Burlingame, California, United States
Global CPG, Beauty, Consumer Tech leader with 10+ years of experience at L’Oréal, Quaker, Yahoo, and Rodan+Fields, in U.S., Canada, Australia, and Asia. Experienced in product development and commercialization for both global and local markets - Combining e-commerce / social commerce marketing experience in the U.S. and Asia - Expert in developing and managing global leading brands - Extensive knowledge of product and digital marketing - Proven track record in various channels of distribution (Selective, Mass, and Online) Specialties: brand strategy, integrated marketing, general management, product marketing, brand management, merchandising, social media, ecommerce, digital marketing, PR, cross-functional leadership, business planning, forecasting, financial modeling, go-to-market activation planning across channels, budget/P&L management, consumer insights, consumer segmentation strategy, competitive analysis, pricing analysis and strategy, promotional strategy.
Led R+F's Base Business Marketing Team. Accountable for the growth of R+F's entire product portfolio ($1B+ revenue). Oversaw brand strategy, product management, creative development, campaign execution (all channels).
Promoted to group manager and people manager. Managed R+F's biggest product categories - Anti-aging and Acne, which represented $0.5B USD revenue. Led R+F's #1 priority project "Regimen Revolution - REDEFINE" and launched in R+F's first ever Virtual-only Convention with over 30K+ attendees. Generated $6M+ USD revenue within 2.5 days of Virtual Convention. This launch overachieved +200% revenue goal and grew REDEFINE Regimen business by +83%, eye cream business by +186% vs LY.
LUXE DIVISION - BIOTHERM Managed a team of eight marketers in Biotherm Marketing Department, responsible for advertising creative, PR, media, trade marketing, e-Commerce, CRM, merchandising, and education. In charge of entire Biotherm product lines, including both women and men skincare, and body care.
LUXE DIVISION - BIOTHERM Responsible for Biotherm women skincare - hydration, whitening, and body product lines. Successfully led several major product launches through closely co-working with global marketing team and well managing local creative and media agencies - Launched “Aquasource reno” campaign and achieved record high ROI in sales and recruitment. Turned around slow moving products into star products with +30% revenue growth - Initiated Asia spokesperson project using Taiwan actor/singer - Rainie Yang. Partnered with global teams in development of Taiwan/HK TVC, print Ads, PR kit with Rainie Yang
LUXE DIVISION - BIOTHERM Managed Biotherm all digital assets, including site management, email marketing, CRM, online advertising, social media, influencer activation, mobile marketing, and e-Commerce. Managed Biotherm Membership Clubs program with year-round acquisition and retention campaigns. - Revamped brand website and resulted growth of time spent +35%, page view +50% - Ranked #1 in number of FB fans with highest engagement amongst all beauty brands in 2011 and 2012 - Doubled eCommerce annual sales through online exclusive offerings and tactical promotions - Oversaw digital media planning/buying; supervised SEM/SEO and paid digital media - Strategized and executed Biotherm CRM program with customer acquisition and retention activities via various member exclusive benefits, e.g. online redemption, birthday gifts, sampling and service
BUSINESS OPERATION & PMO DIVISION - APAC Served as Chief of Staff for Asia Media Product VP. Oversaw Yahoo APAC 61 products performance across Taiwan, Japan, Hong Kong, Korea, and South East Asia. Enabled dominant positions of strong regional products. - Developed holistic product strategy for APAC and emerging markets in eCommerce, media, and social properties - Designed product portfolio management framework to optimize resources utilization and achieved average page view +10% growth and revenue +56% growth on total APAC product portfolio - Weekly and monthly reviewed product performance in each region, advised on areas of opportunity, and analyzed A/B testing and other experimental data to measure the impact of new features - Initiated Yahoo Shopping Mall, Store Marketplace, and Auction backend migration project with cross-functional collaborations on sales, product, marketing, user experience design, engineering, QA team to streamline process and optimize efficiency
TONIC DRINK DIVISION Managed in-house brand Quaker Chinese Tonic Beauty Drinks, including "Essence of Herbs" series and "Quaker Ling Zhi" and "Quaker Ginseng" series with significant growth Full ownership on product management, from consumer research, development, packaging, advertising, media management, to distribution, sales and inventory management. Partnered with Creative and Media agencies on TVC and print production and media buying.
CONSUMER PRODUCT DIVISION - GARNIER Managed Garnier Hair Coloring brands, Nutrisse and 100%COLOR. Responsible for product management and marketing plan execution.