PHAM THI PHUONG NHI Portfolio 2026 VI

Brand Executive · Thasco International Group

Portfolio of PHUONG NHI

NOW

Today

I am a Brand Executive at Thasco International Group, where I lead brand and campaign planning for Brauer, Optibac and Dozen. My background spans healthcare, wellness and services: I turn consumer insights into brand plans, coordinate the teams that deliver them, and measure each campaign from concept to results.

Pham Thi Phuong Nhi, Brand Executive

THASCO

Thasco and Dozen

THASCO distributes healthcare brands such as Brauer (Australia) and Optibac (UK), and is building Dozen, a B2B e-commerce platform for pharmacies and mother & baby stores. As Brand Executive, I lead marketing planning and campaign execution for these brands and for Dozen to support business growth, from budget proposals and team coordination to tracking and evaluating results.

Brauer Dozen

01 · Thasco · Brand Communication & Campaigns

Brauer & Optibac

Brand communication planning and integrated campaign management that connect brand-building goals with business growth.

I plan the communications strategy and lead marketing campaigns for Brauer & Optibac, from content strategy and ad management to performance optimisation.

Business Challenge

In a highly competitive healthcare market, the challenge was to make the distinct value of Brauer and Optibac stand out, strengthen brand trust and drive purchase demand on a limited marketing budget.

Market & Consumer Insights

Analysed the market, competitors, customer behaviour and communication performance to identify needs, product choice drivers and purchase barriers, then defined priority customer groups and the right communication opportunities for each brand.

Brand & Communication Strategy

Built the communications strategy around brand and business goals: set the key message, developed the content pillars and the multi-channel approach, and combined awareness and trust-building content with conversion activities in one marketing plan.

Integrated Campaign Leadership

Led campaign planning and coordination from idea, budget and KPIs to execution, working with Content, Design, Media and Sales to keep the brand consistent, the communication quality high and the investment effective.

Brand & Business Impact

Built a structured communication system that keeps brand message, creative content and advertising consistent, helping grow brand presence and the customer community and supporting business growth targets.

  • 5Communication pillarsA structured direction for brand content
  • ~50Content pieces per monthSteady multi-channel brand presence
  • 1,000Monthly engagementsHigher engagement with the brand
  • 1,000New followersA growing customer community

Campaign case study

Brauer - Strong immunity, healthy kids all year

A content and advertising campaign for Brauer's kids range (Lactoferrin, Immunity Support, DHA90, Cold & Flu, ZinC…) to build awareness among parents of young children and encourage potential customers to contact the brand on Facebook for product advice.

  • 454Messaging conversations started
  • VND 16,580Cost per messaging conversation
  • VND 7,527,111Total ad spend
01Objective
  • Raise awareness of Brauer's kids range among parents of young children.
  • Encourage potential customers to contact the brand on Facebook for product advice.
  • Use the limited advertising budget efficiently.
02Insight & Audience
  • Parents care about their child's immunity, brain development and health when seasons change, but are unsure which product to choose, what dosage to use and whether it is safe.
  • Clear explanations combined with real experiences shared by mothers build more trust than direct sales ads.
  • Core audience: parents of young children who care about their child's health and immunity.
03Strategy & Content Plan
  • Key message: “Strong immunity - Healthy kids all year”.
  • 5 content pillars: Inform - Sharing/Tips - Educate - Promote - Entertain, with posts allocated to each hero product.
  • A weekly content calendar tied to occasions such as Tet and seasonal changes, combining posts, videos, reels and messaging ads.
04Execution
Content plan
Brauer 2026 content plan: theme, pillars and posts per product

Set the theme, the 5 pillars and the number of posts for each hero product.

Rollout calendar
Brauer content and ad calendar, January 2026

Day-by-day content and ad calendar: product, message, topic and format.

Content production
Brauer Lactoferrin ad reel Brauer DHA ad reel Brauer Vietnam fanpage

Produced posts, short videos and ad visuals following the content direction.

