Linh Cao

Scope: SOM cum Commercial Finance Manager of full Vietnam Commercial (Ontrade/Offtrade/Modern Trade/eCom/Corporate Sales)

• Managed the full commercial P&L of Vietnam, overseeing financial performance and profitability.
• Owner of Discount pack budget and LE routine from GTO to MACO, providing accurate and timely reports for the Zone.
• Led sales performance and operations in Vietnam, ensuring achievement of sales targets and driving revenue growth.
• Managed distribution network, optimizing channel partnerships and maximizing market reach.
• Owned and executed cycle planning and 1-year planning routines, aligning sales strategies with business objectives.
• Developed and implemented sales operation processes, improving efficiency and effectiveness of the sales team.
• Conducted regular performance tracking and analysis, presenting reports on sales and distributor performance and key drivers of cycle plans.
• Acted as the owner of daily routines and processes for the sales team, providing guidance and support.
• Collaborated with cross-functional teams to drive quarterly/yearly performance.
• Owner of Vietnam's forecasting process, working closely with the Supply Demand and Logistics teams to ensure a end-to-end supply chain.

Scope: SOM cum Finance Business Partner of Modern Trade, eCom and Corporate Sales

• Owner of the Regional Commercial P&L, Discount Pack Budget, and Commercial 1YP/Cycle Plan.
• Managed the performance and operations of wholesalers/distributors.
• Planned monthly, M+3, and M+6 sales forecasts, ensuring supply plans and controlling wholesaler inventory.
• Developed, reviewed, and cascaded quarterly/monthly commercial activities, including promotions, rentals, trading terms, advertising packages (e-commerce), and other key commercial drivers.
• Monitored and evaluated commercial performance metrics such as Sell-in, Sell-out, GTO (Gross-to-Net), Net Revenue, P&L, and post-evaluation of promotional and commercial activities.
• Made investment decisions for each key account/customer.
• Prepared monthly payment forecasts and allocated funds from the weekly payment pool.
• Reconciled budget spending with wholesalers/distributors.
• Analyzed and reviewed P&L performance for each key account/customer.
• Managed and planned Sales Team KPIs/Incentive performance.
• Presented wholesaler and regional commercial dashboards, providing insights and updates on performance.
• Achievements: Fanatics Owner of the Year, delivering 100% P&L KPI and deploying investment model for MT channel.

Scope: Traditional Trade & Modern Trade for C'est Bon brand, and New Products Launch.

• Analyzed data of the managed brands to assess brand performance and understand the market situation.
• Developed demand plans, key strategies, and KPIs for the managed brands on a monthly, quarterly, and annual basis.
• Prepared and executed supporting plans to achieve sales targets, including display solutions, promotion programs, sampling initiatives, and sales contests.
• Held responsibility for the Operating Profit performance of the managed brands.
• Evaluated sales performance and the effectiveness of strategies implemented for the managed brands.
• Developed competencies in areas such as operating profit management, category management, channel operations, trade support planning, and dealer/distributor management.
• Achieved a significant increase in value share for the Rice Cracker brand (An) in June.2022, demonstrating successful brand growth and market penetration.

• Be full-time mother.
• Get and complete some freelance projects: data collection and analysis, content writing (user guide and engagement content for online software).

Scope: Traditional Trade & Modern Trade

• Built and led a team of 3 members with specific responsibilities, including performance evaluation, sales force and trade POSM planning, and control of trade expenses.
• Implemented a centralized system to manage sales and other market data, providing business intelligence support.
• Developed sales forecasts and demand planning (sell-in and sell-out) for the TT channel, aligned with the company's route-to-market strategy.
• Created and cascaded KPIs for the TT channel, ensuring alignment with business objectives.
• Generated and analyzed sales scorecard reports to track and monitor sales performance, supporting business planning and decision-making for both TT and MT channels.
• Designed, tracked, and evaluated sales incentive schemes and organized sales contests to motivate and drive sales force performance in both TT and MT channels.
• Integrated and analyzed multiple business data sources to develop company customer segmentation and assortment strategies.
• Developed, managed, and executed TT DU (Display Unit) and POSM (Point of Sales Materials) plans to enhance physical product availability in the market.
• Acquired competencies in project management, data science, business insights, demand and forecast planning, team building, data analysis techniques, trade planning, distributor management, route-to-market insights, consumer insights, and retail audit analysis.
• Achievements include being nominated for Associate of the Year, delivering 100% sales KPIs target, and successfully planning and organizing the largest sales contest of the year.

Scope: Traditional Trade & Modern Trade

• Managed and processed various data sources to evaluate business performance, gaining insights for strategic decision-making.
• Calculated sales performance evaluations for compensation activities, ensuring fair and accurate incentive structures.
• Monitored the end-to-end sales operation process, from planning to execution, ensuring smooth and efficient operations in the market.
• Oversaw customer service provided by authorized distributors, ensuring effective collaboration and achieving business targets.
• Developed and updated sales reports to track and monitor sales performance, analyzing business situations in the market.
• Created sales force and trade POSM (Point of Sales Materials) plans to support the demand of business strategies and company campaigns, leveraging insights from business data.
• Developed and executed plans for the production and delivery of POSM, display units, and merchandise tools for marketing and trade marketing branding activities, both in-store and out-of-home.
• Built plans for activation activities in marketing and trade marketing, including sales contests, events, sampling initiatives, consumer activations, and sponsorship programs.
• Handled administrative tasks related to marketing and trade marketing activities.