, driving high-impact product launches, and building strong brand equity. Combines commercial acumen with consumer-centric thinking to unlock value across B2C and B2B channels.
Lead marketing strategy and initiatives to drive volume, revenue, and profit growth across Passenger Car Motor Oil (PCMO) and Heavy-Duty Engine Oil (HDEO) segments, spanning both B2C and B2B Direct channels. • B2C channel: Develop & lead comprehensive MKT strategies to accelerate value growth through product innovation, launch campaigns, distribution acceleration and integrated communications. • B2B channel: Unlock Automotive OEM opportunities via new product innovation and brand partnership with key accounts
Led integrated brand communications across full portfolio, including Mercedes-Maybach, Mercedes-AMG and Mercedes-Benz. Delivered key product launches (new-gen GLC X254, all-electric Mercedes-EQ) and flagship campaigns reinforcing luxury positioning.
Led brand strategy and integrated campaigns to sustain Tiger brand leadership in Vietnam’s premium beer segment. Led major through-the-line campaigns (Festive, Football Thematic and Summer Promotion)
Led communications, managed ATL/Digital campaign, packaging development and in-store POSM/visibility programs (merchandise, GWP, sales kits) to drive engagement.
Delivered premium brand experiences (whisky tasting, workshop & trainings) and partnerships (activations, trade events) to build advocacy in luxury spirit segment.