Retail Asia Summit - Vietnam - May 12, 2025

Luan is a Principal at BCG Ho Chi Minh, with nearly a decade of consulting experience at the intersection of industries like retail, consumer goods, financial services, and digital transformation. He specializes in large-scale transformation programs, focusing on RTM strategies, cost optimization, and AI-enabled innovation. His expertise spans seven countries across Asia-Pacific, the Middle East, and Australia, where he has partnered with MNCs and leading local conglomerates to deliver transformative outcomes.

Maya Nguyen is the trailblazing Partner spearheading Page Executive’s footprint in Ho Chi Minh City, Vietnam. Since 2019, she has been pivotal in shaping and expanding the firm’s executive search capabilities, solidifying its reputation as a trusted advisor to global and regional organizations.

With 12 years of executive recruitment experience across Southeast Asia, Maya launched her career with PageGroup in Singapore in 2013, specializing in Accounting & Finance. In 2015, she returned to Vietnam to focus on Sales & Marketing leadership roles, leveraging her deep regional expertise to connect businesses with transformational talent. Her consultative and client-centric approach has built enduring partnerships with Fortune 500 corporations, mid-cap enterprises, private equity portfolio companies, and family-owned businesses.

A key advocate for Vietnamese returnee talent, Maya is passionate about grooming local leaders and succession planning to strengthen Vietnam’s executive landscape. She has played an instrumental role in supporting market entrants in establishing their presence in the country, ensuring they secure the right leadership to drive success.

Maya holds a Bachelor of Commerce in Marketing and Public Relations from Murdoch University.

Peter Christou is a seasoned expert with over 17 years of experience in the FMCG research industry. His extensive background spans consumer panels and custom research, where he has consistently demonstrated a deep commitment to delivering actionable insights and fostering strong partnerships. Peter began his career in the UK and has been based in Vietnam since October 2014, always with Kantar Worldpanel.

In his current role as General Manager at Worldpanel Vietnam, Peter collaborates closely with clients to leverage panel data to create brands’ competitive advantage and brand success. He leads a team of experts that excel in providing in-depth shopper and consumer insights, generating actionable business ideas, and establishing valuable business partnerships. Peter's commitment to his clients is evident in his dedication to helping clients navigate the complexities of consumer behaviour and achieve their strategic goals.

Mai is CleverTap’s evangelist for Vietnam. She comes with extensive work experience in delivering solutions for Growth Marketers at “digital-first” consumer brands. After graduating from the University of West of England, Mai has worked with brands like House of Fraser, Grab Pay by Moca and comes with 8+ years of experience in helping clients from multiple industries. Mai provides best insights for growth development that can help medium to enterprise businesses.

For 26 years, Ngân has led marketing and research teams across the Asia Pacific and Europe. As Managing Director of Ipsos in Vietnam from 2018 to 2022, she spearheaded remarkable growth and fostered exceptional client satisfaction. Recognized as a thought leader in Vietnam's market research field, Ngân frequently engages with client leadership teams and speaks at industry conferences, where she shares valuable insights on market trends and Vietnamese consumer behaviors. Currently serving as Chief Client Officer, she empowers retailers with actionable insights into Vietnamese shoppers, helping businesses navigate the dynamic market and achieve sustainable growth.

Yuichi is our YCP Partner based in Vietnam. He has a proven track record of providing management consulting support and M&A support mainly to Japanese and Chinese companies. In the area of management consulting, he has provided a wide range of support, including, but not limited to, business strategy development, market entry strategy development, market competition research, process improvement, and organizational optimization. For M&A support, he has been involved in a wide range of projects, including financial advisory, business due diligence, pre-closing, and PMO in pre-closing and PMI. Prior to joining the YCP Group, he was selected as a member of GE's Leadership Program (EEDP), where he led new businesses from start-up to sale.

Mark Sage is a subject matter expert in the area of customer retention and specifically loyalty
marketing.
He is a highly skilled relationship marketing professional, with a considerable range of best
practices and case experiences to contribute.

Speaking Summary
As Chief Experience and Membership Officer (CXO), Mark manages the loyalty strategy at Masan Group, supporting our consumer facing businesses including WinCommerce, the largest modern trade retailer in Vietnam, as well as Masan Consumer, one of the largest local FMCG companies in Vietnam. Mark is responsible for ensuring customers are truly recognized and rewarded however they shop with Masan companies and helping to deliver the Masan vision ‘to be the pride of Vietnam by winning the love of consumers’.

Prior to Masan, Mark was COO at DFI owned yuu Rewards and responsible for the design, development and launch of the first truly digital coalition loyalty program – yuu Rewards; now the largest consumer platform in Hong Kong, serving over 5m members across 50 different brands and since launched in Singapore.

Mark also recently worked as VP Loyalty for LVMH owned luxury duty free retailer, DFS, successfully launching their global loyalty program, DFS CIRCLE, running in 14 countries, 10 currencies and 7 languages.

In his earlier carrier, Mark spent over 20 years working within loyalty agencies and providers at companies such as Carlson Marketing, Aimia and Eagle Eye, providing both proprietary and coalition loyalty solutions, consulting and design.

With a background in marketing communications, consulting, data science and digital development, Mark unites the strategy and theory around customer retention marketing with the art of the possible with regard to product delivery. A keen advocate of relationship marketing and the psychology behind customer behavior, Mark brings a different perspective on customer loyalty.

Corporate Biography
Mark is Chief Experience and Membership Officer (CXO) at Masan Group, one of the largest consumer facing businesses in Vietnam, managing loyalty strategy, marketing, data and delivery.

Mark has worked in loyalty marketing for over 20 years and gained extensive experience of consumer orientated marketing programs, having implemented and consulted on loyalty & CRM solutions for clients across financial services, grocery, travel, telco, retail and CPG.

Chi is a Director with YCP Vietnam office. She has nearly 10 years of experience in providing advisory on cross-border transactions, transfer pricing, value chain, market research, market entry and growth strategy. She has led over 30 retail projects across sectors such as e-commerce, fintech, consumer goods, apparel & textiles, and third-party logistics (3PL). Her expertise spans end-to-end project delivery in Southeast Asia, covering supply chain optimization, partner and target search, feasibility studies, due diligence, and investment plan evaluations. 

Prior to YCP, she was a co-founder of a market intelligence boutique and had worked with KPMG Vietnam and PwC Vietnam. She holds a Bachelor in International Business Economics from Foreign Trade University, Vietnam.

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).