Vu Phan Email & Phone Number

Ho Chi Minh City, Vietnam

Achievement:2024- WINNER | Force For Good- 1st RUNNER-UP | Best Of Country- 2nd RUNNER-UP | Master Of Media2023- 01 GOLD Social Impact Marketing - MMA Vietnam 2023- 03 SILVER Real-Time Marketing | O2O / New Retail / Innovative & New Tech Sales Channels | Personalization - MMA Vietnam 2023- 01 FINALIST EFFIE APAC 2023- The Grab Way Awards

Vietnam

(*) Updated Scope (Jun 2022 - Apr 2023): Total Mobility (Key Cities & Outer Cities) & DAXStakeholders Management: Lead 3 direct report, 1 temp Unicorn & collaborate with key-dotted lines to be in charge of Biz Growth & Brand Building for GrabBike & GrabCar.Marketing Management:- Developing the Marketing Strategy for GrabBike & GrabCar based on local insight including dataanalysis and in line with the business direction.- Responsible for the end-to-end design and execution of strategic campaigns includingconcept ideation, media and demand planning, go-to-market strategy, and budget planning.- Be responsible for budget management & the strategic area regarding the long-term brand building while executing BAUs flawlessly to secure short-term demand growth. Achievement:- Led the "return" campaign "Trở lại để tiến tới" to gain Brand love while positively impacting the biz holistically.- Recovered TP VN post-covid to maintain #1 market & exceeded H1 2022 target- Reform the "Marketing way" of Transportation with the balance between Brand Building & Demand Gen activities; resulting in stronger BCP (#1 leading position) & faster post-COVID recovery in terms of GMV and MTU (increase MOM with avg. 30%).- Generate and led end-to-end insightful & impactful campaigns to reinforce Brand RTU, Brand Association & Brand Loyalty to fortify the Grab Transportation leadership while building on added value for consumers.- Launched/ Relaunched multiple new fleets to meet the emerging needs of consumers (GrabCar Protect, GrabBike Plus, GrabCar Economy)- Be a pioneer with 1st-time-ever experimental of multiple areas (Reward Ride with multiple cooperations, media-oriented reactivation ...)

• Develop a marketing strategy to build brand equity and to achieve business OKR.• Lead integrated marketing activity calendar to ensure the consistency between communication strategy and AOP progress.• Driving concept, planning, and operation management for brand communications including in-house planning and agency management• Work with BUs (Business Units) to plan and deploy the needed campaign to achieve specifically the business results.• Work with cross-functions to ensure flawless brand experience across touchpoints.• Accountable for budget tracking.• Manage other operations such as trade service, visibility, sponsorship, etc.Achievements:- Campaign "Zero To One" to consolidated the NO.1 E-wallet of Vietnam gained big success in terms of brand metrics (Awareness, BHT, ...) and business sphere (attracting new users & reactive inactive users)- Campaign "Zero To One" sit at #7 on Buzzmetrics ranking in 10/2020 and #5 YouTube Trending, with the dominance from 3 key cities (HCM, DN, NT) regarding ad-recall & message-recall- Campaign P2P: Since the launching on 18th December till the EOM, the growth rate in terms of user increase 6.4% v.s Nov.- Campaign OTA: The KPI in terms of Revenue on the month of launching the campaign over achieved 12%

• Work closely with Sales & Trade Marketing, to ensure marketing activities with full alignment around brand strategy execution on channels.• Lead cross-function (R&D, Production, Procurement, Sales, Trade marketing) on NPD Process: new product concept development, packaging design, sales forecasting, sales training, and stock management.• Monitor sales performance to ensure KPI achievement while proposing necessary initiatives to address the gap and maximize the growth.

Vietnam

• Support Brand Manager for developing and executing Brand Plan & Activity quarterly and yearly.• Analyze industry, competition and market trends.• Monitor the Brand activities' performance and actions from competitors to have a proper plan and executions.• Coordinate with Communication teams (PR - Social, Community, Business Intelligence, Creative) and Commercial/ Merchandise team to ensure the success and the consistency of the campaign.• Work with agencies (Creative, Media, Research, etc.) and other Brands to come up with the integrated activity calendar.• Providing business judgment/ advice and follow-up in all aspects of brand marketing including creative, media, etc. in order to leverage Brand Equity.• Track budgets with an eye towards maximizing gains and reducing costs for each campaign/activity• Update and report during and after the campaign to Brand Manager.Achievement• Increase Brand Awareness of Tiki up to 93%.• Increase Top of Mind in eCommerce platform (with Fastest Delivery and Authentic Product attributes) collectively to 26 absolute percentage points.• Maximize the efficiency on Media strategy, achieving x20 better regarding the effectiveness• Top 5 Finalists | YouTube Works Awards | Best Collaboration: Brand & YouTube CreatorsCampaign: "Tết Hiện Đại, Không Ngại Làm Dâu" | Time: Tet 2019• MMASmarties2020: Best Data-Driven Display Creative: Everything you need. A dynamic and personalized marketing solution that touches customers at the right time based on their interest and searching behaviour

Vietnam

• Branding Projects planning/ execution: Exposing the Brand Equity to audiences via various forms: "Viral" Clip, Music Video, TVC, etc.• Social Commerce: Livestream - Budget allocation and Timeline management.• Media Planning for Creative Asset - Traditional Media (OOH, TV ads, moving ads, cinema, etc.) and Digital Media (Google - YouTube, Facebook, LDN, VOD, etc.).• Brand Audit - Working closely with the Research agency in order to study and analyze the trends of the market for composing a corresponding strategy.

Elda, Spain

• App Store Optimization (ASO)• Manage Monetization campaigns through AdMob and TapJoy• Content writing and editing via publishing tools (Facebook, etc.)• Translation• Management of the blog and contact with influencers from YouTube• Analysis of campaigns and elaboration of reports

Aveiro Area, Portugal

Work collaboratively with interdisciplinary teams, and will be responsible for assisting in the analysis tasks related to projects for key brands. In details:. Directly assist with Marketing Department with the planning and execution of strategic campaigns.. Execute and assist the strategy's creation in order to increase the inbound leads.. Perform the strategy with careful means of measurement and analysis.. Implement market research.. Monitor and improve the effectiveness of company's social media channel.

Bachelor Of Business Administration (B.B.A.), International Business/Trade/Commerce, 4.3/5 (Excellent)

_ Thesis titled "Social Media Marketing strategy for Emeteclass, Lda to penetrate into Finland market"​. Got 5/5 and positive feedback.

Bachelor Of Business Administration (B.B.A.), International Business/Trade/Commerce

An Erasmus Exchange from sending institution (Savonia University of Applied Sciences)