Shenzhen JNS Food Co., Ltd.
Time: 2022/02 - Up to now Department：Brand Development Department
Position：Marketing Manager Team Scale：5 Monthly salary：23k
Work Introduction:
Due of the COVID-19, I left music instrument industry and returned to the FMCG, specifically choosing the booming sector of "Pre-Made Dishes" working for the Jianniushi Company, I managed their brand "Wan Chai Dao," which specializes in noodle products. With over a decade of industry experience, the company has established a strong presence in the market. Our primary distribution channels include both retail and key account (KA) outlets, with our products being highly popular in major KA stores nationwide and widely available in various food service establishments through the retail channel. The brand holds great potential in the Pre-Made Dishes market. During my tenure, I was responsible for brand and market promotion, driving brand standardization.
Job Description:
Market Strategy Development:
1) Assist the General Manager in formulating channel development strategies based on the company's direction.
2) Develop annual brand promotion strategies.
3) Develop sales policies and activity plans related to the brand.
Market and Brand Activity Management:
1) Completely rebuild the content and framework of the Wan Chai Island brand.
2) Drive various channel and pathway projects for the company.
3) Lead sales in reorganizing the channel system, setting standards, and expanding market share through brand and marketing projects.
4) Execute regular marketing and brand promotion activities.
5) Integrate marketing efforts.
Media Management:
1) Manage and operate traditional self-media content, such as WeChat's text and image media.
2) Manage and operate new media content, such as video media exemplified by TikTok.
3) Manage and operate public relations content, including corporate image creation, release, and social sentiment management.
Image and Visual Management:
1) Manage daily promotion of brand image.
2) Standardize channel image management.
3) Manage product development and packaging design.
Budget Management:
1) Plan and manage the budget for the Brand Department.
Performance：
1) Establish a new visual standards system for the brand, redefining brand display standards for different types of terminals under the company and external image standards.
2) Rebuild the media account framework for the brand and redefine content direction.
3) Provide guidance for business development direction, re-establishing business directions for each team and methods for channel/customer development.
4) Drive the company to launch the first channel promotion campaigns, channel sales promotions, and brand marketing projects.
5) Completely revamp the company's product packaging, reclassify products/channels based on the brand's target audience, and identify core products for different channels.
6) Develop product development strategies and participate in product research, development, and launch processes.
Parsons Music Cooperation Co.,Ltd.
Time: 2019/11-2021/12 Department：china retail management center- Marketing Department
Position：Marketing Manager Team Scale：67 Monthly salary：26k
Work Introduction:
Driven by a passion for the music industry, I left the FMCG industry I had been familiar with for many years that same year and ventured into a new field. Parsons Music Group, founded in 1986 in Hong Kong, is a comprehensive cultural industry enterprise that combines music instrument manufacturing, sales, education, and culture. It ranks 10th globally in music instrument manufacturing and sales and has over 500 franchisees and more than 100 instrument retail stores domestically. During my tenure, I was responsible for promoting and building the brand of Parsons Music brands in retail stores, focusing on end-consumer markets.
Job Description:
National Market Strategy Planning:
1) Based on the company's development direction, formulate online and offline brand development strategies, provide guidance on brand promotion at various stages, develop media advertising plans, PR plans, and promotional plans, and plan the annual brand communication budget.
2) Set national marketing and promotion guidelines, provide guidance on regional annual promotion directions, and ensure implementation at project level.
Implementation of Marketing Projects:
1) Execute headquarters' annual marketing projects and leverage regional resources to establish brand presence in different core cities.
2) Based on the overall brand promotion policies, guide the implementation, execution, and cost control of regional promotion plans.
3) Implement various brand sub-projects focusing on communication, plan and execute different online campaigns, including H5, mini-programs, live broadcasting, public relations sponsorship, etc.
Media Management:
1) Responsible for the daily management of brand-owned media and PR activities.
2) Conduct phased media distribution based on regional highlight projects and headquarters' media resources.
3) Execute annual media marketing projects, supervise third-party execution, and monitor execution effectiveness and cost progress.
4) Maintain regular communication with major media outlets and promote the publication of daily PR articles.
CRM Management:
1) Fully responsible for the development of the SCRM system in Parsons Music.
2) Drive the full implementation and operation of the membership system.
3) Facilitate the development of membership marketing activities and enhance member engagement.
Team Management:
1) Manage monthly work completion in the region and conduct work exchange meetings on a quarterly/yearly basis.
2) Determine the structure and career progression management of the regional marketing team, establish regional management systems.
3) Regularly conduct nationwide market promotion training, strengthen communication and interaction between regions, and enhance team skills and cohesion.
Other:
1) Participate in formulating project product recommendations, controlling sales office situations, customer relationship maintenance measures, customer satisfaction improvement initiatives, event preparation, and organization.
2) Supports the headquarters in implementing artist collaborations, large-scale events, brand artistic collaborations, major PR activities, and cross-brand integrated communications.
3) Coordinate with partner organizations including consulting firms, advertising agencies, production companies, media companies, event companies, industry associations, and channel resources to maintain good cooperation and communication.
4) Actively explore and develop partnership opportunities, establish diversified relationships with third-party entities, and integrate various channel media and resources from related industries and brands.
Performance：
1). Completed the team building for the Marketing Department of the Management Center, establishing seamless communication of information, processes, and resources among the Management Center Marketing Department, Hong Kong headquarters, factories, and regions.
2). Developed nationwide Marketing Department performance evaluation, process, management, and promotion policies, establishing market guidance and management systems for multi-business units based on regions, further promoting independent communication and support within the national market team.
3). Pioneered marketing and major promotional projects in the traditional musical instrument industry, leveraging resources from headquarters and regions to expand regional sales achievements.
