Kim Khánh

1. Retail Sales & Business Performance 2. Store Operations & Execution 3. Team Management & Development 4. Commercial Planning & Campaign Execution 5. Reporting & Business Analysis 6. Retail Expansion & Strategic Projects

1. Content Strategy & Creative Direction Lead 360° content strategies across TikTok, Facebook, and Instagram, aligning storytelling with trends and business goals. Define creative direction, messaging, and KPIs for campaigns. Oversee production planning and post-production to ensure brand consistency and audience resonance. 2. Influencer & Creator Management Source, brief, and manage KOLs, KOCs, and livestream creators. Guide scripting and content direction to ensure authenticity and brand alignment. Build long-term relationships and scout new talents based on campaign needs. 3. Performance & Optimization Analyze content performance (views, ER, watch time) to generate insights and refine creative direction. Optimize strategy in response to platform trends and consumer behavior. 4. Livestream & Short-Form Video Plan and execute livestreams and video campaigns from pre-prod to publishing. Align each campaign with seasonal drops, platform formats, and brand objectives. 5. Cross-functional Collaboration Work with brand, trade, and e-commerce teams to ensure unified messaging. Localize global content while preserving brand DNA and adapting to local insights. 6. Events & Activations Developed content and influencer strategy for high-impact brand events: Tommy Hilfiger x Miffy Calvin Klein Denim Launch Event Swarovski Pop-up Event Karl Lagerfeld Store Opening Event Tommy Hilfiger APXGP x F1 Event

Key Responsibilities: - Building Social Media Plan for brands (Tommy Hilfiger, Calvin Klein, GUESS, Karl Lagerfeld, Swarovski, Polo Ralph Lauren, French Connection) - Creating PR Articles, Press Release, SEO Content, Blogs - Coordinate with Marketing Manager to develop and execute marketing promotion and activations to push sale and increase brand awareness. - Measure and report performance of all content marketing campaigns, providing monthly and annual reports. Achievements: - Managing a constant growth with higher KPIs through time. - Successful in the role of a key member of the Marketing project/ event.

- Executed B2B marketing campaigns targeting wholesale fashion buyers in Vietnam and China. - Developed seasonal lookbooks, product catalogs, and showroom materials to support sales initiatives. - Coordinated with suppliers and production teams in China to align product information and visuals. - Supported the sales team with campaign content, product data, and visual materials to enhance lead conversion.

- Plan and execute monthly campaigns, aligning with brand activities and e-commerce peaks to drive conversions. - Create performance-driven ad content and campaign assets (banners, posters, key visuals, social media ads) for paid media. - Optimize content for engagement and sales, using data-driven insights to enhance ad effectiveness.

Brand: MANGO - Supported execution of seasonal marketing campaigns and store promotions for MANGO across digital and offline channels. - Assisted in KOL research, seeding coordination, and post-campaign content tracking. - Worked with the design team to adapt key visual assets for social media and in-store display. - Monitored competitor activities and fashion trends to support content planning and customer engagement strategies. - Coordinated internal logistics for product launches, gifting, and store marketing materials.

- Supported marketing operations for overseas sellers on Shopee Vietnam platform. - Assisted in executing cross-border campaigns (9.9, 11.11, 12.12), including landing page setup, product selection, and deal coordination. - Worked closely with Chinese/Korean brands to localize product content and promotional messaging. - Monitored performance metrics (traffic, CTR, conversion) to evaluate campaign effectiveness. - Collaborated with cross-functional teams (Category, Creative, Ops) to ensure seamless campaign -execution.