Summary
Overview
Work History
Education
Skills
Timeline
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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
NGOC ANH BUI