Developed the brand strategy and marketing activity plan; launched a rebrand of EVITA (16 channels and 697 stores) simultaneously with the home market Japan within 4 months of preparation, resulting in 150%+ of the previous year’s sales and 600%+ sales growth of the main product category.
• Held a launch event in 2,000+ people reach, 920 people in attendance, 100 media exposure; cooperated with distribution channels, yielded Facebook Live with 4,936 views, 157 shares, and 826 replies.
• Explored new vendors to create multichannel BTL marketing materials, including KV, display cabinet, planogram, POSM, in-store sampling, and other customized options.
• Implemented ATL and digital marketing plans, such as Google Ads (Keyword/GDN), Social Media Contents (Facebook/YouTube), Influencer Marketing, Media Tie-ups, and TV Advertising.
— Achieved 1,000+ traffic/day on Facebook and website in 1 month, Facebook fan base from 0 to 3,000 in 3 months with cost per fan below USD$1.5.
• Coordinated directly with the foreign manager and headquarters, liaising with cross-functional teams, vendors, and agencies to ensure strategies executed locally and punctually, presented a consistent brand image.
• Monitored consumer reviews, competitor activity, and market trends; managed A&P budget for modified plans to support cost reduction.