1. PORTFOLIO
Thao Tran
https://thaointown.wordpress.com/
Marketing

2. LIST OF
CONTENTS
03 About Me
04 Marketing & Brand Strategy
10 Research
11 Digital Marketing
20 Trade Marketing & Event
24 Personal Projects

3. Marketer
Thao Tran
Hardworking and can-do attitude.
Ready to take on new challenges.
About Me
Committed to delivering exceptional results and
driving positive change.
Introduction
Dynamic marketing specialist with a proven track record in
FMCG, technology, and B2B marketing.
Passionate about sustainability – Believing in being the
change you want to see in the world.

4. Brand Strategy (B2C)
Research Strategy Design Touchpoints
• Market analysis
• +10 Competitor analysis
• 2 Brand audit
• 4 Brand health check
• 8 Usage and Attitude
• 8 Concept and product test
• +8 Consumer panel
• 2 Retail audit
• Target consumer/customer
• Product development
• Brand value/positioning
• Price/ Distribution strategy
• Brand guideline/identity
• Tone & Voice
Offline:
• TV advertising
• Billboard
• Merchandising, PoP
• Events/ Activation/ Exhibition
Online:
• Social media
• Paid ads, Google AdWords
• SEO, SEM
• Email marketing
• Influencers
Expertise in
01

5. BRANDS
that I worked before
• Food and drink: Nestle NAN, Blendy milk
tea, Ajinomoto Pancake powder,
Mayonnaise Aji-Mayo
• Technology: Mobiistar phone
Feed additives
Food and Drinks
Foods Mobile phone

6. Role: As Brand Manager, I oversaw the entire Ajinomoto pancake mixed
powder brand, from concept to execution. Responsibilities included market
research, NPD, packaging improvements, and marketing campaigns.
Achievements:
• Successfully launched "Nutritious Pancake" variant in 8 months, capturing
target audience with unique nutritional benefits.
• Refreshed packaging and recipes, leading to improved taste and increased
customer satisfaction.
• Established a strong online presence through social media and website.
• Executed 4+ effective integrated marketing campaigns, utilizing social
media, influencers, and online ads.
• Organized 200+ activations, sampling events, and mini-events.
Results:
• No.1 Market Share: Achieved dominant market share, capturing >70% for
two consecutive years (2019, 2020).
• Pandemic Resilience: The only brand with double-digit growth during the
pandemic, demonstrating adaptability and customer loyalty.
Pancake mixed powder,
Brand Management

7. Role:
• Crafted compelling creative briefings and
defined business goals for the agency.
• Collaborated closely with the agency to develop
creative concepts, storyboards, casting,
shooting, and post-production.
• Monitored airing schedules and conducted
post-airing reviews.
Results:
• Successfully produced 4 TVCs with a high
impact, effectively driving brand awareness and
prompting call-to-action for increased sales.
Nestlé NAN - Khởi Đầu Vững Chắc - Khoẻ Mạnh
Dài Lâu - YouTube
Mayonnaise Ajimayo – Christmas version Ajinomoto Pancake Mixed powder
Blendy milk tea
Television
advertising (TVC)

8. B2B Marketing
Expertise in
Positioning Identifying the market Getting attention Creating sales
opportunities
Nurturing
• Research and analysis
(Industry, customer and
competitors)
• Problem identification
• Developing the position
statement
• Tailor the marketing strategy
• Buyer personas
• Market segmentation
• Highly targeted groups
Online:
 Digital Marketing:
Website/SEO/SEM/Social
media/Email marketing
 Content Marketing: Case
studies, White papers,
Surveys, Blogs, Webinars, etc.
Offline:
Events: Sponsor events, Industry
trade shows/Exhibitions,
Symposia, User group meetings
• Distributor partnership
• Networking events
• Sponsor events
• Industry trade shows/
Exhibition
• User group meetings
• Create relevant content and
distribute it consistently
• Test, measure, adjust
• Build customer retention
strategies

9. ZnO-free piglet production campaign
Role:
- Collaborated in creating customer-facing collateral, including research, case studies, brochureware, podcasts, digital ads, articles, and business
development presentations.
- Tracked campaign results, optimized performance, and prepared comprehensive post-campaign reports.
Result:
- Executed an exceptionally successful digital campaign, receiving positive feedback from both sales and internal teams.
- Achieved remarkable engagement with: • 62,000+ views on most read contents.
• 6.5 million impressions, expanding brand reach significantly.
• 150,000 clicks, driving high-quality traffic to targeted content.
• Acquired +200 qualified leads
Social media Landing page Industry articles Case studies Podcast
Digital ads

