INTERVIEW WITH MR. JORGE MARTIN-MARTINEZ

December 19, 2024

1. Kindly tell us something about your work profile/business including yourself.

I / my business Bull Management Consulting provides one-stop-shop, hands-on corporate development advice to companies in their organic or inorganic expansion in Vietnam and South-East Asia (M&A, strategic partnerships, distribution, greenfield) as well as support in complex / ad-hoc activities of their existing operations in Vietnam or South-East Asia (e.g. interim CFO services; set up / upgrade back office teams and processes; internal control evaluations / enhancement; restructuring / profit & cashflow optimization).

2. When did you arrive in Vietnam and what made you / your company decided to stay here?

I arrived in Vietnam almost 10 years ago, working 8 of those years as General Director at DKSH Vietnam and CFO at DKSH Indochina region (ca. 5,500 employees and 11,000 employees respectively). DKSH is the largest distributor in South-East Asia, active in Healthcare, Consumer Goods, Specialty Chemicals and Technology industries. I know first hand how much potential Vietnam / South-East Asia has for companies, but also that it is not always easy to realize that potential. I / my business aims at helping to realize that potential more effectively and faster.

3. How has your professional career or your company’s career developed since then?

Before Vietnam, I worked in Switzerland for 15 years, heading up DKSH Group’s M&A and Capital Markets activities and working for other MNCs in Consulting and Manufacturing industries. I really wanted to expand my career in an emerging market in Asia and Vietnam was an ideal destination for me, with a large potential but also challenging and with a lot to learn. I have never regretted that move.

4. Culture shock related to work environment in Spain and Vietnam?

I always jokingly say that Spain is in-between Switzerland and Vietnam and that my Spanish cultural background has helped me successfully adapt to Vietnam. Flexibility and managing uncertainty is absolutely critical to succeed in a country like Vietnam. Also ‘leading with the heart’, not just with the head. One learns that very quickly here in Vietnam.

5. What do you think are the biggest challenges in the future?

There are of course many challenges doing business in Vietnam, not unusual in any emerging market, but there are also many big opportunities for those having a good product / service and can adapt and overcome those challenges. One cannot be naif and expect immediate results doing same as in other countries. Every market is special, and one needs to be able to humbly learn and adapt. Having the right advice and reliable partners are always paramount for success, but most particularly in a relatively complex environment like Vietnam.

6. What is your advice to companies interested in your services?

Do not be blinded with macro-economic figures and expect quick gains. Do not underestimate the complexity. Take time to assess and seek for expert advice. This may save valuable time and resources.

Many thanks to Mr. Jorge Martin-Martinez for sharing your experience with us.