全家便利商店 整合行銷暨企劃部 品牌行銷, 2018/6 - Present
Let’s Café品牌策略制定與行銷管理

• 【整合行銷傳播】從市調分析與產品定位，到傳播策略制定與執行，執行後產品銷售追蹤與行銷投資效益檢視。

1. 產品升級溝通-新拿鐵(2018/12)：翻轉產品負面口味認知，聚焦產品升級，咖啡銷售杯數成長31%(YOY)，產品滿意度由74.3%提升至85%，品牌喜好度由55%提升至68.7%，廣告影片獲選為YouTube 2018年第4季最成功廣告影片排行榜第3名(連結：https://lihi1.com/8PR6O) 。
2. 新品上市推廣-時光茶旅(2019/5)：仙女紅茶/醇奶茶上市3個月銷售破百萬杯，被評為2019年上半年度前15大話題商品第2名(連結：https://lihi1.com/7dkNP)。
3. 異業聯名合作-金馬56(2019/11)：首度拿下與7-11 City Café合作多年的金馬獎，成為第56屆金馬獎暨2019金馬影展唯一指定咖啡品牌，同期咖啡銷售杯數成長16%(YOY)。
   

• 【品牌識別重塑工程】調整品牌市場定位，制定新品牌理念識別MI與新行為識別BI，發展新視覺識別VI；制定CI手冊，梳理品牌溝通系統與店舖形象重整工程推動。

• 【全家APP隨買跨店取咖啡銷售推進與會員行銷】 包含機制設計與行銷活動規畫，分析會員消費行為並根據購買品項/頻率/金額等構面貼標進行精準行銷，如派樣、客製化折價卷、媒體平台會員名單整合與廣告投放優化等。

1. 贈品促購活動-買100杯贈40杯加贈保溫瓶(2019/12)：活動上線當週，100杯交易筆數成長近5倍，咖啡銷售破40萬杯；買30杯贈琺瑯杯(2019/1)：活動上線當週，30杯交易筆數成長近10倍，咖啡銷售破20萬杯。
2. 遊戲化行銷-冰拿鐵FB抽獎遊戲(2019/9)：透過客製化獎品吸引19萬人次參與並喚醒約3.3萬名沉睡會員。
3. 新客招募及社群擴散規劃-Cheer up鼓勵杯(2018/8)：首次使用隨買跨店取功能贈中冰美1杯，使用轉贈功能再送中冰美1杯，共吸引4.8萬人參與活動，轉贈功能使用率成長20%。
   

全家便利商店 整合行銷暨企劃部 會員經營, 2016/6- 2018/5(2年)
全家會員點數經營與推廣

全家便利商店 整合行銷暨企劃部 數據分析, 2014/6 - 2016/5 (2年)
零售大數據應用分析

• 【運營績效檢視】業績目標達成、商品庫存預警、品項效益與商品毛利結構檢視、數據資料庫與分析模組建置、會員標籤建置與管理。
• 【零售動態追蹤】市場趨勢與消費者行為研究。

技能：SQL, Python, Google Analysis, Google Adwords, Google Tag Manager, SPSS, 尼爾森資料庫, E-ICP資料庫, APT
證照：英語TOEIC 805、法語DELF B1、A.P.S.採購檢定認證、使用者經驗設計課程結業(資策會)

Brand Manager, Taiwan FamilyMart Co., Ltd., June 2018-Present

• Let's Café Brand Strategy Development and Marketing Management

1. Integrated marketing communication strategy development and campaign execution.
2. Data analysis: consumer behavior research, brand market survey, product sales review and marketing investment evaluation.
3. Let’s Café re-brand project: according to new brand position, CI update of all branded assets and new brand guideline development.
4. Pro-order e-commerce sales promotion: mechanism design and marketing campaign execution.
5. CRM strategy development: customer tagging analysis, precision marketing program development and execution; social media user behavior analysis and digital media journey mapping.
6. Achievement:

• Product upgrade launch- new latte(12/2018): the amount of coffee sales grew 31%(YOY), product satisfaction enhanced from 74.3% to 85% and brand preference increased from 55% to 68.7%. The commercial film was selected as 3rd most successful advertisement on YouTube in 4th quarter of 2018. 
  
• New product launch- Formosa Black Tea(05/19): black tea and milk tea has been sold over 1 million cups for 3 months, besides they were selected as second place in the top of 15 hot products in the first half year of 2019. 
• Cross-over marketing campaign- 56th Golden Horse Awards(11/2019): Let’s Café replaced 7-11 City Café as the only one coffee brand sponsor and the amount of coffee sales grew 16%(YOY). 
  
