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Definition of Reputation Credits
Judy Yang 楊千慧
Brand Manager- WAT Cocktail
Taipei City, Taiwan
A self-motivated, proactive, data-driven and result-oriented trilingual marketing professional who has a clear and sharp mind at work. Great at coming up with creative ideas and always well-prepared with logical thinking. As an open minded team member and a fast learner, I already have over 6 years of experience in marketing with multiple international brands across different fields, such as Skincare, F&B, Sports Retail and the Alcohol Industry. Skilled in Mar-com, digital communication, NPD launch and brand management.
WORK EXPERIENCE
Brand Manager • WAT Cocktail
Mar. 2022- Present
[Brand marketing/ PR/ Media/ Event Planning/ Social media & Digital /Mar-com/ Co-branding/ CRM ]
*Brand marketing: In charge of three product lines: Glass-bottled Cocktails, Canned Cocktails and 330ml bottled Sparkling Cocktails. Develop and execute brand portfolio strategy, annual plans, activation plans & consumer promotion for the products mentioned above. Develop a 12 month rolling brand activity plan (i.e. events, PR, media, ADs, co-branding strategies) with integrated communication programs.
*PR/ Media/ Event planning: Arrange NPD launch events, press conferences and media gatherings. Lead media press release writing, media relationship maintenance, KOL & KOC contact and relationship maintenance.
*Social media & digital planning: Lead and arrange social media scheduling and content (FB/IG posts) writing. Discuss with VM to come up with in-trend and creative photos/ designs and posts. Define executional KPIs and optimize social media performance (engagement rate/ reach/ numbers of fans).
*Co-branding strategy: Cease opportunities to develop new brand cooperation opportunities, deliver strong, clear and profound briefs to partners we want to collaborate with and followup with detailed communications.
*CRM: Define the main target audiences and analyze their shopper behaviour and generate insights from brand performance data analysis. . Tap into companies internal stakeholders (i.e. Sales team ) to gather a holistic view of the market and spot opportunities, leverage trends, and consumer research to generate actionable insights.
*Others: Manage brand P&L and resource optimization.
Senior Marketing Specialist • ASICS Taiwan
Jul. 2020 - Feb. 2022
[Brand marketing/PR/Digital Planning]
*Manage products under two brands in ASICS: ASICS SportStyle and ASICS KIDS, as well as other co-branded products. Work closely with VMs, EC planners, the merchandising team and sales team to have the marketing campaigns delivered.
*Cooperate with a PR agency to plan news releases, media gatherings, parties, exhibitions, press conferences for new product launches.
*Maintain a relationship between our brand and media partners, KOLs or social influencers by providing PR seeding products, discussing social posts contents and event-participation.
*Propose media integration strategies for annual flagship products, including TV advertising, social media posts and copies, GDN advertising...etc.
Assistant Brand Manager • Nestle Taiwan
Feb. 2018 - Feb. 2020
[Brand Marketing/Digital Planning/ Market research]
*Work closely with media/ SEO/ SEM agencies and manage campaign media mix briefing, media budget allocation and control, weekly report overview and content co-op.
*Revamp the brand’s official website and incorporate SEO into website revision . Increased website visits by 10% and decreased website bounce rate by 27% within six months.
*Leveraged analytical tools like Google Ads, Google Analytics and Google Search Console to define digital matrix and make recommendations to enhance performance.
*Researched and analyzed AC Nielsen product market share data, observed market changes and made suggestions for future improvement.
Marketing Specialist • AVON Taiwan
Oct. 2015 - Feb. 2018
[NPD launch/ Content Marketing/ Event Planning]
*Skincare product line management: ANEW CLINICAL line & ANEW REVERSALIST & ANEW HYDRA PRO line. When launching Anew Clinical line in the year 2017, it achieved a sales rate of 120% and won the best campaign of the year.
*Developed a holistic 360-degree strategy through ATL/BTL activation, brand ambassador utilization, cross-department cooperation, budget control to drive sales target.
*Created a category roadmap by optimizing product mix and managing P&L for each campaign.
*Managed social media posts, designed product online/offline catalog.
EDUCATION
University of Exeter, UK
International Management with Marketing
2014 - 2015
National Chengchi University
European Languages and Cultures-Spanish
Diplomacy
2009 - 2014
SKILLS
- Microsoft Office
- Photoshop/ Illustrator
- SEO/SEM
- WOM marketing
- Project Management
- Google Analytics/ Google Ads
- Google Search Ads/ Google Video Ads
LANGUAGES
- English — PROFESSIONAL
- (IELTS 7.0/ TOEIC 980)
- Spanish — ADVANCED
- (DELE B2)
- Chinese — MOTHER LANGUAGE
Judy Yang 楊千慧
Brand Manager- WAT Cocktail
Taipei City, Taiwan
A self-motivated, proactive, data-driven and result-oriented trilingual marketing professional who has a clear and sharp mind at work. Great at coming up with creative ideas and always well-prepared with logical thinking. As an open minded team member and a fast learner, I already have over 6 years of experience in marketing with multiple international brands across different fields, such as Skincare, F&B, Sports Retail and the Alcohol Industry. Skilled in Mar-com, digital communication, NPD launch and brand management.
