Thy Thai Email & Phone Number

Netherlands

• Strategic leadership: Designed and implemented the annual global eCommerce strategy, tailoring drivers for strategic markets across regions ( achieving an X8 growth in net sales since eBusiness establishment )
• Market Consultation: Guided core markets on local activation plan and co-led strategic projects, including Direct-To-Consumer platform launch, social commerce pilot, conversional campaigns
• Capability Building: Delivered upskilling programs through Global learning platforms ( Circus Street ), workshops and best practices sharing
• Operational Excellence: Launched and implemented tools for excellent Digital Shelf Health, perfect eContent and performance tracking ( SimilarWeb, Profitero, eStoremedia, DCI Power BI ) and driving continuous.
• Trend Integration: Monitored emerging trends and potential eRetailers ( Amazon, Mercado Libre, Rappi, Shopee, Lazada, Naver, Coupang, Wolt … ), collaborating with markets to establish Joint Business Plan and convert.

Netherlands

• Market Governance: Established and managed governance frameworks for the Vietnam market
• Brand Proposition: Co-developed a unique & purposeful brand proposition in collaboration with global agency
• Integrated Campaigns: Executed omnichannel brand plans, achieving notable results: 23% concept awareness on social media, reached 60% of target audience on social media touchpoints, increased search volume by +40%.
• Budget management: Planned and managed A&P budget

Vietnam

• eBusiness Infrastructure: Built and implement eCommerce infrastructure, including organizational setup and route-to-market models
• Capability Development: Enhanced digital eCommerce capabilities, focusing on upskilling sessions, best-in-class eContent & Retail Media Performance
• Strategic Integration: Advised brand teams on eCommerce strategies and annual activity calendar, seamlessly integrating them with marketing plans
• Partnership Management: Strengthened partnerships with key eRetailers ( Shopee, Tiki, Lazada ) and logistic providers at local and global level
• Sale Oversight: Monitored performance and ensure achievement of sales targets

Switzerland

• Tech Innovation Deployment: Coordinated with the tech team in Silicon Valley to plan and deploy Wearable Technology Project
• Global Collaboration: Partnered with Nestle digital communities worldwide to facilitate knowledge exchange, update global guidelines and deliver upskilling sessions
• Global Social Media Partnership: Managed partnership with emerging platform: Buzzfeed, Snapchat, Spotify, conducting internal training programs and co-developing social marketing plan with selected markets
• eContent Leadership: Developed a comprehensive eContent playbook for global brands and cascaded it to local markets for execution

Vietnam

• Annual Business Planning: Led the development and execution of annual business plan including communication campaigns, innovation & renovation projects, budget planning
• Business Intelligence: Managed the creation of business intelligence reports to track brand performance and drive insights for decision making

Vietnam

• Business Plan Execution: Assisted brand team in executing the annual brand plan, ensuring alignment with strategic objectives
• Online campaign management: Managed the launch of online campaigns, focusing on performance optimization and achieving key metrics