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!
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
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
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