Operations & Team – RACI | Cái Lò Nướng

1

Org Structure 2026

CMO / Trưởng phòng MM
(1 FT)

↓

Pillar 1 · Capture
COO Liaison + Founder (Tech)

Pillar 2 · Activate
Performance MM (1 FT)
+ CRM Manager (1 FT)

Pillar 3 · Retain
Loyalty MM (1 FT)
+ CRM Analyst (1 FT)

↓

7 Store Manager
(SOP capture)

Designer (1 FT)
Copywriter (1 FT)

Live Host (1 FT)
Content Producer (1 FT)

Brand Manager (1 FT)
+ KOL Manager (PT)

Headcount plan 2026

Total 12 FTE marketing (chưa kể 7 store managers) + 2 PT (KOL Manager, freelance Copy). Cộng với agency: 1 creative agency (FB/IG ads), 1 PR firm (Trung Thu), 1 KOC network (50 affiliate TikTok).

2

RACI Matrix – 3 Pillars

Responsible (làm) · Accountable (chịu trách nhiệm cuối) · Consulted (tư vấn) · Informed (thông báo)

Workstream	CMO	Performance MM	Loyalty MM	CRM Manager	COO/Store	Founder/Tech	Designer
1. POS Capture system	A	I	I	C	R	R	I
2. Welcome ZNS automation	A	R	C	R	I	C	C
3. 9 RFM ZNS optimize	A	I	R	R	I	C	C
4. FB/IG Ads campaign	A	R	I	I	I	I	R
5. TikTok Shop launch	A	R	I	C	I	C	R
6. Champions WOM program	A	I	R	R	I	I	C
7. Trung Thu campaign	A	R	R	R	R	C	R
8. Capture Rate Dashboard	A	I	I	C	I	R	I
9. Predictive RFM ML model	A	I	C	R	I	R	I
10. Annual planning + Budget	R/A	C	C	C	C	C	I

3

Operating Cadence (Daily → Yearly)

📅 Daily

Capture Rate dashboard check (CMO + COO)
FB/IG Ads spend monitor (Performance MM)
Customer complaint response <2h (CRM)

📆 Weekly (T2 sáng)

Brief tuần: theme, dịp, ưu tiên (CMO)
Content batch production (T3-T4)
Brand review approve (T5)
Schedule + Spark Ads (T6)
TikTok Live + recap (CN tối)

🗓️ Monthly

Performance review tháng (CMO)
Plan campaign tháng tới
A/B test setup mới
Competitor Watch Report
Budget actual vs plan

📋 Quarterly

Review 3 Pillars KPI
Strategy adjustment
Quarterly business review CEO
Refresh Perceptual Matrix
Wave activation Customer (50K-100K)

🎯 Yearly

Annual marketing plan refresh
Full competitor research
Team performance review
Vendor renegotiation
Tech stack audit

4

Vendors & Partners

Loại đối tác	Vai trò	Cost ước tính/tháng	SLA
Creative Agency	Design FB/IG Ads, banner, KOL brief	30M	3 days turn-around
PR Firm	Trung Thu campaign, brand storytelling	50M (Q3 only)	Press release within 1 week
KOC Network	50 affiliate TikTok, 5% commission	~25M (commission)	2 review/KOC/tháng
Photo Studio	Food photography mỗi tháng	15M	1 buổi/tháng + delivery 5 days
Tech Vendor	Madgicx, Ahrefs, Meta CAPI tools	~10M	—
Translation	VN-EN cho corporate communication	5M	48h
Logistics 24h	Ahamove, Lalamove cho TikTok Shop	~20M (variable)	24h delivery HCM