Germany
I've spent 18 years in senior marketing roles across Vietnam and Southeast Asia, building functions that perform under pressure: turnarounds, brand relaunch from ground, and category leadership campaigns across some of the region's most competitive industries: tech, fintech, automotive, and consumer goods. The work that tested the thinking most: a global semiconductor company deepening its marketing presence in Vietnam, where I built the market development engine that contributed to 50% year on year revenue growth over two years. A major commercial bank in the middle of a digital transformation, where I led a full brand rebuild across 315 branches, a $3M investment that repositioned them among Vietnam's four most valuable bank brands within 12 months. And a browser platform with 25 million users facing a 30% user decline after a data privacy crisis, where we reversed the decline within two months and sustained mobile base growth to over 28 million installs while holding acquisition cost 20% below target across three years. I'm now based in Germany, completing a Master in Management at the University of Mannheim. My thesis examines how consumers distinguish AI generated content in marketing communication and what that distinction does to brand trustworthiness. The research sits alongside four courses in AI strategy, digital transformation, and the societal implications of generative AI, which means the question I'm writing about is also the question I'm watching play out in every marketing stack I encounter. I'm actively seeking a senior marketing leadership role in Germany, ideally at a company with global or APAC operations.
- Restructuring & Governance: Built and managed a centralized Marketing Division, consolidating 80% of subsidiary marketing activities to improve efficiency and reduce resource waste. - Brand Architecture: Developed and implemented the group-wide brand strategy, aligning diverse assets (Savico automotive, Ana Mandara hospitality) under a unified framework. - Strategy Execution: Managed group-level budgets and agency ecosystems, enforcing ROI discipline and introducing KPI dashboards to measure effectiveness. - Crisis Management: Oversaw PR, reputation management, and CSR activities at the group level.
- Crisis Recovery: Executed a transparency campaign to restore market confidence following a data privacy concern, successfully stopping user decline within 2 months. - User Growth: Led cross-functional teams to launch acquisition campaigns, increasing Daily Active Users (DAU) by 61% on Mobile and 10% on Desktop. - Brand & PR Strategy: Led integrated brand campaigns and public relations initiatives to strengthen market positioning and drive mass awareness across digital and traditional channels. - Performance: Managed marketing budgets to keep Customer Acquisition Cost (CAC) 20% below KPI targets.
- Brand Building: Built brand trust and awareness, positioning the wallet as a preferred payment partner for digital services. - Strategic Pivot: Shifted strategy from direct cash subsidies to partnership models with major e-commerce platforms to drive utility and loyalty. - Channel Expansion: Launched nearly 8,000 retail points across 43 provinces in one year. - Results: Achieved 281,000 app downloads in 6 months and reduced Cost Per Install (CPI) by 70% via organic growth and partnership optimization.
(Including role as Head of Marketing for subsidiary Techcom Securities) - Brand Transformation: Managed a $3M rebranding project across 315 branches, elevating the bank into the top 4 most valuable brands in Vietnam. - CSR Strategy: Directed corporate social responsibility initiatives to align brand values with community impact and sustainability goals. - Techcom Securities: Built the marketing team and contributed to 3x revenue growth ($27M) in 2015
- Ecosystem Marketing: Managed Demand Generation programs to shift users from feature phones to smartphones (3G/4G). - Partnerships: Negotiated co-marketing initiatives with carriers (VinaPhone, MobiFone) and OEMs (Samsung, Nokia, LG). - Results: Delivered 50% year-on-year revenue growth in the region.