LE THI THUY HA fn ‘CARRIER, 17 years of experiences in branding and marketing, with in-depth knowledge & involvement in all SUMMARY _| levels of marketing, quick grasp of new market trends and technologies, and the ability to formulate strategies, make decisions and plan with confidence. KEYSKILLS | Brand Strategy Development | Marketing Planning | Creative Development | Integrated ‘Communication Planning, Execution & Optimization | Project Management | Relationship ‘Management | Team Leader | Team Player | Learning Agility | Goal Driven | Adaptable PROFESSIONA | Head of Marketing L ‘VinBrain - an AI for Healthcare Product Company funded by Vingroup EXPERIENCES | From Oct. 2020 to Date Main Duties: + Define brand vision and development strategy in both local and international markets. = Coordinate with Sales and Product Management to design product packages, distribution and marketing plan for each product package. + Plan and execute integrated communications plans. = Manage internal relationship with other P&L in Vingroup and external relationship with hospitals/doctors/marketing service agencies. = Build and manage a strong team with clear development plan/ KPIs’ team spirit and professional coaching/training. Achievements: + _ Successfully supported the company to promote and deploy DrAid™ for Radiology to $4~ hospital and medical facilities nationwide. = Suecessfilly supported the company to complete and promote DrAid™ for COVID-19 which has been rolled out to 20+ hospitals to help with the COVID-19 diagnosis and prognosis + _ Successfully supported the company to win the 2021 ACM SIGAI Industry Award for Excellence in Artificial Intelligence — one of the world’s top awards awarded to only one AI product every ‘year, Top 2 - SII CODIE Awards 2021 for Best Artificial Intelligence Solution in Healthcare Finalist of the Global COVID-19 Pandemic Response Challenge by XPRIZE and COGNIZANT, Best Digital Transformation Solution under Make-In-Vietnam 2020. = Suecessfilly supported the company to write and publish a white paper on utilizing artificial intelligence in reading chest x-ray’ for tuberculosis screening in Vietnam. Chief Marketing Officer ALC Group ~ ALC Pharma From Apr 2019 to Sep 2020 Main Duties: + Defined market segment - target customer — positioning as well as develop a holistic marketing mix plan 4P for each brand product. + _ Was responsible for steategic planning and execution of all marketing communication activities including Branding, Creative, PR & Content, Media, Trade and Event Managed the customer service team and make sure they are able to solve customer issues quickly and effectively. = Set and managed marketing budget. + Managed, trained and coached team. Managed relations with external partners including healthcare specialists, publishers, marketing service agencies and production agencies,Head of Marcom & Branding K+~a member of Canal+ Group (France) Nov. 2015 to Mar 2019 Main Duties: Marketing Planning + Defined market opportunities, sources of volume/income, target segment and brand positioning, + Coordinated with Sales and Product Marketing to design product packages, distribution and ‘marketing strategy’ programs for each product. = Planned the integrated marketing communications. Set and managed the yearly marketing budget. + Acted as the brand guardian: ensure the brand consistency in all touch points Collected market intelligence information and customer feedback, Conducted different online and offline researches including brand health check, advertising tracking, price sensitivity, customer satisfaction, ‘Marketing Operation Developed communication strategy, message and creative concepts; handle creative productions, media planning/buying/optimization and reporting, trade and consumer event, online/offline activation and POSM for marketing campaigns. + Led functional team to execute holistic initiatives in the IMC plan with local adaptation or creation based on in-depth understanding of local consumers, + Managed effective communications with business heads and headquarter in Paris to ensure issues are quickly resolved, and best practices are shared on time. = Managed the marketing agencies and publishers’ media owners. + Planned and conducted agency pitching + Managed / built a stcong team with clear development plan/ KPIs/ team spirit and professional coaching/training. + Was responsible for budget and KPI of the team. Achievements = Suecessfilly completed the re-positioning project for K- + _ Successfully supported the company to achieve the target of one million active subscribers in July 2018. Well