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Yu-Jen CHEN

Brand Manager  •  Taipei, TW  •  [email protected]

A results-driven and detail-oriented marketing professional with 5 years in global brand management roles, combined with cross-functional experiences in multi-national technology companies for 6+years; Looking for the next challenge to leverages expertise to implement innovative marketing strategies that drive top line and bottom line growth!

Work Experience

Beam Suntory Taiwan, Brand Manager, Aug 2015 ~ Aug 2020

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, 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

LG Electronics, Senior Supervisor of Sales Operation, Apr 2014 ~ Jul 2015

• Market Analysis and Competitor Survey, mainly focus on channel sell-thru and pricing
• Retail sell-thru deduction planning and oversight
• Sales Operation Process Improvement and Optimise
• PSI Management

Hewlett-Packard Company, Business Analyst , Oct 2006 ~ Jul 2011

Business Analyst in Sales Process and Decision Support, Sales Operation

Project:
• Sales Coverage Analysis Development
To build an instant-reflected analysis as a better reference to evaluate sales effectiveness in 12 countries in the Region of Asia Pacific & Japan
• Margin Base Pay Customer Account Reporting 2 Pilot Test
To improve profitability through visibility of deal revenue and margin in end to end view of opportunities

Sales Management Administrator, Sales Compensation Operation

Managed analysis and reports monthly/annually for the following purpose:
• Communicated with sales representatives for annual goal and target
• Reports supporting for leading annual appraisal and promotion of sales representatives
• Guided for internal evaluation and training offering for sales force
• Implemented and communicated sales compensation plan
• Consulted sales compensation and bonus plan
• Managed sales compensation and bonus
• Organized training course for fresh sales representatives

Project:


• Margin Base Pay (Sep/10 – Nov/10)
Successfully communicated with sales representatives and implemented margin as a factor in compensation in the following financial year
• Global Business Service (GBS) Transition Plan (Feb/10 – Aug/10)
Organized and delivered training course successfully and transferred business to office in Dalian, China on schedule


E–Award:


• Rebuild the process of the headcount movement (Mar/07)
Achievement: Sharpened the payment accuracy when any headcount movement occurs; decrease delayed/over payment due to negligence
• Improve TS fallout process as an APJ best practice (Jul/07)
Achievement: Improves the effectiveness of credit deployment; decrease claims from Sales Representatives

Education

EDHEC Business School, Master of Science (MS), Marketing Management, 2012 ~ 2013


National Cheng-Chi University, Bachelor of Arts (BA), Economic, 2000 ~ 2004


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