I am a seasoned manager with over 10 years of experience in the cosmetics and skincare industry, with a strong focus on "Growth Marketing", Brand Strategy, Customer Experience Optimization, and integrated marketing execution.
Hao Pham
35
Thanh Xuan, Ha Noi
Responsible for planning and leading the overall marketing strategy for these brands in the Vietnamese market, covering both online channels and offline distribution systems.
Led a marketing team of over 30 members across key functions including Brand Strategy, Digital, CRM, Trade Marketing, Content, and PR. Developed a premium brand positioning strategy, with science-based skincare as the core communication pillar.
Built and optimized the O2O (Online-to-Offline) model, ensuring a seamless and consistent customer journey across all touchpoints.
Managed an annual marketing budget of approximately VND 80 billion (~$3.2 million) with a strong ROI-driven and performance-oriented approach.
Revenue grew by over 180% between 2020 and 2024, consistently maintaining double-digit annual growth throughout the period.
Portfolio
Experience with those companies.
Develop and execute integrated marketing strategies (IMC).
Define brand positioning and build a cohesive brand ecosystem.
Deep understanding of market dynamics, competitive landscape, and consumer insights.
Manage brand lifecycle and product portfolio strategies.
Plan and operate full-funnel, multi-channel digital campaigns (Google, Meta, TikTok, Zalo, etc.)
Proficient in SEO, SEM, Paid Media, Retargeting, and Attribution Modeling.
Optimize conversion rates (CRO) and advertising costs (CPA/ROAS/CLV).
Leverage automation tools and measure performance.
Design integrated online-to-offline (O2O) customer journeys.
Optimize customer touchpoints across all stages of the journey.
Oversee retail showroom and distributor systems with comprehensive trade strategies.
Manage customer experience (CX) and satisfaction metrics (NPS/CSAT).
Implement 360° CRM programs to boost retention and customer lifetime value (CLV).
Analyze customer data (behavioral and transactional) to inform strategy.
Design personalized marketing campaigns using AI and automation tools.
Manage loyalty programs, customer tiering, and lifecycle marketing.
Oversee marketing budgets ranging from tens of billions VND.
Set and track clear KPI/OKR frameworks for each channel and campaign.
Evaluate campaign ROI and channel efficiency regularly.
Use dashboards and BI tools to drive data-informed decision making.
Lead and scale cross-functional teams of 10–30+ across branding, digital, trade, and CRM.
Coach, mentor and build high-performing, growth-minded marketing teams.
Coordinate cross-functional efforts with Sales, Product and Operations to deliver unified go-to-market strategies and optimize execution efficiency.
The activities were successful and the experiences were great!
With enough data, the numbers speak for themselves.
"He brings a rare combination of strategic thinking, brand empathy, and execution excellence – a true marketing leader who drives real business results."
"What impressed me most is how well he bridges cross-functional gaps — from product to sales to operations — ensuring that marketing is never siloed."
"He turned marketing into a true growth engine of the company — data-driven, insight-led, and performance-focused.".
With enough data, the numbers speak for themselves.
Share practical experience
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