HUYEN ANH NGUYEN

• Co-founded Banlalai, a multi-channel performance platform for SME F&B merchants, integrating GrabFood, ShopeeFood, beFood, and Gojek into one dashboard.
• Led strategy, growth, and product roadmap focused on adoption, operational pain points, and cost optimization.
• Built scalable systems for real-time order sync, automated reporting, and daily restaurant operations.
• Focused on streamlining daily restaurant operations: real-time order management, automated financial reporting, multi-store performance monitoring, and customized invoice generation.

Leadership & Strategic Management

• Reporting directly to C-level on beFood roadmap and advising product direction based on frontline merchant insights.
• Led nationwide Account team and Hanoi Sales team with a total of nearly 30 members, including outbound sales, account managers (Key, SME, Longtail), and BPOs — maximizing tailored engagement and execution efficiency across segments.
• Mentored new member, shaping team structure and territory management.
• Guided Campaign and Performance teams to build structured campaign planning frameworks and execution models.

Strategic & Revenue Impact

• Developed Joint Business Plans (JBP) with top KA brands (Phê La, KFC, Mixue, McDonald's), aligning strategic investment and execution.
• Co-led national co-fund campaign with Pepsi, acquiring 4,000 merchants in just 1 month, contributing to a profitable P&L.
• Achieved consistent GMV growth of 10–15% MoM; raised merchant investment from 35% to 42% in 6 months.
• Created and sold nearly 4B VND in customized ad packages across KA, SME, and longtail merchant segments.

System & Process

• Built onboarding documentation (checklists, internal wikis), and KPI-based incentive systems for Sales & Account teams.
• Built merchant food wiki playbooks from scratch.
• Initiated and led the Ads Automation Model from the business side, streamlining campaign execution, increasing merchant ad participation, and contributing to positive P&L impact.

Merchant Growth

• Increased merchant campaign participation from 19% to 40% by simplifying MCH user journey.
• Boosted longtail merchant engagement by revamping content, signup flow, visual formats, and co-fund schemes to reduce friction.
• Strengthened merchant loyalty via 6+ Zalo communities (~6,000 merchants), leveraging education, feedback, and engagement content.
• Increased beFood’s brand visibility via co-marketing campaigns: exchanged in-app promotions with offline support (4,000+ door stickers, branded signage, Wi-Fi marketing at merchant locations).

• Revenue Growth: Spearheaded marketing activities and campaigns tailored to the food delivery market, achieving a 30% year-over-year revenue increase for clients
• Franchise Expansion: Facilitated the expansion of client outlets by over 40 through strategic planning and market analysis
• Operational Optimization: Optimized store operations and customer service via hotline, significantly enhancing customer satisfaction levels
• Rebranding Initiatives: Led rebranding initiatives for clients, refreshing brand identity and positioning to better meet market demands
• Key Customers: Com Tho Anh Nguyen, Com Tam Phuong Anh, Tiem Ga Ong Anh, Chi Cuc Bun Tron, Moc Vi Quan, Hanoingon, Banh Mi Tuhu Bread, The Matcha House, An Coffee

Managed all marketing campaigns, leading 7 full-time team members and 2 agency partners to deliver high-impact execution.

• Revenue Growth: Increased online sales by 15% in Q4 2022 through strategic marketing and digital sales funnel optimization.
• Cost Optimization: Lowered cost-to-revenue ratio from 60% to 42%, improving financial efficiency.
• Operational Efficiency: Automated reporting, saving 7 hours/week and accelerating decision-making.
• Franchise Development: Built and launched scalable franchise model with full documentation, enabling smooth rollout and long-term growth.

• Identified and resolved operational bottlenecks, reducing SLA by 30% through process redesign and structural improvements.
• Streamlined merchant sign-up workflows, reducing lead time and onboarding costs by up to 40%, thereby improving sales performance and support capacity.
• Enhanced fraud detection mechanisms, enabling faster and more accurate identification, resulting in monthly savings of approximately 6 billion VND.
• Led initiatives to optimize merchant display and conversion rate, improving in-app visibility and order growth.
• Took ownership of end-to-end merchant acquisition operations and performance growth, ensuring sustained pipeline quality and productivity.
• Provided timely market insights on user behavior, emerging trends, and competitor strategies to inform cross-functional decision-making.

• Built and scaled 60+ strategic brands, contributing to 65% GMV in the North; exceeded platform growth rate MoM.
• Co-led franchise and key account growth strategies through data-driven planning, budget allocation (~20B/month), and campaign design focused on top-line & bottom-line impact.
• Improved profitability by optimizing merchant mix, implementing whitelist management, and enhancing basket incentives.
• Initiated JBP with key partners, secured co-investment, and nurtured long-term collaborations.
• Collaborated with BI to develop performance dashboards, conduct deep-dives, and resolve merchant-level issues.
• Boosted ROI from 75% to 82% by renegotiating rates, increasing merchant adoption (12% → 34%), and reducing paperwork/SLA by 50% through automation and community engagement.