4). Engaged in cross-industry collaboration, facilitated joint promotional campaigns with Disney without any licensing fees, successfully carried out large-scale marketing projects utilizing Disney's IP and cinema channels, recruited over 10,000 new students for our education sector through the projects.
5). Established a dedicated PR media division for Parsons Music maintaining the company's online presence, coordinating with various online and offline media, inviting media visits to our factories, and conducting multiple collaborative reports.
6). Utilized KOL resources to strengthen artist services, helping artists from various regions gain more online visibility through Beixi's platform.
7). Leveraged past experience in developing membership systems to create a first-of-its-kind integrated SCRM system for the musical instrument industry. Launched in 2021, the system exceeded the recruitment target for the first phase, with over 32,000 members joining.
Beijing Pusheng Food Co., Ltd
Time: 2019/11-2021/11 Department：Guangzhou Branch - Marketing Department
Position：Marketing Manager Team Scale：4 Monthly salary：18k
Work Introduction:
Invited by the my former head of Red Bull, I returned to the FMCG industry in 2018. RedBull trademark case as the largest disputed brand case company in China after Jiaduobao and Wanglaoji, Beijing Pusheng Food Sales Co., Ltd. was established in 2017 and is a company that provides high-quality food and beverage products to consumers. It is also an investment institution directly funded by Thailand TCP Group, serving as the authorized sales agency for the "Red Bull" brand in China. It also was the biggest challenge of my career during my tenure there.
I was responsible for the product launch and promotion in the South China region. This involved developing a series of channel and retail promotion policies, ensuring a solid market entry for the products, and effectively responding to competition from other brands within the market, special from the REIGNWOOD compete.
Job Description:
Branch Market Strategy Development:
1) Implement the sales and channel strategies from the headquarters' Sales and Marketing departments, combining with regional market conditions, to formulate annual/monthly channel strategies, goals, expenses, action plans, etc., for each region.
2) Develop the branch's channel operational strategy, expansion plan, personnel management and maintenance, and channel operation standards.
Headquarters Project Execution Management:
1) Implement and manage the execution of marketing projects from the headquarters within the jurisdiction of the branch, aligning with the headquarters' marketing strategy.
Branch Marketing Promotion Work:
1) Carry out the execution and control of marketing and promotion projects within the branch.
2) Monitor terminal display and ensure compliance with the headquarters' channel display standards, as well as control display/promotional material expenses.
3) Assist in negotiating with various channels and collaborate with the sales team to develop key strategic plans.
4) Control marketing expenses, properly plan and allocate marketing resources.
Branch Media Management:
1) Establish the branch's media promotion system.
2) Maintain ongoing communication with local media, KOLs, and KOCs, cultivate media relationships, and enhance regional brand presence.
3) Regularly monitor project progress, control effectiveness and expense utilization.
Other:
1) Develop and manage channel CRM to ensure the implementation effects of logistics and promotional policies.
2) Manage channel marketing resources, implement process management and evaluate effectiveness to ensure the rationality, effectiveness, and security of resource utilization.
3) Gather market dynamics, industry data, competitor information, and other essential business insights, and regularly distill and share them.
4) Team management.
Performance：
1). In 2018, drawing inspiration from my last company "Shinning House" membership system development experience, we successfully developed the "掌上20" distributor channel membership system. Through the system, we were able to effectively monitor all logistics and expense disbursements. The system enhanced the company's control over logistics and facilitated the maintenance of distributor clients and their sub-channels, ensuring effective supervision of expense allocation.
2). In 2019, I was responsible for the regional market promotion of Red Bull An-Najee brand. Despite facing fierce competition, we swiftly completed the distribution of products to over 8,000 terminals in regions such as Guangzhou, Foshan, Northern Guangdong, the Pearl River Delta, and Western Guangdong. We achieved a revenue goal of over 20 million RMB for the year 2019.
Guangdong Shining House Co.,Ltd.
Time: 2016/05-2018/06 Department：Marketing Center
Position：Marketing Manager Team Scale：5 Monthly salary：13k
Work Introduction:
Having accumulated nearly a decade of experience in the fast-moving consumer goods industry, I desired to broaden my professional horizons and expand my skillset. Therefore, in 2016, I decided to step out of my comfort zone and venture into the jewelry industry.
I joined “Shining House”, which is one of the leading brands in China specializing in the design, development, manufacturing, and sales of diamond jewelry and loose diamonds. It ranks 7th among domestic jewelry brands and boasts nearly 400 physical stores nationwide, along with numerous strong franchise partners.
During my time at “Shining House”, I held the position of Marketing Manager. My primary responsibilities included brand promotion for both company-owned and franchised stores, as well as overseeing membership operations.
Job Description:
Marketing and Promotion Strategy Management:
1) Develop quarterly and monthly product plans based on company strategies, and create annual marketing and promotion plans aligned with market trends.
Store Promotion Execution:
1) Responsible for executing brand promotion activities at stores.
2) Develop marketing strategies and implement training for each new product, ensuring effective promotion at the point of sale.
3) Manage and coordinate regional marketing teams, provide guidance and supervision for regional marketing initiatives.
4) Collaborate closely with sales, product, public relations, and other departments to ensure the achievement of annual sales targets through cross-departmental projects.
5) Monitor store inventory levels, regularly conduct promotional activities in different regions to help deplete stock.
CRM Membership Marketing:
1) Build and oversee customer service operations, organize and implement SCRM marketing activities for members.
2) Regularly engage with key customers to enhance product repurchase rates.
3) Establish a membership grading system and initiate member activation efforts targeted at different membership segments.
Cross-industry Collaboration Management:
1) Coordinate with KOL resources in relevant regions, maintain good cooperation, and promote collaboration on related projects.
