CURRICULUM VITAEPERSONAL PARTICULARS

Full Name : TO HOAI NAMPhone : 08 - 8428 327Mobile : 0979 77 00 73 / 0902 575 550Date of Birth : May 24 th, 1985Place of Birth : Hue Ancient CapitalSex : MaleMarital Status : SingleEmail : hnam.enter@gmail.comAddress : G12 Hoang Hoa Tham Street, Tan Binh Dis., HCMC, Vietnam

CARRER OBJECTIVE

To obtain a meaningful and enjoyable position that provides ample learning opportunities and advancement in the areas of Marketing, PR, Advertising, and Promotion

- Be ready to apply for the company that provided suitable position as my wish, committing for long term career and be successor as Marketing Director at 36 years old and be GM in 40 years old

-To improve personal knowledge and skills of social works and community development.

-To challenge more opportunities of professional training on business development or social work.

-To create and promote ability Commercial, Finance, HR areas.

WORKING EXPERIENCES

Company Name: DKSH Vietnam Apr 2014 – PresentJob title: Senior Product ManagerBrand: Fisherman’s Friend (candy) + BRAND’s (Chicken Essence)Direct Report: Group Product Manager Salary: 41,124,000 vnd (Gross)Staff Handling: 1 Product Executive and 1 Admin

DKSH Vietnam : For 150 years, with 750 business locations in 35 countries – 720 of them in Asia – and 27,600 specialized staff, DKSH is the leading Market Expansion Services Group with a focus on Asia. DKSH help companies who are looking for a reliable outsourcing partner to grow their business in new or existing markets.

For this,DKSH offer a comprehensive package of services that includes organizing and running the entire value chain for any product: from sourcing, research and analysis, marketing, sales, distribution and logistics to after-sales services. DKSH provide partners with sound expertise, on-the-ground logistics and tailor-made services based on a comprehensive network of unique size and depth. Business activities are organized into four highly specialized Business Units that mirror our fields of expertise: Consumer Goods (Fast Moving Consumer Goods, Luxury & Lifestyle), Healthcare, Performance Materials and Technology.

DKSH Vietnam is one of Vietnam’s leading business organizations. DKSH’s network of 11 distribution and logistics support centers, 10 liaison offices across the country and over 3,150 employees make an international “local” company in constant daily touch with individual communities.DKSH is committed to building long-term business partnership in Vietnam. DKSH constantly strive to bring world-class standards to industries in Vietnam while also contribute to the development of local communities.

Responsibility:

Manage account/ brand’s business in Vietnam market subject to a wscope of service business of the company for each particular principal:

1. Interaction with principal’s representatives Provide service, information upon principal’s requirement within the distributorship agreement; Review business presentation; provide consolidation of sales/ distribution reports (monthly or ad-hoc) and spending/ fund reports; Sales forecast, distribution and trade activity planning – annually master forecast and quarterly, monthly action and/or revised planning (degree of details varies among principals).

2. Sales/distribution Sales target and distribution target break down (after finalizing with principal and getting agreement from sales heads) by SKU (sales key unit) by month and by region/ channel. Monthly reviewing for revision if necessary, then sending sales teams a confirmation; Monthly sales, distribution update report; Promotion planning and its memo released/ system installed for execution. Its execution/ revaluation monitoring; Distribution penetration/ expansion action planning; Launch planning, pipeline planning, sales training for new product launch. Field check.

3. A&P fund and spends Control spending within the agreed/ allocated fund; Monthly double check/ certifying of spending and fund balance with Finance & Admin team.

4. Supply chain and logistic coordination I ssue purchase order on a monthly basis and subject to lead time, stock level of each SKU; Stock level monitoring: average stock day is of 45 days Stock shelf-life control and taking quick action for bad stock (close-to-expiry stock) of all warehouses.