• Membership promotion event(FamilyMart APP)-buy 100 cups of coffee got 40 cups of coffee and one thermos bottle for free(12/2019): the amount of transaction grew 5 times for one week(equal to 400 thousand cups of coffee sales); buy 30 cups of coffee got one enamel cup for free(01/2019): the amount of transaction grew 10 times for one week(equal to 200 thousand cups sales). 
• Facebook gamification- Iced Latte(09/2019): The lucky draw event attracted over 190 thousand visitors and activated 10 thousand asleep members who didn't buy over half year and aroused 23 thousands members who didn't buy around 3 months. 
  
• New member recruitment(FamilyMart APP)(08/2018): new user could get one cup of coffee and transferred to others that could get another cup. This event attracted 48 thousand users and the transferred rate increased 20%.

Marketing Executive, Taiwan FamilyMart Co., Ltd., June 2016-May 2018(2 years)

• Customer Loyalty Program Development and Management 

• Reward points mechanism modification- 1 reward point for every dollar spend instead of NTD69(12/2016): The amount of new member grew 1.5 times(YOY) and the participate rate of transaction increased 1 times (YOY). 
• Validity period of reward points extension- the validity period of reward points was extended from 8 weeks to 1 year(02/2018): transactions increased and the livelihood supplies items of redemption product matrix expanded at the rate 40%.
  
• Redemption marketing campaign- Disney(May 2017): Sales of redemption products exceeded 30 million during 6 weeks. Redemption rate exceeded 40%. New members increased over 36 thousand. Moomin(Feb 2018): Sales of redemption products exceeded 27 million during 6 weeks without any inventory. Due to reward points discrimination mechanism design (get one free figure for every NT$299 spend), transaction over NT$299 grew 10%(YoY). 

Data Analyst, Taiwan FamilyMart Co., Ltd., June 2014-May 2016(2 years)

• Retail data analysis and application

1. Operation performance review: sales targets, product inventory and product gross profit.
2. Data analysis: consumer behavior research, market trend survey, competition analysis.

Analytical tools: SQL, Python, Google Analysis, Google Adwords, Google Tag Manager, SPSS, Nielsen Database, E-ICP Database, APT, Opview Semantic Analysis

Certificate: English-TOEIC 805, French-DELF B1, Accredited Purchasing Specialist, A.P.S., User Experience Design Training(Certification of Completion, Institute for Information Industry)

求學歷程：理性嚴謹的思考模式與跨國文化交流經驗

         畢業於東吳⼤學經濟學系，社會科學的邏輯推導訓練我理性嚴謹的思考模式，就讀期間曾擔任咖啡社社長與⽣涯發展中⼼志⼯，並於⼤四那年獲得書卷獎；畢業後進入國立台北⼤學企業管理研究所就讀，論⽂主題為產品創新與新產品開發績效，⾏銷的消費者⾏為研究與策略管理的商業個案解析，培養我市場洞察與決策分析的能⼒，研三那年⾄法國雷恩商學院擔任交換學⽣，在跨國⽂化交流經驗中，讓我學會包容多元⽂化差異、運⽤同理⼼溝通以及分⼯合作的重要性。

零售業基礎：用數據分析解決商業課題

         剛畢業踏入職場的我，選擇數據量龐大的便利商店產業作為職涯的起點，從整理業績速報開始分析銷售成長與衰退的原因，拆解同異業商業模式與競品操作策略進而了解產業趨勢，我喜歡透過各種數據解讀真實商業世界的變化，當預測模型顯示業績缺口或庫存警示時，我會發揮影響力去提醒營業與採購單位，輔助營運決策判斷；在整理數據與精進模型的過程中，我學會用耐心與細心腳踏實地的前進，比起充份揭露問題，我更傾向用宏觀的角度檢視產業結構，清楚定義商業課題，尋找可能的解決方案。

轉型業務推展：跨部門溝通協調與內外部資源整合

         工作第3年適逢全家數位化轉型輪調至會員行銷單位，集點貼紙線上化後贈品兌換量與消費者活動參與率皆大幅下滑，衝擊之下我們把每一檔行銷活動當成實驗設計去驗證消費者行為與使用軌跡，逐步調整累兌點機制與精進贈品組合，架構出適合的商業模式與供應商體系；在推展全家APP點數業務的過程中，我學到優化每一個繁瑣的細節才能讓新型態業務在龐大的組織中穩扎穩打地前進，跨部門溝通協調與整合內外部資源雖然繁瑣，但卻是業務成功轉型的關鍵，而我也在數據分析→實驗設計→執行驗證的過程中找到行銷落地實踐的成就感。

