Vivian Hao
EC Marketing Manager at 菲仕兰食品贸易（上海）有限公司- Claim this Profile
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英语 -
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法语 -
Topline Score
Bio
Credentials
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WSET2
WSET — Wine & Spirit Education TrustFeb, 2014- Oct, 2024
Experience
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菲仕兰食品贸易（上海）有限公司
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1 - 100 Employee
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EC Marketing Manager
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Apr 2022 - Present
- In charge of 3 stores (2 flagship stores and TM super) in Ali channel to boost business by increasing UV and shopper from 3 main crowds (delicate mother, helpful dad, low-tier wealthy mother), 2022 618 UV increase 532% while GMV increase 41%, CPUV decreased 78% while CPS decreased 23% - Handle content channel (video seeding, KOL livestream and store livestream) to form a content marketing circle in Ali and promote products, gain 2 A+ campaigns in 618 (今夜大明星+天猫全明星) - Lead monthly/quarterly performance review by GMV, CVR and UV breakdown and report to top management
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喜马拉雅
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China
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Technology, Information and Internet
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100 - 200 Employee
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Senior Brand Strategy Manager
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May 2021 - Apr 2022
Get involved in Ximalaya brand positioning strategy project by consumer research, business data analysis, propose 3 main scenes to link Ximalaya brand image closely to young generation (early morning, tea break, before sleep) - Build up the brand strategy plan of Ximalaya’s offline teahouse and lead the FGD research to evaluate the feasibility Get involved in Ximalaya brand positioning strategy project by consumer research, business data analysis, propose 3 main scenes to link Ximalaya brand image closely to young generation (early morning, tea break, before sleep) - Build up the brand strategy plan of Ximalaya’s offline teahouse and lead the FGD research to evaluate the feasibility
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H. von Gimborn GmbH
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Germany
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Manufacturing
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1 - 100 Employee
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Marketing Manager
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May 2019 - Apr 2021
- From 0.5 to 1 to localize a German pet brand in China, deliver clear brand positioning “German historical imported brand with effect” and build awareness, engagement and loyalty in digital platform (brand equity renew, new Tmall flagship store opening, owned media running, WeChat community with KOCs, WeChat CRM mini-program, Red & Douyin & Weibo online seeding, IP cooperation，etc.) - Build up hot product “Gimborn Tablets” and trigger over 120% online sales increase - Sound business insight to support business decision (China Pet Industry Analysis, , TA Study, Category Market Size & Growth Rate Projection, product portfolio analysis)
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Senior Research and Consulting Manager
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Sep 2015 - Feb 2019
- Big data + China Social Media Expert - Leading a 7 people group to win and serve over 7 top luxury/beauty brands' social listening project, including online reputation management, brand health regular tracking, Product performance evaluation on EC & Social, Online communication Strategy, Campaign performance, etc. - The product owner of Kantar Media's syndicated research product “Trend Watch” - Main contributor of training session“Master Class” - Big data + China Social Media Expert - Leading a 7 people group to win and serve over 7 top luxury/beauty brands' social listening project, including online reputation management, brand health regular tracking, Product performance evaluation on EC & Social, Online communication Strategy, Campaign performance, etc. - The product owner of Kantar Media's syndicated research product “Trend Watch” - Main contributor of training session“Master Class”
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Senior Brand Consultant
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Feb 2014 - Sep 2015
- Working as brand consultant to help consumer to build up brand strategy - In charge of qualitative part in consulting project (face-to-face interview, FGD, customer internal interview, report writing ), and support quantitative part - Leading or supporting commercial communication and business development in 7 cases, 4 professional training －In charge of the digital marketing communication plan of 2015 - Working as brand consultant to help consumer to build up brand strategy - In charge of qualitative part in consulting project (face-to-face interview, FGD, customer internal interview, report writing ), and support quantitative part - Leading or supporting commercial communication and business development in 7 cases, 4 professional training －In charge of the digital marketing communication plan of 2015
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Tetra Pak
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Switzerland
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Packaging & Containers
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700 & Above Employee
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Senior Acount Executive
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Dec 2009 - Jan 2014
- Working as Marketing Advisor in Commercial department, serving National top 5 dairy/beverage brand for marketing strategy and daily operation (brand positioning, existing product portfolio management, new product R&D and launch, promote new product), combining with current market trend, newest package and filling technique - In charge of several marketing research to boost brand performance (Dairy market consumer insight, U best brand market positioning, Bright current product marketing performance and distribution follow up project) - Working multi-functional for NPD with Technical, R&D, Customer Service, Processing department (Bright Mosi’lian in TPA, Jianneng in Tetra Top, Yonho soya in TBA 250S) - Assisting line manager to manage category marketing investment - Annual sales 600 million yuan for TP package material sales in 2013 - Bright Mosili’an ambient yoghurt 3000 million yuan sales achieved in 2013, No.1 market share in this category - Get 2011 spontaneous award for Bright Mosili’an launching, promoted in 2012,01
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Education
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2006 - 2007
Conservatoire National des Arts et Métiers
Master's degree, Business project management -
2005 - 2006
武汉大学
The first year of Master degree, Business project management -
2002 - 2006
中南财经政法大学
Bechelor of English, Business English
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