Accomplished marketing & PR professional with 7 years of distinguished performance in the Banking/ FMCG/ Fashion industry.
Portfolio of achievements includes increasing revenue, contributing profit improvements, driving benefit of VND2.55b in PR value (in 2013) and improving brand awareness through a combination of creativity, initiative, and strong leadership.
Broad-based background encompasses exception work ethic and commitment to organisational objectives. Proactive manager, team leader and tactical planner with ability to hire, train and motivate top performers.
Functional: 1] Develop annual marketing plan in conjunction with the company’s plan for both Retail and Business Banking. This should detail the year’s activities to meet company’s objectives. 2] Create, manage and supervise communications plan for all product launching with agreed KPIs. 3] Identify potential & strategic business partnership and opportunities for the company. 4] Create, manage and be responsible for Branding guidelines, Corporate Identity, Media plan. 5] Build KPIs for all marketing projects/ campaigns/ plans. 6] Responsible for the marketing of company products and services to the right market whether B2B or B2C. 7] Other project as assigned by the General Director.
Managerial: 1] Assist Retail and Business Banking to achieve frequent, timely and positive media coverage as per KPIs. 2] Leads staff to conduct market research/ market intelligence/ customer behavior in order to identify market requirements for current and future products when needed.
Organizational: 1] Responsible for budgeting and delivering all marketing activities within the agreed budget. 2] Demonstrate the ability to interact and cooperate with all company employees and departments. 3] Build trust, value others, communicate effectively, drive execution, foster innovation, focus on delivery to customers, collaborate with others, solve problems creatively and demonstrate highly integrity. 4] Maintain professional internal and external relationships that meet company core values. 5] Proactively establish and maintain effectively working team relationships with all support departments.
Leaded in developing MDB’s brand, marketing communications and PR strategies: 1] Formulated Marketing procedure. 2] Managed strategies and monitored brand development including: logo, BIS, merchandising and brand value across branches and selling points. 3] Conducted marketing communications campaigns for launching new products/ new services/ new outlets across the whole bank. 4] Established PR strategies which is in line with MDB’s brand positioning and vision.
Planned, executed and monitored all branding/ marketing communications/ and PR campaigns: 1] Planned and proposed annual budget for branding/ communications/ and PR campaigns. 2] Defined audience segmentation for communications activities. 3] Planned and implemented the communications plans/ tactical plans/ ad hoc activities, allocated and control budget, cooperated with branches directors to ensure the consistent execution between HO and outlets. 4] Responsible for the various PR messages: press releases/ internal and external communications/ advertorials/ leader's speeches/ newsletters/ website and POSMs contents. 5] Coordinated with other parties to roll out new branches extending to 50 outlets across the country with the new look and feel which is comparable to foreign banks such as HSBC, Standard Chartered or ANZ. 6] In-charged of whole bank's events: press conferences/ grand opening ceremonies/ product events/ internal events/ annual bank parties... and made sure those events are in line with MDB’s positioning and image. 7] Worked with agencies (PR/ media/ market research agencies). 8] Set up a monthly internal newsletter with proven readership. 9] Managed and strengthen media relationships. Frequently organised the cozy meeting between CEO/ Deputy CEO and journalists to consolidate their relationship and keep journalists updated MDB's new news.
Tracking and reporting: 1] Tracking and reporting of media effectiveness, media coverage on MDB and competitors frequently. 2] Post-campaign evaluation report periodically. 3] Monthly report of total spending for branding/ communications/ and PR.
Planned and executed PR campaigns/ activities to both Acecook brand as well as each products brand which are in line with company positioning and vision.
Worked with R&D/ Brand Management/ Market Research/ HR team to develop suitable communications activities to specific audience group.
In-charged of writing task for press release/ internal and external communications/ advertorials/ leader's speeches/ newsletters/ website and POSMs contents.
Assisted to CEO in daily works: 1] Managed CEO's schedule. 2] Interpreted in all meetings/ events. 3] Followed up and coordinated with other parties to ensure assigned tasks and expected results were delivered. 4] Took care of partners relationships, supported CEO to receive suppliers/ partners/ buyers/ HO's colleagues.
In-charged of all events/ projects related to PR/ CSR/ Internal communication.
KPI periodical reported to CEO and HongKong HO.
Managed and kept track CEO's personal information.