Some Experience

1. BRAND’s Essence Chicken ( Nước cốt gà Brand): Trade Model Propose Monthly Trade Promotion to GT and MT, ensure BRAND’s can optimize awareness,

Sale incremental with budget limited : from Jun 2014 - Present Propose Some Trade scheme for help Brand’s occupy Vietnam Market : Distribution extension

project ( Jul 2014 – Sep 2014, Loyalty project ( Oct 2014 – Feb 2015; Jun 2015 – Sep 2015), Gift box for each seasonal (TET gift box: Nov 2014 – Feb 2015; Kiatisac campaign : Apr 2015 – Jul 2015 , Merchandising project ( Oct 2014 – Feb 2015; Apr 2015 – Jun 2015; Jul 2015 – Sep 2015)

Analysis result after project completed and propose new Project that base on this result

Advise more Consumer inside, Retailer inside, Sale inside to BRAND’s team for help them more understand Vietnam culture and help them run ATL as effective as well, support run BTL follow with ATL plan

Support logistic as : PO, transit from Thailand to Vietnam, Custom Clearance, Transport to Nation Wide, Packing, return stock from Market …

Analysis Competitor activity ( ATL + BTL) and propose new promotion to supplier Monthly Analysis Price and recommend to them about the price by Quarter Produce POSM, Packing, listing to MT, announce to Sale team and unsure them will be came to

consumer Checking with MT daily and unsure all product have been full stock, full promotion board and

display follow with guideline Check and push stock to DDP( DKSH Distribution Partner) 2 weeks/month and help them sell to

Retailer by promotion activities Deal Addendum Distribution Agreement 2015 with Supplier Ensure profit to DKSH and BRAND’s Help BRAND’s team when they need supporting to training PG, brief to agency, meeting with

agency under mandate of Supplier And support to release all requested from Supplier likely Agency Partner

Highlight Achievement:

Change Business way : from high invest with short term incremental to sustainable investment, help Brand’s Profit increase 37% vs YTD last year ( Jan – Jun)

Maintain Promotion and Market with low investment, make the base for increasing next year Testing some Trade Activities which do not ever run before yet, Increase Distribution highest within 3 years Take the license for new Skus – functional/ Nutrition foods.

2. Fisherman’s Friend ( Kẹo cay con tàu): Full service model Found consumer Inside and build Brand Key, Brand Character, Base on Global Guideline, Adapt to relevant Vietnam culture and Vietnam Brand Key, Build

Strategy 5 years to FF Build Forecast and predict Innovation products for next 5 years Deal New Distribution Agreement 2015 with Supplier for next 5 years 2 times per year for Annual Meeting in Asia : last time in Singapore(end 2014) and Thailand(First

2015) Analysis FF price Follow with Strategy, build promotion thru ATL and BTL Discuss closely with Global team for build ATL campaign : Created KV, running Digital ( FB,

Website, Viral, Forum seeding, Game online, Mini event, DSP, Google Search Adv, PR online , Media online) from May 2015 – present

Running OOH : Frame Media in Office building and Pharmacy Stores Running Sampling Activity in 110 office Building, 6 Departments in HCM, 89 Office Building in

HN and 26 Office Building in DN from Jun 2015 – Nov 2015 Stick Poster in top 2000 stores Pharmacy in 6 key cities Merchandising in Pharmacy with Cabinet display Propose and run Promotion monthly Discuss with Sale Team to extend Distribution month by month

Listing and available in all MT channel, specific is CVS To resolve all trouble about wrong label, OOS from Global Manufacturer Register new AW, license (2015) to new skus Propose to Supplier how to avoid CIF tax Control A&P, to ensure to achieve Target Sale, benefit to DKSH, Deal with Supplier to get supporting money to get more A&P And support to release all requested from Supplier likely Agency Partner

Highlight Achievement:

Made fully Vietnam Brand Guideline ( Brand key, Brand Character, Strategy…) 2014 : To Overcome the wrong label issue as soon as avoid OOS 2014 : Revised Plan immediately when handle FF, achieved 98% target sale full year while sale

first 5 months just achieving 23%. 2015 : confidence to increasing 87% vs 2014 Digital Campaign 2015 are evaluated Brilliant Idea of Asian ( with limited budget)

