- Foundation Research Implementation: Conducted foundational research, including segmentation and brand health diagnostics, to support the bank's transformation strategy.- Customer Insight Projects: Executed customer insight research projects targeting diverse customer segments, from SMEs to RBs, including mass affluent and affluent profiles. Provided actionable insights to design Customer Value Propositions (CVPs) and tailored marketing programs.- Marketing Campaign Evaluation: Conducted post-launch evaluations of marketing campaigns, establishing a comprehensive set of KPIs to assess performance and media channel investments. Leveraged insights to enhance future marketing initiatives.- Collaboration with Business Units: Partnered with various business units to conduct customer surveys evaluating new product ideas, card designs, and promotional offers, facilitating the development of product offerings and communication plans for new launches.- Consultation and Planning: Advised on research planning and budgeting for customer insights initiatives within business units, ensuring alignment with strategic goals.

- Spearheaded strategic research initiatives, including Segmentation study for MAF customers and Brand health tracking for card and digital banking products. Leveraged deep customer insights to develop CVPs and Marketing programs.- Track and analyze customer engagement metrics (NPS, CSAT) across the customer journey to uncover pain points, understand the root causes of customer satisfaction issues, and identify opportunities for experience improvements. - Digitize customer surveys by embedding unique CIF-encoded links, enabling faster insights and cost optimization. Integrated survey data with internal data (customer demographics and product usage behavious) to deliver comprehensive analyses and actionable recommendations that supported business decisions.- Conducted post-launch evaluations of marketing campaigns, establishing a comprehensive set of KPIs to assess program performance and media channel investments, leverage these insights to apply for future marketing programs.- Collaborated with business units to conduct customer surveys evaluating new product ideas, card designs, and promotional offers to develop product offers and communication plans for new product launches

- Lead all consumer research projects in fresh meat and marinated meat category which is key business of Corporation included brand health check, U&A, price sensitive analysis, shopper research, product test, packaging test, FGD, In-home,.. - Building knowledge in consumer/customer behavior and market trends in assigned category.- Manage, analyze and report brand health performance to provide valuable insights for brand team to make strategic decision.- Provide analysis on performance of Marketing Channels/ Campaign through analyzing consumers and market data.- Do survey and feasibility analysis to consult brand team on making decision on IMC, pricing, product innovation when seeing market’s opportunities.- Work on many special projects with Masan’s partners (Vincommerce, VinID, Techcombank…)- Involve in special projects assigned: push revenue at stores, agents, online and MT channel.- Conducts multiple training session to research team at junior levels to equip them with the necessary knowledge and skills.- Get on well with big data analysis.- Recognition: Join Masan as CMK executive and get promoted to CMK supervisor after 1 year.

- Manage quantitative research projects from proposal writing to deliver reports (Consult clients on project requirements and objectives, design research methodology, manage timeline and budget, cooperate and supervise operation team on project implement, monitor project progress, analyze data,…)- Independently handleds both international and local clients, mainly in fast-moving consumer goods (FMCG).- Maintains a high level of client satisfaction by ensuring accuracy and timely submission of deliverables, drawing insights and recommendation.- Experienced in many types of projects: tracking studies (mainly U&A and Brand Health Track), product test, TVC test, packaging test, concept test and customer satisfaction.- Has exposure in many industries including F&B, babycare, homecare,…Recognition: Chosen as one of the company top talents and get a salary rise after 1 month.

- Monitor running campaigns.- Collect and analyze data to find out unexpected matters then come up with solutions.- Do tracking report for KPIs of campaigns.