BRAND MANAGER
April 2010 -
Jun 2017
Main Responsibility
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+ Establishing the growth strategy of the brand for the coming year & 3 year business plan such as: yearly growth percentage, new locations, closed stores, renovation products, discontinued products which affected to P&L.
+ Establishing & committing yearly sales target with BOD base on the reality situation of the year, then arranging the target for each channel in the system (retail, wholesales, outlet, B2B, online).
+ Pricing the products, yearly revised the retail price following the international price structure of Principal in Hong Kong.
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+ Forecasting goods purchase: basing on the yearly target sales, to build the goods purchase forecast, to manage fully stocks in order to achieve the target including: the regular products, the new products, the best sellers; ensuring the variety of products.
+ Frequently checking & analyzing the product situation (inventory analysis): the best sellers, the low moving, the monthly key launching products, overstock SKUs, run out of stock SKUs, short expiry date products. Then figuring out the promotional programs, sales programs,... to solve the problems.
+ Co-operating with the logistic team to have on-time shipment at the warehouse, on counters, to manage the safety of stock level in counters and at the warehouse as well.
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+ Trade Marketing: building the whole year plan base on the sales target, preparing promotional program, including GWP & special offers in some special events in the year (Valentine's Day, Women's Day, Vietnam’s National Day, ... ).
+ Planning yearly marketing plan basing on the product innovation plan/ analysis/ understanding about the market/ competitors/ channel/ customers/ consumers & the marketing budget allowed from the BOD including: advertising & media plan, event launching plan, in-store activities plan (trial program), road show plan, KOL plan, digital marketing plan (Facebook, website, EDM).
+ Cross Marketing: cooperating with relevant brands in other fields such as fashion, coffee shops, flower shops, the buildings, banks to increase the awareness and B2B sales capability.
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+ Following strictly the guideline from principal to keep the international image of the brand. Yearly forecasting & placing the orders of VM tools with the principal, preparing the VM tools for the launching campaign (posters, glorifyier, dummy, material,...).
+ Training & implementing the staffs to make sure the consistency of visuals in 12 stores.
+ Being in charge of the quality of marketing tools: brochures, leaflets, designs on all marketing channels.
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+ Establishing the yearly customer service plan: loyalty customer plan, birthday care plan, caring customers on special occasions (International Women's Day, Vietnamese Women's Day,...).
+ Analyzing the customer data : total monthly/yearly number of customers in hand (VIPs, current & new customers), percentage of sales that each kind of customer contributed, analyzing percentage sales of VIPs on category/ line of products.
+ Analyzing the sales information: ATV, tickets, units per ticket (VIPs, normal & new customers).
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+ Setting up the yearly headcount plan, building the incentive plan and policy for staffs by month/quarter/year.
+ Consolidating the training & coaching program for trainers: the training subjects (new & current staffs), education program (soft skills & knowledge of products), team building activities, outdoor training.
+ Building the competition programs & prizes for sale staffs (BAs: Beauty Advisors): testing the knowledge, consultation skills, customer service skills,…
+ Building & evaluating the KPI for BAs & back-office team.
+ Establishing the SOP for members of the back-office team, store managers, BAs.
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+ Building the detail marketing A&P budget (percentage of advertising, traditional marketing, digital marketing, events, road-shows,…) & controlling the marketing budget during the whole year to keep the P&Lplan committed with BOD.
+ Building the yearly operating budget plan (salary budget, training cost, business travel cost,...).
+ Estimating all cost for opening the new stores.
+ Negotiating with Principal for the marketing cost in VietNam market for the branding purpose such as: new products launching supports (cash & gifts), furniture for new location just for the branding purpose (no profit).
+ Negotiating with the department stores the TOS (Turnover Share), deposit, payment terms, furniture supports (with the new & low traffic location).
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+ Negotiating with Department Store for the counter position.
+ Working with Hong Kong regional team for the project (Concept team for the layout andconcept, VM team for the visual & zoning guideline, Logistic team for furnitureconcept and process, VM team for the visual & zoning guideline).
+ Working with local team for the project (Construction agencies, Logistic team forfurniture import, BOD & Finance team for budget, cash flow, P&L, break-eventpoint, VM team).
+ Controlling budget & timeline for on-time opening.
+ Others: marketing plan, event, recruitment,.... as mentioned above.
SISLEY (3 years)
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- After 3 years working for Sisley, awareness of the brand was increased through database of VIP customer (from 50 people to 500 people, VIP contribute 60% total revenue).
- Revenue increased 200% (500 Million - 1.5 Billion).
L'OCCITANE (4 years)
- Full filling the stock of the system (warehouse & counters), increasing the sales from 3 billion to 7 billion (130%) for the best month recently.
- Building the database of loyalty customers that contributed more than 50% of total sales.
- The ranking of L'Occitane in the Takashimaya Department Store where many luxury brands locating was always in the top 10 & in Diamond Plaza was always in top 5 to 8.
TRAINING MANAGER cum BRAND MANAGER
Sep 2005 -
Sep 2009
Sep 2005 - Sep 2009
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+ Building the yearly training & coaching plan for front-line department (sales people) including soft skills & knowledge: orientation, skincare knowledge, sales skills, customers care,...
+ Coaching in stores to build the selling reality experience, hard selling circumstance and how to solve the fastidious customers.
+ Co-operating with Marketing Team to deploy the activities plan to all BAs.
+ Building the internal competitions such as the yearly knowledge examination, team building activities, consultant contest & dynamic sales people contest.
+ Building the incentive policy & personal target for each BAs.
+ Translating into Vietnamese all material of training.
Recognition and Gains:
- Setting up the full training program from the beginning & following up during the working time, evaluating the yearly performance for BAs.
- Setting up fully the orientation agenda, supporting to HRD of the company.
- Enhancing the confident ability & solving problems ability with customers through many reality coaching for BAs.
- Accumulating the knowledge about skincare & cosmetics by studying from Korea’s documents.
Jun 2008 - Sep 2009
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Recognition and Gains:
I was on the very first steps to be a brand manager position with a small brand in company. From a part of work of the brand (training), I had a chance to challenge myself in new position. Thanks & appreciate to my boss whom encouraged me, gave me the chance, a promotion for my career.
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