Dung Bui

Strategic FMCG Leader with more than 18 years of experience across Sales, Trade Marketing and Modern Trade channels. Extensive experience in developing growth strategies, managing key customer partnerships, leading commercial negotiations and driving sustainable business growth across modern retail channels. Strong expertise in customer development, trade investment management, category expansion, business planning and team leadership.

Successfully built and maintained strategic relationships with leading retail customers including WinCommerce, MM Mega Market, Co.opmart, GO!, Aeon, Lotte Mart, Circle K, GS25, FamilyMart and 7-Eleven. Recognized for combining strategic thinking with strong execution capability to deliver sustainable growth and long-term customer partnerships.

HEAD OF MODERN TRADE at WINECO AGRICULTURAL INVESTMENT DEVELOPMENT AND PRODUCTION LIMITED LIABILITY COMPANY – MASAN GROUP (2024-09 – Present)

Provide strategic leadership for the Modern Trade channel, overseeing key customer portfolios, commercial governance and sustainable business growth across strategic retail partners. Develop long-term customer strategies, strengthen cross-functional alignment and optimize resource allocation to maximize business performance and competitiveness.

• Orchestrated annual business planning and customer growth strategies, reinforcing long-term partnerships and strengthening commercial alignment with key retail customers.
• Enhanced commercial effectiveness through disciplined trade investment governance, driving stronger execution standards and operational efficiency.
• Expanded category opportunities and strengthened product visibility across modern retail networks, supporting sustainable channel growth and customer value creation.
• Championed cross-functional collaboration among Commercial, Marketing, Supply Chain and Finance teams, accelerating decision-making and improving organizational agility.

HEAD OF MODERN TRADE at NEW NORTH SOUTH TEA CORPORATION LIMITED (2023-01 – 2024-09)

Led the nationwide expansion and development of Modern Trade and Convenience Store channels, focusing on route-to-market optimization, customer acquisition and retailer partnership enhancement. Played a pivotal role in increasing brand presence and strengthening the company's position within the FMCG retail landscape.

• Accelerated nationwide channel expansion through strategic customer acquisition and targeted market development initiatives.
• Established new growth platforms by securing product penetration across key retail and convenience store chains.
• Strengthened retailer partnerships through collaborative business planning and value-driven engagement models.
• Contributed to portfolio expansion through new product commercialization and retail activation initiatives.

HEAD OF MODERN TRADE at LOTHAMILK JOINT STOCK COMPANY (2021-03 – 2023-01)

Managed strategic retail partnerships and commercial development initiatives across Modern Trade channels, focusing on strengthening brand competitiveness, expanding category opportunities and enhancing customer engagement. Drove business initiatives that supported the company's long-term growth objectives.

• Cultivated strategic relationships with leading retail organizations, creating a strong foundation for long-term business collaboration.
• Enabled category growth through customer-centric initiatives and tailored commercial solutions.
• Facilitated successful product launches that enhanced brand visibility and market accessibility.
• Strengthened commercial capabilities through structured customer development programs and retailer engagement initiatives.

TRADE MARKETING MANAGER at BSB CONSUMER GOODS JOINT STOCK COMPANY (2019-10 – 2021-03)

Led Trade Marketing strategy development and execution across multiple sales channels, ensuring strong alignment between commercial priorities, shopper insights and retail execution. Supported business growth by enhancing brand visibility and optimizing customer engagement initiatives.

• Developed and implemented integrated Trade Marketing initiatives supporting both sales performance and brand objectives.
• Improved retail execution standards and shopper engagement through impactful activation programs.
• Strengthened cross-functional collaboration between Sales and Marketing teams, driving greater execution consistency.
• Supported channel development through customer-centric promotional and activation strategies.

AREA SALES MANAGER - AFH CHANEL at MONDELEZ KINHDO VIETNAM JOINT STOCK COMPANY (2008-08 – 2019-10)

Built a strong foundation in customer management, commercial execution and channel development through more than a decade of FMCG experience. Contributed significantly to business growth, market expansion and operational excellence while managing strategic customer relationships across multiple channels.

• Built and maintained long-term partnerships with strategic customers across multiple channels.
• Contributed to market expansion and sustainable revenue growth through effective channel development initiatives.
• Participated in key business transformation projects including SAP, DMS and Catalyst, supporting process optimization and operational excellence.
• Recognized for strong customer management capabilities and consistent contributions to business performance improvement.

Bachelor in MARKETING – UNIVERSITY OF FINANCE – MARKETING (UFM)