Work experience

• General Director

  Ariston Vietnam

  2024.01-Current

  (3 years)

  Overseeing the company's entire P&L and operational framework, aligning strategic objectives with corporate goals to drive sustainable growth Steer operational excellence, optimizing resource allocation, and identifying market opportunities to enhance the company's competitive edge within the water heating industry Leads the development and execution of long-term business strategies, fosters cross- functional collaboration, and ensures the company's continued success as a global leader in the Vietnam market.
• vice president - head of home & distribution business

  Schneider Electric

  2022.01-2023.01

  (a year)

  Successfully transformed the Home & Distribution (H&D) business across Vietnam and Cambodia, achieving sustained double-digit growth over two years. Delivered comprehensive P&L management and redefined internal performance metrics, driving e iciency and profitability. Crafted and executed a long-term strategy to secure market leadership through innovative product solutions and business model enhancements.
• President

  NS BlueScope

  2018.01-2021.01

  (3 years)

  – Lysaght Business Achieved a 30% surge in revenue and EBIT within one year by launching cutting-edge innovations, entering untapped market segments, and optimizing manufacturing and supply chain operations. Led full-spectrum operations, including sales, manufacturing, engineering, supply chain, and customer service, managing an independent business entity with full P&L accountability. Defined and implemented growth strategies that expanded geographic presence and introduced new product categories, positioning the business as a premier supplier in the construction materials market.
• Vice President

  NS BlueScope

  2016.01-2018.01

  (2 years)

  – Retail & SMB Business Elevated the brand premium to 60%—the highest in ASEAN—and delivered record EBIT growth for Vietnam in FY17. Established a solid foundation for Retail and SMB expansion, driving product innovation, optimizing field operations, and redefining retail strategies to enhance channel development and brand influence. Pioneered multi-channel distribution models, including franchise networks, branded showrooms, and loyalty platforms to expand customer reach and retention.
• Head of Super-Premium Business & Trade Marketing

  Ab InBev

  2016.01-2016.01

  Directed the growth strategy for a portfolio of iconic super-premium brands, including Corona and Budweiser, achieving strong P&L performance. Spearheaded channel expansion, retail excellence, and category development initiatives, positioning Ab InBev for sustained market growth.
• Customer Marketing Director

  Diageo Vietnam

  2013.01-2015.01

  (2 years)

  Delivered a 14% sales increase and achieved GBP 39M in annual revenue through strategic category development and marketing initiatives, while ensuring the first-ever positive P&L in FY15. As a Board of Directors member, contributed to key corporate priorities, including risk management, compliance, and talent development. Developed long-term business strategies, engaging retail and on-trade channels through innovative consumer insights and growth frameworks.
• head of product marketing - mobile business

  Samsung Vina Electronics

  2011.01-2013.01

  (2 years)

  Propelled the Samsung Galaxy brand to 51% market share, establishing it as the leader in Vietnam's smartphone segment through innovative marketing and strategic partnerships. Revitalized the tablet category by redefining its market positioning, resulting in a threefold increase in sales within three months. Oversaw the complete portfolio strategy, managing product lifecycle, channel development, and marketing investment for smartphones, tablets, and feature phones.
• head of sales - direct account channel

  Samsung Vina Electronics

  2011.01-2011.01

  Elevated the mobile phone business to the #1 position in channel value share within six months by aligning product portfolios with strategic customer plans. Successfully managed high-stakes negotiations, operational investments, and brand shop rollouts to solidify Samsung's leadership in the market.
• country head - printer & monitor business

  Samsung Vina Electronics

  2010.01-2011.01

  (a year)

  Expanded the market share lead in monitors to 36%, widening the gap with competitors through targeted channel strategies and e ective retail management. Directed end-to-end business operations, including product marketing, distribution, sales, and communication campaigns.
• Trade Marketing & Distributor Manager

  Samsung Vina Electronics

  2008.01-2009.01

  (a year)

  Spearheaded the restructuring of the distribution model, transitioning from wholesale to direct sales while establishing comprehensive field force and channel management systems. Introduced data-driven processes for retail performance tracking, enabling precise competitor analysis and market responsiveness.
• Regional Sales Manager

  Sony Ericsson (P&T Exclusive Distributor)

  2006.01-2007.01

  (a year)

  Increased market share from 4% to 7% by penetrating new provincial markets and executing co-branded marketing campaigns. Built a high-performing sales team and streamlined operational KPIs for enhanced inventory and account receivable management.

Educational experience

• Bolton Business School

  Master of Business Administration

  2010.01-2014.01

  (4 years)
• Ho Chi Minh Foreign Trade University

  Bachelor of Economics

  2000.01-2003.01

  (3 years)

Languages