1. About Hanoia
Hanoia is a Vietnamese House of Craftsmanship, positioned as premium accessible, blending traditional Vietnamese craftsmanship with contemporary design language.
The company operates across two core business pillars:
Designing, manufacturing, and distributing Hanoia-branded products, primarily in living, furniture, and lifestyle categories, featuring lacquer and other high-end handcrafted materials.
White-label and bespoke manufacturing for leading international brands, utilizing a wide range of materials such as lacquer, rattan, bamboo, silk, leather, and other artisanal techniques, with a strong emphasis on craftsmanship excellence and export-quality standards.
Hanoia has established its initial international footprint through major global exhibitions (notably Maison & Objet in France), partnerships with international retailers, and B2B collaborations. The company is currently in a high-growth, international expansion phase, with a strategic plan to relocate to a new, significantly larger manufacturing facility by 2027, enabling substantial increases in scale and capacity.
The CEO is accountable for leading Hanoia's successful globalization journey, transforming the company into a Vietnamese craft brand with a strong and credible presence on the global stage, while delivering sustainable revenue growth and organizational maturity. This role is strongly oriented toward strategy and growth, brand and creative leadership, and building a scalable organization capable of international expansion-without compromising Hanoia's craftsmanship DNA. The CEO reports directly to the Group CEO and works closely with the Group Management Team.
A. Strategy & Growth
- Define and execute Hanoia's medium- and long-term global growth strategy, including market prioritization, go-to-market models, product portfolio, and operating model.
- Deliver sustainable revenue growth averaging -20-30% per annum, while maintaining profitability and financial discipline.
Clearly articulate and optimize the strategic roles of branded products vs. white-label manufacturing, ensuring synergy rather than resource dilution.
- Lead strategic planning and readiness for capacity expansion and the new factory transition (2027).
B. Brand & Creative Leadership
- Act as the steward of Hanoia's brand DNA: a house of craftsmanship, premium accessible, rooted in Vietnamese artisanal heritage and expressed through a global design language.
- Provide strategic direction for R&D, design, and collection development, ensuring alignment between creativity, market relevance, and production feasibility.
- Serve as the ultimate brand guardian, ensuring consistency across products, collaborations, communications, and market expansion initiatives.
C. Global Market & Commercial Development
- Expand Hanoia's international presence across priority markets (EU / US) through exhibitions, retail partnerships, B2B channels, and strategic collaborations.
- Build and scale international sales,
business development, and key account management capabilities. ·
- Establish and nurture long-term strategic relationships with global retailers,
designers, brands, and institutional partners.
D. Operations & Organization
- Build a robust, efficient, and scalable operating platform, covering R&D, collection development, manufacturing, marketing & communications, and sales.
- Professionalize systems, processes, and governance to support growth in scale and complexity.
- Ensure operational excellence, consistent product quality, and scalability while preserving the essence of craftsmanship.
E. Leadership & Culture
- Build and develop a strong leadership bench, particularly across creative, manufacturing, and international commercial functions.
- Inspire and align the organization around a clear long-term vision and pride in Vietnamese craftsmanship.
- Cultivate a culture that balances creativity, discipline, and performance.
