Phuc Le

HERAMO (https://heramo.com) - the clean-tech company born with mission to transform laundry & cleaning experiences for millions of people, give time back to them to live their life. Accumulatively, we've been serving >150K customers, processed > half of million items with almost 10 stores and multiple online channels - becoming the No.1 brand in this industry in HCMC.

Led digital transformation at Home Credit Vietnam from the ground up in a highly regulated, multi-country, high-stakes environment to modernize customer experience and scale digital lending. Built and scaled a 25+ member digital product team, aligned cross-functional execution across HQ and four countries, and led end-to-end strategy, delivery, and go-to-market of a new nationwide mobile app. Resulted in Vietnam’s No.1 consumer finance app with 7M+ downloads, 1.3M MAU, 50%+ monthly transacting users (over 2T VND in monthly volume), and moved 40% sales to digital space. Key Responsibilities & Achievements: - Established, build and scale Online (Digital Product & Transformation) department with 25+ senior talents including Product Managers, Product Owners; UX Designers; UX Researchers & Data Analysts - Led company-wide digital product portfolios including app, web, and integrations from strategy to execution covering roadmaps, budgets, go-to-market plans, and performance optimization - Spearheaded end-to-end for Home Credit Group’s strategic project: global mobile app, build and rollout successfully mobile app across the nation with over 20.000 POS (stores), turning it into Vietnam’s leading consumer finance app, serving millions of customers monthly for Loan/Card Management, Repayment, Transactions & all Digital Lending products (POS, Cash, Card, BNPL, Insurances) - Own app budget ($2M+) to drive user acquisition, retention & growth, and monetization (lending) - Collaborate with all cross-functional teams to drive implementation (~12 IT squads across 5 countries) and Go-To-Market (Marketing, CRM, Sales, Risk, Legal & Compliance...etc) exefor strategic digital initiatives of the company - Delivered key digital innovations including Virtual Card, Buy Now Pay Later, QR payments, Apple Pay, Google Pay, bundled and standalone insurance offerings - Championed a human-centered design, design thinking and innovation culture across the organization

Product Director - Chotot (Carousell Group) Transformed product capability to unlock growth for Vietnam’s No.1 C2C marketplace (10 million unique users and 45 million monthly visits). Built and led a full-stack Product organization, defined and executed product strategy across verticals and key journeys. Doubled DAU growth and engagement, and delivered record-high revenue. Key Responsibilities: & Achievements: - Built and led the entire Product organization, covering Product Management, Analytics, UX Design, and UX Research. - Owned end-to-end product lifecycle including discovery, roadmap planning, prioritization, execution, and post-launch optimization - Defined and drove product strategies across core verticals (Property, Vehicle, Jobs, Consumer Electronics...etc) such as listings, discovery (search, browse, recommendation), user onboarding, trust and safety, lead generation and monetization - Led product growth and monetization: doubled DAU & Engagement; achieved All-Time-High in revenue - Co-created company vision and three-year strategic plan with C-level leadership, translating it into actionable product strategies and OKRs across business units - Led transformation to Agile, cross-functional squads based on the Spotify model, enhancing speed, autonomy, and innovation across the organization

Head of Customer - Chotot (Carousell Group) Accelerated revenue growth and leading Chotot’s shift from listings to transactional models. Led a large cross-functional tribe with full P&L responsibility, aligned strategy with C-suite, and built the foundation for new monetization streams. Achieved record-high revenue and tripled Property vertical revenue performance. Key Responsibilities: - Led the cross-functional Customer Tribe combining of Category Managers (Property, Vehicles, Jobs, Goods), Product, Analytics, Engineer, Marketing, and Monetization teams with full revenue responsibility, focusing on product-market fit, revenue growth, and the transition from listing-based to transactional models - Worked directly with the CEO and CTO to align business and product strategies across key verticals - Drove existing revenue streams such as ads and listings, while building the foundation for transactional models to increase user value capture Achievements: - All-Time-High daily and monthly revenue records - Led company-wide effort to navigate through COVID-19 pandemic and to achieve significant year-over-year revenue growth - Supported the Property vertical to triple its revenue, becoming the top-performing business unit - Established the strategic groundwork for long-term transactional revenue streams

