Marketing Manager | Expert In Brand Building And Strategic Growth | 10+ Years In F&B Sector
Drawing on over a decade of marketing experience, I know exactly what it takes for F&B brands to achieve sustainable growth. My approach combines creative insight with in-depth customer analysis to identify unique opportunities and elevate brands in this vibrant sector. I’m proud of the successes I’ve delivered, from boosting growth and implementing commercial strategies to turning customer experience into a strategic business advantage.
Fueling Inspiration, Crafting Brands.
We offer brand strategy development, brand identity building, creative communication planning, content and social media management, and strategic consulting. Our goal is to enhance brand awareness and create lasting impressions.
Understanding Local Landscape
Conducting in-depth research into Vietnamese consumer tastes, dining habits, cultural preferences, competitive environment, and market trends that are distinct from your home market.
Defining Local Relevance
Determining how your brand’s vision, mission, and values resonate (or need to adapt) for the Vietnamese audience. Identifying what makes your brand unique and appealing here.
Strategic Positioning
Crafting a clear, compelling market position that differentiates you from existing local and international players in the crowded F&B scene.
Cultural & Linguistic Adaptation
Guiding the adaptation of brand name, visual identity, messaging, and taglines to ensure cultural appropriateness, linguistic accuracy, and emotional connection with Vietnamese consumers.
Target Audience Identification
Pinpointing the specific consumer segments within Vietnam most likely to embrace your offering and understanding their needs and behaviors.
Laying the Foundation for Growth
Providing a strategic roadmap that informs all subsequent marketing, communication, product development, and operational decisions in the Vietnamese market, ensuring a cohesive and impactful launch and sustainable growth.
10+ Years In F&B Marketing
Drawing on more than a decade of F&B marketing experience, I’ve built and executed strategies to successfully position brands and foster deep customer connections.
Category Marketing Manager
Tan Hiep Phat Group (Number 1)
- Led the strategic repositioning and growth of a diverse portfolio of Number 1 Group Brand including energy drinks, packaged water, soya milk, and isotonic drink, propelling annual business revenue to $250M.
- Demonstrated exceptional marketing acumen by optimizing a $10M budget to drive brand visibility, consumer engagement, and market share expansion within the competitive beverage industry landscape.
- Led the refinement and optimization of 26 marketing processes, consolidating group marketing workflows into seamless, end-to-end processes designed to foster collaboration and innovation.
Brand Manager
Tuborg Brand – Carlsberg Group
- Turned Tuborg business around x5 in Volume in 2 years by reactivating the brand USP: Pull-off-cap (drinking ritual, hidden messages & UTC).
- Successfully launched Tuborg Ice – accounted for 40% of total brand volume in the first year.
- Led the brand’s music sponsorship platform in various events: Tuborg Launch Event in South, Hozo Music Festival 2022, Tuborg Ice Launch Event, Yeah1 Waterun, Watera – Number 1 Summer EDM Festival, Ravolution X-Dimension, Hozo Music Festival 2023.
Brand Manager
Halida Brand – Carlsberg Group
- Reignite Halida Brand from 5 years of declining to growing 15% in volume by fully Revamp the brand with new position, liquid & packaging.
- Led the launch of Halida Export All Malt & Halida Dark (two premium variants) to be profitable in 1 year.
Group Brand Manager
BBQ Group – Golden Gate Restaurant Group
- Developed portfolio strategy and brand positioning for BBQ Concepts: Gogi House, SumoBBQ, K-Pub, Gogi Steak, Shogun Izakaya.
- Standardized local restaurant marketing strategy that increased sales and community awareness.
- Implemented an automation workflow that increased conversion rate by 25%.
- Doubled the number of Gogi House Outlets in 2 years by building brand message: “Gogi Ngon #1”.
- Renovate concept of K-Pub (for younger audiences) & Sumo BBQ (for more premium target).
- Led the group’s main campaign to maximize lunch time, improved EBIT by 5%.