Taiwan
Marketing professional with 6 years of experience specializing in brand marketing and trade marketing in the FMCG industry. A key team member with strong organizational and interpersonal skills and ability to work under pressure. Bilingual with fluent verbal and written skills in English and Chinese languages.
• Lead marketing strategy for Traditional Chinese Medicine (TCM) products, including NPD, promotional programs, and distributor/consumer communication. • Support weight management category initiatives through campaign planning. • Design and execute trial-driven promotional programs to improve product trial, conversion, and repeat purchase. • Analyze market performance and nutrition trends to optimize category strategy.
Working Holiday
• Managed two products, KIRIN Tanrei and Fuji-Sanroku Whisky from seasonal marketing campaigns to budget allocation, leading to KIRIN Tanrei being ranked in the company's top 2 most profitable products of 2023 . • Developed and executed brand communication strategy across all platforms. • Collaborated with agency to create social media ad content of KIRIN Tanrei, which raised brand awareness from 82% to 90%, surpassing Sapporo and Orion to reach third place among all Japanese beer brands. • Conducted business analysis of beer and Whisky market in Taiwan.
• Developed and executed the trade marketing plan in line with sales and marketing objectives and manage the trade marketing budget. • Conceptualized and executed trade promotions and rolled out impactful in-store campaigns in collaboration with marketing and sales teams；boosted KA seasonal sales revenue by 9%. • Led the e-commerce deployment project for KIRIN afternoon tea’s extension to the e-commerce market.
• Planned and implemented marketing campaigns. • Tracked marketing performance and prepared weekly reports for management. • Developed App promotion and strategies which successfully increased memberships by 4%. • Monitored and provided timely analysis of competitive movements in the market .
• Planned and executed trade activity across on trade and off trade channel. • Created point of sales to support engaging instore shopping experience. • Developed and executed go-to-market plans for all new products, such as Brew Dog, Blue moon and Kozel. • Collected data on brands performance and provided competitor analysis.