le thi hai yen_resume
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LE THI HAI YEN
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H/P : +84 969 246039
Email : [email protected]
Career
Objective
To pursue a career in marketing with an medium-term focus on trade marketing / channel
management / branding / market research
Education Holcim Supervisor Development Program (for high potential staff)
Robenny Corporation
HCM University of Economics
Master in Business Admistration
Foreign Trade University, HCMC Campus (Excellence Scholar)
Graduated at excellent rank, GPA 3.45/4, External Economics Major
May 15 – Dec 15
Oct 13 – Dec 15
Aug 08 – Jun 12
Work
Experience
Holcim Vietnam Ltd: Joined as a Management Trainee and have grown to
assume various team & team lead positions in Marketing department, with a
focus on Trade & Channel Marketing. Key responsibilities included:
Brand Activation & Channel Development Superintendent, Marketing
Department (current title)
Lead a team of 5 full-time staff, covering Holcim’s 4 core markets
(HCMC, East, Mekong North & South) for bag cement, responsible for
75% of the company’s revenue
Lead development and implementation weekly trade promotion program
to support business objectives: planned & executed ~500 trade
marketing programs for 4,400 Retailers in 18 provinces every year
with annual budget of ~ US$2mil
Lead development and implementation Dong Hanh Program – a loyalty
program for top-tier Official Distributors
Lead Retailers’ Segmentation & Official Distributors’ Classification
Project, which incl consultant for Sales Team in Channel Management
Approach
Lead development and implementation B2C & B2B Official Distributors’
Engagement Program
Brand Activation (Trade Marketing) Team Leader, Marketing Department
Lead a team of 4 full-time staff, covering Holcim’s 4 core markets
(HCMC, East, Mekong North & South) for bag cement
Lead development and implementation weekly trade promotion program
to support business objectives
Worked closely with Market Intelligence and National Sales to conduct
provincial analysis and trade evaluation based on market coverage,
market chain efficiency and overall ROI
Maintained close relationships with 77 Official Distributors and kept
frequent communications with 4,400 Retailers on trade programs;
organised frequent workshops & recognition events to engage them
Ensured timely trade reward payment while maintaining satisfactory
Jun 12 – present
LE THI HAI YEN
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internal audit & business compliance requirements
Channel Development Executive, Channel Development Team, Marketing
Department
Part of a team of 5, responsible for planning and executing long-term
channel loyalty programs for Holcim bag cement
Implemented the industry’s first electronic retailer loyalty program in
selected key markets in web & mobile app successfully
Planned & implement the annual strategic ‘Dong Hanh’ program – a
loyalty program for top-tier Official Distributors
Brand Activation Executive, Brand Activation Team, Marketing Department
Part of a team of 5, responsible for planning and executing trade
marketing programs for 1,000 Retailers in HCMC & Long An
Planned & organized events to increase engagement with Retailers:
Workshop, Tour, Year End Party
Worked with vendors to design, deliver and manage all POSM to 4,400
retailers, including shop signages & decor
Marketing Control Team, Marketing Department
Joined when be Brand Activation & Channel Development Executive
Assisted in budget planning, accrual & tracking via SAP for the whole
department
Worked closely with Procurements to ensure Audit compliance
Strategic Project Team, Marketing Department
Was handpicked to assist in research and planning for a number of
strategic Commercial projects
Projects included: Customer Excellence (Profit Optimisation & Sales
Drive); Retailer Tier Segmentation; Global Brand Compliance Audit
Certificates & Prizes
(2009-2011) Scholarship for Excellence by Foreign Trade University
(2011) Scholarship & Certificate of participation in the VEPR – AERF Summer School 2011
(2010) Certificate of merit by HCMC Students’ Union for participation in “Spring Volunteer
Campaign 2010”, “Summer Volunteer Campaign 2010”
(2009) First prize in the Logic contest and Second prize in the “FTUer It’s me” final round,
Gala night, held by Foreign Trade University – Campus II
(2005) First prize in the Mathematical contest, Gia Lai province
(2005) First prize in the mathematical problem-solving contest conducted on Casio, Central
Vietnam with the maximum score 50 out of 50
Skills Language: TOEIC 925, IELTS 6.5
Computer Skill: SAP, Microsoft Office
Referees Mr Stefan Kaufmann
Head of Marketing & Innovation
Holcim Vietnam Ltd
Mr Ace Le Duc Phuong
Global Marketing Communications Manager, APL (current title)
Group Marketing Manager, Holcim Vietnam Ltd (2013-2015)
[email protected] / +65 9127 4437