10. Research
Expertise in
02
Diversified experiences for gathering, analyse and getting the insights from consumers,
competitor and categories:
• Market analysis
• +10 Competitor analysis
• 2 Brand audit
• 4 Brand health check
• 8 Usage and Attitude
• 8 Concept and product test
• 8 Consumer panel
• 2 Retail audit

11. Research
Expertise in
02
Market research
and analysis
Product & Packaging
Development:
Launch and Post-
Launch Analysis
• Identified consumer preferences and
trends in the instant beverage market,
• Analysed competitors
• Gathered feedback on existing
products.
• Conducted taste tests and gathered feedback
from focus groups to refine the product's
flavor profile.
• Developed and surveyed brand identity and
packaging to resonate with the target
audience.
• Conducted post-launch analysis to assess sales
performance, customer feedback, and market
acceptance.
• Utilized insights from the analysis for product
improvements and future iterations.
Result:
 Milk tea instant powder received
overwhelmingly positive feedback for
flavor and convenience.
 Captured significant market share
within the first year, contributing to
revenue growth and brand recognition.
Milk Tea Instant Powder – New Product Development

12. Awareness Interest Desire Action
• Content marketing
• Social media
• SEO
• Paid ads/ Display ads
• PR
• Landing page
• E-books
• Newsletter
• Free tools
• Remarketing
• Sales page
• Promotions
• Free trial
• Demo
• Remarketing
Payment systems
Reviews and referral
Case studies/Testimonials
KPI:
• Ads impressions
• Video views
• Traffic
• Brand awareness
KPI:
• Web traffic/ Session
duration
• Newsletter sign up
• Ebooks downloads
• Engagement rates
KPI:
• CTA
• Clicks
• Demo quantities
• Conversion rates
KPI:
• Leads
• Conversion rates
• Sales
Digital Marketing
Expertise in
03

13. Social media
Daily delicious dishes TV shows – Social media management
(2018-2020)
Role:
• Crafted content strategy and story for the launch
• Setup and grew social media from scratch
• Worked with influencers for viral content spread
• Provided updated insights on social media best practices
• Delivered reports and suggestions for improvement
Achievements:
• YouTube: Grew from 30K to 100K subscribers in 6 months, earning YouTube Creator
Awards
• Instagram: Established and grew from 0 to 3K followers
• Facebook: Increased followers from 500K to 800K within 1 year
• Facebook Group: Grew membership from 0 to 15K in 1 year

14. Website
Cage-free egg transition
landing page
Role:
• Strategized content and keyword
approach for the cage-free egg
transition landing page.
• Collaborated with the digital team to
design and develop the page.
• Created SEO-optimized blogs to
support the transition campaign.
• Generated high-quality leads for sales.
Result:
• Established a successful central hub
for raising awareness and providing
educational resources.
• Acquired over 150 qualified leads,
enhancing potential customer
engagement and conversion.
Other websites:
• Mayonnaise Aji-mayo® | Ajinomoto Vietnam
• Transition to ZnO-free piglet production in a
reliable and cost-effective way | Alltech
• Chương trình Món Ngon Mỗi Ngày | Món ăn
hàng ngày dễ làm (monngonmoingay.com)

15. Webinar/ Training
Feed efficiency programme training series
Role:
• Led the entire process, from concept to execution, of the Feed
Efficiency Programme Training Series.
• Developed engaging content and created comprehensive slide
decks for the training webinars.
• Collaborated with internal and external speakers to curate content
and enhance training practices.
• Promoted the training series through various channels, including
social media, email marketing, and direct marketing.
• Measured the effectiveness of the training through post-training
evaluations and feedback.
Result:
• Successfully organized a series of 4 impactful training webinars, with
participation from +150 internal staff and +200 external participants.
• Garnered excitement from the sales team, leading to more support
materials and sales tools to enhance customer introductions.

16. Email
newsletter
Global Poultry Industry
Insight newsletter series
Role:
Initiated, planned, and executed a
monthly newsletter on global
poultry industry insights.
Achievements:
o Developed 12 engaging
newsletters distributed to:
• 5,000 internal staff
• 100 key customers
o Achieved an 80% open rate,
indicating high audience interest.
o Received positive feedback,
demonstrating the value of the
content.

