Chi Phan Email & Phone Number

Head of Category MKT Department (size of 03 employees) of Bird’s Nest RTD portfolios (Yen sao Thien Viet, Kid’s Nest Plus, Gennest, Justnest, Dailynest) & Country Media with key responsibility of assisting CMO in setting up MKT organization; planning & implementing brand new launches, communication & campaigns as well as digital transformation initiatives.Achievement Highlights:- MKT Ops Set Up: Assisted CMO successfully setting up MKT ops department with 03 core functions Brand (FMCG standard), Digital Commerce (Test & learn model) & Design (Creative packaging & digital agency standard) in 1 year - 80% built from within/freshman, resulting in healthy growth for both talent & MKT ops investment respective to scale-up pace of the business.- Brand Management:• Led TET Multi-brand commercial innovation (MBCI) campaign which drove +18%growth vs. YA on National sales of all participating brands.• Enabled savings of media buying budget by 70% vs. Pre• Assisted CMO/CEO in new whitespace/category expansion launches (Gennest/Justnest/ Dailynest Bird’s Nest Powder)- Digital Transformation:• Rebuilt & turned around Ecommerce (3.5X average monthly revenue increase) via shoprestructure (category & brand rearrangement) & design (UI refreshment), promotionsharpening & hallow effect from brand communication campaigns.• Proposed UI/UX design for CRM DTC platform (QSHOP)

Vietnam

Responsible for Product MKT campaigns and daily operationsAchievement Highlights - Successfully launched 03 big campaigns to drive cashless conversion & and restage/reposition Payment portfolios:(i) Credit card Year End/Tet Mega promotional campaign- 11/2019-3/2020 (+17% & 76% growth in new cards & payment volume respectively post-campaign; ave. 3X over-delivery in MKT KPIs)(ii) Payment campaign (combining E-bank Zero fee & Debit cash-back 1%)- 3/2020(iii) Credit card Visa Signature launch- 3/2020

Vietnam

- Drive usage promotion including discounts, special offers, and usage platforms on an end to end basis including concept, execution and fulfilment- Manage Customer Life Cycle Management (CLCM) of the credit card including all portfolio actions (research, analyze, plan) for driving activation, usage, upgrade and retention- Card portfolio management by controlling operations process, spending behaviour, activities of sales and communication channels to drive the right action to each target segment- Manage attrition measure and improve quality service delivery through the digital channel for enhancing customers experience as well as engagement- Responsibility for management retail instalment plan program including system development, partnership, promotions and marketing plan to educate customers and ramp up card spendsIn charge of stimulating transactions on e-commerce, recurring payment and FE Card Mobile App

Vietnam

- Plan and implement marketing campaign of usage including market research, brainstorm, forecasting portfolio performance and growth, communication plan, retention and execution to meet forecasts- Manage all activities of marketing to educate customers on how to use the card and enhance customers engagement - Analyzing the credit card portfolio and understand spending behaviour to design demographic customers and recommend new approach, promotion for stimulating spending- Maintain strong relationships with key partners as Lazada, Shopee, Nguyen Kim,… to implement cooperation promotion- Work with internal departments on evaluation, implementation launch, and ongoing servicing

Vietnam

- Devising marketing campaign from inception to completion including manage and execution with the aim of acquiring new credit card and stimulating card spending- Leading marketing plan as manage budget, create communication & media plan, manage all activities and work closely with the internal team as The Creative team, Activation team, Digital team and advertising agencies for implementing- Implement digital campaigns including plan, analyze, monitor performance all online channel with purpose optimize CPC & CPL - Organizing activations and events to approach new customers and increase branding awareness- Manage and monitor campaign performance to evaluate, adjust the approaching method for optimizing effective- Researching the market to catch up demand and update marketing channel in order to advise of Product team and BUs

Vietnam

- Researching and analyzing the behaviour of credit card holder to create the policy and promotions for approaching new customers- Coordinating with several departments (BUs, Operation, Legal & Risk Dept.,...) in VPBank to develop and improve the operation and service of credit card product- Being a representative for answering problems of the branches related to the product in charge- Making report as required to assess the effectiveness of the marketing campaign