Brand Manager
Beam Suntory Taiwan
Responsible for Product Marketing, Brand Communication, Channel Marketing
• Responsible for go-to-market, market research, sales enablement, pricing and packaging and channel marketing for spirit segments including Single Malt Scotch Whisky Category & Premium Gin
• Experience of the brands include of Auchentoshan, Bowmore, Laphroaig, Glen Garioch, Ardmore, Yamazaki, Hakushu, Hibiki, Chita; Roku Gin & Sipsmith Gin
• Conducted research to identify key user insights and launching A/B testing to sharpen value proposition and benefit messaging
• Crafted go-to-market strategy and implementation of marketing plan to make product more viable in local market
• Plan & Executing Annual Brand Campaign & Activations
• Competitor Research and Pricing Strategy (inclu. P&L analysis) for NPL
• Develop & Execute Channel Marketing Plan
• Allocate & Deploy Annual A&P budget
Main Achievement
1. Produce & Launch 1st Global Auchentoshan Brand TV Commercial with an endorser, Chang Chen (張震) (Link)
2. Renew Auchentoshan Single Malt Whisky Brand & Launch Auchentoshan 1st ever Taiwan Limited Edition
• Renew the brand with a new Chinese Name & brand campaign
• Host a successful 3-day event aligned with a digital campaign
• Call to action from digital campaign by initiating in-store promotion both in on-&off-trade
Reference: FaceBook FanPage Build&Maintain, YouTuber Advertorial
3. Launch ROKU Japanese Premium Craft Gin Brand
• Well adopted in premium bars and over achieved target in volume by 150%
• Successfully achieve 150% growth in 2018, exceeding 2018 sales target by 100%
• Awarded the "Great Prize" in Yatteminahare Award, as a member of Team ROKU, given by the board members on Suntory Holdings, which genuinely appreciated the huge effort made by this team on the unexpectedly successful launch of ROKU Japanese Craft Gin in each individual market