2) Explore opportunities for cross-industry collaborations and develop new business
1). In 2017, we pioneered the approach of cross-industry collaboration, successfully partnering with “Genting Group” to promote our products through exclusive sales on cruises, creating new channels for company sales development.
2). In 2017, we comprehensively upgraded our membership system by transitioning from the old CRM system to a WeChat H5-based SCRM system. Within the same year, we developed and implemented the system in over 400 directly owned and franchised stores. In the first year of implementation, we successfully recruited 20,000 new members.
3). In 2018, leveraging the customer channels of our CRM supplier, we collaborated with upscale retail brands such as “CITY CHAIN” to conduct interactive member projects. This led to the successful acquisition of over 8,000 high-value members through influx growth, resulting in jewelry sales of over 3 million RMB facilitated by coupon incentives.
Red Bull Energy Drink Co.,Ltd.(China)
Time: 2012/05-2016/02 Department：Guangzhou Branch—Marketing Center
Position： SPC Trade Marketing Manager Team Scale：6 Monthly salary：11k + business Commission
Work Introduction:
To better achieve my career goals, I left the Carlsberg company in 2012 and joined the Guangzhou branch of Red Bull (Guangzhou Red Bull Vitamin Drink Co., Ltd.). This branch is a part of the fast-moving consumer goods division under Beijing REIGNWOOD Group and is responsible for distribution and promotional management of Red Bull and its various beverage brands in the South China region.
During my tenure at REIGNWOOD Group, from 2012 to 2014, I held the position of Brand Manager at the Guangzhou branch, where I was responsible for the promotion of the Red Bull brand. From 2014 to 2016, I voluntarily transferred to the role of Territory Sales Manager, focusing on overall sales and channel development, as well as the launch of new products.
In 2016, I returned to the promotion department and took on the role of Channel Promotion Manager while also serving as the Product Manager for new products. In this capacity, I was responsible for promoting and sales the company's new products across various channels.
Job Description:
—— Marketing Job Functions:
Branch office (Red Bull and New Product) Brand Strategy Planning:
1) Develop annual brand plans and budget based on branch marketing promotion strategies.
Activity Execution and Resource Monitoring:
1) Responsible for activity planning, execution, monitoring, evaluation, and adjustments.
2) Manage suppliers, communicate activity requirements, control project quality, and track activity results and data analysis.
3) Manage regional promotion teams.
4) Channel promotion management.
5) Rational use of promotion expenses to support optimized resource allocation plans.
6) Manage the display and promotional materials in the assigned region according to headquarters' guidelines and ensure rational use and disposal.
Brand Management:
1) Collaboration with the implementation of headquarters projects in the respective regions.
2) Regional activities and marketing promotion for new products.
Information Gathering and Feedback:
1) Analyze sales and promotion data to identify marketing growth opportunities and ensure promotional activities effectively drive sales.
2) Regularly visit the market, track market dynamics, collect industry competition information, analyze trends, and provide timely feedback and suggestions to the responsible business personnel for response strategies.
—— Sales Job Functions:
Sales Strategy Development:
1) Develop annual sales strategies and distribution strategies.
2) Develop annual regional development strategies and sales policies.
Customer Development and Maintenance:
1) Distributor customer development and maintenance.
2) Chain customer development.
3) Regular customer visits.
Distribution Management:
1) Distributor customer payment management.
2) Team distribution management.
3) Sales policy promotion and effectiveness management.
Team and Management:
1) Team sales management.
2) Team route management.
3) Assist in customer development by the team.
4) Closely monitor product market channel prices and timely adjust channel policies
Performance：
1） In 2012, we introduced the professional mall project combined with e-commerce (Yihaodian) channels, integrating the management of experience, promotion, and e-commerce distribution. This helped the branch company combat competitors and expand distribution in core sales areas. This promotion method, combining e-commerce, became the first-of-its-kind project within the group and was replicated nationwide as the champion marketing project of the year.
2） In 2012, drawing inspiration from Carlsberg channel promotion management experience, we pioneered the Flying Squad promotion model, successfully assisting the sales team in developing and maintaining the “chess game channel”. This initiative received the silver award for excellent channel promotion projects from the group's headquarters.
3） In 2013, we introduced the HPP (Hotspot Planning) program, which involved a comprehensive inventory of our sales terminal distribution. We optimized and managed the placement of displays in channels, resulting in a 12% reduction in display placement costs for the company in the same year. This project gained recognition from the group's headquarters and was implemented nationwide.
4） In 2014, I was responsible for the regional launch of a new product, Vita Coco Coconut Water. I fully coordinated with our two core channel distributors, Te Tong and Xian Dai, to expand distribution in channels and terminals. Leveraging the policies and market advantages of Red Bull, we successfully achieved the goal of launching in over 3,000 terminals and conducting over 200 promotion activities.
5） In 2015, I transitioned to sales development and took full responsibility for developing the potential channel for the company. Leveraging the advantages of Red Bull, I successfully developed the cinema channel, bakery channel, sports venue channel, and high-end hotel and catering channel in the South China region. We achieved the target of launching in over 800 terminals, and sales revenue reached 15 million RMB.
Carlsberg Brewery (China) Co.,Ltd.
Time: 2008/02-2012/05 Department：China Commercial Team
Position：Assistant Brand Manager Team Scale：2 Monthly salary：8.5k
Work Introduction:
In pursuit of better career development prospects, I left the retail industry and joined Carlsberg Beer company, marking the beginning of my journey in the FMCG sector. Carlsberg, founded in 1847 in Copenhagen, Denmark, boasts a history of over 170 years and is one of the top five beer companies in China.
