Yue Li Email and Phone Number

Leading the marketing function for Sukin in international markets, including China, UK and Indonesia: > Worked closely with Global Commercial Director and Regional Sales Heads to develop and execute regional marketing plans to drive sales growth & distribution gain with Key Distributors and Key Retailers. > Managed Portfolio and implemented NPD launches in CBEC FSS & key offline retail channels. > Proposed and managed marketing mix strategies (IMC/360/Digital/Retail) to build integrated, engaging consumer brand experiences and drive traffic to key channels. > Managed branding in international markets, guaranteed the brand identity, ensured that all actions are in line with the sense of purpose while nourishing the brand, including marketing content on all platforms.

Responsible for end to end marketing for Sukin in China market: > Worked in conjunction with the China General Manager and CBEC partner, responsible for developing & executing brand’s commercial and go-to market strategy.

Built and implemented marketing plan for China, responsible for end to end marketing:> Identified market and consumer insights to develop China marketing strategy based on business objectives to increase market shares & distribution gain.> Developed and implemented an integrated marketing strategy, managed ATL and BTL marketing initiatives.> Led NPD projects, worked cross-functions with R&D, Sales and EC to developed products that won iSEE awards. > Supported Sales Team on Key Customers pitch, developed partnership proposals including product innovation concept and B2B marketing support plan, KA including Lawson, Dongchi, Starbucks, Burger King & etc.

Responsible for developing and managing company’s brands and its portfolio:> ASOBU, Canadian premium lifestyle & drinkware brand, launched online on Tmall FSS, Dewu & in over 120+ offline retail stores, including Yitiao, Citysuper, Sam’s, Dayin Book Mall & etc. > KAFFTEC, B-Corp certified (No.49 in China) sustainable lifestyle brand, 0 to 1 brand building, launched co-branding tumblers with up-cycled coffee grounds at Starbucks for FY20 Earth Day campaign.

0 to 1 built company's in-house creative team, supported KA with key visual design & merchandise development:> Led a team of 25 in-house creatives to support key customers such as Starbucks, Tims, Manner, L’Oréal, Lancôme, POPMART & etc. with merchandise & gwp plan, KV & merchandise design, B2B marketing support.

> Produced and facilitated British Fashion photographer Alexi Lubomirski’s “Glamconscious: Selective Portraits I” exhibition at HBC, coordinated Charity Dinner with Bazaar with VIP guests.

> Worked for Alper Initiative at American University Museum with project key stakeholders, including museum board members, donors, Art Director and Museum Assistant Director in developing and planning exhibitions, programs and events.