Catier — Fresh Pet Food Marketing & GTM
Overview
As a Brand Marketing Executive, I owned marketing end-to-end for Catier, solo — go-to-market planning, content, and the online-to-offline sales operation, with no dedicated team to hand work off to.
Fresh Pet Food is a harder GTM problem than shelf-stable kibble: short shelf life meant the sales model, not just the content, had to be built around freshness.
Go-to-Market Strategy
Positioned Catier on "100% nguyên liệu tươi" (100% fresh ingredients) against dry-kibble incumbents, and built the launch plan around trial-driving offers (e.g. the "Mua 1 Được 6" bundle) to overcome the switching cost of a new, unfamiliar format.
Planned the channel mix from scratch: social content to build awareness and trust, Facebook and Shopee to convert, and a pickup-station network to solve last-mile delivery for a chilled, short-shelf-life product.
Online Sales — Facebook & Shopee
Ran the Catier Petfood Facebook page as the primary sales channel — content-to-DM/comment order flow, promo posts, and direct customer messaging.
Set up and managed the Shopee shop: product listings, pricing, and promotions, giving customers a self-serve checkout option alongside the Facebook-led sales flow.
Pickup Station Network
Coordinated a network of pickup points so customers could collect fresh orders nearby instead of relying on standard courier delivery — protecting product quality for a chilled item with a short shelf life.
Production Coordination
Worked directly with the production workshop on output planning against the sales/promotion calendar, keeping supply aligned with demand spikes from campaigns like "Mua 1 Được 6".
Content Execution
Built the monthly content calendar around Catier's product line (pate flavors: beef & cheese, tuna, shredded chicken, salmon, pigeon), wrote creative briefs and directed design/photography for posters and product visuals, and wrote captions, sales messaging, and educational copy (e.g. "Cách chọn thức ăn cho Boss") to build trust with pet owners.
Skills Applied
Go-to-market planning, e-commerce channel management (Facebook & Shopee), offline logistics/pickup-point coordination, production & supply coordination, content planning & copywriting, and creative briefing & art direction — all without a dedicated team, so prioritization and time management mattered as much as the strategy or creative work itself.