BUI NGOC TRAN

- Developed and led comprehensive trade strategies to meet annual goals within budget.

- Managed trade promotions, visibility initiatives, and activation efforts.

1. For GT:

o Customer Segmentation and Planning:

- Analyzed customer segments and shopping behaviors to identify target groups.

- Designed a Route-to-Market (RTM) plan and tailored trade programs for GT formats, including GT stores, pharmacies, and wholesalers. Trade Promotion and Market Analysis:

o Trade Promotion and Market Analysis:

- Developed and executed trade promotions tailored to different customer segments to increase sales and market share.

- Monitored sales progress weekly and monthly, adjusting trade support strategies to balance target achievement with market price stability.

2. For semi MT in GT:

o Consumer research for trade planning and strategy implementation

- Conducted research on consumer activities within the channel, utilized competitive benchmarking, and optimized investments to create a targeted trade plan to engage consumers.

- Formulated and executed strategies for Modern Trade (MT) and M&B channels, including short-term and long-term plans, such as expanding listings with major accounts like Avakids, Concung, Pharmacity, and An Khang

3. Achievements:

o Distribution Expansion to Drive Sales: Achieved a 5%-10% growth in the M&B group during a 3-month pilot, while other GT shops experienced a 1%-3% decline. Expanded M&B chain distribution nationwide and initiated a strategic plan to penetrate the pharmacy chain segment.

o Trade program optimization: Enhanced trade programs and optimized budgets, achieving a 1.2% budget efficiency with core customers.

o Trade Plan Development and Execution:
- Conduct market research, analyze trends, identify target shoppers and develop effective promotional campaigns.
- Create and implement trade marketing plans to boost product coverage, visibility, and brand awareness.
- Monitor trade plan effectiveness and track key performance metrics such as sales revenue, ASO, and repeat orders.
- Oversee budgets and resources to ensure effective and efficient execution of plans.
o Team Leadership:
- Lead a team of 2 members, setting clear goals, providing regular feedback and coaching, and fostering a collaborative and innovative work environment.
o Emerging Channel Leadership (B2B):
- Build credibility and trust with customers, identify new opportunities, and develop trade support to drive growth and revenue in the B2B market.
Achievements:
o North recover plan contributed to an 18% increase in the Tet season. Additionally, improve operations and execution activities to ensure a smooth working process.
o Improve the jelly's market position by increasing coverage to 20% and ensuring retailers stockweight.
o To optimize budget: push the support of core products into organics.
o Collaborated with the B2B team to explore customers who contributed 80% of total sales value

o Took charge of developing the mooncake category's trade plan for all channels in order to support long-term growth and profitably increase market share based on shopper and customer needs.
o In GT: improved visibility and fine-tune the process in conjunction with trade terms to maximize budget.
o In MT: collaborated closely with the sales team to deal directly with the buyer for MC trade terms and activities: Hyper/super/CVS
o Directly contacted with customers is made in the AFH team (B2B + on trade) to gain insight in order to optimize budget and explore new opportunities in OEM projects.
o Led all trade activities in the AFH channel, including visibility, RTM, MSL, and trade promotion.
Achievements:
o Mooncake classification: Efficient growth was achieved by increasing visibility across all channels and through a retail activation program.
o In the MT channel, year-on-year growth was still in the double digits, thanks to numerous initiatives such as expanding distribution through consumer promotions and activities.
o AFH channel: Deep dive into customer data to optimize trade support while maintaining 15% year on year growth
o Award for “Value in Action”

• Took responsibility in trade activities planning and execution: consumer promotion, in store activation, visibility

• In charge of visibility and activation planning and execution