Tri Cao

22 years experienced in sales management in charge of many categories. Also sharp in customer insight & rich experience in building distribution network & customer relationship to achieve better sales result. Creative, ambitious and proactive to add value to the strategic business planning process and growth

ICAM (Indirect Channel Account Manager) at SHELL Vietnam (2019-01 – Present)

Annual business plan/ Quaterly review. Distribution system management. Increase sales volume and enhance product presence in the market. Distributor to be more aggressive to jump in market field (For the purpose of expanding the partnership with the customer, acquiring an in-dept understanding the workshops, categories and market, have a keen understanding of DSM, DSR, market & competitors, proposing solutions and plans that meet company objectives).

Strictly follow up and preparing volume forecast and plans. Collaborating very closely with internal teams from different departments. Resolving any issues and problems of the distributors, customers and act as a link between them and internal departments.

Align a monthly, quarterly & yearly plan with SS, DSM, distributors, build weekly and daily working plans for distributors. Responsible for distributors orders, account receivables for the assigned territory. Review distributors capability, finance and P&L on a timely basis to ensure a proper analysis and action plan to improve distributors' effectiveness & efficiency and resuce risk.

Coordinate about sales, distribution and trade marketing effectiveness to the upper- level management. Involved in market development, trade marketing, new product launching.

• Team management: ASM: 3, DSM: 6, DSR: 32
• Prize: Viet Nam Champion in the ICAM category 2025
• ICAM creates value for the success of the HCM distribution system
• ICAM Excellence 2024
• Rebuilding an efficient and rational MCP
• Discipline of the Route plan
• Quality visit time (Time -in/ Time out)
• Effective of invoices per day: from 3 to 6
• Training for Sales Supervisor/ DSM & DSR team
• Set up a business plan
• Training sales skills (DSM/ DSR)
• Work deployment (kick-off)
• Sales Supervisor / DSM to connect closely with the distributor to build
• Annual business plan, ensure to deliver business results
• Business performance review quarterly

Regional Sales Manager at BEIERSDORF Vietnam (2018-01 – 2019-12)

• Team management: ASM: 2, SUP: 10, SM: 60
• Building MCP
• Discipline of the Route plan
• Salesman brought a sample product for sale
• Active outlets: from 45% to 65%
• Control and monitor market price: Result in decrease significantly from 28% to 10%
• Effective of invoices per day: from 5 to 9
• Training for ASM/ DSM team
• Set up a business plan
• Training sales skills (DSM/ DSR)
• Advantages for display at outlet

Sales Manager at FRIESLANDCAMPINA Vietnam (2006-01 – 2018-03)

Responsible for Milk Powder & Cup Yoghurt in HCM. Duration included: 2006 – 2008: Sale Executive – responsible for Out of Home & B2B channel; 2009 – 2011: Senior Sale Executive – responsible for GT channel; 2012 – 2014: Sales Manager – responsible for Milk Powder in HCM; 2015 – 2017: Sales Manager – responsible for GT channel in HCM; January – March 2018: Sales Manager – responsible for Milk Powder & Cup Yogurt in HCM.

• Associate with 4 ASM & 20 Sales Executive (4 ASM separately reports on milk powder business)
• 20 Salesman (Specialized Milk Powder sales force)
• 2 City Leader – Direct report
• 16 Team Leader
• 160 PG (Nutrition advisors)
• Merchandising team: 1 Team Leader – Direct report, 12 Merchandiser
• Set up new way of working for all sales support departments (Trade MKT, Consumer MKT) to get faster quick route to market on Milk Powder in HCM
• Build a very first specialized Milk Powder sales force in HCM which leads to #1 sales growth in nation-wide for 2 years (2013 – 2014)
• Propose and implement new quarterly sales campaign exclusive for key shops (25% sales growth) which applied in nation-wide
• Proactive crisis management by implementing new customer convert program from competitor: 750 new users in 1 month
• Successfully advise & apply new customer service in HCM for all distributors
• Develop yearly business plan with distributors
• Successfully coaching, build up and promote talents to manager levels
• Design new 3D display program & pilot in HCM successfully which copied to nation-wide and gain innovation awards (2015)
• Best Sales Manager awards in 2 years (2015-2016)

Area Sales Manager at BITEXCO GROUP (2004-01 – 2005-12)

• Open new business channel Horeca together with develop new commando salesforce which increase 60% sales growth at year end

Business administration – University of Economics Ho Chi Minh City (1999-01 – 2003-12)