Hang Nguyen

Hang Nguyen is an integrated marketing and media professional with over two decades of experience across in-house and agency leadership. She brings demonstrable expertise in brand management, strategic communications, digital & media strategy, and data-informed insights across a global portfolio spanning FMCG, Automotive, Banking, Real Estate, and QSR.

As Head of Marketing at McDonald's Vietnam, Hang leads brand and marketing strategy as the business accelerates restaurant expansion and drives digital transformation in one of Southeast Asia's most dynamic QSR markets.

Previously, as Digital & Media Director at Masterise Homes, Vietnam's largest luxury real estate developer, she led the integrated digital and media team through its transformation journey, delivering 35% customer lead growth with 5% cost-per-lead reduction. She spent over a decade in leadership at GroupM — as Partner at Mindshare overseeing USD 25M+ media investment, and as Strategic Planning Director at MediaCom leading Coca-Cola and Shell portfolios.

Career

Head of Marketing

McDonald's Vietnam

Jun 2025 — Present

Leading brand & marketing strategy for McDonald's Vietnam's accelerated growth phase.

Spearheading expansion from 45 → 56 restaurants with localized marketing
Driving digital transformation — Loyalty app, Mobile Order & Pay, data-driven campaigns
Leading QSR brand positioning in one of Southeast Asia's fastest-growing markets

Director, Digital & Media

Masterise Homes

Aug 2021 — Jan 2023

Led integrated digital & media team for Vietnam's largest luxury real estate developer.

Delivered 35% customer lead growth with average 5% CPL reduction
Built integrated digital team, in-house data studio, and media innovation training
Designed bespoke media strategies across diverse customer segments

Partner, Client Leadership

Mindshare (GroupM)

Oct 2017 — Dec 2020

Key business leader managing global and local key accounts across automotive, FMCG, energy, and banking.

Direct management of USD 25M+ media spend — Ford, Castrol, VinaSoy
Won MMA Smarties Gold (Castrol CRM), MOB-EX Silver (Ford), Asia E-Commerce Bronze (VinaSoy)
WARC Media Awards shortlisted for Ford Vietnam data strategy
Launched programmatic, CRM & e-commerce capabilities for GroupM Vietnam

Strategic Planning Director

MediaCom (GroupM)

2015 — 2017

Led media planning group for Coca-Cola, Shell, and Uber in Vietnam.

Drove Coca-Cola media strategy across full brand portfolio in Vietnam
Won MMA Smarties Best in Show & Gold for Coca-Cola mobile campaigns
Collaborated with regional teams on Global Media Principles and local best practices

Sr. Business Director & Strategy Head

Dentsu Alpha / Carat

2008 — 2015

Pioneered strategic planning division at Dentsu Alpha Vietnam.

10 new business wins in 24 months — Sapporo, Abbott, Nutifood, Kinh Do, Vietcombank
Built strategic planning team from zero, providing consumer insights and brand strategy
Led Vietcombank corporate rebranding strategy and communication

Product & Marketing Manager

FrieslandCampina Vietnam

2005 — 2008

Young talent of Campina Global Development Program.

Launched and managed full product portfolio — UHT Milk, Yogurt, Kids ranges
Positioned Campina as premium healthy dairy brand across targeted segments

Assistant Brand Manager

Unilever Best Foods Vietnam

2002 — 2005

Managed brand communication, new product launches, and penetration campaigns for Knorr portfolio.

Speaking & Media Inquiries