BACHELOR of HANOI
FOREIGN TRADE UNIVERSITY

July 2021-Jun 2023 Business Support Manager

The role has responsibility to capture business insights from a broad range of
stakeholders (customers, consumers, distributors, KOLs, internal data, etc).
integrate them and convert into opportunities/strategies/tactics driving HVN
to capture faster and higher value business growth. The scope of the job is
National with a specific regions/channels/groups of consumers being
prioritized in different time, based on business needs.

April 2014-now Consumer Market Intelligence Manager

Lead Consumer and market Intelligent partner with out of the box
inspiring sessions organized for commercial teams
I am responsible for leading, managing all research projects for Heineken Vietnam
beer (Heineken, Tiger, Larue, Bivina, Amstel...) and cider portfolio (Strongbow),
support the brand/ trade MKT team to get clear consumers/shoppers/ market
insights to help decision making process. My main responsibilities include:
• Provide market insights to strategy development: how market trend &
dynamic, what are market opportunities, where our brands today and what
we want to move in the future, not only for specific brand but also for
company portfolio
• Managing market and brand measurements tools as Heineken global
protocols: to find opportunites to push more sales (via market share, internal
sales), help building brand (define routes to build brand equity, 6Ps tracking),
measure effectiveness and brand/ sales impact from digital activities as well
as MKT traditional activities
• Provide shopper insights and customer/ channel understanding to Trade
strategy development
• Partner with innovation team and current brand team to develop new brand
launching, brand extensions in current market and white space to tap into,
from market feasibility, generate valuable concepts to new product launching.
Recent successful innovation: Heineken Silver (launched Apr 18), Bivina Export

Work closely and have full alignment/ feebback with global CMI teams/ global
brand team to ensure the full deployment of global protocol
• Strengthen capability know-how of CMI team as well as introduce wide
selection of research agencies for reporting improvements
Jan 2013 - Feb 2014 Consumer Market Intelligence Manager
Business Unit Healthcare including OTC/ consumers
Health and ETC
Lead all market research included:
• Market Research Operation Management: Lead and manage all research
projects with selecting target consumers/ patients/ customers (pharmacies),
accurately methodologies/ locations ...to get the insight to support decision
making process for OTC. Define issues/ opportunities and give useful
recommendations to business. Focus on pharmacy channel such as post
evaluate MKT campaign in pharmacy channel, Mystery shopper
• Support Brand Development: In house market research for new product
launching for OTC product (6Ps)
• Support New Business Development: Analysis data from IMS (sales audit) to
evaluate the feasibility of new products for new business/ acquisition such as
market potential, consumers insight, products/ price structure to help
business to take further decision

Apr 2008- Aug 2012 Consumer Market Intelligence Manager
Lead all research for Nestle Categories including: Coffee, Chocolate Malt Beverage,
Granule Bouillon, Soya Sauce, Milk powder, Liquid milk, Instant Tea

My role at this multiple categories company: more less the same as they are in
Heineken Vietnam included:
• Lead and manage all research projects with selecting target consumers/
customers, accurately methodologies/ locations ...to get the insight to support
decision making process. Define issues/ opportunities and give useful
recommendations to business.
• Provide consumer insight/ consumer trends and categories understanding to
brand strategy development
• Provide shopper insight and customer/ channel understanding to Trade
strategy development
• Measure Brand/ Trade performance via continuous tracking projects to
track performance of brand and effectiveness of MKT activities. Follow up
actions plan to improve their KPIs for MKT team and Sales team
• Support R&D team to develop new products, starting from generate valuable
concepts to new product

May 2005- Apr 2008 Market Research Manager
Work at Head office and dot-line with Store Mgr, MKT Mgr at each store
Act as cum Trader Manager at Head office for 8 months, from Sep 07 - Apr 08 in
‘Pop and Mom’ project
Lead all research projects for head office and store:
• Produce analysis and give recommendation to Board of Management and

input for projects planning as the ff:
o Sales target of each year by each customers type (Horeca, Traders,
CBU);

o Bi-weekly pricing tracking to compete with key competitors (use part-
time staffs)

o Daily sale volume of each store and analyse customers life-circle at all
stores to make sure the customer activation in-time
• Conduct assortment survey with Category Management when open new
store/ new market
• Conduct survey to get the input from key customers (top Horeca, Traders and
CBU) to improve store operations/ assortment/ products/ price and services
• Work with Key account of key manufacturers to build the Trader program
May 2002- May 2005 Market Research Executive
Responsibilities included:
• Conduct statistical analysis about business/production activities of My Duc JV
using information collected from market and My Duc internal sources in
HCMC, Hanoi and other provinces. Report directly to General Director for
products trends and customers’ satisfaction scope.
• Actively participate in the marketing related activities such as conducting the
Design shows (marketing events) to select the best design for production.
Oct 1998- May 2002 Market Research Assistant
Responsibilities included:
• Support managers in handling several accounts / clients: e.g. doing client
service at appropriate level, mainly in Unilever client (all kinds of categories of
Unilever), Coke accounts.
• Assist managers in client service: prepare draft proposal, analysis research
data and translate them into business recommendation which could support
clients in their decision making, write draft report , conduct presentation, be
in touch with client at the same level
• Understand client’s problems or requirement to develop/ design research
projects which would address client’s needs.