Victor is passionate about marrying consumer behavior and digital technology to create meaningful innovation and experience for companies and customers. With 8 years of experience in market research & digital strategy consulting spanning over 15 countries in APAC regions, he is equipped with quantitative / qualitative market research skill and digital marketing (DRM, GDN, SEO/SEM, Web analytics, etc.) to help organization delivery best-in-class brand and customer experience strategy.
Aug 2015 - Present
Senior Manager - Regional Head of Brand Insights & Management
- Lead quantitative and qualitative brand research. Leverage internal data and external research to extract insights for the brand, and take the regional lead in the consumer perspective to marketing decision-making around brand strategy, positioning, consumer communication, targeting and innovation.
- Track brand performance by measuring and monitoring metrics including branded traffic, awareness, impression, perception and buzz.
- Partner with CMOs in 6 markets (ID, MY, SG, PH, TH, VN) and other regional leads of multiple Performance Marketing channels, SocialMedia to consult on local brand strategy to increase brand awareness, relevant differentiation, value and emotional connection, based on consumer insights.
- Define clear and relevant KPIs for brand campaigns. Evaluate campaign's effectiveness and lesson-learned across functions and markets.
Feb 2014 - Present
Digital Engagement Manager
- Partner with Board of Director to create and execute digital marketing strategies via content marketing, social media marketing, SEO / SEM
- Build monitoring tools, KPIs and measure effectiveness of digital marketing campaigns via Google Analytics tool, Google WebMaster tool, Keyword Planner and Trend tool
Jun 2011 - Jul 2015
- Digital Strategy
- Developed Digital Channel strategy based on defined target customer segments/personae; translated strategy towards Digital infrastructure requirements by analyzing client digital maturity and change readiness, developed and delivered Digital roadmap
- Strategy & Operation:
- Target screening and investigation for investment decision – Vietnam, Singapore, Malaysia: Conducted desk research and primary qualitative / quantitative research on FMCG market of target and competitors’ Operation, Distribution and Sales to define and evaluate Sales and Route to Market strategy, size of prize and ultimately the profitability of the potential investment
- Sales and Distribution Management for FMCG industry - SEA: designed, planned, conducted desk research and qualitative expert interview on supply chain development situation in SEA markets to help clients understand development stage and current Route to Market structure
- Industry Coverage: Consumer Business (Consumer Product and Service, Retail, Wholesale & Distribution) | Energy (Mining) | Technology | Financial service (Bank, Insurance, and Bancassurance) | Media and Telecom
Mar 2010 - Jun 2011
Senior Client Solution Executive
- Experienced in Customer Research, multi-country tracking & ad-hoc studies, U&A, Concept Test, Customer Satisfaction (eQTM), Brand Equity Tracker, Shopper, Mystery Shopper
- Contributed to team’s sales revenue of US$1.7 million during the second half of year 2010
Jan 2008 - Mar 2010
- Experienced in: Custom Studies, U&A, H&A, Segmentation, Customer Satisfaction, Concept Test Evaluation, Brand Equity Tracker (multi-country project with 20 nations worldwide)
- Led a multi-country project for an leading global courier service provider worth over US$1million covering 26 countries worldwide
- Received excellent feedback from leading FMCG client for the US$125,000 research study on consumer habit and attitudes across Vietnam that provides valuable and practical insights to map long term marketing strategies for brand team
May 2006 - Aug 2006
Assistant Manager (Summer job)
- Assisted Games Manager in resource scheduling and rewards management
- Market Research: qualitative and quantitative research | market segmentation | data mining and statistical analysis | Inferential analysis | SPSS
- Digital strategy: digital transformation | customer analytics and insights | digital innovation | design thinking: customer journey mapping, personae building
- Digital marketing strategy: Performance marketing (DRM, GDN, SEM strategies and tactics) SEO, social & content marketing
- Web analytics: Google analytics | Google webmaster tool | Google keyword planner and trend
- Market Entry Strategy: market & risk assessment | competition analysis | market sizing | size of prize forecast | key success factors &considerations | business case building
- Web Design: WordPress
- Microsoft Office: Word | Excel | Powerpoint | Visio
- Language: English (professional) | Vietnamese (native)
Aug 2004 - Dec 2007
National University of Singapore
Nov 2014 - Present
Hootsuite Professional Certificate
Hootsuite Media Inc.
Hootsuite Certified Professionals are trained to help client utilize social media software tools
- AFA (Actions for Aids) Singapore: copy writer / editor / translator for communication materials (2014)
- Green Summer Campaign- Ho Chi Minh City - Vietnam: Worked with Youth Council to organize and execute donation drive & organized charity events for under-privileged residents and other Poverty Alleviation activities (2003)