I started as a Senior Brand Officer, responsible for executing and promoting the “Carlsberg Chill” brand within the company. In 2009, I was promoted to Brand Manager after successfully leading the launch of the “Carlsberg Light” brand. In 2010, I was appointed as Assistant Brand Manager and moved to the Hong Kong——The Greater China headquarters. In 2012, I returned to mainland China and took on the role of Channel Marketing Manager at CCT, responsible for market promotion work.
Job Description:
Annual Brand Strategic Management:
1. Responsible for strategic planning and development of core brand (Carlsberg) including but not limited to: brand strategy planning, brand positioning, brand image building, brand pricing, and channel management.
2. Develop annual brand development plans and collaborate with service suppliers on key projects.
3. Establish execution standards for the year and provide guidance on promotional direction to the brand departments of each brench office.
Key Project Development:
1. Drive and manage annual brand marketing projects.
2. Coordinate and manage large-scale promotional projects.
3. Follow up and manage media and public relations projects.
4. Internal incentive programs and promotion of local excellence.
Brand Management:
1. Oversee the annual brand direction.
2. Monitor and guide the implementation of channel image guidelines.
3. Point of Sale (POS) design management.
New Product Launch Management:
1. Communicate with Greater China headquarters and Denmark headquarters to align brand and product development direction.
2. Coordinate supply chain adjustments for production lines and materials integration.
3. Develop product flavors, packaging, pricing, etc.
4. Implement channel pricing system and development direction, and set sales targets for three years.
5. Product launch strategy and support policies for various distribution channels.
6. Follow up on flavor research.
7. Implement product launch strategy.
8. Lead the development and lifecycle management of new products.
Channel Standard Management:
1. Establish channel display standards.
2. Develop headquarters' marketing and promotion strategies and implement them within subsidiary company's marketing teams.
3. Conduct annual marketing activities promotion and monitor nationwide execution.
4. Gather channel information (channel information, competitor information, consumer market information).
Resource Management:
1. Annual brand budget management.
2. Annual channel budget management.
3. Annual POS procurement management.
4. Expense management for new product launches.
5. Supplier management.
Performance：
· In 2009, I was responsible for the Happy Bus Shelter project. During a time when many major brands were competive with TV commercials, we took the initiative to utilize the scattered distribution of bus shelters to create the first wave of nationwide interaction. This project won the 2009 Chinese Outdoor Advertising Creative Gold Award.
- In 2010, I promoted the "100% Happiness Brewing" project and pioneered the viral video dissemination model, leveraging the popularity of the 2010 FIFA World Cup. We created a series of humorous videos with the theme of the Chinese national team winning the championship, which became viral nationwide on the internet. Within 5 days, the videos achieved 10 million views and hundreds of thousands of shares. The overall project helped increase Carlsberg's sales performance by 20% that year and won the prestigious 17th Great Wall Advertising Award in China.
- From 2009 to 2010, I was fully responsible for the launch of "Carlsberg Light" in the Northwest region. I led the team to complete a series of tasks from product development to market launch and successfully achieved the sales target of 30 million RMB nationwide in the first year.
- In 2012, I assisted in the marketing project for the launch of "Tuborg". By incorporating the brand concept of "Open Tuborg, open Happiness," we successfully established a presence in the industry and break the Guinness World Records, generating high levels of discussion.
Guangzhou Gefeng Garments Co.,Ltd.
Time: 2006/03-2008/01 Department：Retail Marketing - Promotion Team
Position：Marketing Supervisor Team Scale：3 Monthly salary：5k
Work Introduction:
Due to the recognition I received from serving the client (GlORIA) during my time at the advertising agency, I was invited to join the brand side. I joined Guangzhou Gefeng Apparel Co., Ltd., the parent company of Gloria women's fashion brand ("Gloria"), which was founded in 1995. Gloria has over 500 stores and hundreds of franchisees in various provinces and cities across China.
Entering “GLORIA” marked a new beginning in my career. I initially started in the role of graphic design, which was also my first transition in my career journey - from design to marketing.
Job Description:
1. Assist the marketing manager in planning annual brand promotion and event plans (annual new product launches/promotion at key festival).
2. Oversee and execute promotional activities for key stores and new store openings nationwide; evaluate the effectiveness of offline activities and prepare activity reports.
3. Plan and implement quarterly new product gift planning and procurement.
4. Plan and organize offline brand events in collaboration with the PR team and online content team.
5. Maintain good cooperative relationships with relevant departments of various shopping malls.
6. Store promotion design and quarterly design guidelines.
7. Quarterly product promotion material design.
8. Regularly collect information on competitor activities, understand their dynamics, and organize and analyze the information.
Performance：
· 2007 Annual Store Promotion Project, with over 280 promotional events executed throughout the year, including over 30 key events.
- 2007 Annual Member Recruitment Project, which resulted in the growth of over 50,000 new members through project initiatives.
- 2007 Autumn - Netherlands Station New Product Launch Conference Franchisee Promotion Support Program, providing stronger sales support and guarantee for customers placing orders.
BlackArc Ogilvy
Time: 2005/01-2006/01 Department：Create Department
Position：Graph Designer Team Scale：/ Monthly salary：3.5k
Work Introduction:
When I first entered the workforce, I chose to pursue a design career aligned with my academic background. As a result, I joined Ogilvy & Mather, the 6th largest 4A agency globally. Founded in 1948, Ogilvy & Mather operates in 83 countries with 131 offices, serving numerous Fortune 500 companies and local enterprises.
I started as an intern in the graphic design department, working primarily with the Commercial Real Estate and Consumer Goods divisions. During my time there, I was responsible for handling graphic design projects for the company's clients.
Job Description:
1.Graphic design work.
2.Creative post-production.
