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I'm Thao, Le - Marketing Specialist with five years experienced as a craftsperson with a demonstrated history of working in the wine and spirits industry. I’m specialist in handling and managing day to day team operation with considerable experience to read trends for market data analysis. I have vision to expand my knowledge wider to all fields and aspects related to marketing (included events, data analysis, digital marketing, e-commerce, affiliate, etc.) to be a successful leader in channel marketing for mutual distribution to the firm.
EXPERIENCES
Trade Marketing Executive • Diageo Vietnam Ltd.
January 2021 - April 2023
- Leading trade marketing campaign for taverns with BP, BA activities (150 guests/ events, 60 events/ year)
- Branding POSM at 180 key contracted outlets (OLs) e.g. signboard, podium, menu
- A&P budget allocation for F21, F22, F23, F24 to growth 25% significantly based on trend, market needs and business capacity. Evaluate PnL based on a financial perspective.
- Manage budget (top up, accrual, transfer, amended budget) by 4million GBP.
- Analyze 5 main rivals' performance (PR, TEG, LVMH, Lighthouse Indochina, Bacardí) to propose trade program strategies that confront healthy competition in the market
- Following consumer trends helped to increase 33% GSV in the 'New Normal' after the COVID pandemic, 30% market share (Diageo SKUs) from on-trade consumers
- Project performance review weekly, business performance report monthly, measurement & evaluation report quarterly.
- Educate & engage consumers about brand identity (stories), brand images & awareness, products tasting by permanent BA (45 BAs in the South, 30 BAs in the North). Building the BA team included forecasting head count, budget needed by levels, C&B (recruitment, experiences level, on boarding, training, uniform, working tool, healthcare, team building, YEP, commissions & award).
- 3rd party management: leverage resources and optimizing budget when negotiating with vendors to maximize the operation cost effectively, saving up to 13% per quotation
- Sustainable business development project for protecting the environment of the enterprise by using 3PL (O-I BJC VN Glass & INSEE Ecocycle) is in the process of reporting to Global HQ the amount of waste contributing to the industry.
- Stakeholders & shareholders (internal & external) communication, discussion and finalization regarding to business solution
Project reference
- Fund to trade project for Market Research Support to measure the performance of enterprises' products at On trade
- 360 degree display visual merchandise visibility (core, premium, prestige SKUs) purpose for rising brand awareness and exclusive trade mark
- Ultra deluxe activation & events aimed for education and engagement with the consumers lead to purchasing that drive sales
Assistant Sales & Marketing Manager • Alchemy Asia Ltd.
January 2018 - November 2020
- Sales analyst:
• Monthly revenue sales report to see whether the growth index is positive at rate +0.5 times target.
• Track 57 contracts: sales forecast, investment & target achieved up to $16k.
• Provide reports sales data comparing YTD actual achieved vs target KPI and accurately estimated revenue growth of increase 12% of total revenue for 2018-2019 in which Traditional Trade sales channel takes 48% of total revenue in Tet season.
• Suggest the realistic sales target to key customers base on company' sales KPI (up to $5.8M in 2019-2020).
• Evaluate the risk of sales report might be mistaken from whether healthy or unhealthy data provided by accountants unable to be lower than 12% of sales in the same period in 2017.
• Apply retail audit aims to planning distribution strategy by grow the shares of products up to 8% per period, control actual revenue and brand performance.
- Market intelligence:
• In action of report the counterfeit stocks with 9 codes & images per week to the brand principles.
• Brand health check by insight questionnaire as the primary data collected from at least 150 guests at events then digitizing data on system in order to conclude the industry trend, customers' purchasing trend & brand awareness.
• Collect sell in & sell out prices from rivals and compare to company price list then suggest the reasonable price strategy recommend for GM that able to meet customers' needs to avoid market devaluation (increase not over 6% each year).
- Admin:
• Check the stock report from & outlets for reconciliation the PO to fulfill in the stores.
• Create Sales contract based on sales agreement and negotiations.
EDUCATION
Western Sydney University
MBA
Business Administration
2022 - 2024
Royal Melbourne Institute of Technology
BBA
Marketing
2016 - 2018
Skills
- Microsoft Office (Excel, Power BI, Word, Power point)
- Coupa/ Workday
- SAP
- Negotiation
- Defense
- 3PL Management
- Marketing Strategy
- Data Analysis
- Audit Reports
Languages
- English — Proficiency
- Vietnamese — Mother tongue
