Yen is a senior tech executive focusing on turn-around business growth and digital transformation at large-scale tech and consumer companies.

Yen currently is CEO of Be Group - a 11 million user Vietnamese super-apps, providing full transportations including on-demand Bike, Car, Taxi and Train, Bus and Flight tickets, food delivery beFood, goods delivery beDelivery (b2c and b2b), as well as financial distribution products including insurance, credit card and lending.

Between three years from 2022-2024 - Be business scaled up 8 times in GMV and revenue, while turned gross profitable since Aug 2022. The company also completed a 100 million USD in financing round from Deutsche Bank Singapore & Two minor equity rounds during the same period.

Previously, Yen led digital transformation at Vietnam's largest private hospital group (18+ hospitals serving over 7 millions patients nationwide), completed building their health-tech platform including 2 mobile apps (for doctors and patients) in 17 weeks, while at the same time successfully piloting their eCommerce and tele-health that generated over USD 2 millions in revenue in 8 months at record cost/revenue ratio 7%, with daily apps features widely adopted by doctors and hospital staff.

Previously, Yen was the former CEO at Adayroi.com (2017-2019), a top 5 eCommerce marketplace of Vietnam (2019) with 600+ people team. In her capacity she turned around performance of USD 100 millions+ (GMV) marketplace from a decline to double revenue and users. She spearheaded the online healthcare business from zero to over USD 25 million business via activating O2O and multi-channels strategy, tapping into a USD 2 billion market of medical tourism and VIP-healthcare segment. Yen was also responsible for driving over 10% revenue of the biggest hospitality groups in Vietnam with over 40 hotels (Vinpearl) during this time.

Yen has experience in working with multiple stakeholders and government & international partnerships across industries including financial, consumer and healthcare organizations to form multi-party partnerships and commercial results.

Prior to this, Yen Vu held various roles in eCommerce and retail industry including Zalora (Rocket Internet) and Agoda (Booking Holdings). Before tech, she was a Treasury FX trader and an investment banker at Citigroup and Mekong Securities.