An Tran Tan

Responsibilities - Led brand repositioning strategy to regain awareness and equity in both core and declining markets. - Conducted root-cause analysis of sales decline and developed targeted recovery strategies. - Expanded B2B wholesale network from 420 to 660 active dealers (+57%) via channel development and trade support. - Increased contractor (B2B) accounts from 30 to 45 through structured KAM strategy and personalized solution offerings. - Deployed trial, testing, and brand activation campaigns to boost awareness and trial-to-purchase conversion. - Co-developed and launched 3 new products with GTM strategies tailored to local market needs. - Led industry events, regional activations, and customer engagement workshops to drive brand visibility and loyalty. Skills - Strategic Marketing: STP, 4P/7P, SAVE, Brand Repositioning, IMC - Trade Marketing: Category Management, POSM, In-store Visibility, Activation, Sampling - B2B Sales: Sales Funnel, Solution Selling, Key Account Management, Market Re-entry & Channel Expansion - Analytics: Sales Root-Cause Analysis, Channel Performance Tracking, CRM, Google Analytics - Market & Product Development: NPD, GTM, Geo/Channel Expansion - Customer Engagement: Loyalty Programs, B2B Events, Trial Experience Design, Journey Optimization Achievements - Grew average monthly revenue from ₫3B to ₫4.5B (+50%) within 12 months - Increased total orders by 24% and average order value by 12% - Regained market share in underperforming areas through localized repositioning strategy - Achieved 35% conversion from trial to purchase via high-impact sampling program - Reduced GTM time-to-market by 25% through better cross-functional collaboration

Responsibilities: • Managing Trade Marketing Team to initiate and plan all Trade promotions/activities/POP development; coordinate with Supply Chain in terms of sales forecast and demand & coordinate with Brand Activation for below the line plans & activities. • Facilitator for Generating Demand Divisions (Marketing & Sales) • Budgeting and Managing “Total Trade Spend” (TTS) , General Expense (GE) • Coordinator of Annual Commercial Business Plan: OPL & Target setting; P&L inputs (Marginal contribution, Trade budget TTS, marketing budget –PFME. etc.) Achievements: Increasing sales and enhancing brand image in MT and GT channels: - 2022 AOP: 26% growth vs. 2021, achieved 31% - 2023 AOP: 21% growth vs. 2022, achieved 24% - Q1 2024 AOP: 12% growth YoY, achieved 16% - Partnered with Biti’s - Launched Stationery Vending Machine project: 10 machines at 8 locations - Market analysis, new product development, expanded customer base, 9% increase in new sales points - Established and maintained 700 standard stores, developed sales activities, promos, and unique branding - Developed product orientation: "KEY – STRATEGIC – NEW – COMPLEMENTARY PRODUCTS" - Realistic production plans focused on product criteria, timing, business regions, balanced categories - Launched 100 new products: ensured coverage, volume, image, display criteria, and rewards - Collaborated with SCD: set standards for branding, planograms, layouts, routes, training, audits, consistent image - Implemented new logo and brand identity system - Relaunched Crayola, Newell, APP products - Cleared 61 billion VND of slow-moving inventory in the company's warehouse and 34 billion VND in the distributor's warehouse

Responsibilities: • Managing Trade Marketing Team to initiate and plan all Trade promotions/activities/POP development; coordinate with Supply Chain in terms of sales forecast and demand & coordinate with Brand Activation for below the line plans & activities. • Facilitator for Generating Demand Divisions (Marketing & Sales) • Budgeting and Managing “Total Trade Spend” (TTS) , General Expense (GE) • Coordinator of Annual Commercial Business Plan: OPL & Target setting; P&L inputs (Marginal contribution, Trade budget TTS, marketing budget –PFME. etc.) Achievements: Flexible response to Covid: - 2021 AOP: 12% growth vs. 2020, achieved 13%. - Created flexible 2020-2021 AOP per BOD strategy to sustain biz results, executed monthly, quarterly, yearly promos, supporting sustainable rev and profit in MT and GT channels. - Developed risk mitigation plans, captured 65% national display points, rebuilt brand image with POP investments, leveraged competitor weaknesses, prepped "occupation" strategies for GT areas and MT KAs pre, during, post-pandemic. - Launched promo programs and "Pandemic Order" incentives to boost sales. - Set pandemic sales KPIs. - Collaborated with MKT to develop pandemic product display programs. - Adjusted budget cuts based on biz results. - Launched 20 new products: hand sanitizers, hand wash soap, silver ion gum, sanitizing spray, etc. - Successfully launched Crayola and APP in MT, GT, and Ecom channels.

Responsibilities: • Managing Trade Marketing Team to initiate and plan all Trade promotions/activities/POP development; • Facilitator for Generating Demand Divisions (Marketing & Sales) • Budgeting and Managing “Total Trade Spend” (TTS) , General Expense (GE

1. Develop annual POSM deployment plan, source suppliers, negotiate prices, and optimize budgets: signage, display shelves, sales support materials, Activation programs, customer conferences, distributor conferences, ensuring timely compliance with all sales opportunities across all MT and GT channels nationwide: - 20,000 signs, light boxes per year - 200 types of sales support POSM per year - 350 Activation programs per year - 30 customer conferences, distributor conferences per year. - 70% of market audit time. 2. Develop strategic plans, standardize the image of old selling points with Display Guidelines (Planogram) and standardized stores (Layout). - Set up 150 new sales points per year according to Thiên Long's layout and planogram. - Standardize identity and image at 300 selling points per year. 3. Respond to POSM support for launching new product lines, contributing to the successful launch of 50 new SKUs per year, ensuring coverage and order value. 4. Build and manage a team of 4 Trade Marketing staff responsible for each channel and specific category, ensuring full, timely, and high-quality response to various sales requirements of the Sales and Marketing Department. 5. Collect market information, research, and propose new POSM to support the "market capture" strategy at selling points for MT and GT channels: 45% of selling points always maintain a 60% display presence ratio and always in the best position. 6. Manage and utilize budgets effectively, saving while ensuring the best quality.

Business Planning, Distributor Management, Standardizing Point-of-Sale Identification GT Chanel: - Responsible for the HCM, Eastern, and Western regions. - Adjust Thirth and fourth quarter sales plans, identify factors affecting sales from the market and existing data, and implement appropriate strategies. - Manage and balance the budget for business operations, sales support, and marketing activities in the responsible regions. - Develop trade support policies, sales programs, incentive programs, and display programs. - Build, recruit, manage, and set targets for a team of 8 sales representatives, expand 6 distributors in the Eastern and Western regions, and 470 sales points. - Boost Thirth and fourth quarter sales to reach 8.2 billion VND, handle 2.6 billion VND of slow-moving goods in fourth of 2015 and first quarter of 2016, resulting in a company growth of 17% compared to Fourth of 2014, with a reported 11% increase in company sales in 2015.

Handle the entire process from ideation, implementation planning, budgeting, operations, reporting to evaluating the effectiveness of all types of advertising, brand activation, event programs, promotions, trials, experiences, customer conferences, product introduction conferences and roadshows.

Create, implement, and be responsible for the monthly, quarterly, and annual marketing strategy for the company's GT (General Trade) and MT (Modern Trade) channels.

Manage and implement sale activities. Acquire new customers and manage relationship with existing customers. Gather market and customer information.