Alex Chen Email and Phone Number

• Developed 5-year growth and transformation strategy and led strategic projects landing the strategy• Set short term business turnaround strategy, successfully brought the business back to profitable in 2023• Led business development team to build up new business, successfully established exclusive alliance with #1 Korean yoga brand and 3 premium outdoor brands, as well as a new, own-branded value channel • Drove smart retail strategy and implementation

Strategy expertise• Developed long-term and near-term corporate strategy and annual landing plan based on market insights, business forecast, competition dynamics, client analysis, cost diagnosis, and competency examination• Constructed branding strategy and business model transformation plan to steer the company out of the price-competition model, increase profitability, and become the #1 group in sports industry • Build global manufacturing deployment blueprint by analyzing country economic trends, government policies, macro environment statistics, and cross-country dynamicsBusiness operation expertise• Led group-wide digital transformation , steering change management and driving BI, RPA, chat bot, and quotation process optimization• Evaluated emerging-country potentials , facilitating Board decisions on new factory investment • Formed cost optimization blueprint for supporting functions to bring down management expense by 30% • Guided business development , driving cross-function teams to build up capability and allocate resources• Headed Strategic Planning and Operation department with 6 direct reports

• Set up Strategy Planning and Project Management structure and culture in both HK and TW offices• Drove “Strategy to Execution”, landing global, regional and country strategic direction into daily operations• Led strategy planning process to achieve long term business objectives• Drove country-wide key initiatives to deliver business success, covering brand, retail, franchise, E-commerce, CRM, finance, and HR functions• Coached and served as a consultant to functional heads on complex and cross-functional business challenges to deliver business expectations

• Chosen as one of Asia-Pacific special project taskforce by Asia-Pacific Managing Director, building up adidas Asia-Pacific organization and management process• Led Organization Transformation, Communication, Retail Operation, CRM and Business Intelligence work-streams• Led 2 Asia-Pacific senior management offsite summits with over 100 participants

Strategy expertise• Drove implementation of 2020 company strategy to achieve high double digits CAGR growth across commercial and supporting functions• Acted as internal strategy consultant to integrate functional strategies and lead cross-function project team to resolve complex business challenges• Facilitated annual strategy landing project plan development, guiding business functions to arrive at holistic and integrated plan• Managed strategy and process change, including segmented retail, product planning to on-shelf, hype launch, product seeding, trade meeting, new store opening, sports celebrity service, and re-order/replenishment• Led marketing, CRM, social media, supply chain and IT team to develop digital/O2O strategy plus road map toward 2020 ambition and drove plan executionBusiness operation expertise• Governed project toward the expected direction and objective• Bridged senior management team strategy decision and working team execution• Managed cross-functional inter-dependencies, ensuring all function stakeholders are involved and project teams are functioning properly• Fostered cross-functional collaboration process, culture, and way of working• Planned and facilitated workshops to develop integrated solution for operational problems• Chaired global new store design concept roll out project, building the first footwear-focused store in the world and renovating a 2,000sqm brand centreAchievement and responsibility• Granted Creativity, Confidence, and Collaboration Award as role model for all employees• Served as neutral 3rd party to provided implementation progress visibility to senior management team• Headed Project Management Office with 6 direct reports, managing over 120 projects per year

Strategy and insight expertise• Designed consumer-driven strategy eco-environment, led project team to built the system, and headed the execution of the new strategy model• Drove 3-year strategy planning through analysis of trends, sales performance, consumer behavior, and shopper insight• Managed strategy planning integration across different functions, ensuring synergy generation and strategic direction alignment• Built consumer analysis and engagement platform that helped to generate business insight from behavioral big data, influencing new business category planning and enhancing marketing precision• Analyzed customer behavior, lifestyle, and profile for a luxury and a high-end jeans brand, defining target segmentation and identifying growth factorsBusiness operation expertise• Shaped and operated business planning procedure to provide holistic view of business situation to CEO and ensure synergy across multiple functions• Turned consumer strategy into actionable plans, prioritized tasks in different stages, and practiced the full plan with cross function team members• Chaired flagship store opening project, built 700 square meter store from empty space in 3 months• Developed system to evaluate activity effectiveness and ROI and built model to forecast impact on sales and to provide reference for budget allocation• Designed loyalty program for 2 brands based on shopping behavior insight, speeded up member recruitment by 6 times faster• Co-led join-venture negotiation with an international brand, in charge of consumer identification, market potential analysis, and macro business issue solution• Managed JV setup project, prioritized tasks, and coordinated professionals across the organizationAchievement and responsibility• Established online CRM communication and service platform for 2 international brands with 62% budget saving• Led a team with 3 direct reports

Strategy and insight• Partnered with a premium automotive company to develop brand strategy and product plan, forecast sales volume, and measure performance, risk, and opportunity• Identified a high potential white space for a global company, partnered to design new service offering, and turned the opportunity into a key revenue source• Improved shopping experience, set operation guideline, and formed retail development roadmap for a global client• Analysed macro and micro trends, consumer lifestyle, and client internal plan to propose positioning strategy• Analysed low tier city market trends and helped clients to generate new product platforms• Evaluated product concepts and prototypes, identified price points, and provided actionable plans• Hosted workshops and brainstormed with brand, product, and R&D teams to generate innovation initiatives, new product platform, and communication directions• Validated opportunity size of different segment productsBusiness operation• Provided insight consultancy on new market exploration and segmentation, organization change management, business process optimization, future trend analysis, new product development, pricing strategy, and performance evaluation for automotive, durable and FMCG clients• Participated in clients’ internal strategy planning, brand communication, and product development meetings, providing consultancy based on consumer insights• Optimized organization structure and sales operation process for a large joint venture automobile company to improve sales volume and synergy of different business unitsAchievement and responsibility• Developed solid and sustainable relationship with an international FMCG company and 2 automobile companies, recognized as the first choice consultant• Earned Game Changer Award and business Star Award• Led cross-functional team to complete projects within timeframe and efficiently managed budget to achieve above-target profits

Strategy expertise• Analysed market trends , customer segmentation , competitor activity, internal capability and resources to form 2010 and 2011 product portfolio, brand positioning, and trade channel marketing plans that matches local market needs and regional strategy directions• Identified a white space in drastic changing market environment and partnered with brand, trade and CI teams to reposition a product that successfully captured the opportunity with 30% volume growth • Performed scenario and competitor portfolio analysis on regular basis and alerted for potential issues• Defined consumer profile and customer needs for 6 brands to help new product fulfils customer needs and reaches the right customer in the most effective channels Business expertise• Proposed future improvement plans that generated over 10% sales volume growth in target channels by evaluating over 30 marketing activities and leveraging the learning from past activities• Built volume forecast model that has less than 5% difference to actual sales performance• Identified and solved significant stock fluctuation issue and improved inventory management effectiveness , reducing number of emergency orders by 88.9%• Led project team to build up business intelligence platform which improved efficiency by saving 4,368 working hours annually and been granted Star AwardAchievement and responsibility• Facilitated business operation process and worked with sales, marketing, logistic, and finance department to complete business reports for top management• Monitored and evaluated national and sub-region performances on monthly basis

• Specialized in automobile and consumer electronics industries and appointed as Automobile Industry Group Champion• Chosen as the first-choice service provider by 2 international automotive companies• Initiated cost reduction/efficiency improvement plan and successfully reduced project costs by 44% and shortened project time by 37%

• Led 8 sergeants and 150 soldiers• Negotiated and worked with people from diversified backgrounds and different social levels• Granted “Outstanding Award” (over 1,800 candidates)