An Lam
Growth Strategist & Brand Builder
Ho Chi Minh City,SG
Summary
An MBA graduate and passionate marketer with ten year experience in brand management, marketing communications, and product innovation. A resilient growth seeker with a winning mindset and a strong track record of exceeding business targets through effective integrated consumer marketing campaigns. Committed to fostering a culture of rapid experimentation and optimization in fast-paced environments.
Overview
10
10
years of professional experience
Work History
Manager, Strategic Portfolio Management, APAC
HALEON (former GSK Consumer Healthcare company)
9 2021 - Current
- Led implementation of Repeatable Growth Model (RGM) across APAC, driving 4-5% CAGR increase in markets through marketing strategies.
- Acted as in-house brand and marketing strategy consultant, delivering insights and innovative solutions tailored to diverse markets including China, India, and Japan.
- Collaborated with cross-regional teams to optimize marketing budgets and resource allocation, ensuring effective execution of integrated campaigns.
Marketing Manager - Baby & Child Care
Kimberly-Clark Vietnam
09.2020 - 09.2021
- Spearheaded digital marketing initiatives for HUGGIES brand, resulting in 150 bps market share gain and double digit online sales growth.
- Developed and executed innovative marketing strategies and campaigns that increased online engagement and drove consumer acquisition.
- Managed high-performing team to implement new product launches, leveraging data analytics to optimize campaign performance.
Senior Brand Manager - HUGGIES Innovation and Growth portfolio
Kimberly-Clark Vietnam
01.2019 - 08.2020
- Drove Innovation and Growth portfolio for HUGGIES brand via designing winning product, developing marketing mix and leading launch process for multiple NPDs including Diaper products for Point of Market Entry (POME) segment, Premium segment and Baby wipes
- Championed front-end innovation initiatives and customer relationship management (CRM) programs, enhancing brand differentiation and customer loyalty.
Brand Manager – HUGGIES New-born
Kimberly-Clark Vietnam
09.2016 - 07.2017
- Led HUGGIES New-born diaper launch from end to end to disrupt Vietnam market and accelerate growth of Huggies business in POME
- Resulted in 10 pts gain in market share in 3 years
- Led HUGGIES Baby Wipes launch to Vietnam market - providing complete new-born care solutions to maximize market penetration via a digital-based communication campaign, combined online-offline sampling program.
Brand Manager - KOTEX Soft
Kimberly-Clark Vietnam
12.2015 - 08.2016
- Led KOTEX Soft launch - the brand new non-woven product innovation to bring new Kotex brand architecture to life.
- The successful launch results in exceeding sales target (two-digit) in first year of launch through innovative product positioning and digital marketing tactics.
- Recognized for delivering Winning Solution by Kimberly Clark VN and The Most Outstanding Commercial Program of the Year across Asia Pacific.
Assistant Brand Manager
Kimberly-Clark Vietnam
06.2014 - 12.2015
- Owned executional digital marketing plan for successful relaunch of iconic brand 'Kotex Style'
- Achievement: Winning 'Champion Awards - Winning Solution' by Kimberly-Clark VN – 2015
Education
Global MBA -
Yonsei University-Graduate School of Business
Seoul 09.2017 - 12 2018
Bachelors in Economics -
Foreign Trade University
Ho Chi Minh 10.2007 - 10 2011
Skills
- Data Analysis & Consumer Insights
- Integrated Marketing Campaigns
- Project Management & Team Leadership
- Cross-Functional Collaboration
- Strong Communication & Presentation Skills
Languages
Vietnamese
Proficient
C2
English
Proficient
C2
Korean
Elementary
A2
References
- Winnie Chan, Head of Marketing , KLOOK Hongkong, I +85 264800363
- James Meins, APAC RGM Lead, HALEON Consumer Healthcare I+61 44995309
Timeline
Marketing Manager - Baby & Child Care
Kimberly-Clark Vietnam
09.2020 - 09.2021
Senior Brand Manager - HUGGIES Innovation and Growth portfolio
Kimberly-Clark Vietnam
01.2019 - 08.2020
Global MBA -
Yonsei University-Graduate School of Business
09.2017 - 12 2018
Brand Manager – HUGGIES New-born
Kimberly-Clark Vietnam
09.2016 - 07.2017
Brand Manager - KOTEX Soft
Kimberly-Clark Vietnam
12.2015 - 08.2016
Assistant Brand Manager
Kimberly-Clark Vietnam
06.2014 - 12.2015
Bachelors in Economics -
Foreign Trade University
10.2007 - 10 2011
Manager, Strategic Portfolio Management, APAC
HALEON (former GSK Consumer Healthcare company)
9 2021 - Current
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