Vietnam
I) BU Strategic & Planning o Provide the holistic strategy/planning & set output & input KPI o Lead performance management, highlight risk & opportunity with DoC & Category Managers o PMO of LG (Laz Global) to involve company biz initiative to ensure LG reach the project targets II) Seller Battle & Platform governance o Manage LG seller funnel to identify seller segment, Top Sellers and monitor performance to ensure healthy, strong source of supply and sustainable growth o Lead on commercial side to set the KPI, Communication plan, Policy with Sellers to maintain the high Seller operation score. o Manage NPS core (Customer feedback to LG product/service) III) Traffic, Guided Shopping & Campaign Planning and execution o Manage traffic performance & efficiency of LG Homepage, Icon, Just for You, page and Guided shopping to ensure both quantity & quality traffic & improve CR% o Handle E2E Campaign planning & Operation for Mega, A+, Brand & Cate day o Improve efficiency via strengthen analysis to point out R&O by cluster and provide proper Guided Shopping key words, search trend recommendation on deal quality & assortment o Ensure smoothen on execution and process simplification IV) Logistic & Supply chain o Involve on Logistic planning and initiative with Local/Regional Logistic, Transport and 3PL to manage E2E delivery lead time from oversea to Vietnam (First Miles & Last Miles) o Leading on logistic operation & efficiency via improving Failed Delivery rate and Cancellation rate Key achievement: - Deepdive on Category/Assortment & Seller performance, Traffic (Flash sales, Icons) to finalize the strategy for Top Assortment/Category leaf & Focus seller and Price/Assortment competitiveness - Streamlined Planning on Quarterly target setting, Traffic & Campaign criteria & Performance monitoring via scheduling review frequently & online report trackers - Standardized operations: build Campaign checklist & processes. - Managed Logistic smoothly during Covid-19
I) Manage total MKT Cost & MKT revenue and Platform operation to ensure strong Lazada Customer base, healthy seller supply and attractive Platform service o Growth Hacking co-lead with biz team to define Customer Life Cycle (CLM) Funnel and budget guideline to ensure the investment integration of Online MKT (OM), Voucher & Branding o Leading on MKT spending efficiency steering for dynamic resource allocations to reach the target & efficiency KPIs o Set up Finance KPI & Operation for new business model Advertising Revenue to ensure Lazada provide MKT solution for Brand & Seller. Co-lead with biz team to work out Pricing package, Seller Adoption and commission guideline. o Supply battle management: provide the Finance solution for Seller /Assortment battle to diversify the product and improve the price competitiveness vs other Platforms. Drive investment efficiency via streamline Seller Chapters on hunting, improve Seller CR% and Seller Funnel optimization o Payment Solution management: Leading in Finance side on define Finance model, KPI and backend operation to improve Non-COD order share and increase Platform performance by enlarging/recruiting new Wallet merchants via Co-funding and exchanging traffic o Ensure healthy & attractive Platform services for both Customer & Seller by 1) leading in Finance side to deploy new biz initiatives giving more product/service; define Fee Charge to seller; co-lead with biz risk team to do risk assessment; Co-lead with Treasury & Accounting for Seller payment cycle & Finance statement layout II) End to End P&L Management for Lazada MP & Cross Border Key achievement: - Set up and operate successfully FBP team for new Biz model of Lazada Sponsored Solution (LSS) and Payment Solution - Define Financial model and budget management for company initiatives/Tools (LSS, Free ship Max, Cashback, Lazada Bonus, Installment) - Provide the MKT guideline base on Customer life cycle and Co-funding holistic planning
o Set up and operate Finance business partnering team in Lazada Vietnam o Set up and implement up-front control processes on budgeting, forecasting and tracking. o Business partnering with all departments (Platform Operation, Lazmall, Marketing, Product…) to provide financial support as well as stimulate discussion and challenges in order to improve decision making process. o Leading the Budgeting, Forecasting, and Strategic Planning process o Co-lead with Business Development team to build and implement new biz initiatives (biz model, Payment solution, MKT solution) o Leading on Mega Campaign investment & Cashflow to ensure dynamic resource allocation and maximize Platform spending efficiency. o Review monthly P&L, BS analysis and variance reports Key achievement: - Set up and operated successfully FBP team in Vietnam and be a modelling of FBP in Lazada SEA since 2018 - Stepped change the role of Finance in Commercial side by involving & providing financial solution for all the biz decision making. - Expanded scope to support CFO/Interim CFO build Accounting/FP&A fundamental Apr’18 – Apr'19
KEY RESPONSIBILITIES: - Involve CDSM annual plan to build P&L and ROI esp for Channel projects (Perfect store, Nutrition advisor, SM salary, Rural...) include MT & B2B. - Play key role in CDSM leadership meeting to highlight performance review and strengthen KPI delivery with CDSM Director. - Analyze P&L by channel, GT dashboard by regions and present to Management Team (Board team). - Drive Cost to serve effectiveness. - Define the TPR framework by doing deep dive The Retailer Margin (Front & Back margin) - Involve in key CDSM projects (Inventory on the wheel, E-Delivery, Cashless payment) to define the improvement areas esp. distributor ROI & service level & FCV cash flow via payment terms. - Identify potential size for Emerging channel via Vietnam Industrial zone size of prize project & define the key potential customer to win. - Strengthen investment structure and way of working with Sales team. - Revamp the Post Evaluation and define the key improvement & simplification process. - Step change Budget management process with key CDSM stake holders by creating the monthly Trade spend review meeting to ensure right resource allocation. - Lead of Lexia SOA simplification process and improve system efficiency. - Involve in SAP – SUMMIT project for CF areas. KEY ACHIEVEMENTS - Optimize 1.2mE for Sales Force via Distribution revamp exercise. - Distributor ROI improves +1.3% via Inventory on the wheel (IOW) - Reduce payment day for IOW from 4days to 2days and propose plan to reduce Distributor Trade term through E-delivery which helps Distributor save delivery cost - Make Vietnam as model for the new way of identifying and approaching for Diary in Industrial zones. - Define the TPR framework to improve the competency with competitor. -Simplify the SOA approval route in system & implement in Jan’18 which got good recognition from local biz team and Regional finance about the simplification model (from 31 route to 10route). - Make strong impact of Finance role in CDSM.