溝通橋樑：是推動的領導者也是控管的執行者

         工作第5年輪調至品牌行銷單位，任職期間2大具代表性的專案為Let's Café品牌識別重整與隨買跨店取銷售模式推進，在發展CI的過程中經歷完整傳統品牌行銷訓練，在隨買跨店取導購推廣活動中則是數位行銷的實戰。對我來說品牌行銷是上下內外溝通的橋樑，是領導者推動團隊前進，同時也是執行者控管每個落地的細節，每一次與各品牌關係人共事完成的行銷專案更讓我體悟到分工合作與尊重專業的重要性。

Education background: critical thinking mode and multiple-culture experience 

     During university time, the economical logical training fostered my critical thinking mode that made me become a rational and rigorous person. I got Soochow University presidential award in my senior year. In addition to studies, I was passionate about being a coffee club leader and a volunteer at career center. 

     As a business postgraduate student, I chose marketing management as my major because consumer behavior research, strategy management and business case study were interesting for me. The topic of my master thesis tried to figure out the relationship between new product performance and product innovativeness. Finding the possible explanation to real complicated world from different market factors fostered my analytical skill of marketing insight and decision making. At the third year of graduate school, I was exchange student in ECS business school of Rennes in France. I have learned the importance of teamwork, communication with empathy and inclusion of diversity from multiple-cultural experience.

Foundation of retail industry: business solution from data analysis

     My career path started as a data analyst in retail industry. I was responsible for sales performance review to analyze influence factors of growth and decline. Competition strategy analysis and business model comparison helped me to understand industrial trend. I was curious about the connection between operational data and real business world. When the forecast model showed sales gap or inventory risk alert, I would help relevant department to respond to difficult situation. I tend to define business problem precisely and provide solutions rather than expose current condition. The process of data collection and model modification made me become a patient and detail-oriented person. 

Digital transformation: cross-functional coordination and resource integration

    I was rotated to member marketing department at the third year on Taiwan FamilyMart. Because of the fundamental change from paper sticker to digital point, the sales of redemption products and participation rate dropped sharply. To overcome this impact, we conducted many marketing experiments to find consumer behavior journey. We modified reward point mechanism and redemption product matrix step by step to build up new business model and supply chain. I have realized that optimizing every tedious detail could move new business forward among heavy organization. Although internal and external coordination were complicated, resource integration was key factor of success. Furthermore, I got a deep sense of accomplishment through the process from data analysis, experimental design and execution.

Bridge of communication: leadership of project management

   I was rotated to brand marketing department at the fifth year on Taiwan FamilyMart. In this job position, I experienced traditional brand marketing training through Let’s Café re-brand project and executed digital marketing campaign through pre-order e-commerce sales promotion. I played a role of the bridge of communication from up to down and from internal to external. I had to lead relevant colleagues as a team to move forward and control every detail of the project at the same time. Every time I finished complicated works with different type of person, I realized the importance of cooperation and respect for profession.

全家便利商店 整合行銷暨企劃部 品牌行銷, 2018/6 - Present
Let’s Café品牌策略制定與行銷管理

• 【整合行銷傳播】從市調分析與產品定位，到傳播策略制定與執行，執行後產品銷售追蹤與行銷投資效益檢視。

1. 產品升級溝通-新拿鐵(2018/12)：翻轉產品負面口味認知，聚焦產品升級，咖啡銷售杯數成長31%(YOY)，產品滿意度由74.3%提升至85%，品牌喜好度由55%提升至68.7%，廣告影片獲選為YouTube 2018年第4季最成功廣告影片排行榜第3名(連結：https://lihi1.com/8PR6O) 。
2. 新品上市推廣-時光茶旅(2019/5)：仙女紅茶/醇奶茶上市3個月銷售破百萬杯，被評為2019年上半年度前15大話題商品第2名(連結：https://lihi1.com/7dkNP)。
3. 異業聯名合作-金馬56(2019/11)：首度拿下與7-11 City Café合作多年的金馬獎，成為第56屆金馬獎暨2019金馬影展唯一指定咖啡品牌，同期咖啡銷售杯數成長16%(YOY)。

