Khoa Phan

Own brand strategy, portfolio positioning, and go-to-market direction for VinFast's electric motorcycle business — Vietnam's No.2 two-wheeler brand behind Honda (Motorcycles Data, 2025) — across three markets, within a centrally-governed structure reporting into Group leadership. Achievements: • Directed the Evo Grand launch — now the portfolio's highest-volume model. • Built the go-to-market strategy for VinFast's battery-swapping portfolio, a first-of-its-kind category in Vietnam. • Co-led market entry into Indonesia and the Philippines, partnering directly with market CEOs.

Led a team of six across 13 APAC markets, owning the regional content and distribution agenda for a multinational client. Achievements: • Built a scalable regional content system across 13 markets — holding a single brand standard while meeting local requirements at speed

Senior strategic partner to CMOs and Marketing Directors across consumer and automotive brands — shaping annual growth strategy, portfolio priorities, and marketing investment decisions. Led a team of six, and led the Coca-Cola business across Cambodia. Achievements • Bia Saigon Masterbrand: led the repositioning that anchored the brand in national pride — rebuilding equity and commercial momentum. Global Smarties Gold; MMA Vietnam Bronze. • Bia Saigon Special: co-developed the "Truly Special" platform — new positioning, product concept, and communications architecture that modernised a heritage brand without weakening its authority. • Clients: Sabeco, Nestlé Milo, Coca-Cola, VinFast — the last of which I later joined

Led end-to-end brand development for new market entrants — research, positioning, identity, packaging, and launch. Achievements: • Nuvi Milk (Nutifood): built the brand from zero against category leader KUN — a dual-audience strategy engaging children emotionally while giving mothers a rational reason to choose. Delivered the full brand system and established Nuvi as a credible challenger in a leader-dominated category. • Clients: Nutifood, Abbott, Wipro, Yadea — my first electric two-wheeler brand, five years before VinFast.

Senior client lead across nutrition and consumer brands — contributing to annual planning through consumer analysis, growth-source identification, and investment recommendations. Achievements: • Abbott Ensure: reframed a brand built for recovery into everyday nutrition for 45+ — leading the Vu Lan and Tết platforms that opened an everyday-use occasion well beyond the illness context.

Integrated delivery across PR, digital, BTL, and retail activation. Achievements: • 333 Beer (Sabeco): shaped the relaunch strategy and renewed positioning to rebuild distinctiveness in a contracting segment.

- Problem - Solving and Executional Consultation Achievements: • KUN Milk (IDP): part of the founding team that built the brand from market entry — positioning, identity, and communications architecture. It went on to lead the category; five years later, at Dinosaur, I built the challenger against it. • Clients: PepsiCo, Ford, IDP, Masan Consumer.

Started here Key Accounts: - Unilever: OMO, Lifebouy - Masan: Tam Thai Tu (Soy sauce), Sagami (Instant noodle) - IDP: Love'in Farm (all product range)

Handle daily frontline responsibility including: - Building and maintaining good relationship with client - Consult clients on solutions, negotiate effectively, and build trust to ensure satisfaction