Thong Luu Email & Phone Number

Shanghai, China

Reset Asia commercial footprint and GTM strategy to drive aggressive growth. Grew Asia volume by 85% in first year. Key markets include China, Japan, Taiwan, and Southeast Asia countries.• Revamp product portfolio and pricing strategy to gain share from local competitors and to convert more consumers into krill oil consumption. Doubled volume in year 1.• Implement appropriate RTM model in each country to balance between direct and in-direct sales. Restructure distributorship model to drive aggressive growth.• Significantly step-up investments in sales and marketing to drive market development across all key markets. Tripled the size of commercial structure in Asia.• Boost krill oil category awareness via trade shows, webinars, and marketing activities.

Shanghai City, China

Responsible for leading the Ruminant feed business and Strategic Marketing and Technology (SMT) function and driving sales excellence via the implementation of a new go-to-market strategyRuminant Specie Lead:• Turn around the ruminant business from high double digit volume decline to +6% growth within 2 years by restructuring commercial team to focus on key accounts and high growth sub-segments (beef/sheep).• Improve profitability significantly from losses to $8.3M in FY19. Manage a commercial team of 200+ staff with annual net sales of $148M.Strategic Marketing & Technology:• Lead the development of local NPSS (new product services & solutions) and implementation of global NPSS to address needs of customers. Responsible for pricing strategy/guidelines and work closely with commercial team to develop creative marketing campaigns.• Drive critical emphasis on capability building and stringent execution of on-farm solutions (bio-security measures, feed programs, batch management, SOPs) by commercial team and customers. • Spearhead technology team to drive technical excellence around product design/formulation, new product development pipeline, and customer issue resolutions.Commercial GTM (go-to-market):• Develop clear customer segmentation (strategic/classic/base) with corresponding service guidelines to drive differentiated customer experience and service consistency.• Work with Pricing team to analyze cost-to-serve based on customer service level and adjust pricing principles.

Shanghai City, China

Drive overall company’s sales growth by exploiting unleveraged and untapped emerging sales channels, transforming capability building, and instituting standard processes, cadence, and outlet execution focus.Key Account:• Spearhead modern trade key account by formulating a 5 year ambition, roadmap, and infrastructure blueprint to drive growth agenda. • Convert KA service model from distributors to direct service to improve profitability.E-commerce:• Develop long-term ecommerce strategy to capture China’s fast growing online beer sales and to build this channel into a major volume and profit contributor, focusing on consumer recruitment, CRM, brand building, sales penetration into remote cities where company has little sales presence/support.Trade Marketing:• Gain in-depth understanding of competitive retail landscape and identify channel opportunities via trade census surveys; work with local sales teams to drive channel penetration.• Drive consistent national in-outlet execution via channel picture-of-success and relevant toolkits.• Develop creative channel activations by leveraging digital media and O2O platforms such as Dianping.Distributor Management:• Standardize national distributor management process, performance KPIs, incentive schemes, and evaluation criteria. Strengthen distributor relationship via joint business planning & capability training.• Structure suitable RTM model by city tier based on market maturity and internal capability.Sales Operations:• Step change sales force capability by instituting fundamental sales processes, cadence, and outlet execution KPIs. Develop comprehensive sales training curriculum to support capability building.• Drive excellent outlet execution by tracking leading performance KPIs with handheld devices.

Shanghai City, China

Driving continuous improvement and cost savings initiatives across key business unit’s operational areas.Operational Excellence (OE):• Acting as BU OE Champion to drive operational effectiveness in key functional processes and decision making in key senior leadership meetings.Cost Savings:• Work with cross-functional teams to identify/drive cost savings in areas of ingredients optimization, packaging improvements, and manufacturing efficiencies. Achieved $44M savings in 2013.

Shanghai City, China

Responsible for driving development of pragmatic strategies and roadmap to achieve China’s 2020 vision.Strategic Planning:• Managed development of geographic segmentation approach for China to drive segmented execution for category prioritization, route-to-market and resource allocation.• Led cross-functional formulation of China 2020 Vision with a clear roadmap for success. Identified strategic system capabilities needed to achieve long-term competitive advantage.• Drove development of medium and long-term strategies by factoring in the evolution of macro-economics, industry trends, consumer profile changes, and intensifying competitive landscape.Forecasting and Competitive Intelligence:• Developed forecasting methodology to project industry growth and future profit pool opportunities to be leveraged in long-term strategy development.• Conducted routine competitive intelligence gathering to drive in-depth SWOT analysis and led System wide workshops to discuss and align action plans. • Benchmarked China vs. other markets to determine growth drivers and shorten learning cycle time.

Beijing

Tasked to transform Beijing into best-in-class market to drive long-term sustainable and profitable growth.Operations:• Worked effectively with bottling partner to jointly develop Beijing franchise by evolving route-to-market strategies via strategic distribution partners and by implementing channel picture-of-success standards to improve in-store execution and to drive sustainable growth.• Achieved solid volume growth of 18% CAGR (2005-2007).• Maintained clear Sparkling share leadership at 62% despite heavy competition; doubled juice share to 15% and captured strong #2 position from 4th.• Transformed Beijing into a Coca-Cola China “model market” for the 2008 Olympic Games.

Shanghai City, China

Led a small team to assess new business opportunities and strategic fit with long-term vision.Business Development:• Carboy Water & Beverage Vending business assessment – Proposed/accepted by management not to engage in the business full scale after conducting comprehensive research/ analysis on consumer behavior/preference, competitive landscape, business model/capability fit, and potential profitability.

Hainan, China

Won the “Bottler of the Year Award” for significant volume and profit growth, 27% and 25% respectively.• Worked closely with bottler to improve market development activities including S&D infrastructure optimization, activation of key tourist destinations/outlets and first-mover in emerging MT channel.

Hong Kong

Spearheaded company’s market entry into Asia Pacific for its e-business software solution.Business Development: Developed and managed strategic alliances with 1st and 2nd tier system integrators resulting in significant lead and potential revenue generation. Negotiated and obtained commitment from Strategic Partners to achieve aggressive sales target of $10 million for first year of operation in Asia.

Hong Kong

Established and managed a new business unit to transform the company into a total solutions provider.Marketing: Repositioned the company’s proposition as a value-added service provider.Business Development: Formed strategic partnerships with wireless technology vendors, content providers, and systems integrators to provide a broad range of services and solutions meeting customer needs.M&A: Led due diligence in acquisition of a smart card manufacturer for $5 million.

Virginia (Usa)

Corporate Transformation: Initiated development of Center of Excellence to drive innovation via competency building as part of a restructuring program for a telecom equipment manufacturer. Strategic Sourcing: Led 2 strategic sourcing engagements for a major consumer products and a pharmaceutical company resulting in multi-million dollar savings in annual travel spending.

Delaware (Usa)

Systems Development: Developed decision support systems to analyze compliance of hospital buying group contracts leading to restructuring of contract terms and marketing strategies. Managed implementation of major hospital contracts generating $350 million in annual revenue.

Master Of Business Administration (Mba), Finance And Marketing

Bachelor Of Applied Science (B.A.Sc.), Systems Engineering