3.Supervision of material production processes.
Time: 2022/02 - Up to now Department：Brand Development Department
Position：Marketing Manager Team Scale：5 Monthly salary：23k
Work Introduction:
Due of the COVID-19, I left music instrument industry and returned to the FMCG, specifically choosing the booming sector of "Pre-Made Dishes" working for the Jianniushi Company, I managed their brand "Wan Chai Dao," which specializes in noodle products. With over a decade of industry experience, the company has established a strong presence in the market. Our primary distribution channels include both retail and key account (KA) outlets, with our products being highly popular in major KA stores nationwide and widely available in various food service establishments through the retail channel. The brand holds great potential in the Pre-Made Dishes market. During my tenure, I was responsible for brand and market promotion, driving brand standardization.
Job Description:
Market Strategy Development:
1) Assist the General Manager in formulating channel development strategies based on the company's direction.
2) Develop annual brand promotion strategies.
3) Develop sales policies and activity plans related to the brand.
Market and Brand Activity Management:
1) Completely rebuild the content and framework of the Wan Chai Island brand.
2) Drive various channel and pathway projects for the company.
3) Lead sales in reorganizing the channel system, setting standards, and expanding market share through brand and marketing projects.
4) Execute regular marketing and brand promotion activities.
5) Integrate marketing efforts.
Media Management:
1) Manage and operate traditional self-media content, such as WeChat's text and image media.
2) Manage and operate new media content, such as video media exemplified by TikTok.
3) Manage and operate public relations content, including corporate image creation, release, and social sentiment management.
Image and Visual Management:
1) Manage daily promotion of brand image.
2) Standardize channel image management.
3) Manage product development and packaging design.
Budget Management:
1) Plan and manage the budget for the Brand Department.
Performance：
1) Establish a new visual standards system for the brand, redefining brand display standards for different types of terminals under the company and external image standards.
2) Rebuild the media account framework for the brand and redefine content direction.
3) Provide guidance for business development direction, re-establishing business directions for each team and methods for channel/customer development.
4) Drive the company to launch the first channel promotion campaigns, channel sales promotions, and brand marketing projects.
5) Completely revamp the company's product packaging, reclassify products/channels based on the brand's target audience, and identify core products for different channels.
6) Develop product development strategies and participate in product research, development, and launch processes.
Parsons Music Cooperation Co.,Ltd.
Time: 2019/11-2021/12 Department：china retail management center- Marketing Department
Position：Marketing Manager Team Scale：67 Monthly salary：26k
Work Introduction:
Driven by a passion for the music industry, I left the FMCG industry I had been familiar with for many years that same year and ventured into a new field. Parsons Music Group, founded in 1986 in Hong Kong, is a comprehensive cultural industry enterprise that combines music instrument manufacturing, sales, education, and culture. It ranks 10th globally in music instrument manufacturing and sales and has over 500 franchisees and more than 100 instrument retail stores domestically. During my tenure, I was responsible for promoting and building the brand of Parsons Music brands in retail stores, focusing on end-consumer markets.
Job Description:
National Market Strategy Planning:
1) Based on the company's development direction, formulate online and offline brand development strategies, provide guidance on brand promotion at various stages, develop media advertising plans, PR plans, and promotional plans, and plan the annual brand communication budget.
2) Set national marketing and promotion guidelines, provide guidance on regional annual promotion directions, and ensure implementation at project level.
Implementation of Marketing Projects:
1) Execute headquarters' annual marketing projects and leverage regional resources to establish brand presence in different core cities.
2) Based on the overall brand promotion policies, guide the implementation, execution, and cost control of regional promotion plans.
3) Implement various brand sub-projects focusing on communication, plan and execute different online campaigns, including H5, mini-programs, live broadcasting, public relations sponsorship, etc.
Media Management:
1) Responsible for the daily management of brand-owned media and PR activities.
2) Conduct phased media distribution based on regional highlight projects and headquarters' media resources.
3) Execute annual media marketing projects, supervise third-party execution, and monitor execution effectiveness and cost progress.
4) Maintain regular communication with major media outlets and promote the publication of daily PR articles.
CRM Management:
1) Fully responsible for the development of the SCRM system in Parsons Music.
2) Drive the full implementation and operation of the membership system.
3) Facilitate the development of membership marketing activities and enhance member engagement.
Team Management:
1) Manage monthly work completion in the region and conduct work exchange meetings on a quarterly/yearly basis.
2) Determine the structure and career progression management of the regional marketing team, establish regional management systems.
3) Regularly conduct nationwide market promotion training, strengthen communication and interaction between regions, and enhance team skills and cohesion.
Other:
1) Participate in formulating project product recommendations, controlling sales office situations, customer relationship maintenance measures, customer satisfaction improvement initiatives, event preparation, and organization.
2) Supports the headquarters in implementing artist collaborations, large-scale events, brand artistic collaborations, major PR activities, and cross-brand integrated communications.
3) Coordinate with partner organizations including consulting firms, advertising agencies, production companies, media companies, event companies, industry associations, and channel resources to maintain good cooperation and communication.
4) Actively explore and develop partnership opportunities, establish diversified relationships with third-party entities, and integrate various channel media and resources from related industries and brands.
Performance：
1). Completed the team building for the Marketing Department of the Management Center, establishing seamless communication of information, processes, and resources among the Management Center Marketing Department, Hong Kong headquarters, factories, and regions.
2). Developed nationwide Marketing Department performance evaluation, process, management, and promotion policies, establishing market guidance and management systems for multi-business units based on regions, further promoting independent communication and support within the national market team.
3). Pioneered marketing and major promotional projects in the traditional musical instrument industry, leveraging resources from headquarters and regions to expand regional sales achievements.
