Asia-Pacific Power List 2024: Thai Minh Diem Tu, Techcombank

SEE THE FULL 2024 POWER LIST Asia-Pacific’s 50 most influential and purposeful marketers #AuthenticLeaders

Thai Minh Diem Tu 

Chief marketing officer
Techcombank
Vietnam
New member

Techcombank’s challenge over the next five years is less about driving awareness and more about finding new ways to connect with the local Vietnamese community and become a premier banking brand in Vietnam and the region.

This aspiration is a formidable ask, even for one of the fastest-growing private commercial banks in Vietnam. For the uninitiated, Vietnam is overbanked. The big four state-owned banks account for nearly 45 to 50% of the market share, and yet a newish kid on the block, Techcombank, a 30-year-old institution, is eating a big chunk of that pie. With more than 14 million retail and corporate customers and a brand value that has spiked by over 46% to reach approximately US$1.4 billion at the end of 2023, the institution has quickly carved out a reputation for delivering banking that is easy, seamless and accessible.

Thai Minh Diem Tu, chief marketing officer, brings over two decades of FMCG and financial services experience to the table. Her mission is clear: drive growth through customer-centric marketing strategies. Rather than settling for peaks, Tu aims to redefine banking with experiences that are simple, seamless, and instant, echoing the bank's ethos to ‘Be Greater’.

In 2023, Techcombank celebrated its 30th anniversary in the country with the ‘Run for a Greater Vietnam’ campaign, a milestone closely aligned with Tu's personal passion for fitness. Having completed marathons in Boston, Chicago, London, and Tokyo, and on track to becoming a Six Star finisher, this campaign was close to Tu’s heart. The initiative, in collaboration with the local government, was organised by Techcombank Hanoi and Ho Chi Minh Marathons, and aimed at inspiring people to embrace healthy lifestyles while fostering a sense of community and aspiration.

Tu and her team roped in 30 prominent KOLs for this campaign, which drew over 24,000 participants from across Vietnam. The Hanoi Marathon was held in September, and the Ho Chi Minh chapter concluded in December. The campaign's return on investment wasn't just measured in immediate customer growth but in the inspiration of healthier lifestyles and stronger community bonds.

The bank's engagement didn’t stop there. In March, ‘Dau an vang son’, a major musical event, connected with over 600,000 affluent customers, showcasing Techcombank's top-tier services. In August, ‘Thoi khac giao thoi’ celebrated a decade of the bank's ‘Priority’ proposition, engaging over 5,000 participants and sparking social-media buzz.

Throughout the year, Techcombank's ‘Mèo đại cát’ Mega Lucky Draw campaign rewarded customers engaging with its digital banking app, with prizes totaling up to 100 billion VND (S$3.9 million).

Recently, Techcombank's marketing team earned accolades at the Asia Pacific Stevie Awards, securing top honours for Innovation in Brand Development and the Most Innovative Marketing Team of the Year. The bank's portfolio experienced steady growth in 2023, with a notable 23% YOY increase in total profitable assets.

Tu's personal ethos—influenced by her alma mater, University of California Irvine (UCI), and her roles as a mother and passionate golfer—underpins her belief in the transformative power of sport and community values.

SEE THE FULL 2024 POWER LIST Asia-Pacific’s 50 most influential and purposeful marketers #AuthenticLeaders