Bảo Uyên Phan

Brand Marketing professional with 3+ years of experience planning and executing integrated campaigns (ATL/BTL) across digital, PR, KOL, POSM, and retail channels. Skilled in consumer insights, concept and packaging development, budget management (up to VND 1 billion), and cross-functional coordination with Sales, Trade, Finance, and Design teams. Delivered measurable results including 114.4% YoY sales growth and 30% sales growth through integrated brand campaigns.

Marketing Specialist at Central Retail Vietnam (GO!, Tops Market) (2024-07 – Present)

• Planned and executed 20+ integrated ATL/BTL marketing campaigns spanning digital, PR, KOL, POSM, and in-store retail touchpoints to drive brand visibility and sales performance.
• Owned end-to-end campaign management — from planning and budgeting (up to VND 1 billion per campaign) to agency coordination, production oversight, and post-campaign evaluation.
• Analyzed consumer insights and market trends to inform campaign strategy and creative direction, improving marketing effectiveness across channels.
• Partnered cross-functionally with Sales, Trade, Procurement, Legal, and Operations teams, plus external agency partners, to ensure marketing activities aligned with broader business and commercial goals.
• Tracked campaign KPIs, marketing expenditure, and ROI on an ongoing basis, translating performance data into actionable recommendations for stakeholders and senior management.
• Led concept development and launch activation for new in-store retail concepts (bakery and deli counters), including area design and setup, cross-brand collaboration for launch-day activations, and ongoing IMC communication to build customer awareness.
• Briefed and selected seasonal packaging designs (e.g., Tet gift boxes, Mid-Autumn mooncake boxes) in collaboration with the design team, then led IMC communication through to point of sale.
• Managed budget approvals (PR/PO), tracked monthly accrual expenses, reviewed costs and cost-saving opportunities, and compared vendor pricing to support procurement pitching and deliverable acceptance with the Finance team.
• Delivered 114.4% YoY sales growth during the Tet campaign through integrated planning and execution.
• Increased campaign CTR by 39.3% and engagement by 15.9% through data-driven campaign optimization.
• Contributed to Central Retail being recognized as Vietnam's #1 Food Retail Brand by Kompa.

Brand Marketing Executive at Pisen Vietnam (2022-10 – 2024-02)

• Supported development and execution of marketing plans and integrated campaigns across digital, GT/MT (general trade/modern trade), and retail channels to build brand awareness.
• Coordinated with agencies and internal stakeholders to deliver campaign materials, POSM, KOL activities, and promotional programs on time and on budget.
• Conducted campaign performance analysis and post-campaign evaluation, using findings to continuously refine and optimize future marketing activities.
• Contributed to new packaging development, aligning color tone and key visual (KV) elements for brand recognition and ensuring visual consistency across digital platforms.
• Contributed to 30% sales growth through integrated marketing campaigns.
• Grew Facebook followers by 130% (10K → 23K) within 3 months.
• Generated 102K+ TikTok views and 111K Facebook reach through integrated content campaigns.

Content Creator at DataCare Agency (2021-09 – 2022-07)

• Supported integrated marketing campaigns from concept development through execution across digital platforms.
• Coordinated with creative teams and clients to deliver campaign assets on brief and ensure brand consistency.
• Monitored campaign performance and optimized content strategy based on audience engagement data.
• Achieved 5,000+ organic reach within the first month of campaign launch.
• Produced 300+ content assets, exceeding the assigned KPI by 130%.
• Maintained a 45% client retention rate.

Bachelor of Business Administration in Business Administration – University of Economics Ho Chi Minh City (UEH) (2020 – 2023)