Andy Lu Email & Phone Number

Taichung City, Taiwan

• Led the team of 5-8 members to promote the WOWPRIME GROUP Brands and defined its Short, Mid and Long term strategic marketing plan and product roadmap.
• Aimed at “Home Cooking” trend, to establish 「王品嚴選」brand. Given the hit rate, able to increase Frozen Food sale and further to create its product development mechanism, including frozen food, instant noodle, sause.
• In charge of the group’s Online shop, via ‘Direct To Consumer’ mechanism to improve the accuracy and effectiveness of marketing camping.
• Led the team to gain the variety of traffic ways of OMO model via retail’s product.

Taipei City, Taiwan

• Responsible for 倍潔雅, 優活 Brand marketing and new products development.- B2C: Plan and implement 2020-2021 annual marketing plan for 倍潔雅 Brand Strategy of being “Life Companion”.- B2B: Develop 優活 brand strategy to become.
• Work with Uni-President, Carrefour and PX mart to develop OEM new products and launch in the market.
• Launch the campaign of “倍潔雅 protect your health” during covid-19. At same time, leverage social media, KOL and trade promotion to generate topics and further to drive sales.
• Lead EC team and commercial team to develop new product and online-to-offline activitie through partnership with Foodpanda and Shopee.
• Lead hypermarket account sales to Initiated the CNY festival program for Carrefour buyers. Launched creative new products and activities to boost up sales.

Taipei City, Taiwan

• Responsible for 元本山, 可樂果 and 滿天星 brand marketing and new products development.- Seaweed: Develop 元本山 brand strategy of “Happiness with Family Meals” and bring in new demands by launching new product with ATL/BTL.
• Lead R&D team and factory to develop 元本山 CNY products and execute ATL promotion.
• Launch cheese flavors and bigger pack size for young targets by working with R&D team and factory.
• Through brand spokesperson, TVC, PR event, social media, KOL, O2O campaign to promote 可樂果 new image and gain consumers’ mind share.
• Partner with social illustrators/IP to renew packaging and drive new demand.
• Contribute to the commercial portfolio management to achieve the budgeted performance, profitability and portfolio objectives within company policies and principles.

Taipei City, Taiwan

• Responsible for extended shelf-life milk and functional milk (fresh) new product development and ATL/BTL marketing activities.
• Assist in strategy development including 1-3 year plans, budgeting and forecasting.
• Manage monthly A&P spend and report with accuracy.
• Preparation of business plans with communication cross departments to deliver on time and on budget results.
• Be the key communication link across internal functions: R&D, Packaging, Sales, Category development, Revenue Management, Operations for key projects and brand initiatives.
• Prepare marketing materials, including advertising materials, leaflets, posters, POSM.

Master'S Degree, Business Administration (Majoring In Marketing)

Bachelor'S Degree, Finance (Majoring In Accounting And Financial Analysis)