Retail Asia Forum - Ho Chi Minh - March 14, 2024

With 10+ years of McKinsey experience, Matthieu is a Partner based in Vietnam, with experience serving consumer goods and retail companies in South-EastAsia. Matthieu has both extensive experience working with FMCG and retailers across Asia on commercial levers, and expertise building digital ecosystems with our clients. 

Experience
Served retailers in the region, focused on strategy, route to market and revenue growth:

• In beverages (10+ projects) in Vietnam, Laos, Cambodia, Taiwan, Indonesia, Philippines and China, with a focus on trade spend and on-premise ROI optimization, as well as wholesaler identification and segmentation, trade terms design, sales force effectiveness

• Development of a complete refresh of the strategy in Vietnam for a consumer health player, with a focus on the re-development of the route to market (more minor adjustments on pricing, portfolio and marketing spend), leading to the rapid market share gain for our client in under-penetrated categories and in rural areas

Experience in ecosystem building in key emerging markets:
• In Vietnam, development of a full e-B2B ecosystem, supporting the client for 18 months through the various steps of the breakout (identifying, quantifying opportunities), blueprint (defining the exact product) and build (launching and scaling up the business). Led to the launch of a new platform in 5 months, and the roll-out to
more than 50,000 stores within 12 months

• In Thailand, launch of a e-B2B platform for a cash and carry player, with 1+ year support from the shaping of the idea to the launch of the MVP. Acting as shadow commercial director in the new entity, to ensure appropriate scale up (acquisition of buyers and sellers, launch of partnership, development of Customer
Support function)

Support private equity players in their investments in Asia, especially in Vietnam and ASEAN. 

Education
Matthieu holds a degree in International Management from HEC Paris in France. 

Mr. Nguyen, Anh Duc studied and worked for multinational corporations in Australia before returning to Vietnam and joining Saigon Co.op. In 2021, he is appointed as Group Chief Executive Officer of Saigon Co.op, Vietnam’s Top leading retailer – Top 500 Retailers of Asia Pacific. With a network of 900 retail stores nationwide, serving more than one million customers a day, Saigon Co.op owns the widest range of retail formats in Vietnam. Saigon Co.op also operates in production, exclusive distribution, commercial real estate development. In 2023, Mr. Anh Duc is elected as Chairman of Association of Vietnam Retailers (AVR).

Rakesh leads the Consumer Markets practice in South East Asia in PwC’s Strategy& practice, based in Kuala Lumpur –and leads the (x-sector) Strategy& team in Malaysia and Vietnam. He brings 15+ years experience serving Corporate, PE and Trading House clients in the Retail, Consumer and Leisure sectors on Strategy (revenue management, route-to-market, channel and pricing optimization); M&A/Deals (portfolio strategy, diligence, post-deal value creation, integration)and Transformation (sustainability and organizational structure) topics –typically working with executives on the Board and across the C-suite (in Finance, Strategy, Commercial). He serves large multinational accounts (examples: F&B, Tobacco, Cosmetics)on Strategy topics and in account leadership –building & deepening C-level relationships; marshalling firm engagement on local priorities; sharing global best practices and driving coordination and capability exchange with international teams. He also serves as the Asia-Pacific account leader (across all lines of service) for two of PwC’s largest global priority accounts in the Consumer Products sector.

Earlier, in Japan and the U.S., he served marquee global clients on Strategy and Transformation initiatives. He was part of the founding team of PwC’s U.S. Deals Strategy practice, where he advised PEs and Trading Houses on portfolio strategy, M&A diligence and execution and also, on rapid post-deal value creation.

Prior to joining PwC, Rakesh worked across multiple sectors –from investment banking and capital markets (J.P. Morgan, Deutsche Bank), to non-profit (Teach For India) and international development (Asian Development Bank). Rakesh holds an MBA degree (Strategy, Finance) from the Kellogg School of Management, and a BS degree (Actuarial Science, Finance) from New York University. He was named a Global Shaper by the World Economic Forum in 2013.

