Ngoc Hoang Email & Phone Number

Ho Chi Minh City, Vietnam

Ho Chi Minh City, Vietnam

Key Roles: A Mom of 3+ Babies. Lead NPD Portfolio including 3+ Brands in3 Different Categories: BOSS Coffee, Good Mood, ALL-FREE.• Lead Brand AOP Agenda to define 3-year Roadmap for 3 Brands• Lead Brand Development & Brand Building for BOSS Coffee Relaunch. Lead the Launch Strategy & Launch Campaign with Focus Strategy• Lead Brand Management and Campaign Development for 3 NPDs in 3 different CATs to deliver Business KPIs both short & long term• Lead Senior & Regional Alignment, Lead a matrix of Cross Function Regional to Local & Agency to well deliver all Projects OTIFAchievements: All 3 New-born Babies survive in the market after 1 year Launch, despite tough challenges & Covid BOSS exceeded AOP’22 42 days ahead of plan. Good Repeat, especially in North & in the Path for Expansion. COM received good feedback from Target consumers and helped uplift Purchase Intent

Ho Chi Minh City, Vietnam

BRAND ALL-FREE & BOSS COFFEE (NPD)Key Roles: • Brand Development - Lead Brand Strategy Development in VN, including Market understanding, Consumer behaviors, Competition landscape, Segmentation; identify Consumer insights & unmet needs, Source of growth, develop Brand Proposition for Local market - Define 3-year Brand Roadmap& 6Ps Key winning strategy• Brand Building & New Product Launch- Develop GTM Model, Launch Plan & independently lead biggest Launch Campaigns of SPVB- Lead COM development to disrupt the market & build Brand relevancy among target consumers- Lead Budget Planning & Management for biggest invested launch campaign- Project Lead, collaboratively work with a matrix of functions from regional to local, and agencies to ensure smooth & on-time Launch from Commercialization stage to Market Roll OutKey Achievements:ALL-FREE Make Vietnam the 1st country in SEA to launch this new strategic Brand successfully OTIF  After 6Month Launch, become market leader in NAB & Malty Beverage Category despite Covid impact, +double shares vs. Heineken in NationwideBOSS COFFEE Diversify & expand SPVB portfolio into new category. BOSS successfully launched OTIF. Vol Sales during 3 Month Launch exceeded FCST +48%. Communication generated big buzz on social, received positive feedback from Consumers with Sentiment score 0.82 (above norm 0.7), became a successful case study for new launch by Facebook Vietnam.

Singapore

Develop & launch Good Mood – Value Added Water to bring a healthy yet tasty water for consumers in 6 markets: Vietnam, Thailand, Indonesia, Malaysia, Singapore, Hongkong.Key Roles:• Regional Brand Development for 6 markets - Define & set 5-year Regional Brand Strategy for Good Mood based on deep analysis on market potentiality, competition landscape, consumers’ unmet need in 6 countries.- Define & establish Regional Brand Proposition.- Define product development & packaging development principles & guidelines.- Define portfolio strategy & expansion journey in each country.• Lead New Product Development for 3 markets Vietnam, Thailand & Indonesia- Lead Product Concept, Formulation & Packaging Development customized for 3 different markets, based on 11 qualitative & quantitative research, yet still in-line with Regional Brand Strategy & Principles as well as ensure the economies of scale.- Closely work with 3 local markets to support local adaptation of Regional Brand Proposition, Communication development and ensure the Launch Plan as timeline.- Responsible as project leader, collaboratively work with cross functions to ensure smooth Launch.Achievements: Set the first ever Regional Brand of Suntory to be launched in all markets in SEA Good Mood in Vietnam achieved highest repeat purchase 50% among NPD in SPVB

Key Roles:• Revamp TEA+ Matcha with focus strategyTEA+ Matcha was launched in Apr’16 as a new variant of TEA+. However, performance was not as expectation due to light taste. Instead of deleting this variant, we decided to revamp TEA+ Matcha with taste refinement and focus strategy.- Lead Relaunch Campaign with focus strategy: (1) focus target: university students and first jobbers, (2) focus channel: MT and Urban key CTs, (3) focus ATL to reach right target: maximize Awareness on Digital & drive efficient Trials via mobile sampling near schools/offices & TSMT sponsorship.- Act as Brand Manager to manage TEA+ Matcha Brand performance after Re-launchKey Achievements: Volume Sales increased +47% first 3 months Re-Launch and +41% after-Launch vs. pre-Launch. MT triple digit growth vs. AOP Target. Improve Brand Awareness, Better Taste & Trial score. Achieve highest Social sentiment score 0.99/exceeded Norm 0.6.

Vietnam

• Key Roles: Develop Communication Strategy for TEA+ after quality crisisSince its launch in Aug 2013, TEA+ COM always focused on Emo benefit “Feel Light”. However, after quality crisis, consumers are “back to basic” & need more reasons in Brand choice. Therefore, we re-defined COM strategy focusing on Functional Benefit “Body Light” to strengthen Brand Relevancy.- Lead TEA+ Tet campaign 2018 with strong insight & clear Brand role, build strong association between TEA+ & Tet oily food, create consumption occasions for TEA+ in Tet.- Break brand barrier of light-hearted execution to create a disruptive Tet TVC with impressive visual cue, ensure Brand standing out in Tet clutter time. This helped set a new page of TEA+ to be more extreme fun execution yet still ensure premium mood & tone.- First time change TEA+ Label in Tet to have more vibrant look and appealing for Tet gifting – one of the top consumption territories in Tet, which became the official design for Tet 2019 onwards.• Key Achievements: Volume Sales +11% vs. KPI and +19% vs. Tet’17 Highest Volume Shares ever, first time winning share from Dr. Thanh in Tet Exceed all Brand Health KPIs (TOM, Brand Love, P4W, Functional Benefit) Communication: Top 5 VN Youtube Tet Ads Leaderboard 2018  2nd Winner, Yatte Minahare Award (Global Scale) from Suntory Holdings, for TEA+ Break Record of Volume Sales.

Vietnam

• Key Roles:Crisis Management for TEA+In 2016, RTDT faced a serious downtrend due to quality crisis of key brands. Consumers started switching to healthy Categories like Packaged Water & Juice. Therefore, TEA+ most critical Job to-be-done is to regain trust from TEA+ users & retailers.- Collaborate with Corporate Affairs team to define gain trust strategy via reinforcing Japanese Quality & SPVB 22 years credential, leveraging voice of credible Celebrities & trusted source MOH.- Implement TEA+ Trust campaign with media salience of Trust TVC, Celebrity endorsement on Social, SEO/SEM, massive PR Education.• Key Achievements: Volume Sales exceeded AOP Target after 6-month below AOP  Improve Brand KPIs: TOM, Brand Love, Brand Trust, Good Quality Significant convert sentiment score from negative -1 to +0.9, exceed Norm 0.6 Best marketing team of the year 2016

Hue City

Hue-enter is a student-based NGO that helps develop tourism in Hue city through two main parts: a website introducing the beauty and cultures of Hue in English, and a free tour guide service offered for foreign visitors. It also helps develop soft skills for students in Hue city.Main responsibilities:- Co-found and create structure, vision and mission and objectivies for this Group- Recruit and Train members- Organize activities and maintain relationship among members- Ensure overall activities of the group as well as its members

Bachelor Of External Economics, External Economics

Scholar Of Global Ugrad Exchange Program 2011-2012, Economics, 4.0/4.0

One of the 9 Vietnamese Representatives, Scholarship of Global Undergraduate Exchange Program sponsored by the Bureau of Educational.

Education record