NGUYEN HUYNH MINH TAM
Trade Operation And Retail Management
Ho Chi Minh City,SG
Summary
With background of sales and trade marketing from Sales and Trade Management to Retail and shopper activation, I look forward to a chance to challenge my skills and knowledge with long-term career path as a Sales & Trade Marketing Manager. Applying my experience and find-out into market deployment supports company to catch great success which has been my biggest passion ever.
Overview
11
11
years of professional experience
6
6
years of post-secondary education
1
1
Certificate
Work History
Brand Retail Manager
Philip Morris International
01.2021 - Current
- Route to market (Brand, Direct subordinates: 2
- Shape the Omni channel for new product launch with relevant approaches to reach ~2.000 POS in the first year
- Manage the consumer funnel from Lead to Validated Lead, Guided Sales
- Enable the system and technology from Global framework into local adaptation as: Salesforce, SAP, CEGID, Clientelling, E-ordering…
- Communicate with stakeholders for both internal and external for design the standard operating process
- Manage the budget planning in detailed for each channel with strategic phasing in each developing stage.
Head of Retail Management
Sony Electronics Vietnam
Hochiminh
05.2019 - 12.2020
- Direct subordinates: 4
- Cooperate with dealers and other partnership to manage the business of Sony Exclusive Stores: 13 stores in Nationwide
- Develop the new strategy for this owned channel to enhance sell-out of new innovative categories as: Digital, Headphones and speakers, entertainments… and differentiate with current channels with stable growth with 15% YOY
- Formulize the O2O channels to create the strategic growth of new categories, and re-build the customer database by memberships, promotions…
- Recommends and tracks key A&P budget’s elements as: executes brand communications across the portfolio with purposeful differentiation and reapplication, manage P&L to improve both top and bottom line
- Create the quality of lead through activation campaign as: event, road show, workshop… in the shopping mall, and at shops
- Work closely with our marketing partners and relevant firm stakeholders to develop insight- driven to catch sell-out target with optimal sell-in
- Work with media agency and content publishing partners to develop breakthrough media experiences, challenging and pushing our partners to deliver engagement.
Head of Field Force
Sony Electronics Vietnam
06.2015 - 04.2019
- Retail and Shopper Marketing Management
- Irect subordinates: 6 as Area Leader – 80 as FF with ~600 PG/PB
- Develop and optimize the Omni channel for Sony with 7 channels and over 3.000 POS with dedicated strategy and route-to-market plan for the Field team to activate the capabilities in- store
- Manage the sell-out for all Sony categories at key dealers as: DMX, Nguyen Kim, Cao Phong, Chain stores, Independent stores, Specialist channel…
- Control team Field Force in: budget, headcount, planning in trade execution, set-up target and trade terms for specific market
- Propose and compile to produce the POSM as: standee, wobbler, crowner, etc
- To deploy specifically in dealers’ channel, and for all categories of Sony for positive ROI ~ 20% in 2018
- Collect and analyze the market information: sell-out - stock, competitor’s activities, display and new promotion launch
- Connect with Marketing team for promotion planning, and categories development in long term, cooperate with sales team for POPs, and trade scheme execution
- Compile questionnaire and collect survey data to find out consumer’s insight to review, and enhance the promotion, and sell-out efficiency in channels.
Trade Category Assistant Manager
Unilever Vietnam
01.2015 - 06.2015
- GT Nationwide Category management and development of Knorr
- Irect subordinates: 2
- Route to market strategy, forecast & demand planning for the specific channel(s): wholesalers, semi- wholesalers, GT, and papa & mama stores… support to develop category size and sell in long term, and catch up the sell-out trend in short term
- In charge of in-store POSM design, cooperate with other teams as: Brand Marketing, Demand planning and agency for production and installation in store
- Manage promotion, sell-out volume, market intelligence information to compile brand plan on innovation, market size, market growth, communication with sales team execution
- Work with field sales team to ensure excellence in in-store activation with supporting trade terms, and scheme
- Conduct research survey and work with agency as: Kantar World Panel, Milward Brown and Nielsen to launch/ re-launch and consumer promotion activities, and retailers sell-in
- Control the budget of Food and Refreshment team to fully deploy the merchandising and shop, and facilities investment in shops.
Project Operation Manager
FrieslandCampina Vietnam
03.2013 - 12.2014
- Scope: GT Nationwide ~12000 GT stores
- Irect subordinates: 8 Force team: 120
- In-house deployment of Outlet Segmentation project in Nationwide: 25 provinces, activace ~12.000 GT stores with nearly 40 distributors
- Project achieved 8.200 bio VND as growth 11% in 2014 vs 2013, gets reward for Best Sales Team project
- Control the budget and operation progress from recruiting member and market survey with sales team
- Manage this sales & trade -oriented project to enhance sales capability by segmentation them into efficient groups, then develop appropriate the trade terms and merchandising plan in specific shop based
- Analysis the survey data for trade marketing strategies, especially in optimal investment on POSMs, Facilities and incentives
- Support in design and implement the Trade package in market and to develop sales inventory and operation plan
- Set up the route to market plan for each sales team in distributors to execute the project to cover the hiding section in the market
- Cooperate with BCG (Boston Consulting Group) to conduct this project in other SEA countries by: type of data collection, form audit team, form sales team and strategy, plan to execute.
Business Analyst
Nielsen Company
02.2011 - 02.2013
- Scope: to be customized by clients
- Irect subordinates: 2
- Support clients with Retail Audit data: FrieslandCampina, Unilever and URC…
- Analysis: Integrate “external” data sources as: Quantitative & Qualitative with Internal data from the organization to provide the brand health checking and status of the distribution network
- Collaborate with client’s department as: Consumer / Trade marketing, and Sales in “composing” of brand strategy and highlight the issues in short term and strengthen the route to market plan in long term
- Be the key responsible for the Outlet Segmentation project of FrieslandCampina which focused on distribution network refreshment and salesforce effectiveness.
Education
Bachelor Degree - Business Management and Administration
Foreign Trade University
01.2006 - 01.2010
Master Degree - Business Management and Administration
CFVG, City
01.2020 - 01.2022
Skills
Retail management
undefinedAccomplishments
- Above Call of Duty Awards in Philip Morris in Sep'21
Certification
TOEIC: 905
Timeline
Brand Retail Manager
Philip Morris International
01.2021 - Current
Master Degree - Business Management and Administration
CFVG, City
01.2020 - 01.2022
TOEIC: 905
12-2019
Head of Retail Management
Sony Electronics Vietnam
05.2019 - 12.2020
Head of Field Force
Sony Electronics Vietnam
06.2015 - 04.2019
Trade Category Assistant Manager
Unilever Vietnam
01.2015 - 06.2015
Project Operation Manager
FrieslandCampina Vietnam
03.2013 - 12.2014
Business Analyst
Nielsen Company
02.2011 - 02.2013
Bachelor Degree - Business Management and Administration
Foreign Trade University
01.2006 - 01.2010
Similar Profiles
Lucie HolcováLucie Holcová
Financial Analyst at Philip Morris InternationalFinancial Analyst at Philip Morris International
TANCHO CALEB-BRANDON NGWATANCHO CALEB-BRANDON NGWA
Client operation Representative at Philip Morris International / Teleperformance CanadaClient operation Representative at Philip Morris International / Teleperformance Canada
Anali GarciaAnali Garcia
Territory Sales Mnager at Philip Morris International Inc.Territory Sales Mnager at Philip Morris International Inc.