Singapore
FMCG marketing leader with 13+ years of experience building iconic brands and accelerating business growth in the Asia Pacific markets, especially in China and SEA. I have delivered breakthrough business results by being strategy-focused, consumer-focused, and result-oriented, supported with demonstrated expertise in 1. Strategy and Innovation design. Drove thought leadership and step-changed innovation plans that elevated consumer brand experiences. Established new market trends or product segments with premium disruptive innovations and award-winning campaigns. 2. New brand launch and regional whitespace expansion. Designed and qualified new launches and business models The most recent launch is Downy in China, the largest successful new brand for P&G China in the last 20 years. 3. Digital & eCommerce. Pioneered digital ecosystem and 'Social-Influencer first' brand-building model that drove traffic to eCommerce. Grew eCommerce business from 0 to 25% category share in less than 2 years. Core skill-sets: ➤ Well-rounded business management, including business processes and operations, P&L, budget management, supply-demand management, digital transformation, customer partnership ➤ End-to-end integrated marketing experience, from strategy and innovation design to regional marketing campaign planning to local marketing and channel executions ➤ Experience with building, leading, and collaborating high-performing multi-cultural teams in a matrix organization. Led the brand team, cross-functional team and partnered with external agencies to deliver business results ➤ Professionally bilingual in English and Mandarin
Led the thought leadership for the regional digital & eCommerce vision and strategy. Set up operation processes, resourcing, and customer partnership.
Relocated from Singapore to China Guangzhou to launch Downy as a new brand. End-to-end business leader for China Downy Mega-brand with P&L responsibility (Annual sales from 0 to $50Mn in <3years; 70% of business on eCommerce). Downy is the largest China P&G successful new brand launch in recent 20yrs and delivered target on bottom-line.
Regional marketing leader for accelerating demand creation and growth for Downy Asia Pacific (Annual sales $200Mn). Led business strategy, innovation plan, regional communication and whitespace design. Step-changed the innovation plan and 2 years masterplan sufficiency with the latest product innovation and seven other commercial innovations, supported with relevant local consumer insight and award-winning campaign.
Provided solutions to support business operations. Analyzed operation data to solve complex real-life problems , leveraging on intelligent optimization techniques and programming languages
Used Six-Sigma Framework to solve for project challenges that optimized processes, leading to time/cost saving.