Ho Chi Minh City, Vietnam
Over 9 years of experience driving category growth across consumer electronics, home appliances, and B2B industries. I bring product expertise together with strategic branding, crafting go-to-market strategies that align business goals with customer needs. Strong track record in guiding cross-functional teams, localizing regional campaigns, and translating insights into high-impact market executions.
Product Marketing Strategy & Plan for 5 Categories: ▪ Lead Marketing part of Go-to-Market together with Product Managers ▪ Manage the Full Year Product Roadmap for each category, including content and visual product development. Collaborate with the Product Managers to define specifications and to ensure all marketing materials are cohesive and ready for timely product listings ▪ Coordinate with each Product Division on product strategy, analyzing market & competitors to build the right targeted advertising and develop communication strategy ▪ Develop and implement both ATL and BTL plans: driving brand awareness through key product launching campaigns (IMC, KOL, PR, Brand activation…), linking from Branding to Trading that incorporate POSM, in-store displays, dealer conventions, and promotions. o Corporate Branding – Toshiba Lifestyle Vietnam ▪ Control Brand Visual Identity and guidelines, implement PR, CSR, sponsorship and manage media strategies to enhance brand equity ▪ Align and pilot global and regional communication campaigns in the local market by collaborating closely with the Headquarter and APAC Marketing teams to ensure consistency and relevance at the corporate brand level ▪ Ensure strong and consistent brand message across all channels and marketing efforts. o Manage and control the Advertising & Promotion (A&P) budget, ensuring strategic allocation of resources across various marketing initiatives while monitoring performance to maximize return on investment. o Lead and guide a full-time Marketing team of 8 members and multiple agencies to achieve team goals.
Strategy & Marketing Activities support for Powder Coating South-Asia business (ASEAN, India & ANZ) o Manage New Product Introduction & Localization projects through coordination with multi- disciplinary teams (R&D, Commercial, Marketing, Supply Chain) • Drive product launch planning and provide guidance to the cross-functional product launch team to complete all required preparation and launch process: business case & justification, formulation & cost analysis, product trial, scale up, production, launching & tracking o Manage Product Portfolio: • Manage product portfolio to ensure consistency within the Region including branding and segments • Support the commercial team with guidance on specific product selection versus customer requirements. • Carry out regular product lifecycle analysis to actively support product complexity reduction • Internal & external product training o Support Communication & Marketing Activities the Region SAS • Develop and execute communication plan, work closely with Global Marcom team, prepare and execute Local & Regional Marketing activities (trade shows, customer events...) and Collaterals (sales document, samples, panels, color-card...) • Ensures creation of high-impact sales tools and customer retention tools such as white papers, newsletters, presentations, product demos o Support Regional Marketing Manager promoting business strategy • Analyze Market Data, customer requirement and competitor advantage to create a detailed Regional Market Segment Tactical plan and set of key actions • Build and execute CNBS plan (Customer-needs based segmentation)
Responsibilities of whole marketing activities (ATL, BTL) for Air-conditioner product in VietNam South Market: o Manage and control marketing Budget o Strategic planning and market research o Work with Creative Agency on branding Marketing (TVC, PR, Digital, POSM, OOH, et cetera.) o Trade Marketing in Centre and South (Shop décor, seminars, dealers’ trips, promotion, et cetera.) o Manage digital content (Website, SEO, media channels, et cetera.) o NPI Plan and Product training (model specifications/features, timing, positioning message, etc.…) MT(10%) - GT(90%)