Senior Marketing Director, Head of Data and Digital Marketing

• Aug 2022 - Present

- Champion digital consumer transformation strategic endeavors with ABI APAC. - Manage ABI 1P consumer data asset to enhance brand power and dial up investment effectiveness. Orchestrate data acquisition, operation (processing and enrichment), and commercialization. - Lead 4 tangible domains for consumer data commercialization, which are 1/ Data enabled brand consumer persona modeling and insights mining 2/ Media effectiveness optimization thru data empowered audience segmentation and content mass-customization 3/ Digitally enabled innovation 4/ Digital marketing iteration to synchronize band power enhancement and DTC conversion. Show less

Customer & Omni-channel Marketing Director

• Jul 2020 - Jul 2022

- Customer and Channel marketing head for Mars Wrigley China. Take charge of omni-channel marketing (Uni-marketing) across offline channels, O2O and Dcom.- Lead Mars private domain shopper asset management, including CDP construction and CRM activation across omni-channels. - Lead a diversified team (over 70 team associates) to navigate company omni-channel development strategy development and deployment, which covers portfolio / merchandizing (including virtual) / activation and data strategy.- Manage company majority of trade and consumer promotion budget, as well as Dcom adv budget and accountable for omni-channel marketing spending effectiveness. - As member of sales management leadership team, involve daily in sales strategic decision making and discussion.- As member of marketing leadership team, play major role of connecting sales and marketing key initiatives with resource synchronization. Show less

Associate Director - Strategic Demand Planning

• Sep 2018 - Jul 2020

- Establish Zero-based Budgeting process in company. Work closely with GM to navigate company level key decision upon resource allocation and investment effectiveness simulation.- Successful incubate company transformational projects like O2O business model and digital GTM model as sales function representative. - Drive robust strategic demand planning on 1Y-3Y basis to navigate company topline growth roadmap.

Senior Marketing Manager

• Jul 2016 - Sep 2018

- Lead multi-national, and cross functional project team in Tetra Pak to deploy strategic key projects with E2E solution. - Work closely with Yili (Tetra Pak's global largest account) Ambient & Chilled business unit marketing and business management team as marketing and category development consultant. - Successfully incubate and launch Yili Zhixuan (植选）brand as Yili's first plant-based protein range. - Sit in Tetra Pak GBIT (global business intelligence team) as greater China representative. Offer expert advice on competition and local market dynamics. - Ensure promotional investment efficiency and compliance. Annual controlled marketing budget over 50M RMB. Show less

Category Management Manager

• Oct 2014 - Jul 2016

- Lead category management cooperation between Mars Chocolate and Walmart China. - Lead Mars Chocolate Category Vision composition in China, which becomes a norm to roll out to other key customers.- Initiate and develop advanced category analytics and management model to facilitate strategic category projects deployment across multi leading retailers in China. - As category captaincy of Walmart, support customer to manage shopper asset and build initial CRM trial.

General Management Trainee- Key Account Manager Walmart

• Jun 2013 - Oct 2014

- Key account manage for Walmart China, which is Mars Chocolate China largest retailer account with annual biz size over $90M by then.- Lead Depart 82 (transaction zone) business transformation with innovative marketing approach and tailored product innovation. Mars business at D82 doubled in one year.

General Management Trainee- Customer Marketing

• Jun 2012 - May 2013

- BTL activation and trade marketing for Cuixiangmi & Snickers.- Core team member of Cuixiangmi brand relaunch in China market.

General Management Trainee - S&OP Innovation Management

• Jun 2011 - May 2012

- Lead cross-function project team to deliver innovation projects, including NPD and integrated marketing campaigns, for SNK and M&M's.- Core team member for Snickers brand relaunch in China in 2012.

Consulting Intern

• Jan 2011 - Mar 2011