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Work Background
10xlabBusiness Development Specialist
Nov. 2025
MOW Espresso Coffee ShopBusiness Owner
Oct. 2024Ho Chi Minh City, VietnamDriven by a passion for crafting great coffee experiences and building sustainable local businesses. A small franchise espresso coffee shop catering to office workers in District 1, HCMC. Leveraged prior corporate experience in brand management, operations, and strategic planning to effectively run the business through a challenging economic period and shifting F&B landscape. Focused on optimizing operations, maintaining profitability, and building customer loyalty. Led a small team to deliver consistent quality and service excellence.
HEINEKEN VietnamAssistant Brand Manager
Jan. 2018 - Dec. 2022Ho Chi Minh City, VietnamInnovation & Beyond Lager Beer Team (2020 - 2022)
- Drove innovation projects for Sol Beer and Edelweiss Wheat Beer - from product positioning, go-to-market strategy, and communication plan to post-launch performance monitoring—resulting in accelerated uptake in target segments.
- Collaborated with cross-functional teams (Sales, Trade, Supply Chain, Media) and agencies to ensure on-time delivery, budget optimization, and consistent brand identity across all touchpoints.
- Monitored campaign performance and brand health metrics, translated data into actionable insights, and refined activation strategy to improve ROI and brand momentum. Heineken Brand Team (2018-2020)
- Supported the Brand Manager in defining and executing brand development plans, driving premiumization and innovation agendas across the portfolio.
- Led the successful launching events of Heineken Silver across multiple cities (2019), delivering fully integrated internal & external launch events and achieving strong brand buzz and awareness.
- Managed the activation of the prestigious Formula 1 events in Ho Chi Minh City & Hanoi (2019) as a flagship sponsorship vehicle—aligning trade, brand, and agency teams to deliver seamless execution.
- Worked closely with the agency to conceptualize and implement The World of Heineken Experience Centre (2018–2020), which created an immersive brand experience that enhanced consumer engagement and affinity.
- Collaborated with the Corporate Affairs team and cross-functional internal departments (Trade, Sales) to plan and execute the responsible-drinking campaign - “When you drink, never drive”- achieving strong awareness of the brand’s commitment to social responsibility.
HEINEKEN VietnamBrand Executive
Jun. 2015 - Jan. 2018Ho Chi Minh City, Vietnam- Coordinated with agencies and internal departments to plan and execute events effectively.
- Managed sponsorship budgets to ensure cost efficiency.
- Oversaw POSM production and distribution to support event execution.
- Tracked and evaluated campaign results, compiling reports and key learnings.
Key project: - Heineken Green Room events in 4 key cities (2017)
- UEFA Champions League Trophy Tour events in 6 key cities (2016, 2017)
- Heineken James Bond Premier Viewing Event (2015)
Amway VietnamMarketing Officer - Supplement & Home care categories
Mar. 2013 - May. 2015Ho Chi Minh City, Vietnam- Managed end-to-end product launches, ensuring successful execution across planning, communication, and events.
- Developed and implemented a 3-year brand strategy for Home Care products.
- Strengthened brand recognition and credibility through integrated communication strategies.
- Introduced a new SOP for handling customer complaints, improving service quality and team alignment.
SandClockAccount Manager
Mar. 2012 - Mar. 2013Ho Chi Minh City, Vietnam- Served as the main client contact, leading cross-functional teams to deliver projects on time and within budget.
- Managed campaign performance, budgets, and KPIs to ensure client satisfaction.
- Identified and pitched new business opportunities, contributing to revenue growth.
- Delivered regular performance reports and actionable insights to clients.
Proma CommunicationAccount Executive
Jul. 2011 - Mar. 2012Ho Chi Minh City, Vietnam- Supported creative and client teams in developing proposals, events, and activations for brands. Client: Yahoo!, Colgate, and Chinsu.
- Coordinated all project logistics, timelines, and deliverables from planning to reporting.
- Assisted in preparing event scripts, execution plans, and financial documentation.
Kaslite (Event Group)Team Leader
Ho Chi Minh City, Vietnam- Directed university talk shows and teambuilding programs attracting 200+ participants.
- Led sponsorship acquisition, event planning, and media promotion for major student events.
- Managed cross-functional teams to ensure smooth execution from concept to completion.
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