Develop annual business plan in conjunction with Sales objectives:
program contents, programs documents, media, seminars, co-branding
events, lead generates…
Conduct market research and specify market requirements for current and
future programs by compiling customer’s feedbacks;
Cooperate with lawyers from other departments, across regions, to fulfil
global business plan and implementation.
Maintain and develop strategic partnerships/developers capable of
bringing potential clients and value benefits to the firm;
Achieve frequent, timely and positive media coverage/publicity for the firm
as well as program development;
Achievements:
HLG is ranked top 5 in immigration industry.
With 50% contribution from Marketing for 2018 Sales performances and a
big number of MOUs are getting line.

Scope of business: Banking
Key expertise in strategic planning, channels, operations and products.
Specialties: managing various aspects of Personal Financial Services as
well as Business banking. Co-worked with Product team for product
strategy, strategic planning, promotion scheme, P&L, communication,
marketing execution… Also developed the E-Business (online marketing
and internet banking), Channel Marketing, Management of self service
terminals such as ATMs, Call Center Mgt, 3rd party co-operations…
Assess opportunities & develop business models with strategic partners:

Vietnamairlies: co-branding, card / Vinhomes: loan, ATM / Massan: co-
branding, ATM…

– Corporate: TCB image, brand and also its standing within the market
place.
– Product portfolios:
 Personal Finance Services: Card, Loan, Deposit, E banking…
 Business Banking: Loyalty program
Project:
– Personal Financial Services: Lending umbrella campaign: Best offer to
best customer / Network agent
– Business Banking: Loyalty program / Network agent

Scope: Banking
From Nov, 2013 to 2014: National Vehicle Head
Establish sales objectives by forecasting and developing annual sales
quotas for regions and territories; implements national sales programs by
developing field sales action plans.
Complete national sales operational requirements by scheduling and
assigning employees; following up on work results: 4 RSMs, 18 USMs,
400 dealers and 550 POSs…
Strengthen dealer relationship by cross selling of other products as Imotor
base: PIL, life insurance, general insurance…
Daily reporting of total sales with highlight & lowlight analyze & submit the
next actions for adjustment.
Improve the approval rate at key dealers without comprising on credit
quality – training of CCs and constants and close cooperation with
Risk/CU/Field Survey.
Assess opportunities & develop business models with strategic partners:
Honda, Suzuki, Toyata, Kia…
Contribute to team effort by accomplishing related results as needed.
From Nov, 2012 to Nov, 2013: Marketing & Communication Head
Basic Function/General Scope of Work
Develop; execute marketing and PR strategies and events/activities that
help to increase MDB’s brand/customer proposition/product awareness,
positioning and penetration in the market.

 A member of the management team in Consumer Banking
 Oversees and manages the Marketing and Public Relations
Department
 Other relationships:
o Internal – Division Directors, Department Heads,
Branch Heads.
o External – Shareholders, Vendors, Customers, Ad
agencies, Media
o Representatives, Government Agencies

Key Duties & Responsibilities
a) Take the lead in developing MDB’s Brand, Marketing, Advertising
and Promotion:
Establish marketing campaigns and activities across the bank in line with

MDB’s branding and vision: IR, ATM, Card, Deposit campaign, Loan-
Tactical campaign…

Establish story angles, media materials, internal & external communication
materials that are within MDB’s stipulated guidelines

b) Manage all activities of press and public relations
Arrange and manage public appearances and interviews for MDB,
investor, shareholder spokespersons.
Organize press presentations, exhibitions, events, etc and ensure that
they are in line with MDB’s image.
Track and report of media effectiveness, media coverage on MDB and
advice management on response strategy to mitigate MDB’s reputational
risks.
Deliverables
As assigned by the Consumer Banking Division Director in consultation
with the CEO.
Achievements:
Manage & get good results from whole Sales channel as well as key
accounts: Hoa Binh Minh, Topcom, Quang Hung Phuong, Huong Giang,
Sang Trong….

Scope of business: IT – Software
Strategic Partnerships:
Develop sound marketing strategies and plans to ensure maximized
revenue potential.
Deal with partners (IBM, Microsoft, Dell, Oracle…) to leverage Lac Viet’s
vertical solutions via their platforms/solutions. Ex: Cloud…
Identify new business opportunities that can expand company market
reach whether through expansion by geography, target market, or
solutions and services: Public Sector: Vebrary – SME: ERP, Accounting,
Human Resource…
Marketing and sell more through Strategic Partnerships that leverage
complementary solutions and services.
Get strong support from government offices: MIC, HCA, HCMC IC Dept.
Marketing:
Execute superior marketing programs for increased lead generates and
pipeline development and execution assistance in order to optimize
channel partner effectiveness.
Enhance branding and identity along with refinement of marketing
messages and defined value proposition.
Increase market awareness and visibility through proactive media
relations.
Achievements:

Lac Viet umbrella brand as well as its solutions is well-know: IT
community, partners and clients… with a range of solutions for: Public
Sector, SMB, Education & Digital Content…

Scope of business: Cement
Planning:
Own short-term and long-term marketing strategy for trade market
/industrial market.
Develop specific offers for trade market/industrial market.
Develop marketing plans (SBF/MBF) to deliver marketing strategy,
business objectives of trade market / industrial market target.
Execution:
Deploy innovations/offers in VN.
Execute agreed marketing plans.
Monitoring:
Monitor the progress of activities vs agreed KPIs.
Regularly review marketing plans and sharing & learning.
Coaching:
Provide effective coaching to develop junior staff and building the talent
pool for the organization.
Achievements:
Best concept for new BIS (Tortoise) with high appreciation from local &
region management.
Green line concept applied for Geo-market expansion

Scope of business: Electronics, IT, Telecommunication.
Have responsibilities for the overall marketing objectives and strategies for
new product launched in VN market.
Develop and manage all brand activation programs.
Prepare & monitor marketing plan for Marketing Dept.’s operation.
Achievements:
LG in top 3 after 1,5 years (Source: Gfk – 2000: top 5)
Aquarium concept adaptation for Sea games sponsorship.