WORK EXPERIENCE
Brand Manager • WAT Cocktail
Mar. 2022- Present
[Brand marketing/ PR/ Media/ Event Planning/ Social media & Digital /Mar-com/ Co-branding/ CRM ]
*Brand marketing: In charge of three product lines: Glass-bottled Cocktails, Canned Cocktails and 330ml bottled Sparkling Cocktails. Develop and execute brand portfolio strategy, annual plans, activation plans & consumer promotion for the products mentioned above. Develop a 12 month rolling brand activity plan (i.e. events, PR, media, ADs, co-branding strategies) with integrated communication programs.
*PR/ Media/ Event planning: Arrange NPD launch events, press conferences and media gatherings. Lead media press release writing, media relationship maintenance, KOL & KOC contact and relationship maintenance.
*Social media & digital planning: Lead and arrange social media scheduling and content (FB/IG posts) writing. Discuss with VM to come up with in-trend and creative photos/ designs and posts. Define executional KPIs and optimize social media performance (engagement rate/ reach/ numbers of fans).
*Co-branding strategy: Cease opportunities to develop new brand cooperation opportunities, deliver strong, clear and profound briefs to partners we want to collaborate with and followup with detailed communications.
*CRM: Define the main target audiences and analyze their shopper behaviour and generate insights from brand performance data analysis. . Tap into companies internal stakeholders (i.e. Sales team ) to gather a holistic view of the market and spot opportunities, leverage trends, and consumer research to generate actionable insights.
*Others: Manage brand P&L and resource optimization.
Senior Marketing Specialist • ASICS Taiwan
Jul. 2020 - Feb. 2022
[Brand marketing/PR/Digital Planning]
*Manage products under two brands in ASICS: ASICS SportStyle and ASICS KIDS, as well as other co-branded products. Work closely with VMs, EC planners, the merchandising team and sales team to have the marketing campaigns delivered.
*Cooperate with a PR agency to plan news releases, media gatherings, parties, exhibitions, press conferences for new product launches.
*Maintain a relationship between our brand and media partners, KOLs or social influencers by providing PR seeding products, discussing social posts contents and event-participation.
*Propose media integration strategies for annual flagship products, including TV advertising, social media posts and copies, GDN advertising...etc.
Assistant Brand Manager • Nestle Taiwan
Feb. 2018 - Feb. 2020
[Brand Marketing/Digital Planning/ Market research]
*Work closely with media/ SEO/ SEM agencies and manage campaign media mix briefing, media budget allocation and control, weekly report overview and content co-op.
*Revamp the brand’s official website and incorporate SEO into website revision . Increased website visits by 10% and decreased website bounce rate by 27% within six months.
*Leveraged analytical tools like Google Ads, Google Analytics and Google Search Console to define digital matrix and make recommendations to enhance performance.
*Researched and analyzed AC Nielsen product market share data, observed market changes and made suggestions for future improvement.
Marketing Specialist • AVON Taiwan
Oct. 2015 - Feb. 2018
[NPD launch/ Content Marketing/ Event Planning]
*Skincare product line management: ANEW CLINICAL line & ANEW REVERSALIST & ANEW HYDRA PRO line. When launching Anew Clinical line in the year 2017, it achieved a sales rate of 120% and won the best campaign of the year.
*Developed a holistic 360-degree strategy through ATL/BTL activation, brand ambassador utilization, cross-department cooperation, budget control to drive sales target.
*Created a category roadmap by optimizing product mix and managing P&L for each campaign.
*Managed social media posts, designed product online/offline catalog.
EDUCATION
University of Exeter, UK
International Management with Marketing
2014 - 2015
National Chengchi University
European Languages and Cultures-Spanish
Diplomacy
2009 - 2014
SKILLS
- Microsoft Office
- Photoshop/ Illustrator
- SEO/SEM
- WOM marketing
- Project Management
- Google Analytics/ Google Ads
- Google Search Ads/ Google Video Ads
LANGUAGES
- English — PROFESSIONAL
- (IELTS 7.0/ TOEIC 980)
- Spanish — ADVANCED
- (DELE B2)
- Chinese — MOTHER LANGUAGE