4). Engaged in cross-industry collaboration, facilitated joint promotional campaigns with Disney without any licensing fees, successfully carried out large-scale marketing projects utilizing Disney's IP and cinema channels, recruited over 10,000 new students for our education sector through the projects.
5). Established a dedicated PR media division for Parsons Music maintaining the company's online presence, coordinating with various online and offline media, inviting media visits to our factories, and conducting multiple collaborative reports.
6). Utilized KOL resources to strengthen artist services, helping artists from various regions gain more online visibility through Beixi's platform.
7). Leveraged past experience in developing membership systems to create a first-of-its-kind integrated SCRM system for the musical instrument industry. Launched in 2021, the system exceeded the recruitment target for the first phase, with over 32,000 members joining.
Beijing Pusheng Food Co., Ltd
Time: 2019/11-2021/11 Department：Guangzhou Branch - Marketing Department
Position：Marketing Manager Team Scale：4 Monthly salary：18k
Work Introduction:
Invited by the my former head of Red Bull, I returned to the FMCG industry in 2018. RedBull trademark case as the largest disputed brand case company in China after Jiaduobao and Wanglaoji, Beijing Pusheng Food Sales Co., Ltd. was established in 2017 and is a company that provides high-quality food and beverage products to consumers. It is also an investment institution directly funded by Thailand TCP Group, serving as the authorized sales agency for the "Red Bull" brand in China. It also was the biggest challenge of my career during my tenure there.
I was responsible for the product launch and promotion in the South China region. This involved developing a series of channel and retail promotion policies, ensuring a solid market entry for the products, and effectively responding to competition from other brands within the market, special from the REIGNWOOD compete.
Job Description:
Branch Market Strategy Development:
1) Implement the sales and channel strategies from the headquarters' Sales and Marketing departments, combining with regional market conditions, to formulate annual/monthly channel strategies, goals, expenses, action plans, etc., for each region.
2) Develop the branch's channel operational strategy, expansion plan, personnel management and maintenance, and channel operation standards.
Headquarters Project Execution Management:
1) Implement and manage the execution of marketing projects from the headquarters within the jurisdiction of the branch, aligning with the headquarters' marketing strategy.
Branch Marketing Promotion Work:
1) Carry out the execution and control of marketing and promotion projects within the branch.
2) Monitor terminal display and ensure compliance with the headquarters' channel display standards, as well as control display/promotional material expenses.
3) Assist in negotiating with various channels and collaborate with the sales team to develop key strategic plans.
4) Control marketing expenses, properly plan and allocate marketing resources.
Branch Media Management:
1) Establish the branch's media promotion system.
2) Maintain ongoing communication with local media, KOLs, and KOCs, cultivate media relationships, and enhance regional brand presence.
3) Regularly monitor project progress, control effectiveness and expense utilization.
Other:
1) Develop and manage channel CRM to ensure the implementation effects of logistics and promotional policies.
2) Manage channel marketing resources, implement process management and evaluate effectiveness to ensure the rationality, effectiveness, and security of resource utilization.
3) Gather market dynamics, industry data, competitor information, and other essential business insights, and regularly distill and share them.
4) Team management.
Performance：
1). In 2018, drawing inspiration from my last company "Shinning House" membership system development experience, we successfully developed the "掌上20" distributor channel membership system. Through the system, we were able to effectively monitor all logistics and expense disbursements. The system enhanced the company's control over logistics and facilitated the maintenance of distributor clients and their sub-channels, ensuring effective supervision of expense allocation.
2). In 2019, I was responsible for the regional market promotion of Red Bull An-Najee brand. Despite facing fierce competition, we swiftly completed the distribution of products to over 8,000 terminals in regions such as Guangzhou, Foshan, Northern Guangdong, the Pearl River Delta, and Western Guangdong. We achieved a revenue goal of over 20 million RMB for the year 2019.
Guangdong Shining House Co.,Ltd.
Time: 2016/05-2018/06 Department：Marketing Center
Position：Marketing Manager Team Scale：5 Monthly salary：13k
Work Introduction:
Having accumulated nearly a decade of experience in the fast-moving consumer goods industry, I desired to broaden my professional horizons and expand my skillset. Therefore, in 2016, I decided to step out of my comfort zone and venture into the jewelry industry.
I joined “Shining House”, which is one of the leading brands in China specializing in the design, development, manufacturing, and sales of diamond jewelry and loose diamonds. It ranks 7th among domestic jewelry brands and boasts nearly 400 physical stores nationwide, along with numerous strong franchise partners.
During my time at “Shining House”, I held the position of Marketing Manager. My primary responsibilities included brand promotion for both company-owned and franchised stores, as well as overseeing membership operations.
Job Description:
Marketing and Promotion Strategy Management:
1) Develop quarterly and monthly product plans based on company strategies, and create annual marketing and promotion plans aligned with market trends.
Store Promotion Execution:
1) Responsible for executing brand promotion activities at stores.
2) Develop marketing strategies and implement training for each new product, ensuring effective promotion at the point of sale.
3) Manage and coordinate regional marketing teams, provide guidance and supervision for regional marketing initiatives.
4) Collaborate closely with sales, product, public relations, and other departments to ensure the achievement of annual sales targets through cross-departmental projects.
5) Monitor store inventory levels, regularly conduct promotional activities in different regions to help deplete stock.
CRM Membership Marketing:
1) Build and oversee customer service operations, organize and implement SCRM marketing activities for members.
2) Regularly engage with key customers to enhance product repurchase rates.
3) Establish a membership grading system and initiate member activation efforts targeted at different membership segments.
Cross-industry Collaboration Management:
1) Coordinate with KOL resources in relevant regions, maintain good cooperation, and promote collaboration on related projects.