17. Copy-writing
Writing and editing content for websites, blogs,
press releases, and industry editorials.
• Transition to ZnO-free piglet production
• Cage Free Egg Production | Alltech
Website
Monthly newsletter
https://drive.google.com/drive/folders/1ohCq83Zrlfp09hoBN3
NlFLbsHkZFWWVm?usp=sharing
Blogs
• Cage-free egg production and welfare implications | Alltech
• little sustainability – Thao In Town (wordpress.com)

18. Design skills
Mycotoxin post
Zero Zinc Summit social post
Alltech Europe - Eggs
are one of the most
nutrient-dense foods... |
Facebook
Designed social posts through Canva
and InDesign

19. Video editing skills
https://fb.watch/mJQ1bkxJKi/
https://fb.watch/mJQ3EC-RDC/
Edited videos through iMovie, Canva and CapCut applications

20. Strategy Execution Measurement
• Develop an annual trade
marketing/event marketing strategy.
• Create a framework to continuously
improve event ROI.
• Conduct market, competitor, and
partner opportunity assessments.
• Plan events with tailored messaging for
each audience.
• Manage event logistics efficiently.
• Provide booth staff and train the team.
• Support sales and appointment setup.
• Secure speaking/sharing opportunities
for increased exposure.
• Integrate events into all marketing
models.
• Acquire high-quality prospects through
targeted efforts.
• Set clear goals, measure performance,
and report on outcomes.
• Develop and test personal value
propositions and offers.
• Handle and nurture leads effectively.
• Analyze results and make necessary
adjustments.
• Establish a system for repeatable high-
quality lead generation.
Trade Marketing & Events
Expertise in
04

21. Fieravicola 2023 –
International Poultry Exhibition
Role: Project manager
• Built concept, activity agenda and engagement of the
event
• Worked with organizers for registration, logistic detail and
B2B meeting arrangement
• Worked with the Italy team to align the content,
production execution and booth setup
• Promoted the event before/in and after the event
through social media, email marketing and on-site
interaction
• Shared the learning from event internally and made event
report
Results:
• Significantly increased visibility within the poultry industry
• Successfully engaged with numerous prospects, resulting
in valuable customer meet-ups.
• Gathered +100 high-quality leads during the event.
• Closed 1 deal with a new customer directly at the booth.
• Received positive feedback from the local team.

22. Flagship phone
launching event (2018)
Role: Project manager
• Led internal marketing team and agency for a highly successful flagship
phone launching event.
• Managed from concept to execution and post-event activities.
• Coordinated with influencers, reporters, and technology reviewers for
event promotion.
• Utilized diverse marketing strategies, including social media, PR, print
ads, paid ads, activations, and roadshows.
Result
• Press Event: 130+ reporters, technology vloggers, and partners attended,
generating nationwide media coverage.
• Fan Meeting: 100+ guests and 5 KOLs amplified the event's reach.
• Media Coverage: Featured in 80+ national online newspapers and
television channels.
• Livestream Impact: Nearly 10 KOL livestream videos on newspapers and
Facebook expanded the online presence.
• Pre-Orders: Sold 2000 phones within 24 hours, reflecting high demand
and customer excitement.

23. Blendy Milk Tea Sampling
Activations and Mini Events (2020)
Role: Brand manager
- Initiated and executed strategic sampling activations aligned with
marketing goals.
- Collaborated with agencies for concept development, route
planning, and staff training.
- Formulated successful promotional schemes with supermarkets to
boost sales.
- Supervised and adjusted execution for optimal results.
- Resonated the impact from digital to offline activities, creating a
seamless brand experience.
Result:
- Designed a captivating booth, attracting consumer attention.
- Organized 250+ activations in 6 key cities, maximizing reach.
- Achieved a 300% sales increase with positive consumer feedback
on revised recipe and packaging.
- Resonated the impact of digital to offline activities

24. Personal Projects
Some
Educational Instagram on Sustainability
Role: Content Creator
Spearheaded end-to-end content creation, including ideation, design, and
content strategy.
Result:
• Grew from 0 to 1,700 followers within just one year.
• Received overwhelming support from the community for providing valuable
content and inspiring young people towards sustainable lifestyles.
05

25. Personal Website: Thao In Town – Be the change!
Role: Content Creator
Spearheaded end-to-end content creation, including ideation, design, and
content strategy.
Result:
• Weekly average of 200 views.
• Published and shared articles on marketing, sustainability, and personal
perspectives.
Some
05Personal Projects

26. so much
Contact:
Email: thaotlt.mgc@gmail.com
Mobile phone no.: (+353) 0861078339
Thank you