Ma Khac Thanh

Led a team of 19 across Brand Channel Marketing (BCM), Product Management (PM), and Supply Chain Management (SCM).

BCM: Managed media program planning, budgeting, and execution, optimizing campaigns, and reconciling authorizations. Analyzed marketing data to provide insights and monitored performance with the agency for ROI. Managed promotion plans, content guidelines, digital campaign ROI/KPIs, and agency/vendor partnerships.

PM: Oversaw product lifecycle and market trend analysis, managing product launches, and coordinating NPI with Sales, SVC, and Logistics. Managed P&L, pricing, channel margins, sell-in/sell-out, and sales program evaluation. Conducted market intelligence and benchmarking. Managed sales planning, budget, and performance reporting, including sales data analysis.

SCM: Managed PSI, supply checks, forecasting, and inventory control. Updated incoming orders and IPSI, providing daily stock reports, and generating marketing reports.

Oversee all company operations and business activities. Develop and execute sales and marketing plans to achieve PSI targets. Manage pricing, P&L, and strategic planning, including a three-year business plan with defined channel, dealer, and product strategies. Analyze market trends to develop consumer-driven products.

Led the Brand and Product Marketing team, driving growth through aligned global and local strategies. Managed P&L, including sales targets, budgets, profit, and forecasting. Strengthened brand equity and increased trial through comprehensive annual, quarterly, and monthly marketing plans for product revitalization and launches. Successfully executed launch plans across advertising, PR, digital, BTL, and FMOT channels. Managed the product portfolio, leveraging consumer insights to identify needs, and launch new products.

Analyzed product and channel performance to identify key drivers, and develop intervention plans. Monitored and analyzed daily, weekly, and quarterly metrics (shipments, demand, sell-out, market share, and ROI).

Ensured global alignment on local strategies and launches. Led cross-functional teams for go-to-market strategies, shopper engagement, and promotions. Managed external agencies (ATL, BTL), ensuring timely delivery through clear expectations.

Developed and coached team members, fostering skills, and motivation for exceptional results. Led marketing competency development initiatives.

From May 2021 to December 2021, I concurrently served as the Legal Representative and Sales Lead for Philips DA Vietnam. Contributed to the business transformation (Go-To-Market) and operational excellence initiatives for the new stand-alone company, working closely with the management team. Led the team to successfully navigate COVID-19 challenges by pivoting to online sales, increasing online contribution from 12% to 35% in the second half of 2021, and achieving the AOP 2021 target. Implemented a new customer engagement strategy focused on sell-out optimization, and improved customer service as direct business partners.

Oversee all company operations and business activities. Develop and execute sales and marketing plans to achieve PSI targets. Manage pricing, P&L, and strategic planning, including a three-year business plan with defined channel, dealer, and product strategies. Analyze market trends to develop consumer-driven products.

Managed the total AV product portfolio (TV, audio, DSC, telephone, earphones), with full P&L responsibility. Drove PSI (Purchase Forecast, Sales Follow-up, Inventory Control) to achieve annual targets through monthly target setting and sales tracking, while overseeing A&P spending. Enhanced brand development via PR and brand communication, collaborating with marketing on product launches and upgrades. Expanded e-commerce channels and partnered with dealers to boost sales and brand awareness. Managed product merchandising with effective POP materials, catalogs, and promotions for new products. Developed and executed strategic plans, including a three-year business plan, channel strategy, and market analysis, to identify and develop new, consumer-focused products.

Key Achievements: Exceeded BP/PSI sales targets, with P&L achieved, for five consecutive years. Implemented a channel strategy, differentiating products to avoid price conflicts. Collaborated with the domain to develop "Local Fit" products for Vietnam, achieving strong dealer and consumer acceptance in FY15. Enhanced brand image through a 'focus shop front' strategy (2014–present). Partnered with Olympic Gold Medalist Hoang Xuan Vinh in February 2017 for a Panasonic 4K TV branding campaign titled 'Sharing the Passion.' The campaign included a 4K TVC, a viral clip, a press release, a press conference, and a talk show to inspire Vietnamese youth.

Leads sales activities in the assigned market (North of Vietnam), directing the North sales team to maximize profitability and growth, aligned with the company's vision and values. Develops and implements market-specific sales plans and strategies to expand the customer base and achieve the company's sales goals. Responsible for Account Executive performance and development, including training program contributions, and one-on-one coaching to improve sales performance. Creates action plans for lead generation, market penetration, and marketing plan implementation. Provides performance feedback to management, maintains accurate sales records, and delivers proposal presentations. Ensures team adherence to company policies, and ethical standards.

Key Achievements:

Established Modern Trade as a key Kangaroo sales channel. Achieved the No. 2. North Market's position for the Kangaroo 1.2L rice cooker within one year will be achieved through effective sales and marketing. Strengthened the area wholesale presence in each province, improving sales coverage and distribution.

Drives sales and profitability through strategic business planning and sales strategy development. Expands market reach by leading and coordinating market penetration initiatives. Delivers regular performance updates to senior management. Oversees pricing, sales data, and activity reports from account executives. Executes advertising and promotional campaigns, contributing to marketing plan development. Manages, motivates, trains, and develops staff in alignment with company policy. Forecasts, reports on, and plans for sales, costs, and business performance. Tracks competitor activity, pricing, and strategies, sharing insights with relevant teams.

Managed Sony concept shops and centers in the North Area, partnering with dealers to ensure operational excellence. Implemented advertising and promotions. Optimized merchandising, layout, and traffic flow to maximize sales, customer satisfaction, and brand image, while adhering to company standards. Led sales and customer service, developing staff to improve performance, profitability, and satisfaction. Oversaw stock management and reporting. Managed, motivated, trained, and developed staff according to company policy. Proactively collected and communicated competitor intelligence.

Managed sales revenue, P&L, for two mobile stores. Consolidated customer requirements and processed sales orders, coordinating on-time delivery. Prepared quotations, entered orders, and monitored progress. Handled invoicing and documentation. Assisted marketing with product planning and strategy.