Ngành nghề
Nơi làm việc
Huỳnh Kim Hải Dương
Thông tin nghề nghiệp
Kinh nghiệm làm việc
Từ 2017 đến hiện nay: Quản lý tại CJ CGV Vietnam
❖ Strategic planning:
• Built up full-year sustainably innovative marketing strategy with effective budget to ensure market lead position & fulfill customer journey experience.
• Focused key digital channels (Facebook, Youtube, Instagram, Zalo, Tiktok, Kenhcine.vn, Web/App) to maintain high awareness & interaction whilst boosting sales via digital performance tactics.
• Responsible for content strategy to facilitate digital channels.
• Comprehended Brand Identity from CJ Headquarter, combined with local understanding. Monthly report the effectiveness of global application in Vietnam market.
❖ Brand & Digital solution for engagement & sales-driven:
• Performed seasonal promotional campaigns (Tet, Women’s Day, Summer, Christmas, …) to engage customers, build brand love and boost sales.
• Proposed and executed “Movie Going Behavior” Thematic Campaign for brand engagement & member frequency enhancement (“Gạ Sếp Xem Phim” 10.10, “Đi 1 Về 2” 11.11…).
• Conducted valuable partnership with reputable brands in various industries targeted young segments (F&B, cosmetics, electronics, entertainment, transportation, sport, shopping, E-commerce...), creating add-on benefits for CGV members and strengthen unique competitive advantage.
• Ensured special cinema performance (i.e. exclusive lifestyle & technology rooms from CGV Vietnam: IMAX, 4DX, ScreenX, Gold Class, Lamour) with efficient campaigns raising customer demand and brand value.
• Developed new site opening plans nationwide, attracting large number of customer visits and sales target.
• Responsible for local area marketing plan synchronized with yearly brand campaign to enhance sales per site nationwide.
• Managed CRM system (5-million customer data) with effective strategies to accelerate spending of current users and attract new users.
• Controlled channel performance KPIs based on yearly marketing plan.
• Combined brand and digital strategies to enhance online booking ratio.
• Suggested new digital initiatives and solutions to facilitate Media Sales Department in selling innovative digital packages fulfilling business objectives.
Achievements:
• CGV market share increasing from 35% to 45% in 2017-2020, standing as leading brand in Cinema market.
• Maintained current active members, and recruited new members from 3mil to 5mil members.
• Increased online booking of CGV from 17% - 35% in 2018-2020
• Possessed top digital platforms in Cinema industry (CGV Facebook, Instagram, Web/App, Kenhcine.vn, Youtube).
• Successful WOM “Movie Going Behavior” Project with 25M reach & 5M interaction per campaign, increasing market share from 45% to 51% within campaign period.
• Contributed ideas of accomplishing “Behind The Spotlight” Project (solution to get customers back cinema after Covid pandemic), called other competitors to join, and social sharing from more than 200 directors, actor/actress, celebrities...Resulting a part to boost Ròm & Tiec Trang Mau movies achieving 100b revenue.
• Built up full-year sustainably innovative marketing strategy with effective budget to ensure market lead position & fulfill customer journey experience.
• Focused key digital channels (Facebook, Youtube, Instagram, Zalo, Tiktok, Kenhcine.vn, Web/App) to maintain high awareness & interaction whilst boosting sales via digital performance tactics.
• Responsible for content strategy to facilitate digital channels.
• Comprehended Brand Identity from CJ Headquarter, combined with local understanding. Monthly report the effectiveness of global application in Vietnam market.
❖ Brand & Digital solution for engagement & sales-driven:
• Performed seasonal promotional campaigns (Tet, Women’s Day, Summer, Christmas, …) to engage customers, build brand love and boost sales.
• Proposed and executed “Movie Going Behavior” Thematic Campaign for brand engagement & member frequency enhancement (“Gạ Sếp Xem Phim” 10.10, “Đi 1 Về 2” 11.11…).
• Conducted valuable partnership with reputable brands in various industries targeted young segments (F&B, cosmetics, electronics, entertainment, transportation, sport, shopping, E-commerce...), creating add-on benefits for CGV members and strengthen unique competitive advantage.
• Ensured special cinema performance (i.e. exclusive lifestyle & technology rooms from CGV Vietnam: IMAX, 4DX, ScreenX, Gold Class, Lamour) with efficient campaigns raising customer demand and brand value.
• Developed new site opening plans nationwide, attracting large number of customer visits and sales target.
• Responsible for local area marketing plan synchronized with yearly brand campaign to enhance sales per site nationwide.
• Managed CRM system (5-million customer data) with effective strategies to accelerate spending of current users and attract new users.
• Controlled channel performance KPIs based on yearly marketing plan.
• Combined brand and digital strategies to enhance online booking ratio.
• Suggested new digital initiatives and solutions to facilitate Media Sales Department in selling innovative digital packages fulfilling business objectives.
Achievements:
• CGV market share increasing from 35% to 45% in 2017-2020, standing as leading brand in Cinema market.
• Maintained current active members, and recruited new members from 3mil to 5mil members.
• Increased online booking of CGV from 17% - 35% in 2018-2020
• Possessed top digital platforms in Cinema industry (CGV Facebook, Instagram, Web/App, Kenhcine.vn, Youtube).
• Successful WOM “Movie Going Behavior” Project with 25M reach & 5M interaction per campaign, increasing market share from 45% to 51% within campaign period.
