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Mien Tran Thi Hong

Group Category Manager at Masan Consumer Corporation - Cofffe and Nutrition
Ho Chi Minh (Vietnam) - 93 connections

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  • Current:
    Group Category Manager - Coffee and Nutrition at Masan Consumer Corporation
  • Past:
    • Assistant Trade Marketing Manager - Modern Trade Channel at Nestle Vietnam
  • Education:
    • University of Economics and Law, Vietnam
  • Connection:
    93 connection(s)


  • Job Function:
    Marketing, Sales, Trade Marketing
  • Industries:
    FMCG - Household / Personal Care, Food/Beverage/Dairy, Retail/Wholesale/Distributor
  • Job Level:


  • Group Category Manager - Coffee and Nutrition

    Masan Consumer Corporation
    March 2012 - Present (12 years 6 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.

  • 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


  • University of Economics and Law (Vietnam)


  • Category Management

  • Shopper Insignt

Additional Information

  • Groups and Associations:
  • Honors and Awards:
    American Chamber of Commerce Scholarship for the best Student in university

Personal Information

  • Hobbies and Interests:

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