• 【全家APP隨買跨店取咖啡會員活動規畫與執行】 分析會員消費行為，根據購買品項/頻率/金額等構面貼標，進行精準行銷，包含派樣、客製化折價卷、媒體平台會員名單整合與廣告投放優化等。

1. 贈品促購活動-買100杯贈40杯加贈保溫瓶(2019/12)：活動上線當週，100杯交易筆數成長近5倍，咖啡銷售破40萬杯；買30杯贈琺瑯杯(2019/1)：活動上線當週，30杯交易筆數成長近10倍，咖啡銷售破20萬杯。
2. 遊戲化行銷-冰拿鐵FB抽獎遊戲(2019/9)：透過客製化獎品吸引19萬人次參與並喚醒約3.3萬名沉睡會員。
3. 新客招募及社群擴散規劃-Cheer up鼓勵杯(2018/8)：首次使用隨買跨店取功能贈中冰美1杯，使用轉贈功能再送中冰美1杯，共吸引4.8萬人參與活動，轉贈功能使用率成長20%。

全家便利商店 整合行銷暨企劃部 會員行銷, 2016/6- 2018/5(2年)
全家會員點數經營與推廣

全家便利商店 整合行銷暨企劃部 數據分析, 2014/6 - 2016/5 (2年)
零售大數據應用分析

• 【運營績效檢視】業績目標達成、商品庫存預警、品項效益與商品毛利結構檢視、數據資料庫與分析模組建置、會員標籤建置與管理。
• 【零售動態追蹤】市場趨勢與消費者行為研究。

技能：MySQL, Google Analysis, SPSS, 尼爾森資料庫, E-ICP資料庫  
證照：英語TOEIC 805、法語DELF B1、A.P.S.採購檢定認證、使用者經驗設計課程結業(資策會)

Brand Manager, Taiwan FamilyMart Co., Ltd., June 2018-Present

• Let's Café Brand Strategy Development and Marketing Management

1. Integrated marketing communication plan development and campaign execution.
2. Data analysis: brand market survey, product sales review, marketing investment evaluation and social media user behavior analysis.
3. Consumer behavior research and CRM strategy development. Precision marketing program plan and execution including customized e-coupon design, digital media journey mapping and AD optimization.
4. Achievement:

• Product upgrade launch- new latte(12/2018): the amount of coffee sales grew 31%(YOY), product satisfaction enhanced from 74.3% to 85% and brand preference increased from 55% to 68.7%. The commercial film was selected as 3rd most successful advertisement on YouTube in 4th quarter of 2018.
• New product launch- Formosa Black Tea(05/19): black tea and milk tea has been sold over 1 million cups for 3 months, besides they were selected as second place in the top of 15 hot products in the first half year of 2019.
  
• Cross-over marketing campaign- 56th Golden Horse Awards(11/2019): Let’s Café replaced 7-11 City Café as the only one coffee brand sponsor and the amount of coffee sales grew 16%(YOY). 
  
• Promotional event-buy 100 cups of coffee got 40 cups of coffee and one thermos bottle for free(12/2019): the amount of transaction grew 5 times(400 thousand cups sales) for one week; buy 30 cups of coffee got one  enamel cup for free(01/2019):  the amount of transaction grew 10 times(200 thousand cups sales) for one week.
• Gamification- iced latte Facebook lucky draw game(09/2019): it attracted over 190 thousand visitors and  activated 33 thousand asleep members.
• New user recruitment(08/2018): new user could get one cup of coffee by using FamilyMart APP and transferred to others that could get another cup. This event attracted 48 thousand users and the transferred rate increased 20%.

Marketing Executive, Taiwan FamilyMart Co., Ltd., June 2016-May 2018(2 years)

• Customer Loyalty Program Development and Management 

• Reward points mechanism modification- 1 reward point for every dollar spend instead of NTD69(12/2016): The amount of new member grew 1.5 times(YOY) and the participate rate of transaction increased 1 times (YOY).  
• Reward redemption campaign-Disney(05/2017): Sales of redemption products exceeded 30 million during 6 weeks. Redemption rate exceeded 40%. New members increased over 36 thousand.

Data Analyst, Taiwan FamilyMart Co., Ltd., June 2014-May 2016(2 years)

• Retail data analysis and application

1. Operation performance review: sales targets, product inventory and product gross profit.
2. Data analysis: consumer behavior research, market trend survey, competition analysis

Skill: SQL, Google Analysis, SPSS, Nielsen Database, E-ICP Database, English-TOEIC 805, French-DELF B1 
Certificate: User Experience Design Training(Certification of Completion, Institute for Information Industry)