Minh Phuong Hoang

HEC Paris

“Making my own rules with the kindness and the 1%- better- everyday commitment, I embrace new possibilities with a “Oui”.”

Hometown: Vinh Phuc, Vietnam. In English, “Vinh Phuc” means “Forever Happiness”

Fun Fact About Yourself: When I set foot in a new land, I value talking with the local people more than the scenery. Understanding their unique life stories and mindsets is important to me, and I treasure the diversity they bring.

Undergraduate School and Major: Foreign Trade University, International Business Economics.

Most Recent Employer and Job Title: As the Brand Manager for Maggi, Nestle Vietnam, my role involves overseeing two critical areas of focus – E-Business Champion and Product Commercial Lead.

As the E-Business Champion, I shaped the omnichannel strategy and developed a digital roadmap for Maggi Vietnam, which provided a seamless shopping experience, fostered consumer loyalty and fueled overall business growth. I integrated omnichannel activities into all marketing efforts to acquire 1st party data while activating them to establish life-time engagement with our beloved consumers.

As the Product Commercial Lead, I managed a team of more than 30 members consisting of internal Nestle departments and multiple agencies to launch a global innovation – Soya Sauce Less Sodium – with the goal of disrupting the $100 million soya sauce market in Vietnam. After nine months of intensive efforts, the product successfully reached the market in a shorter timeframe compared to the usual one year It became the fastest product listing in Nestle Vietnam’s history, with positive feedback from customers within just three weeks, as opposed to the typical two months.

Aside from your classmates, what was the key part of HEC Paris’ MBA programming that led you to choose this business school and why was it so important to you? The HEC Paris MBA perfectly syncs with my targeted goals and learning curves. Specifically, the program’s strategic curriculum, along with digital innovation, AI, and data, will equip me with the latest knowledge and skills for my passion for digital consulting.

What course, club or activity excites you the most at HEC Paris? I highly appreciate the leadership education at HEC Paris, which has a longstanding tradition and a unique approach through two-day outdoor seminars and The Executive Committee program (TEC). I am super excited to see myself leading a team of ten international classmates and completing a bridge to cross a river under the supervision of French military experts. After that, I can reflect on all such personal and professional experiences in the TEC program on campus to define my values and grow tremendously.

HEC Paris is just 17 kilometers from Paris. What do you see as the best part of earning your MBA so close to Paris? From my point of view, HEC Paris students enjoy the best of both worlds: an easy commute to Paris via public transportation to experience the vibrant city life, and an isolated campus situated within a forest, which provides motivation for students to establish strong bonds.

Additionally, Paris being located at the center of Europe offers convenient access to various job markets. I am excited about the proximity to numerous top-level companies in Europe, as it opens up countless opportunities for enhancing professional networks and skills during and after my MBA.

Historically, over 90% of HEC Paris’ MBA students hail from outside France. Why is exposure to global diversity so critical to business success? Throughout my five years of work experience, I have had the opportunity to collaborate with managers and colleagues from various parts of the world, including Japan, India, Malaysia, Switzerland, Singapore, and Canada. This multinational diversity has been instrumental in fostering innovation and creativity in business. Different backgrounds lead to diverse perspectives and a greater pool of ideas, shaping the companies of the future.

For instance, at my most recent employer, Nestle Vietnam, we developed an internal communication campaign called #SparkYourWay. This campaign encouraged employees, regardless of their nationalities and backgrounds, to not just conform but to lead the change with their unique talents and purpose. As a result, Nestle Vietnam gained recognition not only in the business realm but also in Digitalization & Innovation, earning high praise from the Nestle Global CEO.

This experience inspired me to further my journey with a diversity-driven mindset by pursuing the top-ranked #1 MBA program in Europe, where diversity takes center stage. This opportunity will expose me to various working styles from around the world, both inside and outside the classroom, and ultimately empower me to become a future business leader.

