Hong Quan Tran

- Champion of “Phygital” project in Unilever via leveraging physical touchpoints instore, linking them to online platform for better brand engagement, loyalty building & basket upsizing. - Sustainability champion to lead the SAS (segregation at source) program at strategic retailer – Central Retail, in charge for both ATL and BTL deployment plan to CRV shoppers. - Led 4 synced O2O key events per year for each Hyper KA (Central Retail, Lotte, MM Mega Market) with management of trade promotion, activation plan & visibility strategy for total ULV categories. - Collaborated strongly & constantly with KA, CSP (customer strategy & planning), Brand team, Operation team & activation agency to ensure the seamless shopper journey during Key events. Key Achievement: - “CBD best employee” Award for the best individual performance in CBD department in 2023-2024. - Step up our Impact” Team Award for contribution to Segregation at Source project in 2023, enhancing the advancement of circular economy model in plastic management. - Share (vs. YTD LY): Big C +140 bps, Lotte +30 bps, MM growth > 15%, shopper basket spending for these KA +30%

- Project owner of data-driven digital platform for Unilever redemption and loyalty program (data acquisition, promotion transformation, marketing automation) in liaison with IT, Digital Hub, Legal, Data Governance. For more: quatangunilever.com - Developed omni channels through thematic campaigns, in charge of MT key account AEON, Lotte and MM Mega Market. Leverage the Unilever’s brands assets and collaborate brands to drive excitement at assigned channels that leads to incremental growth. - Built Customer Development capability for cross-functions through workshops of visibility, channel audit, and shopper & channel development, highlighted with The Future of Retail Workshop in Sep’23. Key Achievement: - Activated more than 24 O2O campaigns, acquainting 1.6 mil DAD with repeat purchase of 40% - Unlocked B2B Unilever Portfolio in MM Mega Market, hence creating iTO at 15 billion per month. - Initiated ZNS solution to replace SMS verification to save 50% cost of operation for Unilever.

- Designed product marketing campaigns and overseeing the project’s successful execution for the Financial Service Team (Insurance, Lending, Paylater, FastMoney, GoldenPocket service). - Monitored the journey performance, analysed key metrics (push, received, click,read, trans) to give data-driven recommendation for optimization. Key Achievement: - Enhanced the conversion rate in different stages of marketing funnel for product “Túi Thần Tài”, growing 120% in the lastest 4 months

Leadership activities: - Head of External Department of Student Union: Led an external team of 15 members. My responsibility was to construct the general plan to design sponsorship profiles; assign members to different tasks; directly co-worked with representatives of partners. Achievement: - Successfully offered 13 sponsors and nearly 600 million VND in cash for the Beauty Contest “Duyên dáng Ngoại Thương 2019”. - Best Ambassador of Student Union 2018 - Class monitor Competitions & Awards: - Hành Trình Kinh Doanh 2021 | Top 2 nationalwide

- Co-Founder of The EM project. - Top 10 Ams Ambassador. - MC of School's Graduation Ceremony Madein 12; Robotics Camp taken place at America Embassy; Japanese Festival Ichigo Ichie,... - Volunteer of Science Fair project, Tet Am Ap project, Science Camp Project, ...