Thao Bui Ngoc Phuong
Brand Manager
Thu Duc City, Ho Chi Minh City
Summary
A highly motivated and results-driven Brand Manager with 6 years of experience in FMCG and F&B industries, seeking a challenging role in a dynamic organization to apply my skills and expertise in building and managing successful brands.
Overview
8
8
years of professional experience
4
4
years of post-secondary education
2
2
Languages
Work History
Brand Manager | FAMI
VINASOY
05.2022 - Current
- Leading New Product Development project; Product concept & insight, positioning, 6Ps strategy under Fami brand - the No.1 Soymilk in Vietnam
- Creating complete 360-go-to market plans, and content roadmaps, and overseeing the creation of the tools for all apparel,
- Budget planning and controlling for all branding support activities
- Implementing consumer research and market trends into actionable insights for sell-in and sell-thru communication strategies.
- Leading and coordinating cross-functional teams to ensure the successful launch of products within the targeted timeframe
Acting Brand Manager | Chin-su & Tam Thai Tu
MASAN CONSUMER
01.2022 - 05.2022
- Managed portfolio of two top-performing brands:Chin-su Soy sauce and Oyster Sauce, and Tam Thai Tu, the No.1 Soy sauce in Vietnam.
- Implemented a comprehensive marketing and communications strategy to build brand awareness and drive sales, leveraging both traditional and digital channels.
- Penetrated the Horeca market by launching Chin-su Oyster Sauce, resulting in a significant increase in brand awareness and revenue. Developed and executed a comprehensive go-to-market plan, including pricing, packaging, and promotion strategies tailored to the unique needs of the Horeca segment.
- Led planning for the successful relaunch of Tam Thai Tu Soy sauce and Nhat Ca by conducting comprehensive market research, identifying areas for brand repositioning, developing innovative product features, and implementing a strategic go-to-market plan that resulted in increased sales and customer engagement.
- Tracked and reported on critical financial performance indicators, such as product gross margin, marketing spend, and trading outcomes, to optimize revenue growth and support business objectives.
- Monitored expenses and provided regular financial reports to senior leadership, while collaborating with cross-functional teams to ensure alignment with business goals.
Assistant Brand Manager | Chin-su & Tam Thai Tu
MASAN CONSUMER
04.2018 - 12.2021
- Led the successful development and launch of multiple new products, resulting in increased revenue and market share
- Successfully upgrade Chin-su soy sauce brand image and premiumize product offerings by spearheading the launch of Chin-su Shiitake Soy sauce and relaunch of Chin-su Soy Sauce with Garlic and Chili, which incorporated high-quality, nutritious ingredients and premium packaging design.
- Developed and executed integrated marketing campaigns to increase brand awareness and drive sales growth, resulting in a 15% increase in revenue in 6 months after launching
- Implemented a comprehensive brand tracking program for Tam Thai Tu and analyzed competitor activities to identify areas for improvement and develop targeted marketing campaigns, resulting in maintaining a strong brand position as No. 1 soy sauce brand despite market challenges.
- Collaborated with cross-functional teams, including R&D, manufacturing, and marketing, to ensure timely and successful product development, launch, and distribution; Coordinated with internal departments and external agencies to execute marketing plans.
- Monitored expenses and provided regular financial performance indicator reports to senior leadership, while collaborating with cross-functional teams to ensure alignment with business goals.
- Achieved financial goals by closely monitoring expenses and optimizing revenue streams to maintain target levels.
Marketing Executive| Social, Digital, Loyalty App
PIZZAHUT VIETNAM
04.2017 - 04.2018
- Led the social and digital communication plan and delivered always-on content, resulting in a 30% increase in website traffic and a 90% increase in online sales in 6 months.
- Spearheaded the development and optimization of the loyalty app and website ordering system, achieving outstanding results with a 50% increase in membership and a 2X improvement in website conversion rate within just 8 months.
- Drove the ideation and execution of new product development initiatives, which included successful limited-time offers, seasonal promotional campaigns, and activations that contributed to driving revenue growth and strengthening brand affinity.
- Developed and executed marketing plan utilizing both above-the-line and below-the-line activities, resulting in significant increases in brand awareness and driving substantial sales growth.
Media Planner & Marketing Solutions
WOLF MEDIA
09.2015 - 03.2017
- Designed overall media campaign objectives, defining project goals.
- Handled client-facing business opportunities, developing media content plans for third parties.
- Researched and developed media buying plans, prioritizing cost-effective content with maximum impact.
Education
BBA - Business Administration
KYMENLAAKSO UNIVERSITY OF APPLIED SCIENCES
Kouvola, FINLAND 09.2012 - 09.2015
MBA -
UBIS
USA (online) 09.2022 - Current
Skills
Integrated marketing campaign
Brand development
Consumer Insights & Behaviors
Marketing Communications
Brand development
Cross-functional team leadership and management
Data analytics
Timeline
MBA -
UBIS
09.2022 - Current
Brand Manager | FAMI
VINASOY
05.2022 - Current
Acting Brand Manager | Chin-su & Tam Thai Tu
MASAN CONSUMER
01.2022 - 05.2022
Assistant Brand Manager | Chin-su & Tam Thai Tu
MASAN CONSUMER
04.2018 - 12.2021
Marketing Executive| Social, Digital, Loyalty App
PIZZAHUT VIETNAM
04.2017 - 04.2018
Media Planner & Marketing Solutions
WOLF MEDIA
09.2015 - 03.2017
BBA - Business Administration
KYMENLAAKSO UNIVERSITY OF APPLIED SCIENCES
09.2012 - 09.2015