• Contributed ideas of accomplishing “Behind The Spotlight” Project (solution to get customers back cinema after Covid pandemic), called other competitors to join, and social sharing from more than 200 directors, actor/actress, celebrities...Resulting a part to boost Ròm & Tiec Trang Mau movies achieving 100b revenue.
Từ 2015 đến 2017: Quản lý tại Uniben Corporation
❖ Brand management:
● Supported Marketing Manager in monitoring and analyzing sales volume, market trend, competitive activities.
● Fulfilled brand communication initiatives (both ATL & BTL), facilitated trade marketing including agency briefing, deploying and monitoring.
● Contributed TVC initiatives and monitored from STB concept to real airing, ensuring the best deployment to brand strategies.
● Responsible for briefing other departments assuring campaign master plan with detailed lead times strictly aligned and followed.
❖ New product and packaging development:
● Successfully implemented the NPD stage by launching new SKUs for seasoning category (Both Fish Sauce & Bouillon).
● Coordinated with R&D in product renovation by conducting research activities such as Central Location Test, Home Placement Test, Focus Group, In-Depth Interview and other internal researches.
● Proposed optimal packaging solutions across categories, while met all parties’ concerns: production, logistics and consumers.
❖ Pricing strategy: Analyzed and prepared pricing proposal to new product launching/product line extension benchmarked with competitors, current SKUs and business direction.
❖ Promotions: Generated consumer promotions seizing latest market trends within efficient budget and cooperated with Trade Function to deliver the best offers to market.
● Supported Marketing Manager in monitoring and analyzing sales volume, market trend, competitive activities.
● Fulfilled brand communication initiatives (both ATL & BTL), facilitated trade marketing including agency briefing, deploying and monitoring.
● Contributed TVC initiatives and monitored from STB concept to real airing, ensuring the best deployment to brand strategies.
● Responsible for briefing other departments assuring campaign master plan with detailed lead times strictly aligned and followed.
❖ New product and packaging development:
● Successfully implemented the NPD stage by launching new SKUs for seasoning category (Both Fish Sauce & Bouillon).
● Coordinated with R&D in product renovation by conducting research activities such as Central Location Test, Home Placement Test, Focus Group, In-Depth Interview and other internal researches.
● Proposed optimal packaging solutions across categories, while met all parties’ concerns: production, logistics and consumers.
❖ Pricing strategy: Analyzed and prepared pricing proposal to new product launching/product line extension benchmarked with competitors, current SKUs and business direction.
❖ Promotions: Generated consumer promotions seizing latest market trends within efficient budget and cooperated with Trade Function to deliver the best offers to market.
Từ 2014 đến 2015: Nhân viên/ Có kinh nghiệm tại Vien Thong A
❖ Brand management:
● Built up the short and long-term integrated marketing communication plans to enhance brand awareness and the number of store visitors.
● Monitored and supervised PR campaigns in conjunction with digital activities to spread the marketing message to target audience.
● Proposed co-branding projects to support Trade department in supplementing monthly promotional campaigns.
● Maintained and developed the efficiency of partnership, sponsorship and corporate relationship.
❖ Store and Trade support:
● Well coordinated with Merchandising, Financing and Operation in all marketing activity implementation.
● Contributed ideas and new concepts for monthly promotional activities as well as supported Area Sales Managers for any ad hoc campaigns.
❖ Well-done projects: “LG Mobile University Activation”, “Grab the Lifestyle”, “The Future of Retail” event, “VienThongA Golf Tournament 2014”, “Yellow X’Mas” PR campaign, “VienThongA Mobile Expo”, “Cyber University partnership”.
● Built up the short and long-term integrated marketing communication plans to enhance brand awareness and the number of store visitors.
● Monitored and supervised PR campaigns in conjunction with digital activities to spread the marketing message to target audience.
● Proposed co-branding projects to support Trade department in supplementing monthly promotional campaigns.
● Maintained and developed the efficiency of partnership, sponsorship and corporate relationship.
❖ Store and Trade support:
● Well coordinated with Merchandising, Financing and Operation in all marketing activity implementation.
● Contributed ideas and new concepts for monthly promotional activities as well as supported Area Sales Managers for any ad hoc campaigns.
❖ Well-done projects: “LG Mobile University Activation”, “Grab the Lifestyle”, “The Future of Retail” event, “VienThongA Golf Tournament 2014”, “Yellow X’Mas” PR campaign, “VienThongA Mobile Expo”, “Cyber University partnership”.
Kỹ năng
● Marketing expertise with project management, cross functional management, leadership skill, communication skill.
● Highly advanced English skills, particularly in presenting, writing and speaking.
● Proficiency with Microsoft Office (Word, Excel, PowerPoint).
● Strongly creative, keen learner, analytical, hard-working and problem-solving skills.
● Collaborated and worked efficiently in team.
● Highly advanced English skills, particularly in presenting, writing and speaking.
● Proficiency with Microsoft Office (Word, Excel, PowerPoint).
● Strongly creative, keen learner, analytical, hard-working and problem-solving skills.
● Collaborated and worked efficiently in team.
Ngoại ngữ
- Tiếng Anh (Cao cấp)
Học vấn bằng cấp
Chưa cập nhật
Mục tiêu nghề nghiệp
It is highly passionate in reading consumer insight, walking on “their shoes” then developing comprehensive marketing campaigns that not only serve “their journey”, but also fulfill business objectives. It is more challenging if I can comprehend their needs, change the behaviour in the context of improving their life better and better.
