VAN VU
Ho Chi Minh City
Summary
Dynamic and insight‑driven Customer Marketing Manager with 12+ years of experience across global FMCG and pharmaceutical companies (GSK, Nestlé, Beiersdorf, Orion, Unilever). Proven ability to lead brand strategy, drive digital transformation, orchestrate complex cross‑functional programs, and deliver impactful commercial outcomes. Recognized for strong stakeholder engagement, strategic thinking, and launch excellence.
Overview
15
15
years of professional experience
Work History
Customer Marketing Manager
GSK Vietnam
Ho Chi Minh City
01.2022 - Current
- Led strategic and operational planning to defend and strengthen Synflorix leadership in the pediatric PCV2 segment.
- Co-created content with Global Marketing; Vietnam-led content was successfully adopted by multiple countries.
- Partnered with Medical and Field Force teams to develop impactful, insight-driven content aligned with business objectives.
- Built strong relationships with key HCPs to drive confidence and advocacy for Synflorix.
- Managed congresses and third-party partnerships to deliver premium digital and offline medical engagement events.
- Designed and executed a full digital transformation for an established vaccine brand.
- Collaborated with Digital Fuel & Empower Engine (regional hubs) for data-driven campaigns and optimized content delivery.
- Strengthened omnichannel engagement through analytics, segmentation, and tailored messaging.
- Orchestrated customer-marketing activities for Preventive Doctors to support high-impact launches of Arexvy and Shingrix.
- Led competitive defense strategies for established vaccines through integrated marketing and medical education initiatives.
Senior Brand Manager – Nestlé Bear Brand (Milk UHT & Drinking Yogurt)
Nestlé Vietnam
Ho Chi Minh City
10.2017 - 02.2022
- Identified market opportunities and consumer insights to establish strategic brand pillars for Nestlé Dairy.
- Developed comprehensive 360 campaigns encompassing TVCs, digital content, PR, promotions, events, websites, and POSM.
- Conducted research to guide positioning, communication strategies, and product development initiatives.
- Strengthened brand equity through collaboration with Department of Education & Training, HCMC.
- Managed brand budget to align with business objectives while controlling variable costs.
- Ensured compliance with global guidelines and responded promptly to business needs.
- Launched Nestlé YOGU DKY, recognized as Best New Launch in MT (2018–2019) and Remarkable Innovation of Nestlé Vietnam (2019).
- Achieved 88% OG growth in H1 2021 for YOGU.
Store Manager
Freebird Burritos
London
08.2016 - 01.2017
- Led a team of six, ensuring operational excellence and superior customer service.
- Oversaw logistics, stock control, and ordering to ensure smooth store operations.
- Prepared performance reports for Sales and Marketing leadership.
- London, UK
Market Research Intern – SCORE Project (UK Government Funded)
C4FF
01.2016 - 12.2016
- Conducted in-depth market research and developed methodologies to identify insights for a supply chain improvement project.
- Performed desk research and expert interviews to validate market needs.
- Translated insights into actionable recommendations to inform new software development.
- United Kingdom
- Awarded Distinction for qualitative research and insight application.
Assistant Brand Manager – Nivea Body Lotion
Beiersdorf Vietnam
02.2014 - 09.2015
- Conducted research to uncover consumer insights and shape communication strategy.
- Managed TVCs, PR campaigns, and national activation programs.
- Delivered sales briefs to motivate and align the sales team on key launches.
- Collaborated with regional marketing, supply chain, sales, and finance to ensure timely product launches.
- Launched the first-ever body lotion shower, increasing MT market share by 15% within 3 months.
Assistant Brand Manager – Toonies Snack
Orion Food Vina
04.2012 - 02.2014
- Executed consumer promotions delivering 20% YoY sales growth.
- Built brand awareness through school programs covering 200 schools and growing a 10,000-member loyalty club.
- Managed cross-functional stakeholders including R&D, Sales, Finance, Supply Chain, and creative agencies.
Marketing Intern – Lifebuoy Haircare
Unilever Vietnam
07.2011 - 04.2012
- Contributed to major brand relaunch to revive brand performance.
- Led activation programs reaching 60k+ consumers through sampling and 13k+ via events across 26 provinces.
- Collaborated with Women’s Union to scale WOM activities.
Education
Master of Science - International Business
Coventry University
2015
Skills
- Brand Strategy & Positioning
- Customer & HCP Marketing
- Market Research & Consumer Insights
- Digital Marketing & Omnichannel
- Campaign Development
- Cross‑functional Leadership
- Innovation & NPD
Timeline
Customer Marketing Manager
GSK Vietnam
01.2022 - Current
Senior Brand Manager – Nestlé Bear Brand (Milk UHT & Drinking Yogurt)
Nestlé Vietnam
10.2017 - 02.2022
Store Manager
Freebird Burritos
08.2016 - 01.2017
Market Research Intern – SCORE Project (UK Government Funded)
C4FF
01.2016 - 12.2016
Assistant Brand Manager – Nivea Body Lotion
Beiersdorf Vietnam
02.2014 - 09.2015
Assistant Brand Manager – Toonies Snack
Orion Food Vina
04.2012 - 02.2014
Marketing Intern – Lifebuoy Haircare
Unilever Vietnam
07.2011 - 04.2012
Master of Science - International Business
Coventry University