DAVINA PHAN (DUNG PHAN)
Senior Sales & Marketing Manager Building Sustainable Growth with Data & AI
20+ Years Managing Large-Scale Business Systems in FMCG, F&B & Consumer Finance (JACCS)
Most executives choose either accounting rigor OR tech innovation. I deliver both: 20 years building $10M+ operations with zero audit findings, now amplified by AI.
Perfect for CFOs expanding in ASEAN, CEOs modernizing operations, or boards building AI-first strategies without sacrificing financial discipline.
Proven Track Record Delivering Measurable Business Impact
Senior Sales & Marketing Manager
JACCS Vietnam (JIVF) – Japan's Leading Consumer Finance Company
2011 – Present (14+ Years)
JACCS Vietnam is Japan's leading consumer finance company in Vietnam, providing installment loans through 200+ dealer partners and retail channels nationwide. As Senior Sales & Marketing Manager, I serve as the bridge between Sales, Marketing, Operations, and Data teams—ensuring growth meets quality and risk control standards.
Core Responsibilities
- Manage & develop Sales-Marketing strategy for consumer finance products
- Analyze sales data, customer behavior, and channel effectiveness to recommend business strategy adjustments
- Coordinate multi-channel sales system including dealer partners, direct sales points, and partnership channels
- Establish and monitor sales KPIs, growth metrics, and operational efficiency
- Collaborate closely with Marketing, Operations, Risk/Credit, and Finance departments to ensure growth with quality control & risk management
Key Business Impact Metrics
- Scaled portfolio from 5B to 10B+ VND (2011-2024)
- Grew dealer network from 100 to 200+ partnerships nationwide
- Cut acquisition cost 35% in 18 months through AI-driven targeting (2023-2024)
- Built dashboard tracking 50+ KPIs (Q1 2023, saving 200+ hours quarterly)
Distinguished Capabilities During JACCS
Sales Operations Management
Built, standardized, and optimized sales processes, reporting, and performance tracking at enterprise scale.
Data-Driven Decision Making
Leveraged Google Sheets, AI Spreadsheet, and Looker Studio to clean & standardize data, analyze trends, build KPI dashboards, and enable fast, accurate decision-making for senior management.
Marketing Effectiveness & Channel Optimization
Evaluated marketing campaign effectiveness and channel performance to adjust messaging, optimize resource allocation, and improve conversion rates & sales efficiency.
Cross-Functional Leadership
Financial Discipline Meets Data Intelligence
Accounting-trained executive who brings financial rigor to AI implementation. Transform raw data into financially sound, actionable insights for executive decision-making.
Multi-Department Synchronization
Work directly with multiple departments to align business-operations-data objectives, preventing 'hot growth' without proper controls.
Strategic Value Creation
Build stable and sustainable sales operations foundation. Enhance analysis & reporting quality. Drive management mindset shift from intuition-based to data-driven. Create foundation for AI adoption in business intelligence.
Trusted by Industry Leaders
14 Years Leadership
One of longest-serving Vietnamese executives at JACCS Vietnam
$10M+ Managed
Zero audit findings across 14 consecutive years of portfolio management
First AI Dashboard
Pioneered company-wide AI implementation at JACCS - 98% efficiency gain
200+ Partnerships
Built nationwide dealer network with consistent year-over-year growth
What Leaders Say
"Davina-san consistently delivers results exceeding expectations. Her ability to bridge traditional financial discipline with modern AI technology is rare in Vietnam market."
Senior Executive
JACCS Japan
"Working with Davina on cross-functional projects, I've seen firsthand how she transforms data into actionable strategy. Her dashboards are now the standard across departments."
C-Level Peer
JACCS Vietnam
"Davina elevated our entire team from manual reporting to strategic analysis. She didn't just implement AI—she taught us to think differently."