05Results
Messaging ad performance
Brauer ad performance overview: 454 messaging conversations started, VND 16,580 each, VND 7,527,111 spent

Messaging ads on Meta, 1 June to 29 October.

Key takeaway

Clear, educational content combined with real experiences built trust and drove engagement. Messaging ads started 454 conversations with potential customers at about VND 16,600 each.

Workshops & live experiences
Phuong Nhi at the Brauer and Optibac booth, Vietbaby Fair 2026 Scientific seminar “Height growth: mysteries and answers”, 11 July 2026 Phuong Nhi advising a customer at the Brauer × Long Chau Pharmacy booth

Ran workshops and product introductions for pharmacists, pharmacy owners and potential partners, combining hands-on experience with direct advice alongside the Sales team.

OOH - Billboards & LED screens
Brauer billboard “A healthy foundation for every step of growing up” on a main road Brauer ad screen at Trang Tien Plaza Brauer ad screen at Lotte Mart Brauer billboard at Con Market Brauer ad screen on the KKV building Brauer LED screen at night

I created the key visual and worked with media partners to launch Brauer’s billboard and LED screen advertising at shopping centres and markets, and along major roads, with a consistent message: “A healthy foundation for every step of growing up”.

02 · Dozen · New Brand Launch & Go-to-Market

Launching Dozen

Go-to-Market Strategy & Brand Launch

I planned and led the go-to-market launch of a B2B e-commerce platform, from brand direction and customer acquisition to business performance optimisation.

Business Challenge

Launching Dozen into a competitive healthcare distribution market meant building trust in a new sourcing platform and winning B2B customers. The core task was to establish brand recognition, grow a pipeline of potential customers and create a path from marketing to revenue.

Market & Customer Insights

Analysed sourcing needs, supplier search behaviour and the decision barriers of pharmacies and mother & baby stores, then set the communication priorities: a reliable supply, a broad catalogue and clear business benefits for partners.

Go-to-Market & Brand Strategy

Defined the go-to-market direction, value proposition and integrated communication strategy for Dozen. Designed the customer journey from awareness and consideration to sign-up and purchase, and aligned every marketing touchpoint to build a consistent brand and support conversion.

Campaign & Project Leadership

Led the marketing plan from campaign ideas, budget proposals and KPIs to coordinating Content, Design, Media and Sales. Monitored progress, lead quality and channel performance to adjust the strategy, optimise resources and improve conversion.

Brand & Business Impact

Helped build the brand foundation and customer acquisition engine in the launch phase: Dozen reached 1,000 registered accounts within six months and monthly revenue of about VND 1.5 billion. Marketing generated about 1,500 potential customer contacts and improved conversion value and return on ad spend.

  • 1,000Registered accountsWithin 6 months of launch
  • ~VND 1.5BMonthly revenueMonthly revenue achieved
  • +29.1%Conversion valueVND 102.06M → VND 131.80M
  • +42.5%ROAS growth15.21 → 21.68

Brand Launch & Integrated Marketing Activation

From the platform launch strategy to brand growth and a wider B2B partner network.

  1. 01
    Go-to-Market & Brand Launch

    Planned the launch communications for Dozen: messaging around the platform's value proposition, outreach strategy and multi-channel rollout. Developed campaigns introducing the platform, the product catalogue and partner brands to build recognition, attract B2B customers and drive sign-ups.

  2. 02
    Brand Partnership & Activation

    Built communication plans and brand activation for the product categories on Dozen, coordinating product launches, promotions, specialist content and promotional activities to grow brand presence and support sales targets.

  3. 03
    Pharmacist Training & Engagement

    Co-organised workshops and product training for pharmacists and pharmacy partners, linking expert content with communication before, during and after each event to deepen product knowledge, build trust and keep partners engaged.

  4. 04
    Integrated Campaign Management

    Coordinated marketing across the website, Facebook, TikTok, Zalo and sales touchpoints, working with Design, Content, Media, Sales and partners to align the message, control execution quality, allocate resources and evaluate campaign results.

