Linh Tran P. is Marketing Manager at Versuni (Philips Domestic Appliance), leading the kitchen appliances portfolio that drives the majority of company sales across 10+ sub-categories. She brings over 9 years of FMCG and consumer durables marketing experience in Vietnam, with expertise across brand building, portfolio management, and integrated marketing communications.
Prior to Philips, Linh spent 4 years at Ajinomoto Vietnam, where she is most proud of building "Aji-mayo" into the market-leading mayonnaise brand through the "made-from-fresh-egg" positioning that became a category standard.
At Philips, Linh has led category transformations across the portfolio:
- Air Fryer, where she nearly x3 the business in just 3 years through repositioning campaigns including the Top Chef collaboration and "Anyone Can Cook" spin-off, culminating this year in an authentic Vietnamese cuisine activation on SteamFry Technology, with a pioneering collapsed-funnel initiative via Shoppable Explore where communication meets conversion, serving both short-term sales and long-term brand building.
- Blender, where she brought an underperforming SKU back through by one provocative question "What can you blend in 45 seconds?" - a full jar of ice smooth in under a minute, turning a functional RTB into a social-first campaign.
- Rice Cooker, where she scaled a new digital range through a Golden Gate F&B partnership across K-PUB, Manwah, and Cloudpot chains, amplified by a bunch of KOL involvement, delivering 4.5x sell-out growth from Mega 9 to Mega 11.
On e-commerce, she has built Kitchen Appliances into over 90% of Philips TikTok Shop sales in Vietnam through SKU-level channelization and live commerce optimization.
Linh's portfolio spans dominant brands and challenger categories in Vietnam's competitive FMCG landscape, giving her practical insights into Vietnamese consumer behavior, digital marketing effectiveness, and integrated campaign development that drives both awareness and commercial results.