Team Leader
Financial Services
Featured Success Story: 2023 AI Transformation
AI-Powered Sales Transformation at JACCS Vietnam
CHALLENGE
Manual reporting taking 10+ days monthly, delaying critical decisions. Data accuracy issues causing strategic misalignment.
SOLUTION
Built automated executive dashboard using Looker Studio + AI Spreadsheets. Implemented real-time data pipelines and trend analysis.
RESULTS
- Reporting Time: 10 days → 2 hours (98% reduction)
- Data Accuracy: 85% → 99.5% (prevented costly errors)
- Executive Decision Speed: 3x faster (same-day vs same-month response to market changes)
- Annual Cost Savings: 200+ hours = significant labor cost reduction
Business Impact Comparison
This saved 200+ hours and found 15% revenue growth. What's hiding in your data?
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Strategic Business Growth
Scaled businesses from $0 to $10M+ across Finance, FMCG, and Franchising.
AI & Data Intelligence
Turn data into executive decisions in hours, not weeks. Built dashboards saving 200+ hours quarterly.
Financial Operations & Accounting Excellence
Built on accounting foundation: Managed 10+ billion VND portfolios with zero audit findings. Expert P&L management, cost optimization, and profit maximization through financial discipline.
Cross-functional Leadership
Bridge 5+ departments (Sales, Marketing, Risk, Ops, Finance) in Japanese multinational. 14 years zero turnover in my team.
Market Validation & Entry Strategy
Validated US brands in Vietnam market (Lee's Coffee, 2008-2009). Early identifier of model misfit—saved company from major investment.
Performance Optimization
Design KPI systems with accounting rigor—tracking 50+ metrics from revenue to profitability. Identify bottlenecks before they impact P&L.
Ready to Explore Opportunities?
Schedule a confidential discussion about leadership roles and strategic advisory.
Schedule CallCareer Evolution: Accounting Foundation → Finance → FMCG → AI Innovation
I started as a Production Accountant counting inventory.
Today, I manage $10M+ operations with AI-powered dashboards.
This journey gave me something rare: I see what both accountants AND operators miss. When I optimize, profits follow—because I understand the numbers behind the business.
Senior Sales & Marketing Manager
JACCS Vietnam (Japan's Leading Consumer Finance)
🔴 Career Anchor – Most important milestone in career
- •Managing $10M+ nationwide sales & marketing strategy in consumer finance
- •Analyzing business data, customer behavior, and channel effectiveness to drive 15% revenue growth
- •Coordinating 200+ dealer partnerships across 5 regions with 95%+ satisfaction rate
- •Built AI-powered dashboard (2023) cutting reporting time 98% (10 days → 2 hours) and saving 200+ hours quarterly
- •Reduced customer acquisition cost 35% through AI-driven targeting and channel optimization
Store Manager & Head of Sales – Flagship Store
LETAM Trade & Service Co., Ltd. (Lee's Coffee & Lee's Sandwiches - US Brand)
Market validation for US brand entry | Saved $500K+ by recommending early exit
- •Managed flagship store for Lee's Coffee & Lee's Sandwiches (first and only location in Vietnam)
- •Setup & operated store with $200,000 initial investment | Achieved break-even in 6 months
- •Introduced frozen ready-to-drink coffee to 5+ supermarket chains (Coop Mart, Big C, Metro)
- •Conducted comprehensive market validation | Identified product-market misfit within 12 months
- •Recommended early exit strategy, saving company $500,000+ in planned expansion investment
General Manager – Standard Coffee Shops System
Trung Nguyen Coffee Corporation
Achieved 'ZERO LOSS' across 50+ franchise locations | Reduced unprofitable stores from 30% to 0%
- •Managed Trung Nguyen standard coffee shop system (50+ locations nationwide, $5M+ annual revenue)
- •Built operational processes and trained 200+ franchise managers across 10 provinces
- •Calculated break-even points and optimized menu pricing → reduced costs 15% | Saved $75,000 annually per location