planned and led the execution of more than 20 packages/content/promotion campaigns, = Well planned and led a number of events for K+ such as the press conference to announce the exclusive right of ATP World Tour for 3 seasons 2015-2018, the press conference to announce the EPL right for 2016-2019, New Season kick-off event, El Clasico Live Screening, local activation, Head of Marketing ‘Vietnamobile — a member of Hutchison Asia Telecom Group (Hong Kong — UK) Dec. 2014 — Oct. 2015 ‘Main Duties: Marketing Planning + Defined market opportunities, sources of volume’income, target segment and brand positioning. + Coordinated with Acquisition and Retention Marketing to design product packages, distribution, and marketing strategy’ programs for each product. + _ Planned the integrated marketing communications including Branding/Creative, Media, PRiContent, and Event + Set and managed the yearly marketing budget. + Acted as the brand guardian: ensured the brand consistency in all touch points. + Collected market intelligence information and customer feedback as well as conducted different online and offline researches including brand health check, advertising tracking, price sensitivity, customer satisfaction,Marketing Operation + _ Managed the execution of Branding/Creative, Media, PR/Content, Event and Trade activities including: + Branding/Creative: development of brand idea, communication strategy and message, creative concept and creative production; + Media: media planning/buying/optimizatiow reporting, trade and consumer event, online/offline activation, POSM: + PR/Content: media relation, media pitching, media event, message/content development, risk/crisis management. + Event/Trade: consumer event/activation, loyalty and trade programs to upsell and retain customers + Executed all brand / product/ promotion campaigns: + Managed owned media channels including website, Facebook page, Youtube channel, ‘My’Vietnamobile app., inventory in several e-commerce sites. + Managed agencies: developed the annual “scope of work” and KPIs, conducted the annual, agency review and action plans to get the best out of agency partners (Brand Handling Agency, Media Agency, PR Agency, Event Agency, Digital Agency...) = Planned and conducted agency pitching + Managed / built a stcong team with clear development plan/ KPIs/ team spirit and professional coaching/training. = Was responsible for budget and KPI of the team. Head of Marketing ‘Vinhomes Leasing and VME Marketing LLC under Vingroup Apr. 2014 — Nov. 2014 Main Duties: For Vinhomes Leasing: ~ Developed brand ID and brand guidelines - Managed brand compliance and ensured brand consistency across touch points/ channels - Managed marketing’promotional collateral development and production for both on and off line, sales tools, give-away to support sales. - Developed yearly marketing plan with initiatives, budget and schedule, and monitored the execution of the plan For VME Marketing LLC: - Participated in the conceptual development and launch plan of the following projects: + Vinhomes Central Park + Landmark 81 (under Vinhomes Central Park) + Times City Park Hill + Vinhomes Ha Tinh + Vinhomes Bac Ninh - Managed relations with external partners including creative agencies, PR agencies, event agencies, ‘Chief Marketing Officer Karofi Vietnam (waw.karofi.com) Apr. 2013 — Mar. 2014 Main Duties: ‘Marketing Planning + Developed marketing strategies and integratedmarketing communication plans for Karofi that ensured organizational alignment toward critical business objectives and led the organization’s implementation of company-wide strategic transformation activities and strategic imperatives - Identified, standardized the incorporation of marketing metrics into all marketing activities. = Accountable for marketing operation expenses budget management according to approved investment plan, and strictly respecting the compliancy towards company processes.Marketing Operation, Branding Creative - Developed Karofi’s core brand ID and brand ID system, + _Ensured Karofi’s DNA was well interpreted in all communications and its brand ID was consistently applied across visual and verbal media. - Managed all the creative developments for Karofi including TVC, PrintAd, Billboard, POSM, proctuct labels, digital creatives, Media: + Developed the yearly media strategy as well as media campaigns to build awareness for Karofi and support sales. Ensured the best ROI from every single media dollar. Trade/Event: - Developed trade marketing plan and best practices for Karofi to win at POS including display plan/standard/policy, commercial