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Accountable for the delivery of Volume, Turnover, Gross Margin & Market share target across channel in the market.Lead the implementation of the global strategy for Castrol, focusing on driving penetration, advocacy, and new customers acquisition for key channels including branded workshops, oil shops, spare part, both MCO (Motorcycle Oil) & PCO (Passenger Car Oil). Built and lead the entire e-Commerce strategy, managing brand presence & performance in the most popular platforms like Shopee, Lazada, Tiktok Shop.

Strategic Planning: • Establish general Marketing plan & strategy; oversee the annual marketing calendar, business cases and promotion scheme.• Work with research agency to conduct various research such as Brand Healthy Check, Focus Group, Product taste test & other internal research.Brand & Communication• Liaise with external and internal stake holders for the implementation of ATL & BTL marketing campaigns Pitching & working closely with marketing agencies to explore various media channels like: Facebook, Tiktok, Instagram, Google, Youtube,… to ensure both brand awareness & product performance. • Frequently work with KOLs & content creators to build marketing assets such as TVC, viral clips and leverage media strategy to create viral effect amongst key target audiences.Omni Channel & Performance Marketing: • Build & manage Omnni Channels (website, app, CDP), applying Martech Stack & automation marketing to enhance user experiences and optimize performance of multi sales channels.• Using various digital strategies & tactics such as SEM/SEO/Facebook conversion to create lead generation & deliver all of KPIs in sales revenue, conversion rate, orders, CPO,…. • Maximize sales channels by working with aggregators such as Grab, Shopee Food, Gojek, Baemin. Aggressively push sales via co-funding activities on these platforms. Promotions & Activations• Planning promotion & activation activities for new stores opening that could draw significant traffic from the first day of opening• Built promotional schemes which could deliver KPIs of new product launching or brand campaigns.Product & Menu management.• Deep understanding of all menu items together with Ops complexities in order to build product/marketing programs that suitable for the system• Partner closely with the Culinary teams to build product pipeline and market test that meet calendar needs and long-term category growth.

Plan and execute marketing strategies to enhance brand awareness, drive sales, and increase transactions.• Manage marketing calendar and budgets on a monthly, quarterly, and yearly basis.• Collaborate with store managers to optimize store performance.• Enhance brand visibility through partnerships with influencers and tie-up marketing campaigns.• Secure sponsorships through partnerships with TV channels and entertainment producers.• Oversee digital marketing efforts across various platforms including Facebook, websites, online advertising, SMS.• Develop engaging content and mini contests on Facebook, as well as run targeted Facebook ads to grow fan base and increase brand awareness.• Maintain website updates on a monthly basis or as needed for campaigns.

• 03/2013 - 05/2014: Brand manager - Phở 24• 10/2011 - 03/2013: Research Manager – All VTI brands• 06/2009 - 09/2011: Senior Marketing Executive (Highlands coffee)Brand | Product | Research:• Strategically plan and oversee all marketing activities, ensuring alignment with Operations team for effective execution at the store level.• Manage customer data, segment groups, develop loyalty programs, and drive new member acquisition.• Collaborate with New Product Development (NPD) to enhance menu items based on consumer feedback and optimize product sales, costs, and margins.• Conduct menu rationalization to determine successful items and make decisions on menu updates.• Lead research initiatives to support business growth, including internal customer surveys and external qualitative research projects.• Develop training materials for research function and provide input to strategic and tactical plans for BU growth.