Company Name: Tan Hiep Phat Beverage Group Jan 2013 – Apr 2014Job title: Senior Brand Manager cum Assistant Chief Marketing OfficerBrand: Number 1 Energy Fruit, Number 1 Energy Regular, ActiveDirect Report: Chief Marketing Officer (CMO)Salary: 31,000,000 (Gross)Staff Handling: 2 Assistant Brand Managers + 3 Marketing Executives

Established in 1994, Tan Hiep Phat, its precursor being Ben Thanh beer and beverage workshop, has become the strong beverage group now with a series of healthful products. Tan Hiep Phat is the pioneer company in changing the Vietnamese drink habit: familiar with healthful bottled drink. The products such as Khong Do (Zero degree) green tea, Dr Thanh herbal tea, or newly I-kun carbonate green tea…are the leading brand name in the Viet Nam market, have showed the stature of the leading company in approaching and understanding the changeable demands of consumers

To become the leading Asian group in three main business fields:  beverage, instant food, and plastic packaging, Tan Hiep Phat has invested to improve technology, modernize machines, production line. Tan Hiep Phat is proud of being one of the companies having the Vietnam’s the most modern technology and production lines such as Aseptic fill line, Japanese, European production technology. Moreover, Tan Hiep Phat has achieved 4000 staffs, officers who are professional, well-training, experienced, enthusiastic, strives for the development of company.

Now, Tan Hiep Phat THP has become one of the biggest companies in Viet Nam with the high developing growth, and the average growth rate from 2007 to 2010 is 40 % and makes a growth of 10% in labour’s income, always is a leading company in the Viet Nam’s beverage market. 

Responsibility:

Brand Manager (Energy Drink category : No.1 ED Lime, No.1 ED Strawberry,No.1 ED Ginseng and Sport Drink Category with No1 Active)

o Assist Marketing Manager in building Annual Marketing Plan for the Company.o Initiate build Annual Marketing Plan for the assigned Products

o Plan the product communication strategieso Propose, develop and conduct the Marketing program of assigned products.o Propose, develop and implement the activations that convey the brand

promise/value to consumers.o Propose, develop and implement the consumer activation or promotions to

build connection with consumers.o Propose the development of new flavors, packages and follow up with

Agencies, Suppliers.o Follow up and analyze the development of the assigned products (brand

health, sales, market share) and propose suitable programs.o Propose, develop and implement tactical program to drive volume by periods,

regions. o Follow up and ensure DME used effectively and efficiently to achieve products

margin (P&L).o Creative & Marketing Research Activities:o Supervise ABMs/ ME/ Trainees to ensure they handle their responsibilities at the

highest performanceSome Experience

Build Strategy of :- BOY - Balance of the Years : Reviewed 1st haft 2013 and analyzed, revised, built Marketing plan

to end haft 2013 with Marketing Activity and budget - AOP 2014 – Annual of Plan :Build Marketing Plan 2014 as: Pre-positioning of EDG, EDL and

Active, build up Marketing Plan 2014 with marketing activity, budget and NPD 2014- Align with whole function : Internal team ( Trade team, Sale Team, Planning, Factory,

Transportation…) External team ( Agency event, Media, Digital …) to achieve THP Orientation volume 2013

- Review 1st haft 2014 and and analyzed, revised, built Marketing plan to end haft 2014 with Marketing Activity and budget

- Collecting information for preparation to build AOP 2015 at July

Innovation : Launch new Brand of ED in 2014 Launch new Packtype for ED 2014 capture occasion; build up full portfolio of EDLaunch new product of Sport Drink Category with new benefit in mid 2014Down site pack-site of Active and Re-launch with new communication

- Build up No.1 Generation Spirit via X-game Platform since now to next 3 years with full 3600 Marketing for teen who target audient of EDL and EDS

- Bring X-game of the world 2013 to Vietnam at Nov and implemented successful - Preparing reality show for X-game 2014 which will be launch at Q3.2014- Build up No.1 Hero Spirit via Seagame 2013 and Ninja Platform in 2014 with full 3600 Marketing

for adult who target audient of EDG- Sponsor to Seagame 2013 at Nov and Dec include : PR (Print, Digital, TV reportage) Event