2) Explore opportunities for cross-industry collaborations and develop new business
1). In 2017, we pioneered the approach of cross-industry collaboration, successfully partnering with “Genting Group” to promote our products through exclusive sales on cruises, creating new channels for company sales development.
2). In 2017, we comprehensively upgraded our membership system by transitioning from the old CRM system to a WeChat H5-based SCRM system. Within the same year, we developed and implemented the system in over 400 directly owned and franchised stores. In the first year of implementation, we successfully recruited 20,000 new members.
3). In 2018, leveraging the customer channels of our CRM supplier, we collaborated with upscale retail brands such as “CITY CHAIN” to conduct interactive member projects. This led to the successful acquisition of over 8,000 high-value members through influx growth, resulting in jewelry sales of over 3 million RMB facilitated by coupon incentives.
Red Bull Energy Drink Co.,Ltd.(China)
Time: 2012/05-2016/02 Department：Guangzhou Branch—Marketing Center
Position： SPC Trade Marketing Manager Team Scale：6 Monthly salary：11k + business Commission
Work Introduction:
To better achieve my career goals, I left the Carlsberg company in 2012 and joined the Guangzhou branch of Red Bull (Guangzhou Red Bull Vitamin Drink Co., Ltd.). This branch is a part of the fast-moving consumer goods division under Beijing REIGNWOOD Group and is responsible for distribution and promotional management of Red Bull and its various beverage brands in the South China region.
During my tenure at REIGNWOOD Group, from 2012 to 2014, I held the position of Brand Manager at the Guangzhou branch, where I was responsible for the promotion of the Red Bull brand. From 2014 to 2016, I voluntarily transferred to the role of Territory Sales Manager, focusing on overall sales and channel development, as well as the launch of new products.
In 2016, I returned to the promotion department and took on the role of Channel Promotion Manager while also serving as the Product Manager for new products. In this capacity, I was responsible for promoting and sales the company's new products across various channels.
Job Description:
—— Marketing Job Functions:
Branch office (Red Bull and New Product) Brand Strategy Planning:
1) Develop annual brand plans and budget based on branch marketing promotion strategies.
Activity Execution and Resource Monitoring:
1) Responsible for activity planning, execution, monitoring, evaluation, and adjustments.
2) Manage suppliers, communicate activity requirements, control project quality, and track activity results and data analysis.
3) Manage regional promotion teams.
4) Channel promotion management.
5) Rational use of promotion expenses to support optimized resource allocation plans.
6) Manage the display and promotional materials in the assigned region according to headquarters' guidelines and ensure rational use and disposal.
Brand Management:
1) Collaboration with the implementation of headquarters projects in the respective regions.
2) Regional activities and marketing promotion for new products.
Information Gathering and Feedback:
1) Analyze sales and promotion data to identify marketing growth opportunities and ensure promotional activities effectively drive sales.
2) Regularly visit the market, track market dynamics, collect industry competition information, analyze trends, and provide timely feedback and suggestions to the responsible business personnel for response strategies.
—— Sales Job Functions:
Sales Strategy Development:
1) Develop annual sales strategies and distribution strategies.
2) Develop annual regional development strategies and sales policies.
Customer Development and Maintenance:
1) Distributor customer development and maintenance.
2) Chain customer development.
3) Regular customer visits.
Distribution Management:
1) Distributor customer payment management.
2) Team distribution management.
3) Sales policy promotion and effectiveness management.
Team and Management:
1) Team sales management.
2) Team route management.
3) Assist in customer development by the team.
4) Closely monitor product market channel prices and timely adjust channel policies
Performance：
1） In 2012, we introduced the professional mall project combined with e-commerce (Yihaodian) channels, integrating the management of experience, promotion, and e-commerce distribution. This helped the branch company combat competitors and expand distribution in core sales areas. This promotion method, combining e-commerce, became the first-of-its-kind project within the group and was replicated nationwide as the champion marketing project of the year.
2） In 2012, drawing inspiration from Carlsberg channel promotion management experience, we pioneered the Flying Squad promotion model, successfully assisting the sales team in developing and maintaining the “chess game channel”. This initiative received the silver award for excellent channel promotion projects from the group's headquarters.
3） In 2013, we introduced the HPP (Hotspot Planning) program, which involved a comprehensive inventory of our sales terminal distribution. We optimized and managed the placement of displays in channels, resulting in a 12% reduction in display placement costs for the company in the same year. This project gained recognition from the group's headquarters and was implemented nationwide.
4） In 2014, I was responsible for the regional launch of a new product, Vita Coco Coconut Water. I fully coordinated with our two core channel distributors, Te Tong and Xian Dai, to expand distribution in channels and terminals. Leveraging the policies and market advantages of Red Bull, we successfully achieved the goal of launching in over 3,000 terminals and conducting over 200 promotion activities.
5） In 2015, I transitioned to sales development and took full responsibility for developing the potential channel for the company. Leveraging the advantages of Red Bull, I successfully developed the cinema channel, bakery channel, sports venue channel, and high-end hotel and catering channel in the South China region. We achieved the target of launching in over 800 terminals, and sales revenue reached 15 million RMB.
Carlsberg Brewery (China) Co.,Ltd.
Time: 2008/02-2012/05 Department：China Commercial Team
Position：Assistant Brand Manager Team Scale：2 Monthly salary：8.5k
Work Introduction:
In pursuit of better career development prospects, I left the retail industry and joined Carlsberg Beer company, marking the beginning of my journey in the FMCG sector. Carlsberg, founded in 1847 in Copenhagen, Denmark, boasts a history of over 170 years and is one of the top five beer companies in China.
