Listening to Vietnamese consumers in real time
In Vietnam’s fast-moving FMCG landscape, consumer behaviour shifts quickly across digital platforms. For Phu, that pace sparked a fundamental question: how can brands have a deeper conversation with consumers in a meaningful way?
At Glico, he saw an opportunity to modernise how marketing engages consumers across categories. By introducing a more integrated CRM approach and embedding it into daily workflows, he helped the team move from broad outreach to insight-led engagement journeys built around real consumer signals.
Building ASEAN’s first CRM-led marketing team
A key milestone in Phu’s journey was establishing the first marketing team within Glico Asia Pacific to systematically leverage customer relationship management tools in decision-making. The goal was clear: shift from mass targeting to behaviour-driven activation.
By analysing how consumers interacted with content, the team refined search strategies, digital placements, retargeting across key platforms, and bite-sized content on local channels. Instead of isolated campaigns, communication became more connected and consistent across touchpoints.
This marked a deeper shift in mindset, where marketing decisions were grounded in verified consumer behaviour rather than assumption.
Turning insights into competitive advantage
For Phu, CRM was never only about tools. It was about reshaping how his team thinks, plans, and measures success. Through pilots and iteration, he demonstrated measurable lifts in engagement, building trust in a more disciplined, data-led way of working.
Today, he continues to champion a culture where curiosity and accountability go hand in hand. As digital capabilities evolve, Phu is focused on helping Glico respond faster, personalise more meaningfully, and translate consumer understanding into sustained competitive strength across Vietnam and the wider region.