Senior Director, Product Marketing

• Nov 2020 - Present

Marketing Strategy

• Aug 2017 - Nov 2021

Specialising in consumer insights and business growth strategies. Scope includes research design, planning, recruitment, fieldwork, insights development and strategic recommendation. Specialising in consumer insights and business growth strategies. Scope includes research design, planning, recruitment, fieldwork, insights development and strategic recommendation.

Strategy & Innovation Director

• Dec 2014 - Apr 2017

- led teams across different domains to win new business pitches (both digital and integrated accounts) - activated annual plans with strategic insights for a global fast fashion brand across Greater China including Hong Kong and Taiwan - drove innovative thinking for clients and internal staff - mentored a team of 6 from executive to manager level - judge for renowned industry awards and presented thought-leaderships at conferences - promoted from associate director to director Show less

Associate Planning Director

• Mar 2014 - Dec 2014

- local strategic consultant for global FMCG brand team - collaborated with global team to localise and launch the global communication platform into China - broke sales record for a new product launch with the localised brand positioning - teamed up with client to facilitate agencies across all aspects of marketing communications - freelance staff turned permanent staff - local strategic consultant for global FMCG brand team - collaborated with global team to localise and launch the global communication platform into China - broke sales record for a new product launch with the localised brand positioning - teamed up with client to facilitate agencies across all aspects of marketing communications - freelance staff turned permanent staff

Senior Digital Strategy Planner

• Jan 2011 - Jan 2014

- led strategic insights development to revamp a global youth brand for the China market - developed and optimised digital platforms for alcohol and skincare brands - launched an original integrated digital + ecommerce platform for a traditional FMCG brand in China. Online sales soared with the platform - shared intelligence and trained staff across the company - promoted to senior strategic planner - led strategic insights development to revamp a global youth brand for the China market - developed and optimised digital platforms for alcohol and skincare brands - launched an original integrated digital + ecommerce platform for a traditional FMCG brand in China. Online sales soared with the platform - shared intelligence and trained staff across the company - promoted to senior strategic planner

Account Manager / Jr Strategic Planner

• Mar 2007 - Dec 2010

- launched a new route for a luxury airline brand. Sales exceeded benchmarks - presented analysis to internal and external stakeholders - engaged in regional insights initiatives, thought-leaderships and new business pitches - key local researcher for a global white paper on consumer luxury market - promoted twice within 3 years - launched a new route for a luxury airline brand. Sales exceeded benchmarks - presented analysis to internal and external stakeholders - engaged in regional insights initiatives, thought-leaderships and new business pitches - key local researcher for a global white paper on consumer luxury market - promoted twice within 3 years