I started as a Senior Brand Officer, responsible for executing and promoting the “Carlsberg Chill” brand within the company. In 2009, I was promoted to Brand Manager after successfully leading the launch of the “Carlsberg Light” brand. In 2010, I was appointed as Assistant Brand Manager and moved to the Hong Kong——The Greater China headquarters. In 2012, I returned to mainland China and took on the role of Channel Marketing Manager at CCT, responsible for market promotion work.
Job Description:
Annual Brand Strategic Management:
1. Responsible for strategic planning and development of core brand (Carlsberg) including but not limited to: brand strategy planning, brand positioning, brand image building, brand pricing, and channel management.
2. Develop annual brand development plans and collaborate with service suppliers on key projects.
3. Establish execution standards for the year and provide guidance on promotional direction to the brand departments of each brench office.
Key Project Development:
1. Drive and manage annual brand marketing projects.
2. Coordinate and manage large-scale promotional projects.
3. Follow up and manage media and public relations projects.
4. Internal incentive programs and promotion of local excellence.
Brand Management:
1. Oversee the annual brand direction.
2. Monitor and guide the implementation of channel image guidelines.
3. Point of Sale (POS) design management.
New Product Launch Management:
1. Communicate with Greater China headquarters and Denmark headquarters to align brand and product development direction.
2. Coordinate supply chain adjustments for production lines and materials integration.
3. Develop product flavors, packaging, pricing, etc.
4. Implement channel pricing system and development direction, and set sales targets for three years.
5. Product launch strategy and support policies for various distribution channels.
6. Follow up on flavor research.
7. Implement product launch strategy.
8. Lead the development and lifecycle management of new products.
Channel Standard Management:
1. Establish channel display standards.
2. Develop headquarters' marketing and promotion strategies and implement them within subsidiary company's marketing teams.
3. Conduct annual marketing activities promotion and monitor nationwide execution.
4. Gather channel information (channel information, competitor information, consumer market information).
Resource Management:
1. Annual brand budget management.
2. Annual channel budget management.
3. Annual POS procurement management.
4. Expense management for new product launches.
5. Supplier management.
Performance：
· In 2009, I was responsible for the Happy Bus Shelter project. During a time when many major brands were competive with TV commercials, we took the initiative to utilize the scattered distribution of bus shelters to create the first wave of nationwide interaction. This project won the 2009 Chinese Outdoor Advertising Creative Gold Award.
- In 2010, I promoted the "100% Happiness Brewing" project and pioneered the viral video dissemination model, leveraging the popularity of the 2010 FIFA World Cup. We created a series of humorous videos with the theme of the Chinese national team winning the championship, which became viral nationwide on the internet. Within 5 days, the videos achieved 10 million views and hundreds of thousands of shares. The overall project helped increase Carlsberg's sales performance by 20% that year and won the prestigious 17th Great Wall Advertising Award in China.
- From 2009 to 2010, I was fully responsible for the launch of "Carlsberg Light" in the Northwest region. I led the team to complete a series of tasks from product development to market launch and successfully achieved the sales target of 30 million RMB nationwide in the first year.
- In 2012, I assisted in the marketing project for the launch of "Tuborg". By incorporating the brand concept of "Open Tuborg, open Happiness," we successfully established a presence in the industry and break the Guinness World Records, generating high levels of discussion.
Guangzhou Gefeng Garments Co.,Ltd.
Time: 2006/03-2008/01 Department：Retail Marketing - Promotion Team
Position：Marketing Supervisor Team Scale：3 Monthly salary：5k
Work Introduction:
Due to the recognition I received from serving the client (GlORIA) during my time at the advertising agency, I was invited to join the brand side. I joined Guangzhou Gefeng Apparel Co., Ltd., the parent company of Gloria women's fashion brand ("Gloria"), which was founded in 1995. Gloria has over 500 stores and hundreds of franchisees in various provinces and cities across China.
Entering “GLORIA” marked a new beginning in my career. I initially started in the role of graphic design, which was also my first transition in my career journey - from design to marketing.
Job Description:
1. Assist the marketing manager in planning annual brand promotion and event plans (annual new product launches/promotion at key festival).
2. Oversee and execute promotional activities for key stores and new store openings nationwide; evaluate the effectiveness of offline activities and prepare activity reports.
3. Plan and implement quarterly new product gift planning and procurement.
4. Plan and organize offline brand events in collaboration with the PR team and online content team.
5. Maintain good cooperative relationships with relevant departments of various shopping malls.
6. Store promotion design and quarterly design guidelines.
7. Quarterly product promotion material design.
8. Regularly collect information on competitor activities, understand their dynamics, and organize and analyze the information.
Performance：
· 2007 Annual Store Promotion Project, with over 280 promotional events executed throughout the year, including over 30 key events.
- 2007 Annual Member Recruitment Project, which resulted in the growth of over 50,000 new members through project initiatives.
- 2007 Autumn - Netherlands Station New Product Launch Conference Franchisee Promotion Support Program, providing stronger sales support and guarantee for customers placing orders.
BlackArc Ogilvy
Time: 2005/01-2006/01 Department：Create Department
Position：Graph Designer Team Scale：/ Monthly salary：3.5k
Work Introduction:
When I first entered the workforce, I chose to pursue a design career aligned with my academic background. As a result, I joined Ogilvy & Mather, the 6th largest 4A agency globally. Founded in 1948, Ogilvy & Mather operates in 83 countries with 131 offices, serving numerous Fortune 500 companies and local enterprises.
I started as an intern in the graphic design department, working primarily with the Commercial Real Estate and Consumer Goods divisions. During my time there, I was responsible for handling graphic design projects for the company's clients.
Job Description:
1.Graphic design work.
2.Creative post-production.
3.Supervision of material production processes.