Relevant project leadership:

• Advised the board of a U.S. beverage alcohol player on extending into a new spirits category –defined target business profile, built unconstrained views on attractive pockets, evaluated capability strengths and gaps, prioritized ways-to-play and presented a phased roadmap to launch and grow, including investment and M&A plans (growth strategy)
• Led the diligence and subsequent integration of a major U.S. acquisition for a global tobacco player –and later advised on strategy and M&A efforts for the development of their reduced risk portfolio, serving the C-suite (growth strategy)
• Supported an FMCG leader in Japan with developing an effective direct-to-consumer strategy –reviewing consumer purchase behaviors, product and platform requirements and anticipated business impact (digital, e-commerce)
• Assisted a European footwear retailer with refreshing their online retail strategy across priority markets, through offline-to-online transitions using couponing and customer data to develop a e-commerce proposition (digital, e-commerce)
• Advised a distressed specialty retailer on a turnaround strategy –evaluated market demand, brand positioning and competitor strategies to refresh pricing architecture and promotion spend (turnaround, distressed situations)
• Developed a transformation roadmap for a PE-owned casino chain –assessed gamer behaviors, location performance, revenue mix and cost models to advise on an end-to-end organizational realignment to streamline the cost structure and reinvest in capabilities that support further prospects for profitable growth (transformation, organization)

Shiv (Sibojyoti Chatterjee) is a seasoned leader with 20 years of experience in the consumer goods industry. With a strong track record of driving business growth. Shiv has demonstrated expertise in areas such as Country management, P&L delivery, Stakeholder management, Digital marketing, and Digital transformation.

Over the years, Shiv has held various leadership positions, at Bata Group, including Country Manager for Bata Vietnam and Global Brand Manager for Power Footwear. Some notable accomplishments include increasing Bata Vietnam's top-line by 26% and bottom-line by 212% within a year, driving dramatic business growth of 73% for Power Footwear in Asia Pacific and Africa, and launching successful Global campaigns.

Naree Nguyễn is the Head of Key Account Partnerships at TikTok Vietnam. She helps to grow partnerships of all key accounts in Vietnam market, to inspire and encourage Clients to use TikTok's ad solutions in their marketing plan to grow brand awareness and engagement . With 16 years working at Agency side and working with Clients across industries, she understands Clients' expectations and how to propose strategies to solve Clients' challenges.

Naree Nguyễn là Giám đốc kinh doanh khối khách hàng, TikTok Việt Nam. Cô giúp phát triển mối quan hệ đối tác của tất cả các khách hàng quan trọng tại thị trường Việt Nam, truyền cảm hứng và khuyến khích Khách hàng sử dụng các giải pháp quảng cáo của TikTok trong kế hoạch tiếp thị của họ nhằm nâng cao nhận thức và mức độ tương tác với thương hiệu. Với 16 năm làm việc tại các đại lý quảng cáo và làm việc với Khách hàng ở nhiều ngành nghề, cô hiểu rõ mong đợi của Khách hàng cũng như cách đề xuất chiến lược để giải quyết các thách thức của Khách hàng.

Cuc Anh Nguyen is a Senior Director with Alvarez & Marsal Performance Improvement in Vietnam.

Ms. Nguyen specializes in retail operations and manufacturing transformation. Her primary areas of concentration are product development, go-to-market, business growth/optimization and multichannel harmonization.

With more than 15 years of experience in operations and consulting, Ms. Nguyen has built, and accelerated business growth for large corporates, SMEs, family businesses and private equity firms. She has held multiple roles, including buy- and sell-side, deal advisory and business owner positions.

Ms. Nguyen’s notable assignments include managing the turnaround of a large retail chain asset of a private equity firm, which was awarded “Apparel Retailer of the Year — Vietnam” at the Retail Asia Awards 2022.

Prior to joining A&M, Ms. Nguyen spent 10 years serving in operations roles in Vietnam, including Chief Executive Officer of Elise Fashion, Head of Fashion and Beauty (FMCG) Group and Head of Group Strategy at Central Group Vietnam. She also served as a Management Consultant with The Boston Consulting Group and was seconded by the firm to The World Bank Group in the U.S.

