Dat Le Email & Phone Number

Ho Chi Minh City, Vietnam

Design Route to market for hi- standard Beef category into Vietnam market by set up Brand systems, Product folio and appropriated channels- Set up corporate brand/ product brand for Vinabeef / Yuki ( chilled/ frozen)- Listing products ( raw meat / processing meat) to all channels MT/HRC/ E-com- Manage all channels/ customers’ relationship included GT/MT and KA (HORECA) and eCommerce in the whole Vietnam country, lead sales team to diversify new outlets to meet KPIs.- Learning the market insights to build up product folio development to penetrate all types of Vietnam distribution channels- Overseeing and managing Marketing team member from Branding – IMC –Trade – Digital ecom, typically spanning a wide geographical area.- Set up plans and strategies for marketing & sales to execute go to market plan to prepare for 1st at Vietnam and No.1 Beef processing factory & barn (integrated 4 in 1 model).Achievements:- Successfully deal to list in top National-wide MT chains like Aeon, MM market, Coop, King foods for chilled beef and frozen beef ( Yuki and Vinabeef brand ) and maintain the distribution nation-wide distributors ( industrial food service)- Fulfill product folio for both fresh beef and processing products with differentiating positioning “Japan standard & quality”

Ho Chi Minh City, Vietnam

(Top 5 exporter for IQF/ canned Mango- Pineapple -Dragon Fruit)- Build strategic products development for export/ local sells for B2B, B2C with sales turnover budget/ P&L management ( IQF foods, Fresh MD2, canned foods, convenient RTE & RTD in Asia, US, EU, Japan market.- Build up strong relationship & revenue to keep wide clients folio and regularly orders event Covid pandemic time ( Mercer, Aeon – Japan, Cargill, Tradex, Hasegawa, Nissei, Highland – Coffee chain…)- Control & capture Marketing team and Foreign Trade and Local sales to meet the target by Turnover, Gross Margin…Achievements:- Fully reached 115% AOP of 2020, by successfully convince the stable quality warrantee for Freeze Dry Dragon Fruit ( first time in Vietnam) with Top global client – Mercer – US ( Starbucks).- Newly establish new channel ( Coffee – chain) for domestic market with new cat product development ( Lotus seeds for Highlands Vietnam)

- Build Strategy and handle marketing & sales team for international markets. - Handle distribution head / International sale teams to build up the most realistic and strong support distribution/sale programs for each market- Closely work with International country heads all over the worlds liks US, Korea, China ( LaoJiao Group, T-Mall, JD, Carrefour…) , Singapore, Australia, Thailand ( Robinson SM), Russia (Magnit MT system, Pyatyerka SM) and Export sales to create suitable products and marketing supports- Handle support marketing activities at oversea countries like sampling, trade fair, event sponsorship…- Closely work with R&D to localize products/ pack type to fit each market (instant, freeze dried, capsule, cappuccino…

- Build Hanh Phuc Hospital Brand identity/ PR campaign as International Maternity Hospital- Build up awareness and penetration in HCMC & WOM about the high quality service in Hanh Phuc.- Marketing knowhow combine business developing integrated action plans.Achievements:- Successfully build up concept “ Hanh Phuc Maternity 5 stars quality with long distance from HCMC to enjoy “full happy process of Mom and kid”- Convincing the total new concepts of 2in1 – Delivery and beauty surgery at the same time secretly

Ho Chi Minh City, Vietnam

(Top 5 exporter for IQF/ canned Mango- Pineapple -Dragon Fruit)- Build strategic products development for export/ local sells for B2B, B2C with sales turnover budget/ P&L management ( IQF foods, Fresh MD2, canned foods, convenient RTE & RTD in Asia, US, EU, Japan market.- Build up strong relationship & revenue to keep wide clients folio and regularly orders event Covid pandemic time ( Mercer, Aeon – Japan, Cargill, Tradex, Hasegawa, Nissei, Highland – Coffee chain…)- Control & capture Marketing team and Foreign Trade and Local sales to meet the target by Turnover, Gross Margin…Achievements:- Fully reached 115% AOP of 2020, by successfully convince the stable quality warrantee for Freeze Dry Dragon Fruit ( first time in Vietnam) with Top global client – Mercer – US ( Starbucks).- Newly establish new channel ( Coffee – chain) for domestic market with new cat product development ( Lotus seeds for Highlands Vietnam)

Handle Dutch Lady Corporate & Brand Essence Identity- Responsible in Thematic & promotion campaign for Total Dutch Lady- Maintain and develop the successfully Den Don Dom Charity build Corporate image, Dutch Lady sales contribution and social poor children benefits- Create Yearly marketing Calendar for Dutch Lady Mega Brand- Take care P&L, sale turnover, Brand equity & message feedback from market- Maintaining the position of Market leader or Dutch Lady (in share of throat, share of voice and share of love “Den Dom Dom charity funding)- Rejuvenate The Total Umbrella Dutch Lady Branding logo & identity guideline over child brands, over SKUs, over Asia Pacific country.

- Deliver Pepsi Brand Equity “Ask for more” targets in line with the AOP ( Annual Operation Plan).- Learning plan to find out untapped Consumer Insights for local and global- Communication Strategy Development , local and global strategy alignment- Develop and execute Media Strategy, Consumer Promotions to achieve sales and equity KPIs.- Communication Material Development (ATL and BTL) campaigns with creative agencies.- Provide management oversight for the launch of product & product concepts- SKU Portfolio Management - Packaging Development- Successfully lured consumer attention out of Coke by utilized 2 platform Musicand Football ( Britney, My Tam, Van Quyen, Music and youngster bands)- Keep good Tet sale number yearly by good campaign “Tet Viet in Pepsi youngway”- Keep consumers away from Red festival items ( Santa, Tet , Thần Tài) by in/outinnovative products like Pepsi Blue, Pepsi Fire n Ice- Contributing the result of PepsiCo get breakeven point.

Hand on full process of bidding / campaign from briefing/ research/ Day 1/ product concept/ to communication planning and execution- Supervise whole process of productions ( TVC, print, OOH, packaging, activation and events)- Contributing in new product concept, new campaign, re-launching new pack,total branding building under clients requirements.- Successfully keep Sunsilk - My Tam umbrella brand as 1st position hair care brand- Successfully win the Viettel total branding and execution from the very first step to big branding in telecom now

Bachelor'S Degree, Business Administration

Bachelor'S Degree, English Language

Bachelor'S Degree, English Language