Asia-Pacific Power List 2025: Tammy Thị Phan, Masan

Tammy Thị Phan

Group chief digital marketing officer
Masan Group
Vietnam
New member 

Tammy Thị Phan has an unusual trajectory for an FMCG marketer, having spent the bulk of her career in the technology sector in Singapore and Malaysia, with a long stint at Google—most recently as country head of marketing for Vietnam—and in consulting with roles at BCG and Accenture. 

A year ago, she returned to Vietnam to take on the mandate as group chief digital marketing officer for Masan Group, a Vietnam-based conglomerate with interests in FMCG and retail. As Phan shared in a LinkedIn post, the move was much bigger than a straight job opportunity. 

“I left Vietnam as a rice farmer’s daughter,” Phan wrote. “Today, I’m raising my children in a Vietnam that looks nothing like the one I once left—and everything like the future…full of opportunity, innovation and pride.”

On joining Masan, Phan pointed out that her new role would build new ways to serve all Vietnamese households as well as consumers globally. Masan Group aims to cater to all ends of the market, from premium meats to packaged sauces and drinks, from supermarkets to coffee shops.

While Masan Group has traditionally relied on television, some of its recent successes indicate a robust digital strategy, one that would seem obvious given Tammy’s extensive experience at Google. Premiumisation has been identified as a key pillar of growth. Masan Consumer launched Omachi Handy Hotpot (instant hotpot) leveraging the popularity of Vietnamese rapper Hieuthuhai, amassing massive views across digital platforms. This resulted in significant gained traction on ecommerce, with Omachi Handy Hotpot becoming the bestselling noodle on Lazada in December 2024. 

To appeal to a youthful audience, Masan launched WakeUp 247 coffee in exciting flavours such as whiskey. Tapping into their football fandom, the marketing hinges around a partnership with Manchester City Football Club with Wake-Up 247 becoming the official energy drink partner of the club in Vietnam from 2025 to 2027. 

Personal and home care brand Chanté secured distribution across 63,000 outlets within three months of launch driving a 54% YOPY increase in revenue. 

For its retail brands including WinMart stores, Masan ran ‘Your Everyday Neighbourhood Partner’ hyperlocalising its campaigns across over 4,200 stores. Loyalty programs, leveraging digital platforms is a key pillar of this growth using first party data to target consumers with relevant promotions. 

Masan Group also has global ambitions intending to be the flagbearer of Vietnamese cuisine. Its global strategy in 2025 is targeting growth across key markets including the United States, South Korea, Japan, and the European Union, further expanding the remit of the marketing team at Masan Group.

Masan’s emerging global brands will be well served by Phan’s marketing expertise, which she has shared with the broader industry.  Phan has given live webinars on digital marketing hosted by the University of Economics, Ho Chi Minh City and has served on the MMA’s advisory board in Vietnam.