- •Led entire system to achieve 'NO LOSS' objective: Reduced unprofitable stores from 30% (15 locations) to 0% in 18 months
- •Implemented financial controls that became standard across 200+ Trung Nguyen franchises nationwide
Executive Management & Franchise Development
Vina Franchise JSC – Tapio Cup
Restructured company on edge of bankruptcy | Grew from 2 to 10+ provinces in 12 months
- •Participated in restructuring business on verge of bankruptcy with $100,000+ debt restructuring plan
- •Built product strategy & new customer channels - pivoted from failing model (saved company from closure)
- •Developed bubble tea franchise model, expanded from 2 provinces to 10+ in 12 months (5x growth)
- •Recruited and trained 25+ franchisees | Built standardized operations manual used by all locations
Area Manager – Bakery Retail System
KIDO Corporation
Accounting foundation driving operational excellence | Fast-tracked from Accountant to Area Manager in 3 years
- •Internal career path (3 years): Production Accountant (2002) → Sales (2003) → Deputy Manager (2004) → Area Manager managing 6 stores (2005)
- •Optimized operations: Reduced shrinkage 20% | Enhanced retail system efficiency saving $30,000+ annually
- •Applied accounting discipline to maximize profitability: Closed unprofitable product lines saving $50,000 annually
- •Managed P&L for 6 retail locations with combined annual revenue $2M+ | Improved profitability 15%
What This Journey Means for You
- ✓ I've built businesses from zero (Vina Franchise: 2 → 10 provinces in 12 months)
- ✓ I've scaled mature operations (JACCS: $5M → $10M+ | 100% growth | CAGR 5.2%)
- ✓ I've turned around failing companies (Trung Nguyen: 30% loss → 0% | 50+ locations)
- ✓ I've validated new markets (Lee's Coffee: Saved $500K+ by recommending early exit)
Result: I can diagnose your business at any stage and know exactly what levers to pull to maximize profitability.
Let's Discuss Your Transformation
See how similar strategies can drive growth in your organization.
Get In TouchPrinciples That Drive Results
Stop Counting. Start Finding.
When you automate the reports, you free your brain to find the money hiding in plain sight.
Real example: Automated JACCS reporting in 2023
• Freed 200+ hours quarterly
• Found 3 growth opportunities
• Generated 15% revenue lift
AI Promotes People
AI doesn't replace jobs. It promotes people. My team went from data entry to data strategy—and they love it.
Proof: JACCS team now makes decisions in hours that used to take weeks. No layoffs. Just better work.
Finance First, Then AI
Most AI projects fail because people don't understand the financial model. I start with P&L impact, then build backward. That's why my ROI comes in months, not years.
Track record: Every AI implementation I've led has paid for itself within 6 months. Most break even in 90 days.
Strategic planning session
Executive leadership, JACCS Vietnam HQ
Business transformation consulting
Technology & Credentials
Business Intelligence Arsenal
AI & Automation:
Data Visualization:
Looker Studio ($10M+ portfolio dashboards) • Power BI • Advanced Excel • Google Sheets
Creative Tools:
Adobe Creative Suite (Photoshop, Illustrator, InDesign) • Canva • CapCut
Academic Foundation
Bachelor of Business Administration (BBA)
University of Economics HCMC (UEH)
2003 - 2006 (2-year intensive program)
College Diploma - Business Administration
College of Foreign Economic Relations (1998-2001)
Vocational Certificate - Accounting & IT
College of Finance and Accounting IV (2000-2002)
Why This Matters: This triple foundation (Business + Accounting + IT) is why I can build AI solutions that actually improve P&L—not just generate reports.
Continuous Professional Development
- •Advanced Financial Accounting & Cost Management (UEH, 2010-2012)
- •AI-Powered Business Tools (Self-taught, 2022-2024)
- •Digital Marketing Certification (Google, 2020)
- •Adobe Creative Suite (2015-present)
- •Business Analysis Frameworks with AI (2023)