Xaxis, the Outcome Media Company and GroupM’s advanced programmatic arm, has appointed Lua Tran as Director of Xaxis Vietnam, where she will be responsible for leading Xaxis’ operations in Vietnam, growing revenue, and attracting new businesses.
“I am thrilled to have been offered the opportunity to lead Xaxis Vietnam at such an important and disruptive time for the advertising industry. The company has a great global culture, amazing market capabilities and a winning strategy that has allowed Xaxis to grow in recent years. I look forward to building on this success to stay at the forefront of change whilst simultaneously ensuring we remain focused on delivering the very best quality service to our clients, ” Tran said.
Tran has more than 15 years’ industry experience, having spent the last six years in New York working at GroupM, Publicis, and Dentsu Aegis Network. In these roles, she led the digital and programmatic teams to drive strategy for high-profile clients such as Citibank, Bloomingdale’s, and Ralph Lauren. Prior to that, she was a senior manager for Yahoo! in Southeast Asia where she led business development for the publisher in the region.
“Lua is a seasoned and trusted leader who consistently delivers measurable results. She is uniquely qualified to drive operational excellence internally through strategic prioritisation and accountability. I have tremendous confidence in Lua’s ability to align our world-class innovation tools with industry-leading operational practices to drive and extend Xaxis’ market leadership,” Arshan Saha, CEO, Xaxis Asia Pacific.
Tran began her career as an entrepreneur in Hanoi, Vietnam where she pioneered the first mobile content service in the country and grew it into a multi-million dollar business within five years. She has an MBA from Vanderbilt University and an MS in Digital Marketing from the City University of New York.
“At just over 54 per cent Internet penetration, Vietnam’s digital capabilities are growing at an explosive pace, giving rise to an exciting programmatic space. Xaxis is able to provide GroupM and the agencies a unique point of competitive advantage to offer our clients in the market. As Xaxis continues to expand throughout the region, I am highly confident that Xaxis Vietnam will prosper under Lua’s leadership,” Neil Hardwick, CEO, GroupM Vietnam.