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Marketing & E-commerce Director with 12+ years of experience driving growth in the beauty industry through integrated brand, e-commerce, and social commerce strategy. Proven track record in scaling GMV across Shopee & TikTok Shop, building profit-driven Marcom systems, and leading multi-brand portfolios with strong commercial impact. Strong network across top beauty KOLs, 50,000+ KOCs, MCNs, TikTok Shop, and Shopee, enabling faster execution, scalable growth, and sustainable revenue performance.

MARKETING & E-COMMERCE DIRECTOR (MARCOM) at CÔNG TY TNHH FAIN VN (2025-04 – Present)

• Delivered ~486% e-commerce growth within 8 months across Shopee & TikTok Shop: THE SAEM, FORENCOS, APLB, TAG, NUDIQUE, MIXSOON, LADYBIZ, DRBIO, DROPBE and TONEFITSUN
• Built a profit-driven Marcom model linking brand, marketing, and commerce with ROI, P&L, pricing, and promotion control
• Led brand and marketing strategy across a multi-brand beauty portfolio, strengthening market positioning and commercial performance
• Directed trend-responsive content strategy, turning market insights and platform trends into high-converting content and stronger GMV performance
• Scaled a high-converting content system (100+ videos) driving consistent GMV
• Built and standardized team structures, workflows, and performance systems for scalable execution
• Leveraged a 50,000+ KOC ecosystem & ~1,000 KOL network to accelerate growth
• Established strong partnerships with TikTok Shop, Shopee, MCNs, and TSPs to unlock commercial opportunities

MARKETING & E-COMMERCE DIRECTOR (MARCOM) at CÔNG TY TNHH FAIN VN (2025-04 – Present)

• Lead end-to-end Marketing & E-commerce operations across Brand, Performance, Content, Creative, Booking, and Customer Service
• Define growth strategy, KPI frameworks, and execution roadmaps for each brand aligned with business targets
• Drive growth across Shopee, TikTok Shop, social commerce, and livestream commerce, balancing revenue, margin, and operational efficiency
• Oversee pricing, promotion strategy, and commercial performance control across platforms
• Build and scale team structure, reporting systems, and performance tracking, ensuring clear ownership and measurable output
• Coordinate cross-functional teams and external partners to improve execution speed and overall business performance

VICE DIRECTOR at Công Ty Cổ Phần Mỹ Phẩm Quốc Tế Thùy Dung (2024-01 – 2025-03)

• Built and scaled livestream commerce systems across TikTok Shop & Shopee
• Managed 20+ livestream studios and ~10,000 livestream hours, improving conversion and operational efficiency
• Developed live selling processes supporting 30+ beauty brands, including Klairs, Skin1004, Beplain, Dr.G, Some By Mi, Nature Republic, Pyunkang Yul, 9W, Nacific, I'm From, and Round Lab
• Executed large-scale livestream campaigns with KOL/KOC networks, driving strong GMV growth
• Gained cross-border working exposure through collaboration in China with ByteDance and JOY MEDIA, strengthening experience in platform-driven commerce and KOL/KOC ecosystem development

VICE DIRECTOR at Công Ty Cổ Phần Mỹ Phẩm Quốc Tế Thùy Dung (2024-01 – 2025-03)

• Led e-commerce livestream operations and performance optimization across multiple brands
• Developed content, selling format, and conversion strategy for live commerce
• Built and managed KOL/KOC networks and affiliate programs to support sales growth
• Collaborated with partners to launch, operate, and scale online stores across key e-commerce platforms

EVENT & MULTIMEDIA MANAGER at Công Ty Cổ Phần Mỹ Phẩm Quốc Tế Thùy Dung (2022-12 – 2023-12)

• Planned, budgeted, and controlled costs for 15 product launch events in 2023 for leading beauty brands including Klairs, Skin1004, Dr.G, Some By Mi, Round Lab, I'm From, and 9W
• Ensured 98% of events were delivered on time and within budget
• Organized large-scale corporate events including the Year-End Party for nearly 1,000 attendees, which achieved 90% positive employee feedback
• Executed the Klairs Thank You Party for Vietnam's top 100 retailers, contributing to a 20% increase in orders from attending retail partners
• Set up, trained, and managed livestream teams across TikTok Shop and Shopee, operating nearly 10 livestream studios
• Delivered 8,000 livestream hours in 2023, helping increase average livestream sales by 25% across supported brands
• Produced 100+ advertising videos and 500+ product images for campaigns, contributing to a 15% increase in social media engagement
• Implemented new tools and workflows to improve multimedia operational efficiency and ensure stronger visual consistency across campaigns

EVENT & MULTIMEDIA MANAGER at Công Ty Cổ Phần Mỹ Phẩm Quốc Tế Thùy Dung (2022-12 – 2023-12)

• Led event planning and execution for brand activations, product launches, and corporate events
• Managed event budgeting, cost control, vendor coordination, and project delivery
• Oversaw multimedia production including videos, photos, printed materials, and POSM
• Built and trained livestream teams to support e-commerce growth on TikTok Shop and Shopee
• Maintained visual consistency and brand identity across both offline and online campaign assets

CONTENT & ENTERTAINMENT TEAM LEADER at Nkid Group (2013-03 – 2023-12)

• Led campaigns reaching 1M+ customers across multi-channel platforms
• Generated 18 billion VND revenue through promotional campaigns
• Built brand identity, content system, and communication strategy across 60+ locations

CONTENT & ENTERTAINMENT TEAM LEADER at Nkid Group (2013-03 – 2023-12)

• Develop and execute marketing, branding, and PR strategies
• Manage content production across social platforms
• Plan and execute events, activations, and customer engagement programs

Cử nhân in Quan hệ công chúng và Truyền thông – Đại Học Văn Lang (2012-09 – 2016-06)