Campaign deliverables
Platform design & development
Dozen website

Shaped the brand direction and content of the website to give B2B partners a professional sourcing experience.

Campaign planning & management
Quarterly marketing content plan September advertising plan

Planned communications by phase, with budget, KPIs and channels (Facebook, TikTok, Zalo, Google Ads, email).

Multi-channel content & ads
Dozen Facebook post - Nature's Way Dozen Facebook post - June promotion Nature's Way reel - 58K views Webber Naturals reel - 60K views

Built a multi-channel system of content, video and ads to raise brand awareness and drive sign-ups from pharmacies and mother & baby stores.

Ad performance & conversion
Dozen messaging ads overview, 1 October 2025 to 30 April 2026: 1,353 conversations started, VND 21,198 each, VND 28,680,553 spent Dozen messaging ads overview, 1 May to 28 October 2026: 2,395 conversations started, VND 11,243 each, VND 26,925,837 spent

Tracked Meta messaging ads from October 2025 to April 2026 and from May to October 2026, optimising cost and lead quality to improve ROAS and conversion value.

Dozen growth

  1. +144.74% net revenue, Q1 2026 vs Q4 2025
  2. +213.01% net revenue, Q2 vs Q1 2026
  3. 1,500 potential customer contacts, 5× the previous level

2024 - 2025 · Marketing Executive

Euro Travel

SEO Growth Strategy & Organic Acquisition

Planned and managed a long-term SEO strategy and a content system built around the customer journey to expand search visibility, attract organic traffic and support business growth.

Business Challenge

In the competitive European travel market, the challenge was to increase visibility on Google, reach customers with real travel intent and build a sustainable source of organic traffic that reduces reliance on paid ads.

Market & Search Insights

Analysed search behaviour, seasonal travel demand, competitors and keyword gaps, then defined the key demand groups by destination, tour product and consideration stage as the basis for the SEO strategy.

SEO Growth Strategy

Built a long-term SEO roadmap, developed topic clusters and prioritised keyword groups. Set a content direction that balances awareness, useful information and reaching customers ready to book a tour.

SEO Project & Performance Management

Managed the SEO plan, coordinated content development and optimised site structure, landing pages and internal linking. Tracked results in GA4, Google Search Console and SEMrush to measure growth, find opportunities and adjust the plan.

Organic Growth Impact

Helped grow Euro Travel's content system and search presence, widening organic reach and strengthening the foundation for long-term SEO growth.

Organic growth - Euro Travel

  • 47KOrganic visitsPer month
  • 6.9KRanking keywordsVisibility on Google
  • +1.9KBacklinksNew links earned

Selected keyword rankings

  • “Du lich Chau Au” (Europe travel) Top 5
  • “Du lich Phap” (France travel) Top 3-7
  • “Du lich Y” (Italy travel) Top 6-7
Google results for “du lich chau au” with eurotravel.com.vn highlighted Google results for “du lich phap” with eurotravel.com.vn highlighted Google results for “du lich y” with eurotravel.com.vn highlighted
Google rankings for “du lich chau au” (Europe travel), “du lich phap” (France travel) and “du lich y” (Italy travel)

Euro Travel

Content Strategy & Creative Direction

Planned and produced content that draws customers to European tours, mixing useful information, real experiences and emotion through images, video and articles.

  1. 01Research travel trends & search behaviour
  2. 02Plan content by season and theme
  3. 03Produce articles, videos and creative visuals
  4. 04Publish across channels (website, Facebook, Reels…)
  5. 5+ toursfully booked over Christmas and spring: what the campaign delivered for the team
01Content planning

Built a monthly content plan that follows travel seasons, search trends and business goals.

Euro Travel posting calendar, April 2025

Content plan, April 2025 (excerpt)

02Creative content

Delivered a range of formats: short videos, travel-tip articles, tour introductions and promotions.

