Work experience

• Category Manager

  Lee Kum Kee International Holdings Ltd

  2022.10-Current

  (4 years)

  (3 years 3 months) -Responsible for the LKK most heritage product Premium Oyster Sauce communication and annual strategy development. Analyzed business landscape and sell-in data across the four global zones and utilized Nielsen data to identify business challenges. Developed business strategies and defined specific Jobs To Be Done for each market. Led the Global Leading project (product driven/communication asset driven) to ensure that business strategies were effectively implemented in the respective markets. -In 2015 CNY successfully launched a limited-edition packaging product, utilizing advanced packaging technology to enhance product visibility on shelf. This initiative helped Key account in the China boost sales by 127%. The product was also launched in the U.S. and Canada markets, reaching communities worldwide. The project was recognized as one of the Top 10 Projects of the Year and was honored to receive the award at the annual dinner. - Led the project by delivering brief and aligning project objectives and budget with the management team and finally release the Premium Oyster Sauce documentary book- the first category factbook within 10 years. Clearly identifying the product’s value proposition, RTB and brand history. Took in charge of video production and developed a communication toolkit, ensuring effective deployment across multiple channels for external communication.
• Brand Manager

  Nestle HK

  2019.09-2020.11

  (a year)

  (1 year 3 months)
• Senior Marketing Manager(P7)

  JD

  2018.02-2019.08

  (2 years)

  (1 year 7 months) - Led Level S and Level A mega promotion campaigns, leveraging e- commerce data analytics to uncover consumer needs and market trends. Defined campaign objectives, communication strategies, budget allocation, and go-to-market plans by integrating key product features and campaign selling points into advertising content. - Managed multimillion-dollar budgets across TVC, LCD, OTT, social media, WeChat feeds, and offline activities, strategically allocating resources to optimize campaign impact.
• Assistant Marketing Manager

  Yili(China)Co.Ltd Innovation Center

  2015.11-2018.01

  (2 years)

  (2 years 3 months) Marketing analysis and new product launch strategy: Leading analysis of new market including category study, market scan, best-selling SKU research. Design new concept and launch strategy. New category product nutrition bar already launched on 12/2016. Social media communication : corporate with social media team to plan whole launch marketing strategy,and make H5 during Spring Festival period,and invited celebrity do online broadcasting to introduce new product. Marketing campaign evaluation: reviewed big campaigns with ROI and evaluated whether it was hit the target. Project management: focus on coordinate functional team to control project timetable, set the project timeline and couch team to achieve the business result.
• Marketing excuation

  nestle

  2013.03-2015.10

  (3 years)

  3 years 8 months (2 years 8 months) Administrated On-line sampling campaign, corporate with E- commerce“YiHaoDian”,used online backdoor data to deliver sample to target consumers. Directed agency design workflow and H5 page. Supported senior brand manager to re-brand previous product line, dig consumer insight through qualitative research. Exchanged Cafe Collection core value from “premium coffee to indulgent yourself “to“the most delicious coffee”.Found out new and more correct brand image and further communication direction. Briefed agency to re-create online mother page to present product superiority ,consolidated media resource to launch online store instead of other platforms to maximize traffic conversion, achieved 3% sales contribution of total NESCAFE within 3 months. Developed new limit edition product, analyzed instant coffee market and found opportunity ,developed winning concept and lead concept research, coordinated different teams to launch new product. New product launched during 2015 CNY,and sold out on T-mall store, and helped to contribute 5% sales growth in retail.
• Sales&Marketing Trainee

  Nestlé

  2012.03-2014.03

  (2 years)

  (2 years 1 month) Set up sales target: Dedicated sales target to Hyper, Super, GT and CVS channels, organized promotion activities with discount or premium monthly to help to achieve sales target. Achieved sales target every months Manage distributor stock level: Lead local roadshow and out- door promotion weekly with different themes, assist to channel manager negotiate with key account about promotion

Educational experience

• University of Manchester

  Corporate communication and reputation management

  2011.01-2012.01

  (a year)

Languages