Ms. Tran Tue Tri possesses nearly 30 years of experience in corporate management, marketing, and brand building within the retail and consumer goods sectors. She has held senior global, regional, and national leadership roles at major corporations such as Unilever, P&G, and Samsung, focusing on markets including China, Brazil, Russia, India, Indonesia, the Philippines, Thailand, and Vietnam. Most recently, she served as the CEO of the pharmacy chain Pharmacity.
Her career includes over 15 years of living and working across four countries: Vietnam, Singapore, Thailand, and the Philippines. She is also the author of the book *Vietnamese Brands – The Golden Moment* (*Thương hiệu Việt Nam – thời khắc vàng*), the first work to offer a practical perspective on Vietnam’s national branding, launched in January 2023. Through this book, she aims to raise broad awareness regarding the importance of building a strong national brand and to foster positive connections that drive national branding initiatives, thereby affirming the status and elevating the stature of Vietnamese brands.
Having served as a senior executive at multi-billion-dollar global corporations—and successfully led business restructuring, business model transformation, digital and green transitions, as well as market entry and expansion for various brands—she is dedicated to helping Vietnamese enterprises build their brands, enhance management capabilities, achieve sustainable development, and reach the international stage.
Furthermore, she has a proven track record of nurturing and developing talent for the corporations she has worked with in Vietnam, the region, and across the globe.