Head of Growth - Chotot (Carousell Group) Reignited user growth for Vietnam’s largest C2C marketplace. Led a cross-functional Growth Tribe to design and scale the flywheel growth engine across Product, SEO, Engineering, Data, and Marketing. Doubled DAU, launched engagement drivers like Chat and Rewards, and transformed analytics infrastructure to enable scalable experimentation. Key Responsibilities: & Achievements: - Owned end-to-end growth strategy and execution, including growth marketing funnel optimization, retention cohorts, SEO, digital engagement (Braze), and growth engineering - Doubled DAU and exceeded growth targets through coordinated, data-driven initiatives across teams - Launched and scaled key growth products such as Chotot Chat, Chotot Rewards, and gamification features to boost user engagement and retention - Led analytics transformation by migrating from AT Internet to Google Analytics and BigQuery, enabling accurate tracking, deeper insights, and scalable experimentation

Led the end-to-end journey of building Agora - an omni-channel e-commerce enabler platform designed with the goal to help millions of merchants across Southeast Asia manage and scale their multi-channel operations in one unified system. Key Responsibilities: - Business & Product Strategy - Team Setup & Leadership - Engineering & Delivery Leadership - Cross-Functional Collaboration - Go-To-Market Execution

Founder & Chief Product Officer Wiindi – Shopping discovery website and app Founded and led Wiindi from concept to launch and fund-raising, helping users track prices, discover deals, and shop smarter while enabling online merchants to drive sales through better customer insights

- Lead the team at Vietnam site for Service Test & API testing, a part of Unified Functional Testing (UFT) product which includes GUI test (QTP before), API test and BPT, making annually revenue at USD 300M. - Co-operating and technical supervising to team members as well as other colleagues. - Responsible for hiring senior candidates (software engineers)

Joined the 1st core team of 10 software developers as the foundation team for HP R&D center in Vietnam. We worked on an enterprise Records and Document Management System called HP TRIM, work closely with other international RnD teams. - Techniques: .Net/C#, MSSQL, WCF, MVVM, Sencha Ext JS, C++/MFC, SOLR, ISYS indexing…and a whole lot more technologies…

Joined this consultant group with 3 partners and quickly grew it to more than 25 people after 18 months. - We deliver top quality software outsourcing services for Danish companies & government agents in many industry area: banking, security, case management…etc - Responsible for on-going architecture designing/developing and maintaining extremely complex federated identity & access management system/platform named Safewhere*Identify and relative products (based on requirements from Danish consultants or product manager and/or functional design from functional architect). - Researching and working with complex security and federation identity management domain knowledge. Working with techniques/concepts like: WIF, WS-Federation, OAuth, SAML, STS, OpenId, Claim-based SSO/SLO systems... - Techniques: C#/.Net, WCF, MVC, WIF, MSSQL, Entity Framework...WS-Federation, OAuth, SAML, STS, OpenId, Claim-based SSO/SLO, NemID, OTP, ADFS, Active Directory, LDAP...

www.devinition.com Key developer at Vietnam side, working closely with the team at Neitherlands for on-going development, maintenance a highly complex Car Rental aggregator & booking system. It's used by many other car rental systems as: Europcar, Hertz, Budget, Amadeus, Thrifty, Holidaycars, BusinessCars.... Techniques: This project is mainly developed in .Net, C#, XML, XSLT, T-SQ, MSSQL...

Mini ERP that is specialized in Industry Research and Marketing. Designing, developing, maintaining, optimizing for core parts of the system as key senior developer. Techniques: .Net/C#, ASP.NET, Infragistics, MS SQL, T-SQL

Certificate: https://execedcertificate.kellogg.northwestern.edu/3f825af7-b4fb-429e-b93d-6f9b1217b496#acc.dw82kVWy Apply customer science insights to discover what motivates customers, and use findings to create a more engaging customer experience. Master strategies for increasing customer value at each stage of the customer experience map in order to achieve and maintain an advantage in the market. Use a customer experience canvas to make data-driven decisions about products and services that will improve customer experience and drive brand loyalty.