Nguyen Hoang Minh Nhien

Manage pricing architecture and gross margin optimization to support overall business performance while balancing volume growth, profitability, and long-term brand health. Lead strategy and execution for 20+ SKUs under Alpenliebe (heritage brand sold across nearly 30 countries), strengthening brand equity and delivering commercial performance in confectionery. Coordinate and collaborate with cross-functional teams and agencies (including R&D, supply chain, sales, trademarketing) to ensure seamless project execution and sustainable partnerships. Lead new product development initiatives with R&D, supply chain, sales, trade marketing, and agencies to build product concepts, run consumer research, develop packaging, and execute go-to-market plans.

Led integrated marketing plans and initiatives (mass media, SEO/SEM, influencer and digital optimization), organizing 5+ high-impact events per year with up to 400 participants to improve brand visibility and engagement. Drove intrapreneurship initiatives in cooperation with cross-functional teams and agency partners on Shopee, increasing engagement (200% higher than previous solutions) and building brand awareness and consideration. Accelerated digital commerce by delivering conversion-focused marketing solutions across Vietnam’s top e-commerce platforms and Mom & Baby channels, achieving ROAS 7.5 and meeting 100% sales KPIs. Contributed to brand-led business growth by analyzing category dynamics and consumer insights to shape data-driven plans for natural nutrition products. Strengthened brand equity through safeguarding brand identity across communication assets, product touchpoints, and channel executions.

Planned and implemented creative brand assets across high-traffic touchpoints (social assets on top platforms, POS materials, and out-of-home assets) to build brand awareness for Vinamilk Green Farm, a sustainable nutrition offering for Vietnamese children. Coordinated with multiple agencies and cross-functional teams for 50+ sampling and activation events, reaching 1M+ consumers and driving 20% sales growth. Built responsible and sustainable brand positioning by analyzing liquid milk category movement and market trends to align with responsible business objectives and strengthen local economic development while improving child nutrition access.