PepsiCo Foods Indochina Commercial Manager, Cambodia Country Apr2023 – Current
· Strategic Leadership: Thrive the commercial direction and acceleration of PepsiCo Foods in Cambodia, consistently surpassing sales targets and driving Net Sales Revenue growth. Enhance distribution networks and elevate brand visibility by innovating point-of-sale materials. Forge strategic alliances with Cambodian partners to optimize profitability and ensure alignment with broader business objectives.
· Commercial & Channel Strategy: Develop and execute channel strategies for General Trade (TT) and Modern Trade (MT), ensuring optimal Route-to-Market (RTM) design and productive cost-to-serve.
· Brand & Assortment Optimization: Oversee brand optimization and new product launch roadmaps, maximizing market penetration and aligning with consumer insights.
· Partnership Development: Foster long-term, profitable partnerships with local partners through Joint Business Plans (JBP), focusing on RTM strategy, trade marketing investments, and brand activities.
· Budget Management: Manage budgets to ensure KPIs are met, covering advertising, trade promotions, transportation, and overhead costs.
· Data-driven decision-making: Utilize Sales Force Automation (SFA) systems to enhance data accuracy and sales efficiency, enabling informed decision-making.
· Training & Development: Conduct training for internal teams and partners to improve execution quality and effectiveness.
· Market Intelligence & Adaptation: Analyze market trends and adapt strategies to achieve top-line and bottom-line targets.
· Daily Operations & Commercial Tracking: Monitor and ensure the sustainable achievement of revenue and volume targets.
PepsiCo Foods Vietnam Channel & Category Development Head Jan2021 – Mar2023
· To construct an effective sales model to achieve revenue & volume, improving cost-to-serve, market-share & distribution through three drivers: Excellence of Trade Marketing (Visibility & Distribution), New Channel Development and Net Revenue Management (pricing strategy & pack price architecture, trade spend strategy)
· To Consult & Guide Sales Directors to ensure the excellence of in-market execution, thrive to be (and to keep) the “Best-in-class” of Visibility & Distribution in Vietnam Snack market
· To Customize category & channel strategy for new channels to ensure the balance between topline and bottom-line as well as the viable profits for customers
· To Develop & deploy all schematic shopper & customer promotions that enable frontline winning shoppers against competitors, ensure the Price-Index (for customers & consumers through all available channel) to be competitive and profitable, pilot Perfect Store & Loyalty Program concepts for Vietnam market
· To Be responsible to succeed new products, categories, & concepts to accelerate sales (revenue & volume), distribution and profit, co-work with Brand Marketing Department in accelerate consumer promotion activities
· To automate Trade Marketing Operation (from analysis, setup & deployment, evaluation to audit / compliance)
PepsiCo Foods Vietnam Trade Marketing Manager 2020 – Dec2020
The strategic tactician for planning and leading of implementation of Trade Marketing activities nationwide, including necessary activity for category development & developing channel vision to ensure effectiveness of customer focused programs and smooth integration between Commercial & backend agendas:
· Channel Strategy and Budget Management
· New Category development
· Establish “Best-in-Class” standards for market execution (Distribution & Visibility)
The responsibility is to drive business objectives of VN Mars, Inc (both TT & MT channel) through managing the nationwide sales force by planning, implementing, tracking & measuring efficiency of channel strategy & excellency of service quality
· To lead the channel strategy (build & develop customer network) to fulfill the commercial achievement
· To drive Revenue and Volume nationwide in short-term & long-term through effectively building business plan
· To conceptualize & ensure best-in-class execution of Trade Marketing toolboxes to deliver brand & product knowledge
· To lead sales team & Mars Pet Care Indochina on demand planning & RTM operation

The responsibility is to drive business objectives of VN Mars, Inc (both TT & MT channel) through managing the nationwide sales force by planning, implementing, tracking & measuring efficiency of channel strategy & excellency of service quality
• To lead the channel strategy (build & develop customer network) to fulfill the commercial achievement
• To drive Revenue and Volume nationwide in short-term & long-term through effectively building business plan
• To conceptualize & ensure best-in-class execution of Trade Marketing toolboxes to deliver brand & product knowledge
• To lead sales team & Mars Pet Care Indochina on demand planning & RTM operation

Trade Deployment Manager 2017 – 2018
The obligation is to manage & develop the Trade Marketing strategy and toolboxes (through mutually aligned strategy with Brand) to support frontline force including promotion activities, consumer engagement activities & process enhancement, manage functional expense to optimize the annually budget
•To develop, implement & monitor the execution of promotion and trade activities (included but not limited to offtake, visibility, distribution expansion & customer advocacy campaign)
•To build up channel segmentation model and investment priority prototype to effectively optimize the commercial resources
•To supervise the consumer engagement team
Sales Manager – North Rural 2016 – 2017
The mission is to progressively manage the regions & set-up the solid base for future growth of business in 02 regions (North Central Coast & Red River Delta, covering 08 provinces) while focus to achieve business targets through Distributors
Wholesale Executive – North Rural 2014 – 2016
Main duty was to inceptively examine the new Northern territories, look for commercial opportunity & try new approach in a start-up spirit to achieve business target
Area Sales Supervisor – HCM City 2013 – 2014
•To manage 08 selling routes to cover 1148 point of sales to achieve 13,000,000 sticks of volume per year
•To achieve the agreed KPI for the assigned territory, maintained the sufficiency of sales force availability

• To deploy & follow up assignments related to Point of Sales Materials
• To execute retail-marketing activities
• To analyze the results of trade activities