Experience

Starbucks Asia Pacific

• Hong Kong
• Retail
• 100 - 200 Employee

• Regional Manager, Platform Innovation, Product

  • Apr 2019 - Present

  · Pioneered to lead zero-to-one innovation for Tea category among global regions for new customer acquisition; Transformed strategy into NPD with 24-month GTM product roadmap; Shared best practices to inspire other regions to grow Tea· Guided 14 local markets for product calendar planning and brand-fit execution; Drove customized strategy for priority markets · Tracked and evaluated category performance and set growth targets; Partnered with the Marketing team to ensure effective 360 and OMNI GTM strategy · Led and organized first-ever AP Tea Innovation Summit with a design-thinking agency to drive co-creation among priority markets and other regions· Adapted successful innovation from Global team with regional relevant modification for a new platform in Espresso category beyond Tea · Led a team of 6 as Chairman of Social Impact Network to set up strategy and execution plan with NGOs in Hong Kong for education and environmental initiatives Show less

• Senior Regional Category Specialist, Beverage Innovation

  • Feb 2017 - Mar 2019

  · Led gatekeeping process to foster cross-functional integration for beverage new product development (NPD) projects for 14 local markets in the AP region· Managed beverage category performance analysis and monitored competitive movement to identify business opportunities and rejuvenate core products· Reviewed MBUs’ Annual Operating Plans and Business Plans; Provided MBUs with recommendations on category activities and pricing strategies · Led consumer insight qualitative researches with agencies in South Korea, Singapore, Thailand, Taiwan, Philippines, and Hong Kong Show less



Dah Chong Hong Holdings Limited

• Hong Kong
• Manufacturing
• 300 - 400 Employee

• Brand Manager - Food Service Division, Sims Trading Company Limited

  • Jul 2015 - Feb 2017

  · On top of brand management and sales forecasting in Hong Kong for several international grocery food brands i.e. TABASCO, Colman's, S&W, Avoset, Tulip, and dairy house brands· Managed the brand P&L via planning and executing ATL/ BTL activities and delivered sales target with a joint effort of sales and operation team· Generated annual sales of over US$8M with 5-10% sales growth for brands by launching cross channel promotion with retail, new product application development, and joint promotion with QSR chains e.g. McDonald’s and Pizza Hut · Attained the Best Marketing Activity Award among 12 countries in TABASCO Asia Conference 2016· Facilitated and executed overseas chef competition, chef demonstration seminars, incentive trip, PR events, and exhibitions e.g. HOFEX Show less

• Management Trainee

  • Jul 2013 - Jul 2015

  · Rotated among business units e.g. FMCG, motor, luxury yacht, food commodity, as well as corporate functions e.g. finance, corporate communications to support projects and equipped hands-on experience