Experience

BreadTalk Group Pte Ltd

• Singapore
• Food & Beverages
• 400 - 500 Employee

• Vice President Brand Marketing

  • Mar 2020 - Present



Dishang Group

• Brand GM

  • Apr 2019 - Mar 2020

  Responsible for fashion brand management and new brand incubation under Group.



Zhejiang Elegant Prosper Group Co. Ltd.（浙江雅莹集团有限公司）

• China
• Apparel & Fashion
• 1 - 100 Employee

• Head of Strategic Branding

  • Jul 2016 - Mar 2019

  Reporting directly to the chairman and President of the group to assist the chairman in formulating the group brand development strategy. Responsible for group level enterprise voice, corporate culture dissemination, corporate image management, corporate social responsibility management. The strategic positioning, brand image, brand event dissemination of the six brands under the management group.[Currently, the Group operates and owns fashion brands EP YAYING, DOUBLOVE and N.Paia; multi-brand luxury retailers DA YA JIA, GraceLand and LITTLE SPACE. The Group is present in more than 210 cities across China, including Beijing, Shanghai, Guangzhou, Shenzhen and Macau, supported by a remarkable online sales network, and has recently opened in Kuala Lumpur, Malaysia.]



BreadTalk Group Pte Ltd

• Singapore
• Food & Beverages
• 400 - 500 Employee

• Vice President of Brand Development, Bakery Division

  • Feb 2014 - Jun 2016

  Well-versed in building a strong team of 26 and managing a portfolio of 5 bakery brands (BreadTalk, Toast Box, The Icing Room and Bread Society and Thye Moh Chan) globally, with responsibility in overseeing marketing related activities. Consistent record of delivering business profitability over 7 years, and achievement of many brand awards (The most success design award in China 2009, 2010,2013 and 2014; Five Star diamond brand award 2012, 2013, 2015; Top brand 2014, 2015 (Singapore) ; World Retail Award 2014 etc,).1. Develop and lead annual brand strategy. Planning and implementation of online and offline brand campaign. Oversee the development and execution of brand marketing plans.2. Coordinate with Media and Promotions to ensure strong integration with advertising strategy. Coordinate with Brand Research to measure advertising effectiveness and apply learnings over time.3. Oversee franchise brand management, including brand image maintenance and promotion activities. Develop franchisee brand guideline and training system.4. Coordinate with the R&D team to effectively develop new products. Lead productrenovation initiatives that improve consumer and financial value through productimprovements, packaging improvements and cost improvements.5. Monitor brand performance, using all available data and resources and developplans to course correct as necessary.6. Analyze and evaluate the effectiveness of marketing programs and offerrecommendations for future programs.7. Lead team in execution of all marketing responsibilities, including accountmanagement, budget forecasting, consumer communications and product changes /line extensions.

• Brand Director of Bakery Division

  • Aug 2008 - Jan 2014



Xinhua Finance

• Financial Services
• 1 - 100 Employee

• Brand Manager

  • Jun 2006 - Jul 2008