Hop Chu Thi Minh

• Leading new projects, business systems for coffee, hospitality, and property development under TH Group. • Developing strategy and execution for international expansion in the premium beverage and hospitality sectors.

• Built global brand positioning and marketing strategies for luxury markets (UK, Middle East, Asia). • Directed brand storytelling, PR, and cross-market campaigns to establish XOR as a pioneer in secure luxury technology. • Partnered with UK & Vietnam BOD to develop and launch XOR, the world’s first hyper-secure luxury phone.

• Designed and executed business models and commercial strategies for natural health products of Anvy. • Repositing 3 current brands and developing 2 new brands. • Established marketing operations and distribution systems across Europe and Asia. • Built product portfolio and go-to-market launch plans for multiple brands.

Work with the selected companies (Clients/ investors) to develop the business stragegy for investment scenarios – from Market research, resources identifying, supply chains, to products development, production scenario, especially brand development and commercial system. Provide management services from feasibility study to initial set-up business administration, finance management, acquisition & merging process, business development….

- Review the business plan, survey and research the market to identify the new business opportunities (import and export) and direction for business strategy and propose business model (start-up) to the Board of Management. - Develop the business activities plan, propose the operation budget. Propose the business reformulation process – include products development and sales strategy alternatives. - Review and develop the management systems : finance management; human resource structure and recruitment plan; supply chains system. - Represent the company to deal with all the third parties : Legal advisor, Auditing, Consultants, Authorities, Suppliers, potential customers.

• Led the Marketing & Communication function for over 20 business units at TH Group, focusing on brand strategy and market entry. • Developed and implemented the marketing structure for TH True Milk, overseeing HR recruitment and management. • Served as Deputy and Senior Executive Assistant to the Chairman, managing key international investment projects. • Directed the Marketing & Communication Department at Bac A Bank, leading a team of 45 staff in rebranding efforts.

• Oversaw the establishment of marketing, communication, and trade marketing functions for Gtel Mobile. • Developed a comprehensive strategic marketing plan in collaboration with international consultants. • Successfully launched the brand Beeline in Vietnam, achieving 55% brand awareness within a month. • Managed a team of 19 across South and North Vietnam, focusing on consumer activation and brand development.

• Developed key marketing and communication strategies for premium brands including Heineken, Tiger, Fosters, and "Orangina" in North Vietnam. • Managed brand health, KPIs, and market share growth while overseeing marketing budgets. • Coordinated with media and advertising agencies to execute integrated communication campaigns. • Supervised brand managers to ensure effective implementation of marketing strategies.

• Established the Trade Marketing function by analyzing gaps between Marketing and Sales Operations. • Developed a comprehensive nationwide sales promotion master plan aligned with brand strategy and sales targets. • Managed trade promotions, ensuring effective execution and cost control across various channels. • Oversaw a team of five, focusing on promotions and merchandising to enhance sales performance.

• Conducted a comprehensive survey on marketing and management support needs in the fishery industry. • Developed action plans aligned with VASEP's annual goals for the SEAQIP project. • Provided tailored marketing and management support to small and medium enterprises. • Assisted in enhancing VASEP's brand image through international promotion campaigns.