Euro Travel video with a European cathedral Euro Travel video about an in-flight meal, 804K views Euro Travel video: a spring journey through 6 Western and Eastern European countries
Euro Travel fanpage post: Have you ever seen snow in summer? Poster “Have you ever seen snow in summer?”

European tour videos on Reels · Post and poster promoting European tours

Additional Experience · Digital Growth & Content Strategy

Selected projects

Marketing projects in hospitality, digital content and community, focused on growing channels, extending reach and acquiring customers.

  1. 012024 - 2025

    Lam Dong Tropical Villas

    Local SEO & Digital Growth

    Led the content strategy for the website and fanpage and ran the local SEO strategy for 5 properties, improving visibility on Google Search and Google Maps to reach guests looking to book a villa.

    • 1,100 organic visits/month
    • 241 ranking keywords
    • Ranked No. 1 on Google Maps - “Villa Lam Dong”
    • +60% CTR in 3 months

  2. 02TikTok channel

    Tu Vi Phong Thuy Moi Ngay

    TikTok Content Strategy & Channel Growth

    Set the content direction for a TikTok channel, studied viewer behaviour and developed topics and video formats to grow the community and drive organic engagement.

    • 3,000 followers
    • 62K+ likes in 6 months
    • 60K views

  3. 03Freelance

    SAM Entertainment

    Community Marketing & Content Planning

    Planned content and communication for a billiards community around tournaments, players and events to extend reach and grow the community.

    • +20% followers in 1 month
    • 100K+ reach - “Vietnam vs Taiwan showdown”

My approach to brand & marketing

How I work

The approach I use to turn business goals into a communication strategy, lead execution and measure marketing results.

  1. 01

    Start from the business problem

    Define brand and business goals, and analyse customers, competitors and buying behaviour to find marketing opportunities and set the campaign direction.

  2. 02

    Clear strategy, consistent message

    Build the communications strategy, set the core message and the role of each channel, and keep the brand consistent across every customer touchpoint.

  3. 03

    Lead execution proactively

    Plan campaigns, propose budgets, set KPIs and coordinate Design, Content, Media, Sales and partners to deliver on time, meet quality standards and achieve campaign targets.

  4. 04

    Measure value, not just ad results

    Evaluate each campaign against its own goal, from reach and brand engagement to lead quality, conversion and return on investment.

Skills & tools

Brand & Communication Strategy

  • Brand Planning
  • Consumer & Competitor Insights
  • Integrated Marketing Communications
  • Creative Direction
See it in Brauer & Optibac

Commercial & Performance Management

  • Budget & KPI Planning
  • Customer Acquisition
  • Campaign Performance Evaluation
  • Marketing Analytics
Dozen · ROAS 15.21 → 21.68
Marketing Tools
Meta Ads Manager · Google Ads · TikTok Ads Manager · Google Analytics 4 · Google Search Console · Ahrefs · SEMrush
Creative Tools
Canva · Adobe Photoshop · Adobe Illustrator
Languages
English (Intermediate), Chinese (Intermediate)

Selected brands & projects

Experience planning, managing and executing marketing for brands and projects in Healthcare, FMCG, B2B Commerce, Travel, Hospitality & F&B.

Brands

Featured brand & marketing projects

Core projects that show my planning, campaign coordination and marketing management.

Additional projects & collaborations

Supporting projects in website development, customer acquisition, SEO and digital communication.

Dragon Palace · YOYO Garden · Lam Dong Tropical Villas · SAM Entertainment · DecorNow · Fame Luxury

WHAT'S NEXT?

Pham Thi Phuong Nhi

My career direction

Building on my experience in communications planning, campaign management and brand development across several industries, I want to develop my expertise in brand management, where strategic thinking, consumer understanding and business goals come together.

I want to contribute to brands with a long-term vision while strengthening my strategic thinking, project leadership skills and ability to drive sustainable growth.

Pham Thi Phuong Nhi

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