(more 8000 people marched for advocating VN Team) activation ( live coverage football Seagame 27 at NVHTN and 5 Universities) Digital, Sampling ( 13 Universities and 10 Supper Market) Radio, Poster and Trade Promotion (retailer receive glass, ticket come to Myanmar)

- Sponsor some activities which relevant with No1 Platform: Off-road 2013, 2014. Off-road Carnival 2014, Rock show in University 2014,

- Build up No.1 Sport Spirit via Seagame 2013, Student football cup of East and Central in November 2013, sponsor and organize sport activity in 2014

- Kick off Student football Cup in first of Nov to mid Dec 2013

- Running Summer Promotion 2014 campaign ( May – July)- Arrange time to Market visit once time/week

Highlight Achievement :

Business Evaluation :After campaign run in mid-October, Volume November increase 60% vs Octorber and December increase 96% vs November.

Marketing Evaluation: Successful organization Sea game 27 campaign and X-game 2013 Campaign Awareness increase 19 points, BUMO increase 9 points ( Source : Brand Health - AC Neilson

11/2013) Only Number 1 Energy Drink category in THP grew vs 2012 in THP ( +14%). Updating to 30.5.2014. Volume ED achieved 125% vs target in May (1st time through 6 years

ago)

Assistant CMO : o To Support/ Advice CMO Vietnam Market ( Vietnam culture) to develop

THP Marketo A member of THP strategy planning: build THP business objective for next

5 years (Market, Volume, Value, Revenue Investment, New industry..)o Build Marketing Structure, Strategy and Process templateo Deputize CMO for join BOD/CEO and Head function(Sale, Trade, R&D,

Production…) meeting for recommendation , discussion and alignment o Support Brand team about Creative, Innovation re-positioning, research

and Marketing plano Support brand team deal with Marketing Service, Agency for improve

SOW, quality, and Marketing 360 degreeo Support create innovation ( new Category, new Brand, new Skus…)

Some Experience

- To improve Marketing Strategy : o Build Marketing Culture: Team Building, Training (Marketing knowledge, Creative,

Research, Management skills…) Workshop, Brand Inspiration, lifestyle…o Build Marketing Process: Create MPR ( Monthly Performance Report), AOP ( Annual of

Plan),BOY (Balance of year), S&OP (Sale and Operation Planning), MOR (Monthly Operation review), WIP (Weekly Individual Plan) template …

- Alignment with head department to improve process: Marketing & Trade,Sale Team, Marketing & R&D, Marketing & Service Team, Marketing & Production…

- Analyzing Vietnam Market for build THP 5 years Plan (2014 – 2018)- Support Brand team for pre-positioning each brand: No1 Vitamin, No1 Active, No1 Soya, No1

Energy Drink.- Support Brand team for build new campaign in AOP.- Alignment with Research team, R&D team, and Factory for create new innovation so far

Company Name: Diageo Vietnam Jan 2012 – Jan 2013Job title: Senior Assistant Brand Manager

Brand : Smirnoff & Captain MorganDirect Report : Senior Assistant Brand ManagerSalary: 21,674,000 vnd (gross)Staff Handling: 1 Admin

Diageo Vietnam : Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, J&B, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Ciroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness. 

Many of our brands have been around for generations, while some have been developed more recently to meet new consumer tastes and experiences. Our great range of brands and geographic spread means that people can celebrate with our products at every occasion no matter where they are in the world. This is why 'celebrating life every day, everywhere' is at the core of what we do

Responsibility:

- Lead innovation/activation projects deployment (develop and execute) using funds efficiently to achieve measurable objectives

- Monitor and evaluate brand performance to recommend and execute appropriate ways to improve brand equity

- Implement integrated activity schedule ensuring consistency with communication strategy- Assist in development of brand marketing plan by understanding brand performance and

identify key issues and opportunities- Work with agencies: advertising, Market research, PR…- Operation management, interact with other departments for on-going projects, competitors,

budget phasing, media plan tracking…- Assist Brand Manager in managing brand strategic activities ( launch, re-launch,

innovation, promotion…) and other colleagues- Contribution of build structure of Smirnoff brand : Price and target audient, define and

finding channel for Smirnoff- Connecting with global team and localize global information : structure, price, target

audient, event ….

