NGOC ANH BUI
Ho Chi Minh City
Summary
E-commerce project lead with a proven track record of driving profitable growth and P&L; accountability for brands in the FMCG sector. Experienced in developing and executing strategic e-commerce plans to optimize performance across platforms like Shopee, Lazada, and TikTok Shop. My expertise lies in end-to-end campaign management, data-driven decision-making, and operational excellence, all aimed at achieving and exceeding sales targets.
Overview
4
4
years of professional experience
Work History
Senior E-commerce Executive
Amore Pacific Vietnam
12.2024 - Current
- Lead end-to-end e-commerce operations across Shopee, Lazada, TikTok Shop, and Social Commerce.
- Manage full P&L; responsibility, ensuring sustainable revenue growth and margin health.
- Negotiate trade terms, secure high-visibility placements, and manage trade spend ROI.
- Partner with Marketing to enhance brand visibility, content effectiveness, and campaign performance.
- Key Achievements:
- Delivered +40–50% YoY growth in online sales while improving P&L; margins by 33%.
- Re-launched mise en scène via HannahOlala Social Selling; ranked #3 in the first campaign.
- Negotiated platform partnerships unlocking additional funding.
- Exceeded 2025 sales targets while lowering discount rates and enhancing profitability.
Commercial Associate
ADA Vietnam
09.2022 - 12.2024
- Served as account lead for FMCG clients including Sanofi and Masan across online channels.
- Managed official store setups, pricing strategies, and promotional calendars.
- Monitored category performance and optimized trade spend allocation.
- Key Achievements:
- Achieved #1 sales rank for Lactacyd in Lazada’s Mom & Baby category during Mega 11.11 and 12.12.
- Launched Lactacyd Baby Extra Milky Jumbo and Enterogermina, driving double-digit volume growth within 3 months.
- Managed Masan’s Shopee & Lazada stores, consistently exceeding GMV targets.
- Supported Omachi Lẩu Tứ Xuyên soft launch — winner of Best New Launch Innovation 2023.
Audit Executive
Odyssey Accountants (Australian Outsourcing)
05.2021 - 06.2022
- Conducted financial audits for Australian clients, ensuring compliance and reporting accuracy.
- Developed strong analytical, reporting, and cross-border communication skills.
Education
Bachelor of Arts - Finance
International University – VNU HCMC
01.2021
Skills
- E-commerce Platforms: Shopee, Lazada, TikTok Shop, Social Commerce
- P&L; Management & Trade Spend Optimization
- Category Management & Pricing Strategy
- Promotion ROI & Sales Forecasting
- Campaign Planning: Mega Days, BAU, Onsite Visibility
- Data Analysis Tools: Excel (Advanced), PowerBI (Basic Proficiency)
- Cross-functional Collaboration: Marketing, Finance, Supply Chain
- Languages: Vietnamese (Native), English (Professional)
- Digital Tools: Seller Center, Onsite Ads Manager
- Operations management
Timeline
Senior E-commerce Executive
Amore Pacific Vietnam
12.2024 - Current
Commercial Associate
ADA Vietnam
09.2022 - 12.2024
Audit Executive
Odyssey Accountants (Australian Outsourcing)
05.2021 - 06.2022
Bachelor of Arts - Finance
International University – VNU HCMC