Jing'an District, Shanghai, China
- A detail oriented self-motivator with +15 years of marketing researcher - Results-driven achiever with unsurpassed communication and interpersonal skills
Leading new product development in APAC through launching new products with alternative data incl. but not limited to digital, e-commerce, financial transaction, consumer/ POS and etc. To identify and evaluate potential data / business partners to support the growth of APAC business
Consumer Insight - Segment Chinese consumer & identify target customer. Define their persona through both Quantitative and Qualitative Research - Redefine brand positioning for target customer & maximize overall profitability of a well-balanced portfolio across different segments - Design product offering to be more relevant & unique to consumer hence to improve guest experience. Insights from onboard 1 to 1 interview with guests to get the deeper understanding - Understand consumer decision journey & key touchpoints. Develop touchpoint coverage plan to optimize the reach of target customer & conversion - Measure & Improve brand communication performance in both online & offline channels - Monitor the performance of Digital/ Direct Marketing from quality of traffic to optimize conversion - In-charge of Social Listening & Daily Buzz Monitoring - Design Guest Satisfaction Survey & develop monthly dashboard for management to review (NPS) CRM & Loyalty Program - Develop CRM strategy and manage consumer journey, to engage with potential & existing customer - Establish DMP system to integrate both internal and external data source including call center data, onboard passenger data, travel agency data and consumer data from social media (wechat), E-commerce (alitrip), and etc - Activate Consumer Engagement Programs to drive repeat and referral. Besides traditional EDM/ SMS methods, also create new way of approaches such as after cruise referral programs, and social media targeting communication Hong Kong Taiwan Marketing Leader - Develop Business Strategy & Budget Plan - In-charge of advertising creative and media strategy (online and offline) - Lead B2C Communication & Promotion, incl. ATL, BTL, Trade Event, and PR activities
1. Develop Multi Brand Strategy for China Market: - Segment Chinese consumer & identify target customer (& persona) - Redefine brand positioning for target customer & maximize overall profitability of a well-balanced portfolio across different segments - Customize product offering to be more relevance & unique to consumer - Clarify consumer decision journey & key touchpoints. Develop touchpoint coverage plan to optimize the reach of target customer, including both distribution & communication channels 2. Measure Marketing Effectiveness & ROI - Measure & Improve brand communication performance in both online & offline channels - Define conversion path & ROI for individual touchpoint - Monitor the performance of Digital/ Direct Marketing 3. Performance Measurement & Customer Intelligence - Lead both Qualitative & Quantitative Research based on business needs - In-charge of Social Listening Project & Daily Buzz Monitoring - Design Guest Satisfaction Survey & Develop NPS model/ report - CRM database management for guest profile
- Client Relationship Management/ Finance Management 1. Maintain an accurate, complete, up-to-date and insightful client business profiles to be shared with senior management 2. Drive client satisfaction by providing insights and actionable recommendations during presentations or business reviews 3. Lead integration with other Business Unit in order to provide a stronger and solid in-sight/ recommendation to clients in both Watch & Buy business 4. Through Consumer Purchase Behavior to analyze the impact to Sales Performance 5. Trip/ Transaction analysis to identify missing opportunity, e.g. basket/ shopping cart study 6. Sales Data Analysis by Market, Price, Distribution and Product 7. Location Study such as price & promotion tracker and in-store execution tracker - Project Management 1. Lead discussions with related parties to enhance the project quality in terms of time, cost and data accuracy, generates ideas for improvements 2. Provide commercial input to the team so to build a product that fits client’s need 3. Carries out innovative business solution according to market demand and business target - People Management 1. Contribute to the development and implementation of training plans to ensure that associates are able to grow and demonstrate mastery of required competencies in their jobs and deliver desired performance levels 2. Provide support, recognition and feedback to assist associates towards achieving the performance expectations and standards 3. Act as coach, guide and mentor to employees 4. Maintain an accurate and up-to-date knowledge on research techniques and applications to the team 5. Ensure team members are trained to handle client requirements
Including but not limited to develop the duty rosters for frontline staffs based on manpower demand, generate weekly and monthly labor reports, updating the daily staff’s attendance and time records in the system SAP which required high accuracy, communicating company policies with HR, Payroll team, and etc.