Đức Khuê Trần

commercial expert who has 12 years experiences of Sales, Shopper Marketing & RTM

PepsiCo Foods Vietnam Channel & Category Development Head Jan21 – Current

• To construct the sustainable yet effective approach to accelerate distribution, market-share & sales performance through three main drivers: Net Revenue Management (pricing strategy & pack price architecture; trade spend strategy); New Channel Development and Excellence of Execution (Visibility &

  • Distribution)

• Customize category & channel strategy (by customer & consumer insights) for new business model(s) to ensure the balance between topline and bottom-line as well as the viable profits for stakeholders 
• Consult &

  • Guide Sales Directors to ensure excellence of in-market engagement; thrive to be (and to keep) the “Best-in-class” of Visibility &

  • Distribution in Vietnam Snack market

• Oversee channel’s performance &

  • CTS; safeguard healthy productivity (better %GM, annually) by channel

• To pioneer in Trade Operation automation systems (from analysis, setup & deployment, evaluation to audit / compliance)
• Be responsible to succeed new products, categories, & concepts to accelerate sales (revenue & volume), distribution and profit; co-work with Marketing Department in launching consumer promotion activities
• Develop & deploy all schematic shopper & customer promotions that enable frontline winning shoppers against competitors; ensure the Price-Index (for customers & consumers through all available channel) to be competitive yet profitable

The strategic tactician for planning and leading of implementation of Trade Marketing activities nationwide, including necessary activity for category development & developing channel vision to ensure effectiveness of customer focused programs and smooth integration between Commercial & backend agendas:

• Channel Strategy and Budget Management
• Public initiatives – Category development
• Establish effectiveness in term of market execution 

The responsibility is to drive business objectives of Traditional Trade channel through managing the nationwide sales force by planning, implementing, tracking & measuring efficiency of channel strategy & return-on-investment

• Leading the channel strategy to fulfill the commercial achievement (60% VNMU vol contribution)
• Drive performance in nationwide in short-term & long-term profitably
• Conceptualize & ensure excellent execution of Trade Marketing toolboxes to deliver brand & product knowledge

Foreign Trade University Bachelor of Economics

September 2007 – June 2011