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.
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.
