Uyên Phạm

To growth as a brand management professional in the FMCG industry, contributing to brand equity and business results through strategic planning, consumer insight-driven product development, and integrated marketing communications.

ASSISTANT BRAND MANAGER - HYPERION COMPANY

(2024-04)

• Hamper Tet 2025: Delivered 100,000 Tet Hamper sets with near 100% on-time availability at point of sale.
• Tet Tin Box 2026: Coordinated with QA department to control packaging product for Tet Tin Box 2026, achieving 100% compliance with brand standards before launch.
• Contributed to brand visibility across about 3,700 MT outlets (Leibniz: 3,200 outlets/7 skus, Vicenzi: 500 outlets/9 skus).
• Identified slow-moving SKUs and excess inventory patterns across both brands; proposed and executed promotional programs to clear stock and protect sell-through rate.
• Coordinated with Category Manager led end-to-end coordination of Tet product launches, driving on-time execution from concept to market.
• Coordinated with cross-functional teams (design, supply chain, legal, sale, fulfillment) to develop and launch Tet product lines.
• Managed project timelines and deliverables to ensure on time and in-full product launches across channels.
• Supported the implementation of launch activities including in-store sampling and product display guidance.
• Evaluated project effectiveness and identified improvement opportunities for future launches.
• Collaborated with Brand Manager to develop and execute brand plans, promotional activities, and thematic campaigns for assigned brands.
• Coordinated with sales, trade marketing, design, and external partners to ensure effective execution of communication and in-store activities.
• Planned, tracked, and evaluated campaign performance, reported results to management and provided key learnings to optimize future programs.
• Monitored competitor communication activities, category trends, and consumer behavior to identify growth opportunities; proposed brand strategy adjustments to Brand Manager accordingly.
• Supported Brand Manager in developing annual brand plans and marketing budgets for assigned brands; tracked budget utilization to ensure efficient spend across activities.
• Monitored sales performance, forecast, inventory movement, and product visibility to identify business gaps and optimization opportunities.
• Coordinated with MT channels to execute promotional programs, display activities, and retail visibility initiatives.

TRADE MARKETING EXECUTIVE - HYPERION COMPANY

(2023-05 - 2024-03)

• Coordinated with brand and sales teams to develop promotion and sales plans for assigned product categories.
• Led in-store activations, sampling programs, and retail executions across multiple channels.
• Conducted market visits to monitor execution quality and competitor activities.
• Analyzed trade program performance and proposed improvements to enhance effectiveness.

BRAND ACTIVATION INTERN - INSEE CEMENT COMPANY

(2022-10 - 2023-01)

• Document to inform trade to Retail (RTL) and Operation Distributor (OD).
• Get feedback from RTL about trade promotion.
• Support synthesizing and evaluating the effectiveness of promotional programs.
• Support running customer conference events.

Industrial Management - Industrial Management - HCMC University of Technology and Education (2019 - 2023)