- Drive investment discipline through Media saving project by working closely with Mindshare, Media, Supply planning and Zero Base Budgeting team (ZBB) to define the Media investment model esp Digital & OOH, advertisement production rate card to make sure effective spending. - Drive process excellence by revamping the end to end Media process, robust Media report and controls in place. - Step change BMI process management in C4G model to ensure the right resource allocation esp NWM, Promotion (fewer, bigger, better). - Strengthen BMI Finance capability and step change Finance impact on Media. - Lead the Media buying saving agenda with Mindshare, Media to negotiate from Media vendors/agency by analyzing the trend of investment and benefit to define the right offer. KEY ACHIEVEMENTs - BMI save 1.2mE by leading the relevant teams build Media investment model - Process simplification: reduce the lengthy & complicated Media process from 15days to 6days, 47ppl to 4ppl involvement, 5versions of truth to 2versions. - Improve Forecast accuracy from 80% to 95% for BMI and get good feedback from Senior level for resource allocation. - Create the new way to approach with Media vendor to ensure more benefits to ULV. - Make a strong impact of Finance role in Media area.
A) Key responsibilities as a BB Finance - Involve in Long Term Planning to build the P&L vision of the Category through partnering with MKT, CMI - Assist Management Accounting Senior Manager to provide financial advices to business unit team including Marketing, Customer Marketing. - Assist Management Accounting Senior Manager in preparing category monthly and annual financial forecast and reporting. - Analyze mix modelling and Retailer trigger to define the right Front and Back margin model. - Analyze the impact of mix interm of Gross Margin and identify the saving area to help improve GM% of big pack - Analyze Promotion investment to define the level of discount and key activity by packsize by channel. - Analyze, evaluate, monitor month-end closing and prepare commentary on category performance against monthly forecasts. Identify trends and underlying business issues. - Perform pricing review for pricing action. - Dynamic resource allocation - Prepare category budget planning and monitor budget spending. - Prepare commercial cases for launches/re-launches, carry out tracking and post launch/re-launch evaluation. - Prepare weekly and monthly financial report relating to Category. - Participate in weekly & monthly meeting of business unit as well as Finance function such as Project Team meeting, Demand Planning meeting, Result/Forecast meeting, etc. Involved in ad hoc cross category/cross functional projects as required. B) Key responsible as BBF THE CORE project total company level. - Define Core of The Core SKU to drive business team focus on growing the Core in total Company level. - Deep dive Innovation analysis to ensure fewer, bigger & better innovation performance. - Assist CEO to prepare presentation to Regional team and be a project leader to cooperate with other functions for tracking and monitoring The Core performance.
A) Key responsible as BBF AM - Deo, Male Grooming - Involve in Annual P&L planning with MKT, CMI and TC - Manage monthly and quarterly forecast process - Monitor P&L of Deo & MG through partnering with MKT, TC, SC and other Finance partners. Highlight the gap and identify area of opportunity. - Monitor and control budget. - Calculate and justify Price proposal - Work with MKT, TC, CMI and Regional finance team about Launch/Relaunch Business case - Do post launch evaluation of Launch/Relaunch and Trade & Consumer activities to define key learning taken - Analyze the result after month-end closing, explain and identify area improvement in term of cost and mix. B) Key responsible as Media Champion - Work closely with VP Media, Media team, MKT, Mindshare to analyze agency fee and build end to end process. - Drive Non Working Media to help invest and spend more effective and efficient in Media production. Build and roll out end to end process for better planning and monitoring. - Partnering with Media team, Mindshare team and Advertising& Promotion team in Media monitor budget / Media forecast accuracy. - Being key role in ROMI project (Return on Marketing Investment) to drive business team spend more effectiveness and efficient esp. in Media and Activation areas. - Contribute to re-define internal APT (Advertising - Promotion - Trade Term Structure) process and internal & external Media process included Quarterly Framework, Proposal, Approval & Tracking. - Being BIIP Key user train process for newcomers, acting as L1 of system issue and test new CR and any new SAP version related to BIIP
- Ensure Forecast (BIIP) run smoothly in term of technical (system) and utilize BIIP functions to match with Vietnam business requirements - Work with Process Lead, Project team, and Support team to test and go live BiiP - Work closely with Project team for new CR, minimize the incident with Support team and monitor local IT and Third Party to develop sub-system - Drive BIIP end-to-end process by managing/influencing BB Finance, CD Finance, SC Finance, Supply Management, Demand planning, IT. Clarify roles and responsibilities of each functions joining the process and ensure they can deliver on time in full. - Document BIIP to ensure no knowledge lost - Initial review P&L come out from BIIP with sense check to ensure the correctness of process chain run and highlight unreasonable result.