Ngoc Linh Tran

Leading brand strategy and growth at JOY Group, overseeing marketing initiatives for Judydoll, Joocyee, and more to come! Passionate about crafting compelling narratives and driving brand success. - Develop and execute strategic marketing plans to enhance brand positioning and market reach. - Lead and mentor the marketing team, fostering creativity and collaboration. - Oversee digital marketing, content creation, and advertising strategies across multiple platforms. - Analyze market trends, consumer behavior, and competitor strategies to refine brand direction. - Manage budgets, campaign performance, and ROI to ensure efficient and impactful execution. - Collaborate with cross-functional teams to drive integrated marketing initiatives.

Brand & Portfolio Leadership - Own end-to-end product marketing for high-impact categories - Guide cross-channel branding efforts including thematic and seasonal campaigns - Ensure consistent brand storytelling and consumer engagement across all touchpoints Key Wins - Spearheaded milk tea category targeting Gen Z, boosting brand relevance - Developed toppings strategy (e.g. coconut, taro), driving 20% growth in ADQ for Tra Sẹn Vàng and enhancing total menu performance - Launched Mulberry Tea & Freeze drinks—Freeze now a permanent offering thanks to consistent performance - Introduced premium merchandise (30% higher price point) with complete sell-out in one month—double projected velocity

- Product Innovation: Developed and launched Highlands’ Soft Serve category, expanding the brand’s offering and consumer experience, PhinDi pistachio, PhinDi Cassia.... which increase performance for total Coffee Category. - Creative Campaign Leadership: Orchestrated the Mid-Autumn 2023 campaign, achieving #1 Share of Voice with limited budget—recognized as a Top 5 campaign by BSI for creativity. - Seasonal Excellence: Spearheaded the “Tết Mà” campaign (Tet 2024), surpassing traffic and revenue targets during Vietnam’s peak festive season. - Gen Z Engagement: Rolled out “Chill Hè” summer campaign with Mulberry product launch, combining bold flavors with vibrant storytelling. - Retail Innovation: Led the concept, menu development, and launch of Highlands’ 5G concept store at the Central Post Office—a landmark store that now serves as the design benchmark for flagship locations nationwide

- Expand the CHIN-SU brand through the introduction of new product category (Mayonnaise). - Led the strategic launch of CHIN-SU on e-commerce platforms, ensuring seamless integration and optimal online presence.

- Manage L'Oreal Paris' online business, driving brand market share and growth of hero products. - Implement and optimize product marketing mix strategies across online platforms, focusing on pricing, positioning, and promotion. - Lead campaign planning and execution with e-commerce key accounts, maximizing brand visibility and sales. - Achieve significant results, including a 72% increase in e-commerce sales and maintaining top brand positions in Shopee and Lazada.

- Manage makeup and hair color categories, overseeing marketing mix strategies, P&L management, and trade plan support. - Successfully implement new product launches and maintain growth in pillar products. - Propose and monitor communication strategies to create engaging consumer brand experiences while optimizing limited investment resources.

- Manage 80% of Maybelline's revenue through the Face and Eyes portfolio. - Lead the successful launch of the Fit Me renovation marketing campaign, increasing retail revenue by 1.4x and establishing the product as the top-performing item in the Face market. - Implement SEM and SEO strategies, resulting in a 22% increase in website traffic and a 15% reduction in drop rates. - Execute sampling and mini size plans for Maybelline in 2020.

- Launching Super Stay Matte Ink liquid lipstick - the biggest launching of Maybelline New York Lip category in 2018: support all marketing activities; Build KOL engagement strategy. - Planning to Launch Kerastase Paris brand - the luxury hair care for professional hair salon: Build Vietnamese portfolio, pricing, launching planning and communication preparation to business owners. - Maybelline Fit me phase 1-2019 communication: Support 360 marketing plan and execution; Take lead for education phase communication for both Facebook and Youtube. - Chat buddy project: build a chat support team for all L'Oreal CPD brands and keep track all execution and KPIs. - Recommunication of Maybelline Instant Age Rewind concealer.

- Conducted a comprehensive research study involving more than 100 Amway business owners through online surveys and focused group phone calls to gather insights on their product experience program. - Utilized the findings from the research to develop a strategic experience plan for 12 Regional Distribution Centers, specifically tailored for a new beverage product. Collaborated with various departments including operations and product training to ensure seamless execution of the plan. - Acquired valuable insights into marketing activities within the company and the synergy process, demonstrating a detail-oriented, logical, and critical approach.

- Conducted research to identify and engage potential sponsors for catering services for a delegation of 500 attendees. - Enhanced professional communication skills and deepened understanding of sales processes through the solicitation and negotiation with new partners for sponsorship opportunities.

- Led project team during including content, sales, finance and marketing team; built 5-day camp for developing self awareness and cultural exchange with both indoor and outdoor: main theme, master plan, product positioning. - Number of campers: 122; Satisfaction: 4.3/5; Budget over 200 millions VND. - Strengthened leadership in multicultural team, planning and project management.

- Spearheaded the recruitment process for interns participating in the AIESEC international project, leveraging email outreach and social media promotion to attract candidates. - Conducted interviews to assess candidates' suitability for the project, ensuring a rigorous selection process. - Orchestrated immersive experiences for interns in Vietnam, organizing events, activities, and training sessions to enrich their cultural and professional journey. - Successfully onboarded and supported 13 interns from diverse backgrounds, spanning 8 countries including China, England, Ireland, and Singapore, achieving a commendable Net Promoter Score of 80/100.