Available to hire
Strategic Head of Marketing with a decade-long track record driving rapid growth and leading transformative business change. Known for inspiring teams to achieve ambitious goals and translating market insights into visionary, executable plans.
Experienced across vaccines, healthcare, nutrition, and FMCG marketing—building brand equity, leading omnichannel growth, and managing P&L responsibilities. Adaptable and creative in new challenges, with strong capability in organizing teams, launching products, and delivering measurable IMS and revenue results in Vietnam.
Skills
Experience Level
Work Experience
Associate Director, MKT, Vaccines HPV Lead & Total Vaccines Consumer Marketing Lead
March 1, 2025 - December 31, 2025Lead HPV business and expand scope to total Vaccines HCC, managing a team of 22 across multiple functions including Brand Strategy (CMI, Demand Forecast), Consumer Campaigns (HCC), Medical Marketing (HCP), Trade Activation (HCO), and Media (OOH, Social, Digital, Community, Website, etc.). Pilot omnichannel approach for vaccines, set up social outreach foundations for HPV and other vaccines, and restructure the organization to optimize resources for higher efficiency and impact. Drive business performance with 2025 FY IMS +18% vs. 2024, and achieve global and AP private market leadership positions for HPV.
Head of Marketing, Health BU
November 1, 2023 - February 28, 2025Lead the Marketing department reporting to the Country Manager and serving on the Management Committee. Manage a diverse Health portfolio across multiple channels including pharmacy, hospital, MT, and GT, tailoring communications for consumers, retailers, pharmacists, and doctors. Oversee OTC brands (Strepsils, Gaviscon, Nurofen, Movefree) and FMCG brands (Durex, Dettol, Veet). Lead brand strategy covering product development, brand proposition, distribution pipeline, communication strategy, omnichannel strategy, and CSR/corporate programs. Maintain healthy P&L by brand and total portfolio, delivering IMS +23% FY25 vs FY24 and Net Revenue +15% FY25 vs FY24 while sustaining leadership for Durex and Strepsils.
Marketing Manager, Nutrition BU
April 1, 2021 - October 31, 2023Lead the Marketing department of the Nutrition division reporting to the MKT Director for 3 BUs. Spearhead product development and brand communications strategies in collaboration with Trade Marketing, Medical, and Acquisition teams (Care/CRM). Oversee Nutrition P&L and budget allocation across departments. Achievements include launching Enfa A2 in Vietnam (ASEAN-only market) achieving £10M sales within two years, revitalizing Enfa growth to top-ranking brand (#1 Share of Market and #1 Share of Voice) in milk powder for infants & children (offline Nielsen), and improving brand value based on Ipsos BHT research.
Head of Marcom, AV BU
January 1, 2020 - March 1, 2021Led marketing communication strategy for the Audio-Visual division, contributing 35% of total company revenue. Developed integrated communication strategy and positioning for TV and audio portfolios using market, competitor, and product analysis. Designed and executed multi-dimensional campaigns across online, offline, and e-commerce channels. Drove demand through consumer insights and trend-based messaging; provided real-time trade support for ad-hoc challenges related to consumer traffic, SO performance, and SOV.
Head of Marcom – AV BU
January 1, 2020 - March 31, 2021Lead marketing communication strategy for the Audio-Visual Division, contributing 35% of total company revenue. Develop product positioning and integrated communication strategy for TV and audio portfolios. Plan and execute multi-dimensional campaigns across online, offline, and e-commerce. Drive demand generation through consumer insights, provide real-time trade support for traffic and SO performance/SOV issues, and build performance-driven digital marketing across Facebook, Google, YouTube, CDM, and partners. Manage media planning/execution for PR, TVC, sponsorships, and social outreach; ensure integration across ATL, TTL, and BTL under unified brand message and identity.
Marcom Manager, AV BU
January 1, 2018 - December 1, 2019Developed performance-driven digital marketing strategies at brand and campaign levels, achieving KPI targets for views, reach, engagement, and conversion across Facebook, Google, YouTube, CDM, and partnerships. Oversaw creation of personalized digital assets by audience segment. Managed media planning/execution for PR, TVC, sponsorships, and social outreach for Samsung TV & Audio brands, ensuring integration across ATL, TTL, and BTL under unified brand message and identity.
Marcom Manager – AV BU
January 1, 2018 - December 31, 2019Marketing communication management for the Audio-Visual Division. Execute brand building and demand generation activities including integrated communications, campaign planning across consumer touchpoints (online/offline/e-commerce), digital and media strategy across social and performance channels, and cohesive ATL/TTL/BTL brand integration. Support trade and consumer-facing performance improvements through rapid response to ad-hoc challenges.
Brand Manager
January 1, 2016 - December 31, 2017Manage a cigarette portfolio by driving growth through innovative product introductions aligned with consumer trends. Example: spearheaded launch of Marlboro Advance (Sep 2014) achieving Share of Market 50% higher than PMI target. Expand presence in mid-price segments by launching Champion Slims (Sep 2017) and achieving one-third of one-year SOM target within one month. Maintain premium brand leadership (Marlboro #1 premium in Vietnam) through continuous innovation in offerings/packaging and comprehensive communication campaigns.
Indochina Associate Brand Manager
July 1, 2013 - December 31, 2015Support Indochina brand management and execution to reinforce brand leadership across markets, contributing to portfolio and communication initiatives aligned with consumer needs.
Brand Executive
May 1, 2012 - June 30, 2013Support brand execution and performance tracking, including cross-functional coordination for marketing initiatives and performance appraisal activities.
Account Manager
May 1, 2009 - April 30, 2012Develop project management and communication skills coordinating activations, events, and integrated marketing communication initiatives for multiple brands. Led Coke 'Open Happiness' campaign including 'Prada Tour' across six cities and sampling activation in 14 cities/provinces, distributing 1,000,000 samples. Earned Staff of the Year (2011) for outstanding performance and dedication.
Education
Qualifications
Industry Experience
Healthcare, Consumer Goods, Retail, Media & Entertainment
Skills
Experience Level
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