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.