Ms. Nguyen earned a bachelor’s degree in finance from Hanoi University and completed an executive program from INSEAD.

• Thuc Le is the current Managing Director of Guardian Vietnam, bringing a wealth of experience from notable leadership roles at Unilever, L’Oréal, and Castrol BP in Vietnam. With over 25 years immersed in the Fast-Moving Consumer Goods (FMCG) and retail sectors in Vietnam, Thuc is a seasoned professional specializing in marketing and omnichannel strategies. Her approach is defined by a data-driven mindset and an entrepreneurial spirit.
• Passionate about people development, Thuc is committed to shaping sustainable business growth by focusing on brand building, business models, and fundamentals. Beyond her professional endeavors, she is deeply involved in contributing to a better life, both personally and professionally.
• Thuc is not only a leader in the corporate world but also a co-founder and volunteer at the non-profit organization FFD. Since 2012, FFD has been providing educational sponsorships to underprivileged children in rural Vietnam. Thuc's dedication to making a positive impact extends beyond boardrooms, reflecting her commitment to social responsibility and community development.

Hello everyone, my name is Fred, currently the Head of Marketing & Omnichannel at FamilyMart Vietnam. With over 16 years of experience in Marketing and over 10 years in developing the Omnichannel and Digital landscapes for major brands such as: LOTTE Mart, Microsoft and currently is FamilyMart Vietnam, I would like to share more with you all about my passionate and experience in this industry and how I had been working in setting up the OmniChannel. Thanks and looking to see you all at 2024 Retail Asia Forum this 14th Mar, 2024.

Ruby has 13 years of experience in Online Classifieds, E-commerce and Digital Products. She is Chief Growth Officer at Cho Tot (www.chotot.com) - the largest online marketplace in Vietnam with 10+ million monthly active users. She currently oversees business operations across four verticals covering properties, vehicles, secondhand goods and blue collar jobs. During her nine years with the company, together with the leadership team, she has contributed greatly to pivot Cho Tot from a horizontal classifieds site to leading verticals in Vietnam. Ruby is passionate about Adaptive Leadership, Sustainable Success and Lifelong Learning. Prior to Chotot, she studied and worked in Singapore for 7 years.

Chi is a Director with YCP Solidiance’s Vietnam office. She has 8 years of experience in providing advisory on cross-border transactions, transfer pricing, value chain, market research, market entry, and growth strategy. Chi has been involved in various market studies and due diligence in e-commerce, FMCGs, Pharmaceuticals, Fintech, and Logistics to assist multinational companies with their businesses and investments in Vietnam. 

Prior to YCP Solidiance, she was a co-founder of a market intelligence boutique and had 6 years in KPMG Vietnam and PricewaterhouseCoopers Vietnam. She holds a Bachelor's in International Business Economics from Foreign Trade University, Vietnam.

Relevant industry experience 
• Led market research and target search in FMCGs, Pharmaceuticals distribution, Apparel & Textile, and 3PL in Vietnam
• Led in-depth interviews, supply chain, and benchmarking analysis for a variety of industries 
• Conducted multiple feasibility studies and investment plan reviews 
• Obtained rulings and advised go-to-market strategy for a digital lending app operator in Vietnam 

With a robust professional background and extensive experience in Marketing, Retail & Ecommerce, Tran Nguyen Phi Long has displayed a proven track record for his Multidisciplinary Strategic Marketing Management by being a Senior Marketing Head of many leading Vietnamese companies and multinational corporations, namely Nhommua, Lazada, Central Group, Pharmacity, and PNJ.  

He is well-known for his prestigious lifetime Award as "Excellent Marketing Leadership" by Philip Kotler in 2022 and many other International Marketing Awards such as the "Marketing Initiative of the Year” in the Retail Asia Awards 2023, the “Best Retail Marketing – Gold trophy” in the Marketing Events Awards 2022,… 

He is also an enthusiastic leader in social activities. Currently, he plays important roles as the Head of Communication Department of Vietnam Sales & Marketing Club (CSMO), Member of Executive Board of Vietnam Advertising Association (VAA), Member of Executive Board of Ho Chi Minh City Advertising Association (HAA)