Some Experience

1. Smirnoff

- Bethere campaign 2012 :

Recived and localize campaign from global, build enjoy life moment via organize Party which transfer culture between VN and Canada, American and Brazil

Highlight Achievement : : build Awareness and organize successful big Event, Increase Smirnoff Communitee who willing to join SM event and use SM

o Launch Bethere campaign in HCMo Event Bethere at Caron bar in HCM, Funky Monkey bar in HNo Final event Bethere at 4in1 in HCM and Rock Star City in HN

- Mix It Your Way campaign ***

Propose Proposal which build Cocktail culture to Consumer, from educate Cocktail, trial, enjoy game in event & digital, using at club and coffee , buying in outlet and take away.

o Create concept, making plan and following o Take TVC and media plan(PR + Digital) for educate consumer o 2 events at HCM and HN for education and mentor

o Create gift box and supporting to Trade team and Sale team for try conversion

- Madonna campaign

o Adapt idea from global teamo Collect agency and follow campaign

- Midnight Circus 2013

Event

o Mega Event at Hon Tam : Launching MC with more 4000 participant o Weekly event in HCM, HN and Nha Trang for drive conversion ( 48 events / month)o Mega Event at HCM, HN and Nha Trang monthly from August 2012 to May 2013

( 2 events/month)o Mega event at HCM and Nha Trang in Halloween, New Year eve, Tet, Valentine,

Women day, Independence day with 2000 - 3000 participation

PR and Digital

o Connecting Agency: Briefing, PR plan, following and Reportingo Announcement, Branding by Digital in : Print, PR, Digital, Television(YanTV), Frame

Media …

- Christmas 2012 and New Year eve 2013

Event

o Christmas 2012 in Nha Trang with more 3000 participations o New Year eve 2013 in Nha Trang with around 3000 participations and 1500

participations in I Love Q4 bar

PR and Digital

o Connecting Agency: Briefing, PR plan, following and Reportingo Announcement, Branding by Digital in : Print, PR, Digital, Television(YanTV), Frame

Media …

- Launch Plan 2012 – 2013 - 2014 : o Launching Smirnoff Gold in Tet.o Launching new Smirnoff Packaging : 1000ml in tet

Highlight Achievement : :

- Delivered volume 2013 within 9 months- Distribution lift 4 times, product available and visibility in almost of Bar, pub, lound and

restaurant - Change behavior of target consumer when they come to the bar, pub ( Drink cocktail

instead of beer - check outlet’ bill weekly) - Increase SM awareness 27% (from 45% 72%) Source : Ac Neilson May 2013

- Build communities to SM through FB, Event and some compaign, around 90k fanpage on FB - Organize 98% successful event (WOW) ( source : research 75 sample after each event)

2. Captain Morgan

Build Strategy and Make launching Plan to launch Captain Morgan Rhum in Viet Nam at summer 2012 ( Focus HCM,HN,Nha Trang and some sea city)

Cooperate with Sale Team to build coverage. Design and support POSM to outlet. Base on MIYW campaign, build cocktail culture and the way of mixing for Captain Morgan

Highlight Achievement :

Sale volume achieve 105% vs target

Company Name: ICP Company Feb 2010 – Jan 2012Job title: Assistant Brand ManagerBrand: X- Men, OcleenDirect Report: Brand ManagerSalary: 14,500,000 vnd (Gross)Staff Handling: No

International Consumer Products Corporation (ICP) is a FMCG company. ICP was founded in 2001 by two enthusiastic entrepreneurs who wished to make a difference in the local business – build a local company of international standards to provide world-class products and services to consumers. ICP manufactures mainly detergents, home & personal care products and foods including some of the VN’s top brands such as X-men, Dr men, Vegy, L’ovite, Ocleen ….

