Emma Forbes

Brand Director Commercial Leader Private Label, Health, Beauty & Personal Care @Pharmacity

Ho Chi Minh City, VN

FMCG Asia Award Winner | Strategic Leadership | P&L Ownership | Brand & Commercial GrowthI lead the full P&L and strategy for a 250+ SKU portfolio of private label and exclusive brands across Health, Beauty, and Personal Care—serving the health and well-being needs of Vietnamese families, everyday. I oversee a high-impact business unit recognised as a strategic growth driver, with accountability for commercial, brand, and marketing performance across stores.Key Achievements:Winner, FMCG Asia Home Brand of the Year (2024): Industry recognition for brand transformation, product quality, and consumer relevance.Business Unit Growth: Led the expansion of the Private Label division during rapid scaling to stores; significantly increased revenue and profit contribution, establishing the business unit as a key profit driver for the overall business.#1 Brand in Category: Developed and launched a 10+ SKU vitamin & supplement range, achieving #1 brand ranking within the category in under 12 months.Brand & Marketing Strategy: Created and executed a new consumer-led brand positioning and marketing plan; secured internal alignment and managed dedicated marketing budgets.Product Innovation & Speed-to-Market: Overhauled the NPD process and business case governance, launching 100+ new products since July 2021 with reduced time-to-launch and improved risk control.Packaging & Visual Identity: Led the end-to-end packaging design strategy, establishing brand guidelines and overseeing artwork and key visuals.Team Building & Leadership: Built the business unit from the ground up, recruiting and managing a high-performing team of 10+ individuals.

University of Liverpool

Upper Second Class