Nghi Nguyen Dinh

• Led end-to-end brand strategy, including brand identity development, positioning, and consumer education to support successful new product launches in the home appliances category. • Built and scaled KOCHI’s integrated marketing ecosystem across owned and paid channels, including social platforms (Facebook, Instagram, TikTok), brand website, and e-commerce marketplaces (Shopee, Lazada, TikTok Shop). • Owned full-funnel content strategy, from brand awareness and consideration to conversion-driven performance content, ensuring consistency and commercial impact. • Managed monthly marketing budgets and led paid media strategy to drive traffic quality, conversion, and online sales growth. • Directed product launch campaigns end-to-end, overseeing content production, paid media execution, influencer marketing (KOL/KOC reviews), affiliate programs, and strategic partnerships for mega sales events. • Successfully launched four core products (countertop dishwashers, cordless vacuum cleaner, spot cleaner) with an optimized USD 100K budget, delivering strong market results: o Reached approximately 15 million consumers per product launch with an average frequency of 12 o Generated 100+ user and influencer video reviews across social platforms o Achieved #1 best-selling countertop dishwasher on Shopee in 2H 2024 & 2025

• Led the Media & Digital Marketing function, defining annual strategy and driving performance across all digital and media channels while managing integrated retainer scopes with 7 agencies and 200+ personnel. • Owned and optimized annual marketing investments of up to USD 30M, leading ATL/BTL allocation, quarterly and monthly performance governance, and agile budget reallocation in line with business priorities. • Developed and executed comprehensive annual marketing plans spanning media, performance marketing, CRM, e-commerce, social (owned, paid, influencer, advocacy), and Samsung’s official digital ecosystem. • Directed end-to-end media strategy across traditional and digital platforms, managing USD 20M+ media budgets covering always-on performance activity, flagship product launches, sponsorships, and Joint Business Partnerships (JBP). • Spearheaded audience and full-funnel planning by leveraging CRM, first-party behavioral data (FBAI), and Consumer & Market Insights (CMI) to drive precision targeting, media mix optimization, and launch effectiveness. • Consistently delivered best-in-region performance, including: o Industry-leading media efficiency and ROI, best in region e-commerce outcomes (MVR >45%, CR 0.28%) o Top-performing social market across Facebook, Instagram, and YouTube for 7 consecutive years o Recognized through multiple promotions (2018, 2020) and prestigious accolades, including Samsung Global Awards (Galaxy J Launch 2017) and MMA Awards for flagship product launches.

• Led the Digital Marketing function with a 10-member team, managing an annual budget of approximately USD 4M to drive user acquisition, revenue growth, and customer education across Vietnam’s rapidly growing e-commerce market. • Owned performance marketing strategy and execution across Google, Facebook, and key local publishers and ad networks, complemented by CRM initiatives to accelerate e-commerce growth. • Developed and executed social media strategies to strengthen brand presence, engagement, and traffic contribution. • Drove weekly performance governance across core e-commerce KPIs, including revenue, orders, profitability, and AOV, ensuring alignment with aggressive growth targets. • Selected to work at Lazada Regional Headquarters (2015) to lead a regional initiative focused on designing, launching, and scaling the Affiliate Marketing Program across multiple Southeast Asian markets. • Contributed to Lazada’s market leadership, achieving #1 e-commerce platform position in Vietnam (2014–2015) while consistently delivering all user acquisition and revenue KPIs.

Managed end-to-end advertising campaigns on Yahoo platform, from pre-sale planning to campaign setup, performance management, and optimization. Collaborated with regional teams for innovative solution development, inventory management, maximization, and consumer insight development. Worked with key accounts such as Nhommua, VBL (Heineken, Tiger), Unilever, Samsung, and more.