Describe your biggest accomplishment in your career so far: I joined Vinasoy in 2020 as the youngest Assistant Brand Manager. Vinasoy is a local company with a small headquarters in the city. As expected, I was assigned the responsibility of managing the small E-commerce business, which accounted for less than 1% of the company’s sales.

At that time, before the occurrence of COVID, most sales came from traditional channels. The introduction of E-commerce, which seemed unfamiliar to the middle-aged managers, had led to multiple tests and failures. However, as someone who grew up in the digital era, I believed in the potential of E-commerce and the ability of Vinasoy to revolutionize the industry with the right leverage and resources.

I repeatedly requested the development plan for E-commerce in three consecutive monthly meetings, but received no response. To improve sales, I added an easy-to-use E-commerce landing page link to every digital advertisement. This resulted in a slight improvement in sales, which I brought to the attention of my director. He gave my channel a second chance with a limited monthly budget, which I utilized to enhance trading terms and increase visibility.

Trust was gradually established over the following months, leading to a significant budget allocation for the channel and gaining attention from various departments for a complete overhaul. After six months, Vinasoy’s E-commerce business grew by 400%, making it the market leader.

Most recently, on June 29, after unveiling my dream of leading digitalization and being admitted to the HEC Paris MBA program, I conducted the first-ever Digitalization workshop for the #MAGGI extended team, promoting the potential of E-business.

The workshop involved the participation of nearly 40 stakeholders from Nestle’s cross-functional teams and agencies. We discussed the direction of Nestle’s CRM, the role of MAGGI in the overall Nestle CRM strategy, and how first-party data and the master framework could address the business objectives. The most exciting part was that stakeholders collaborated to explore more meaningful data attributes and map them to the consumer journey to build MAGGI’s digital ecosystem. The event received high recognition from the Business Executive Officer.

This story is reminiscent of the real-life tale of David vs. Goliath. Despite being a young girl with passion, I have been able to overcome old-fashioned prejudices and power dynamics by taking action to drive initiatives forward. All these experiences have profoundly inspired me to pursue digital innovation and contribute to the broader transformation of businesses.

Looking ahead two years, what would make your MBA experience successful? First, it is being open-minded and embracing the journey of continuous learning, unlearning, and relearning. This mindset allows for exploring all possibilities and staying adaptable to new ideas and concepts from professors, alumni, and classmates.

Secondly, it is being fearless in seizing every opportunity that comes my way. Despite being surrounded by the most talented peers from around the world, it does not mean being insecure. Instead, it requires self-confidence and the courage to push beyond my limits, to explore and achieve my dreams and beyond.

Lastly, taking care of both my mental and physical health. The upcoming 16 months of studying for an MBA will be the most challenging and rewarding experience in my life. Good health will serve as a crucial foundation to fully capture all the opportunities that arise.

What advice would you give to help potential applicants gain admission into HEC Paris’s MBA program? Gaining admission into HEC Paris’s MBA program requires careful self-reflection, engagement with recruiters and alumni, and a bold and resilient mindset. Knowing yourself first allows you to explore and align your aspirations with the program’s values and offerings. Secondly, engaging in discussions with recruiters and alumni offers valuable insights and guidance, allowing you to tailor your application to highlight the program’s specific aspects that resonate with your goals. Lastly, being bold and resilient throughout the application process is crucial because applying to an MBA program is truly challenging, requiring serious investments of time, effort, finances, and even health. Don’t let any assumptions hold you back, but also take care of yourself because the MBA application process is not a sprint but rather a marathon.

By following these recommendations, potential applicants can enhance their chances of gaining admission into HEC Paris’s MBA program. Remember, this journey is not just about the destination but also the personal growth and transformation that comes with it. Embrace the process, stay focused with sharp project management skills, and showcase your unique qualities to make a lasting impression on the admissions committee. Good luck!

DON’T MISS: MEET THE HEC PARIS MBA CLASS OF 2025