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Mien Tran Thi Hong
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Current:Group Category Manager - Coffee and Nutrition at Masan Consumer Corporation
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Past:
- Assistant Trade Marketing Manager - Modern Trade Channel at Nestle Vietnam
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Education:
- University of Economics and Law, Vietnam
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Connection:93 connection(s)
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Job Function:Marketing, Sales, Trade Marketing
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Industries:FMCG - Household / Personal Care, Food/Beverage/Dairy, Retail/Wholesale/Distributor
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Job Level:Manager
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Group Category Manager - Coffee and Nutrition
Masan Consumer Corporation
March 2012 - Present (13 years 4 months)Category Analyze and Planning
- Monitor and track Category performance by channel and recommend actions to achieve channel performance targets.
- Utilize internal and external data to have a SMART forecast in sales volume for each Category by channel (both Modern Trade and Grocery Trade) to make sure that whole year target of the CAT is reachable
- Decide the Trade Promotion to enhance Sales and also manage tightly the annual Trade Spend Budget
- Provide Category, Channel, and Customer trends analysis to support the development of Channel strategies, including the tracking of competitor performance
- Coordinate with Store Communication Manager to develop merchandising guidelines/direction, including permanent POP materials display recommendations, and plan-o-gram solutions in line with POP Vision & Objectives and brand vision & objectives.
- Provide channel insight during Innovation & Renovation projects, including the development and communication of the trade launching.
- Working with agencies to develop and execute BTL plan from concept to production, installation and auditing
Channel Development
- Develop tailored channel plans for the Category and brand initiatives.
- Assist the Trade Category Manager in developing a Channels Assessment, Prioritization and recommended Objectives and Strategies, contributing analysis and Insight into Channel
- Identify, prioritize and develop strategies to exploit current and new channel opportunities for the Business Unit/Category
- Develop Channel Specific launch plans for New Products.
Training & Coaching the Sales Team for better execution
Working achievement
- Leading the trade part of launching new kinds of Fish-sauce – CSNN successfully that gain the running rate selling about 190 bil VND per month
- Rural Feeder leader – An important project of increase Numeric Distribution for Fish-sauce
- Build up Masan Ambassador that help to cover volume of DE NHI after price increase in 2012.
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Assistant Trade Marketing Manager - Modern Trade Channel
Nestle Vietnam FMCG - Household / Personal Care
June 2010 - March 2012 (1 year 9 months)Project Management
- Cooperate with Brand Manager in launching product for planning and also execution for the related launching events such as: PR, Media, Advertising agency and facilities also
- Innovation and Renovation for Brand Excitement by month
- Assistant for Project Manager of Integrated Commercial Plan project that a very important project to develop the whole plan for the following year
Trade Promotion Activity
- Developing the customer plan for Trade Promotion Programs (TP & CP) tailor made by each customers: Metro, Big Coop Mart and other local ones monthly within the brand guideline
- Cooperate with Marketing Team to plan and carry out the promotion and visibility campaign at each customer for the new product launching
- Responsible (with KAM’s) for defining and optimizing Total Trade Spend(TTS) strategy and allocation, including structure, annual budgets and investment
- Cooperate with multifunctional Teams: Key Account, Legal, Procurement, Customer Service, Supplier… to make sure that all Trade promotion plan could be happened perfectly
- Draw up analyzing report such as: Business review, Promotion Pre & Post for customer health check-up to monitor selling performance progress, Brainstorming the solutions and take quick actions against the competitors
Building Visibility Activities
- Develop the appropriate and creative POSM for each customers based on their characteristics
- Coordinate with multifunctional team: Agency, Marketing, Legal, Brand Activation to utilize the Brand image at MT at all SPMKs chain through Gondola End, Island, Dummy, hanger… with the space rental
- To be in-charge of training PG for the updated merchandising skills
- Do the Innovation and Renovation for each brand to do brand excitement each month and
- Support In-Store Execution for Brand Activation Team
- Update the shopper insight from the trusted research for transfer to KA Team in order to have a deeper insight knowledge and better plan depletion
Working Achievements
- Coordinator of the whole Process of Consumer Promotion: from planning, purchasing, legal document, booking and tracking selling. This currently is the main kind of promotion in my company
- Build-up massive display together with effective trade promotion that help MT Nestle had the highest growth 80% in 2011
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Groups and Associations:
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Honors and Awards:American Chamber of Commerce Scholarship for the best Student in university
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