policy, consumer/dealer care programs, = Designed activation/promotion programs to seasonally maximize sales. PR/Content = Managed PR activities including media relationship, media event, pitching story, message/content development. + Initiated and managed the execution of CSR initiatives. Others = Tracked results of marketing campaigns (sales, brand, traffic, etc) and optimized activities to improve impact and increased consumer demand. ~ Managed the relationship with marketing services agencies, and worked on a daily basis to optimize the effectiveness of all marketing works, ~ Managed, delegated and provided training/coaching to marketing staff. Achievements = Successfully completed the re-branding project for Karofi. ~__ Supported sales team to continuously overachieve sales target. Deputy Marketing Manager Piaggio Vietnam—a member of Piaggio Asia Pacific (Italy) Aug. 2010 — Mar. 2013 ‘Main Duties: Strategie Planning ~ Participated in the development of marketing strategy and yearly brand plan for 2 brands Vespa and Piaggio in Vietnam based on customer analysis, intemal analysis and external analysis. ~ Participated in the development of integrated marketing communication plans. ~ Built annual media plans and make subsequent plan revisions for 2 brands Vespa and Pia ~ Periodically conducted marketing communications review in correlation to business performance, landscape update, competitive update thus to have key learnings and implications for strategy/plan revision. Supervision and Execution Media - Mastered all media channels including TV, digital, print, OOH, cinema, radio,...stayed abreast of communication, technical and media trends, identified opportunities and emerging issues, and understood new technologies and consumer reaction. ~ Developed best practices for media planning and buying processes, competitive media analysis, media cost, performance benchmarks, and media effectiveness, Set and monitor media cost and performance benchmarks with agencies. - Managed media agency in the development and execution of media plans, from concept development through post analysis. ~ Developed and coordinated integrated programs across advertising disciplines and delivered excellent executions through our advertising and media agencies. Supervised TV, Print, Digital,‘OOH and other media planning, buying and scheduling, ~ Located, evaluated and recommended media partnerships, sponsorship opportunities and branded content programs. ~ Worked with digital parmers including Google, Yahoo, FPT Online (vnexpess, ngoisao, so hoa, one), VNG (mp3.zing, news.2ing, me.zing), VCCorp (dantri, kenh14, vietnamnet, cafef, soha, . for advertising solutions to efficiently promote 2 brands Vespa and Piaggio on digital platform, ~ Participated in the development of digital content campaign with such digital agencies as Sofresh, Edge, Click Media ~ Analyzed results of media efforts and developed measures of success, ensured programs restit in highest possible levels of business benefit. ~ Maintained accurate spending forecasts and updated as needed: managed all activity for media budget tracking, Creative ~ Participated in the development of creative big idea/concept and production (TVC, Documentary, PrintAd, LCD Flash,...), dealing with advertising agencies such as Y&R, Phibious. Trade/Event = Conducted field visit to have in-depth and update understanding of market landscape, target audience's lifestyle/behavior/media habit. = Coordinated with field sales, trade marketing and dealers to conduct local communication activities including comporate image at POS, POSM, display, local event and activation, local advertising, etc ~ Provided dealers with support and advices to efficiently design/camry out their marketing communication plan. ~ Proposed and implemented sales/promotion campaigns. Relationship Management + Fostered productive relationships with agencies including media agency, creative agency, digital agency, PR agency, below-the-line agency as well as sales representatives from different marketing service agencies. + Handled negotiations with vendors and contractual agreements, = Managed a cooperative and supportive relationship with other functions within Piaggio Vietnam such as Sales, Network, Trade Marketing, Product Marketing, R&D, After Sales, Purchasing, Logistics, Finance and Accounting, People Management + Organized and delegated jobs to subordinates. = Designed job description and career development for subordinates, set KPI and periodically reviewed their performance. + Provided on-the-job training and coaching to subordinates. Achievements = Supported sales team and other funetions to exceed 2011 sales target. + _ Successfully increased TOM brand awareness of Vespa from 30% to 3 24% in first 6 months of 2011 (FTA advertising research Aug’ 11). = Successfully launched Liberty ie. Made-in-Vietnam which has become a hot model in Vietnam market with sell-out volume kept continuous growing = Well planned and executed more than 20 campaigns for 2 brands Vespa and Piaggio in. Piaggio from 19% to fetnam, ‘Assistant Marketing Manager Ascott Inf’ Management Vietnam—a member of The Ascott Group (Singapore) Tul. 2008 — Jul. 2010 Main Duties: = Marketing & PR planning & execution to support sales, strengthen brand images and enhance brand loyalty = Market intelligence and customer satisfaction+ Media relations. + Initiation and execution of Corporate Social Responsibility activities. = Comporate identity and product identity control + Production of marketing collaterals to facilitate sales presentation; Development of new collaterals to better support sales or better communicate the company’s image. Achievements = Together with sales team to achieve revenue forecast and occupancy for the year 2009, Built up a good partnership with ANZ Bank, Citi Bank, Orange Media Group and a number of chambers of commerce and business associations including EuroCham, AmCham, AusCham, KoCham, JBAV, SBAV, BBGV. = Supported the company to be awarded the Golden Dragon Award in two consecutive years 2008 and 2009 for its contributions to the Vietnam economy and the Guide Award 2008-2009 for its best services and performance. + Built up a good relationship with a number of business, travel and lifestyle newspapers and magazine, and successfully posted several editorials, news releases and featured photos on such magazines/newspapers. + _ Successfully organized several events such as: Corporate Party 2008 with more than 600 guests Link Club re-launch party and several quarterly parties for loyal corporate bookers, Earth Hour 2009 campaign, Charity visit to Bo De pagoda with the support and participation of hundreds of residents and staff of Somerset in Hanoi, Raised fund for the refurbishment of the Nang Yen Elementary School in PhuTho province and helped the school with the construction works. + Successfully encouraged more than 200 residents, tenants and staff of Somerset in Hanoi to donate and participate in the Terry Fox Run in two consecutive year 2008 and 2009 — a charity ran to raise fund for cancer research by the Canadian Embassy and Hanoi Union of Friendship. Business Development Associates Richard Moore Associates— a New-York based branding & marketing agency (USA) Jan, 2006 — Jun. 2008 ‘Main duties ~ Identified potential clients and pitched for new biz. = Managed existing clients and projects. = Conducted several activities to build awareness and reputation for RMA as well as create needs for RMA‘ services, + Conducted R&D activities to make recommendations on product development for RMA and update RMA’s service fees. ~ Participated in the development of brand differentiation strategy’ personality’ relationship structure! name’ positioning phrase/activation & communication plan for several cients/brands. ~ Worked with laws firm to conduct preliminary trademark search and assisted in the registration of brand name and/or logotype ~ Coordinated with research experts to determine research requirement, structure research to fit the requirements, monitored research process and analyzed results, Achievement: ~ Successfully managed several branding projects for such clients as: VietinBank, VinaSoy, Dong Bank, MocChau Milk, CMC Telecom, Thach Bich Mineral Water, Cavico,... + Succesfully identified opportunities to promote RMA’s brand image via public media such as ‘Voice of Vietnam, Vietnam Television and some newspaper including Vietnam News, Tien Phong, Enterprise and Branding, Vietnam Investment Review... ~ Participated in and successfully made recommendations for brand identity strategy and brand identity system for the following clients’ brands: Dong Bank, VietinBank, CMC Telecom - Blue, MocChatt Milk, VIV6 (Channel for Youth), Thach Bich, VietA, Thanh Xuan Valley, MaxxoEnergy Drink, Cavico Vietnam Ltd. Co,, et. EDUCATION ~ MBA by CFVG (Frenci-Vietnamese Center for Management Education), the only MBA program ‘which has been granted EPAS Accreditation by EFMD in Vietnam & CGE Accreditation.= Hanoi Foreign Trade University, majored in Intemational Business and Marketing. ~ Hanoi University for Foreign Studies, majored in English. ~ Several professional, leadership and soft skills courses.