1. X- Men (ABM)

Responsibility:

- Lead innovation/activation projects deployment (develop and execute) using funds efficiently to achieve measurable objectives

- Monitor and evaluate brand performance to recommend and execute appropriate ways to improve brand equity

- Implement integrated activity schedule ensuring consistency with communication strategy- Assist in development of brand marketing plan by understanding brand performance and

identify key issues and opportunities- Work with agencies: advertising, Market research, PR…- Operation management, interact with other departments for on-going projects, competitors,

budget phasing, media plan tracking…- Assist Brand Manager in managing brand strategic activities ( launch, re-launch,

innovation, promotion…) and other colleagues- Analyzing Market demands and developing marketing campaigns

Some Experiences:

o Launching, re-launching X-men ( Shower Gel, Facial Foam, Hair Gel, Savon, 2in1, Deodorant, Shampoo,…)

o Follow projects (Monitor and Resolving issues about production, Art Work, Manufacture, Packaging, support sale when launching)

o Creative Innovations, executive Campaigns’ X-meno Some campaigns have been joined:

Re-launching X-men’s campaign “Bradgelina” in 02/2010.

Learn about Media Planning Lead activation activities: Bluetooth marketing, posters & banners, Support brief sale organization, Sale Promotion for push sale all

year, grow off take in monthly Re-launching X-men - fresh campaign 2011.

Support create campaign : activation and Media plan Lead some activations in 2011 : Fanxipan event, Show TVC to

Retailer, Sampling new Shower Gel, Digital campaign : show iTVC, play game and give gifts Consumer promotion 2011

Lead launching new products in 2011 : Shower Gel, Hair Gel, Facial Foam Launching Ocleen campaign 2011 – create campaign and lead activation

in 2011 Preparing launch X-men care campaign 2011 Support create

campaign : activation and Media plan Lead launching new products in 2011 : Liquid detergent

- Manage Budget 2011- Preparing plan 2012

Highlight Achievement :

- Volume 2010 increase 35% vs 2009 (achieve 98% vs target) and 2011 achieve 103% vs target- TOM increase 14% ( from 32% 46% , source : BHT Q4 2010)- Create and build successful Iconic campaign, which campaign apply thro 5 years ( Change

positioning, logo, target Audient, campaign …)- Brand storm and contribute idea, campaign to build strategy 2011, 201 for X-Men- Successful launching NPD with new flavor -

2. Ocleen (Brand Manager)

- Build Strategy for develop brand with limit budget- Corporate with Trade team for increase visibility in MT, support POSM- Launching New Category ( Ocleen detergent)- Change Packaging for improve GM

Highlight Achievement :

- Volume deliver 125% vs target

LEARNING SKILLS

Microsoft Office skills - Intermediate Familliar with Ms. Office and internet.

Typing - Intermediate Can type quickly without seeing the keyboard.

Internet/Email- Intermediate Can search and summarize the information via internet.Familliar with email.

ManagementCan make a plan about Marketing or Advertising program and control scheduled workManager , discuss … with staff ( teamwork)Bargain, present and resolve problems about feedback of client

LaguagesEnglish : 4 skills are good

LEARNING

South Australia University September 2003 – August 2006Business Administration (Diploma)

Lincoln University April 2006 – April 2008 Business Administration ( BA)

HOBBIES/INTERESTS

Learning languages Traveling, reading, listening music, jogging, badminton, basketball Communicating with other people Volunteering in community service activities Playing sports Funny, create, friendly Teamwork, nicely to support

SALARY INFORMATION

Current Salary + 41,124,000 vnd (Net Salary)Benefit: + Phone : 1,200,000 vnd

+ Taxi: Taxi card with budget 4,500,000 vnd+ Meal: Have meal with Supplier : 300,000 vnd/person/meal+ 13th month salary+ Bonus end of year (compare with target sale Volume)

Expectation: Negotiation

REFERENCES

+ Mr. Trần Mạnh HàoChief Marketing Office cum Commercial Development Director–Tan Hiep Phat GroupMobi : 0903741375

+ Mr. Nguyễn TuấnSenior Brand Manager – Diageo VietnamMobi : 0908733443

+ Mrs. Hồ Viết Dương HạGroup Brand Manager – ICPMobi : 0909 227 886