Hoang Nguyen

Marketing Director @P&G

Brazil🔥 Startup FounderMarketing Director💸 MarketingBusiness Owner💼 C-level Executive🗿 HRCMOFounder✨ Business OwnerBrand Marketing Manager

Seasoned Marketing Director with a strong entrepreneurial mindset and a track record of driving profitability for international brands. With over 11 years of experience at Procter & Gamble, I have led successful marketing campaigns across Asia and South America, delivering substantial revenue growth and market expansion. My passion for innovation and strategic thinking led me to co-found FREESH, a thriving D2C eCommerce CPG brand in São Paulo, Brazil. This entrepreneurial experience has equipped me with a unique perspective on brand management, consumer engagement, and market dynamics, enabling me to drive impactful strategies that resonate with global audiences. I excel in dynamic, fast-paced environments, where my ability to manage profitability, lead cross-functional teams, and cultivate brand loyalty shines through. I have a proven track record of building and nurturing high-performing teams from diverse backgrounds and cultures, leveraging their unique perspectives to drive innovation and achieve exceptional results. Outside of the boardroom, I am proud to be a member of the LGBTQAI+ community, bringing a diverse perspective and a deep understanding of inclusion to everything I do. This aspect of my identity fuels my drive for excellence and my commitment to creating a more inclusive world, both personally and professionally.

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Work Background

FREESHCo-Founder

Nov. 2022Co-founder of a D2C eCommerce CPG brand with mission to accelerate the progress toward sustainable and responsible consumption in Brazil. Oversaw all aspects of the business, including product development, marketing, sales, operations, and finance, ensuring alignment with the company's mission and objectives. Implemented customer-centric culture and data-driven decision-making processes to optimize marketing campaigns, product offerings, and operational effectiveness. Key highlights: • Spearheaded the conceptualization, launch, and growth of FREESH into a thriving D2C eCommerce CPG brand in São Paulo, Brazil. • Successfully navigated the challenges of the competitive market and economic uncertainties, achieved rapid market entry (3 months from concept to launch) and brand establishment through a combination of AGILE methodology and direct customer engagement strategies. • Developed and executed innovative marketing strategies that drove brand awareness, customer acquisition, and revenue growth, resulting in a triple digits increase in sales within the first year of operation. • Built strategic partnerships with key suppliers, distributors, and influencers, enhancing brand visibility and market penetration. • Established a culture of learning and innovation within the organization, driving continuous improvement and adaptation to market dynamics. Positioned FREESH as a responsive and customer-centric brand, leading to high levels of customer satisfaction and loyalty.

Career BreakRelocation

Jan. 2022 - Oct. 2022Montpellier, OccitanieRelocated to France to reunite with my partner after being parted during COVID-19. Moved together to São Paulo, Brazil to embark on our new professional adventure. Immersed in cultural differences between Asia, Europe and Latin America. Learnt 2 new languages - French & Portuguese - at the same time to reach conversational fluency level.

Procter & GambleMarketing Director

Feb. 2019 - Jan. 2022Seoul, South Korea · On-siteActing Local Chief Marketing Officer for P&G’s largest portfolio globally – Fabric & Home Care in multiple markets; brands in scope are: Ariel, Downy, Febreze, Swiffer, Tide. Transformed marketing organization into new commercial structure and built high-performing multifunctional team of Marketing, Sales, eCommerce, Finance and Product Supply. Accelerated revenue growth through new consumer segment, new category launches and distribution expansion to new channels. Continuously increased profit margin via budget management, pricing strategy and premium category expansion. Was a member of Vietnam’s Leadership Board. Key highlights: • Achieved market leader and delivered 25% revenue growth in South Korea by launching the adjacent category and expanding core portfolio to new consumer group • Won “Best Marketing Campaign of the Year”, awarded by Korea National Marketing Association • Fix value proposition to achieve 5% market share growth in Vietnam after 2 years of continuous share declining. Fast-tracked result achieved at month 6 in the role. • Advanced eCommerce expansion to achieve #1 category player across key retailers in the region through establishing seamless collaboration and practice sharing between functions and across markets. • Established A/B testing process on eCommerce, accelerated strategic partnership with key eCommerce retailers to be first to pilot new capability. Resulted in 3.5x conversion rate improvement, numbers of pilot tests increased by 10x. • Coached and developed talents, built high-performing multifunctional team in transition to the new global organizational structure. Results: zero attrition, exceeded growth and profit target, promoted 2 Directors and 2 Senior Managers, increased 2 manager head-counts.

Procter & GambleRegional Senior Brand Manager, Fabric care portfolio

Jul. 2015 - Jan. 2019Singapore · On-siteLed P&G’s Fabric care portfolio (Ariel, Downy, Tide). Redefined business model and led transformation to accelerate profitable growth in emerging markets. Defined new consumer segment and designed portfolio strategy for the region. Launched new category and piloted new process to transform business and organization. Key highlights: • Piloted new decision-making process in emerging markets. Captured the learnings and proposed the models that became part P&G global structure 2 years later. • Designed and implemented changes in business model for Laundry category in Vietnam, resulted in double digit profit margin for the first time after 20 years in the market. • Achieved market leader in Fabric Enhancer category for the first time via leading category growth with new to the world benefit segment. • Proposed and piloted key organization engagement changes: Marketing – Sales connects and Retailer Engagement Forum that enabled best-in-class distribution and shelving execution. The changes were later reapplied across the region. • Led Asia Pacific marketing capability program; worked directly with Regional Marketing VP to execute first ever Regional Brand College which became signature functional training until today.

Procter & GambleSenior Brand Manager for Shopper Marketing and Regional Media Manager

Jul. 2013 - Jul. 2015Ho Chi Minh City, Vietnam · On-siteLed media planning and operations for Fabric and Baby care category in the region, markets include: Vietnam, Thailand, Indonesia, Malaysia. Led regional and national Shopper marketing activations. Fast-tracked career development from Human Resource Manager to Senior Brand Manager. Key highlights: • Worked directly with Regional Marketing VP to qualify Shopper marketing model for the region, introduced first-ever digital-only shopper marketing campaign, offline to online consumer journey and CRM platforms. Resulted in 15% revenue growth, share gain across brands and transformed how marketer in P&G leveraged digital media. • Won “Asia Pacific Best Brand Building Award” by P&G Group President • Introduced mobile media and A/B testing on digital platform in the region. Increased digital media by 2x and generated 20% media saving while brand awareness tracked growing consistently across brands. • Transformed media agency capability to best-in-class in the region.