Summary
Overview
Work History
Education
Skills
Languages
Timeline
Hi, I’m

Sam Nguyen (Thao)

Hồ Chí Minh (TP),SG
Sam Nguyen (Thao)

Summary

A result-oriented and value-driven entrepreneur with 12 years of experience working for Fortune 100 companies. Proven records in Organizational Development/Transformation, Marketing, Partnership in fast-paced industries including FMCG and Lifestyle. Strategic Leader in one of the most prominent organizations in the nightlife & lifestyle industry of Vietnam.

Overview

12
years of professional experience

Work History

Hoang An Nhien Group, Vietnam

Chief Operations Officer
06.2023 - 07.2024

Job overview

  • Spearheaded the growth of the back office from 150 to over 350 employees, diversifying beyond Marketing and Accounting to establish key departments, including Product, Construction, Design, Finance, Purchasing, Recruitment, Compensation & Benefits, Learning & Organization Development, and Corporate Property Management
  • Led the successful recruitment of key leadership roles, including Heads of Departments, CEO, and CFO, ensuring alignment with the company's vision and fostering long-term commitment
  • Developed and nurtured high-potential talents, many of whom have advanced into critical leadership positions, such as Marketing Directors and Creative Directors, now serving as successors and driving the company's continued growth and innovation
  • Drove operational excellence by streamlining workflows, implementing competitive compensation frameworks, and introducing a performance management system integrating OKRs and KPIs aligned with industry-specific best practices
  • Strengthened employee engagement and productivity by expanding office facilities, adopting hybrid work models tailored to departmental needs, and fostering a balanced work-life environment through cohesive team-building initiatives
  • Accelerated business diversification by integrating new industries into the company's portfolio, including fashion retail and high-end F&B
  • Successfully established a robust business system within one year and transferred operational oversight to the CEO and CFO
  • During this period, the company launched three new brands, advanced the development of six more, and achieved a revenue increase of over 27ẞ% year-over-year, peaked at 72 millions dollar by Q2 2004

Hoang An Nhien Group, Vietnam

Chief Marketing Official
08.2020 - 06.2023

Job overview

  • Formed and led a dynamic marketing team from zero to 100+ team members
  • Successfully managed end-to-end marketing from strategy to operations: produced more than 1200+ monthly events, promoted and developed 15 nightlife brands, promoted commercial contracts, sponsored with related partners and expanded relationships with partners in the region and the world at the most optimal cost
  • Transformed Hoang An Nhien from family-oriented business to the first professionalized nightlife corporate group (by redirecting the strategy to focus on customer experience and music culture), which directly resulted in Hoang An Nhien being the No.1 nightlife market leader in Vietnam, owning 15+ nightlife brands in pub, lounge, and clubbing segmentations
  • During COVID-19 pandemic, successfully managed to maintain 15 brands, 3000 employees and achieved substantial growth in revenue, raising from $48 million to $53 million in 2 years with merely 11 months of operation
  • In addition to leading initiatives within the Marketing department, I have also undertaken strategic responsibilities, including the establishment and development of the company's back-office operations

9life, Vietnam

Co-Founder/Chief Operations Officer
09.2018 - 03.2020

Job overview

  • 9life is the first Vietnamese nightlife community whose vision is to become the ultimate destination for vibrant life after sunset
  • 9life platform offered listing, booking, ticketing service
  • Led and managed an operation team of 07 members who were in charge from end-to-end operational strategy and execution
  • Our main tasks were recruiting, educating and listing merchants, designing attractive sale programs, beneficial for merchants and users
  • Successfully led a pilot in Hanoi Capital from Jun 2019 to Jan 2020 with listing & booking features, outstandingly resulted in +4,000 users, +300 merchants and 04 event/festival ticket partners, 900 transactions/mo, +2100 combo listed

Philip Morris International, Vietnam

National Manager of Consumer Engagement
09.2017 - 12.2018

Job overview

  • Developed and executed nationwide consumer engagement strategies, optimizing budget allocation and driving brand presence across seven key regions
  • Led a high-performing team of five regional managers and over 500 passive selling employees
  • Accelerated market expansion by growing the strategic footprint to 3,000+ points of sale and securing 100+ strategic key accounts, boosting brand visibility and consumer touchpoints
  • Collaborated with leading agencies to oversee recruitment, training, event management, merchandise production, and large-scale festival execution, ensuring operational excellence and alignment with brand goals
  • Co-branded six international music festivals, featuring top global DJs and producers, engaging over 20,000 attendees per event
  • Enhanced both brand image and cultural influence, positioning the brand as a leader in youth lifestyle experiences in Vietnam

Philip Morris International, Vietnam

Consumer Engagement Supervisor
08.2016 - 09.2017

Job overview

  • Managed all customer engagement activities in Northern Vietnam including regional taylormade series of marketing campaigns
  • Managed 300 passive selling employees, 1200 points of sales and 70 nightlife outlets

Philip Morris International, Vietnam

Consumer Engagement Executive
11.2014 - 08.2016

Job overview

  • Implemented customer engagement activities including the expansion of strategic partners universe of 800+ point of sale and 50+ nightlife key outlets
  • Managed 200 passive selling employees

SpaceSpeakers, Vietnam

Event Producer
02.2012 - 09.2014

Job overview

  • Pioneered the development, fundraising, and execution of Vietnam's first EDM event series, including Drop Da Bass, Space Bass, and We Play Live, featuring performances by SpaceSpeakers, the country's most sought-after underground artist collective
  • Successfully produced 11 editions of the series over two years, captivating audiences of up to 10,000 per event and establishing a groundbreaking platform for the EDM scene in Vietnam

Hoang An Nhien Group, Vietnam

Executive Advisor to Chairman
07.2024

Job overview

  • Provided high-level strategic counsel and operational guidance, ensuring the chairman's objectives were effectively translated into actionable plans across the organization
  • Advised on the development of advanced organizational management frameworks and human resource strategies to enhance the performance of the sales team, following the successful expansion of the back-office division
  • Conducted in-depth research on new business lines and emerging market trends, delivering actionable insights to support the chairman in shaping an integrated ecosystem benefiting over 20 million customers
  • Focused on expanding lifestyle-related business ventures, particularly in fashion and music, by building strategic trade partnerships across regional and global markets

Education

Singapore Institute of Management
Singapore

Diploma from Business Management
12-2011

University Overview

Skills

  • Quantitative Decision Analysis
  • Strategic Planning
  • Organizational Design & Development
  • Change Management
  • Marketing and Advertising
  • Project Management
  • Resource Allocation
  • Talent Development
  • Executive Leadership
  • Presentations and Public speaking

Languages

Vietnamese
First Language
English
Proficient (C2)
C2

Timeline

Executive Advisor to Chairman
Hoang An Nhien Group, Vietnam
07.2024
Chief Operations Officer
Hoang An Nhien Group, Vietnam
06.2023 - 07.2024
Chief Marketing Official
Hoang An Nhien Group, Vietnam
08.2020 - 06.2023
Co-Founder/Chief Operations Officer
9life, Vietnam
09.2018 - 03.2020
National Manager of Consumer Engagement
Philip Morris International, Vietnam
09.2017 - 12.2018
Consumer Engagement Supervisor
Philip Morris International, Vietnam
08.2016 - 09.2017
Consumer Engagement Executive
Philip Morris International, Vietnam
11.2014 - 08.2016
Event Producer
SpaceSpeakers, Vietnam
02.2012 - 09.2014
Singapore Institute of Management
Diploma from Business Management
Sam Nguyen (Thao)