- Led and successfully launched 360-degree integrated Festive campaign “Gift of Unexpected Connections” to excite young consumers, achieved +72% volume growth & +2.4pt market share. - Coordinated to develop Annual Integrated Commercial Plan (AP) to identify business issues and opportunities to growth, 6Ps mix evaluation and define communication strategy for full portfolio.- Established seamless cross-functions collaboration with Consumers Insights, Trade Marketing, Supply Chain, Finance… and external agencies from Creative, Media, Social & Digital, Events… to achieve flawless execution.

- Analyzed and conceptualized consumers’ insights & behaviors with market understanding/trends into actionable recommendation for brands’ strategies.- Pioneered in new research qualitative approach for complicated projects to drive new research solutions for clients with excellent project management.- Managed a high performing and coached the team of 2 research executive members.

- Implemented digital sampling with activation nationwide that drive brand awareness and penetration for Sunsilk hair conditioner in both GT & MT channels.- Drove brand ecommerce monthly sales performance by 3x by leading monthly commercial campaign.- Coordinated with media/ creative agencies for TVC making and communication plan implementation OTIF.- Implemented activation at nationwide scope with sufficient promotional materials (brochures, catalogues, POSM…) that are in-line with product positioning and campaign theme.- Assisted and managed in brand metrics tracking performance and evaluate effectiveness of campaign.- Developed key promotions campaign to drive brand sales target during summer & Tet occasions.