• Conducted feasibility assessments on business expansion strategies based on CCG approach: new channels, new categories, new geographic markets• Assessed value creation opportunities, developed business cases and project documents for several strategic initiatives• Developed growth strategy for FMCG products on VinShop platform using CCG (Channel, Category, Geographic) and 4Ps frameworks, supported by internal and external data analytics• Performed periodical (monthly, quarterly) and ad-hoc analyses on industry trends and competitors, provided recommendations to functional divisions• Defined supplier portfolio strategy for the VinShop launch

• Set up acquisition and retention mechanisms to retain customer engagement and optimize cost• Actively monitored the performance portfolio of marketing campaigns against business objectives, planned KPIs, time, quality and cost; produced periodical and ad hoc reports to senior leadership teams.

• Planned promotional schemes, set up operational processes, coordinated cross-functional teams and actively monitored campaign performance to achieve business objectives.• Carried out a Christmas-themed gamification campaign for the VinID app, which resulted in 14% increase in app usage frequency of participating users.• Monitored a portfolio of marketing campaigns to ensure delivery is within the planned time, quality and cost; and produced monthly reports to inform leadership.

• Set up a marketing campaign monitoring and reporting structure streamlined with other functions' (Finance, Business Intelligence, Product) to provide data driven insights that enable timely optimization.