Carolyn Cho Email and Phone Number

Direct marketing strategy and execution including brand management, new product innovation, digital marketing & CRM, and market research for Cenovis, a Vitamin Mineral Supplement brand. Lead 11-person staff including 4 direct reports.a.Lead in planning, developing, executing and evaluating all marketing programs including ad development, media planning, digital marketing, PR, loyalty initiatives, BTL programs that resulted in a 64% 5yr CAGR in sales and 80% of aided brand awareness. Ranked #4 in terms of top-of-mind share among key competitors. b.Directed development of insight-driven “Triplus” digital campaign. Won “Best Business Innovation” award hosted by Sanofi corporate and nominated as finalist at “Consumer@ Heart” award, initiated by Sanofi CHC global. Campaignhas brought exceptional level of engagement, proven with record high number of 1.5 million views on YouTube and 30K shares on social media. The campaign generated sales incremental of +26% vs. previous month.c.Initiated, led, and gained regional and global endorsement for Cenovis brand re-engineering plan. Primary focus was to simplify business strategy and accelerate overall profitability while maintaining sustainable topline growth. Scope includes brand restage, SKU rationalization, channel and portfolio strategy revisit. Execution of turnaround plan resulted in Cenovis becoming profitable in 2015, for the first time in 6 years.d.Supervised local NPD team to identify, source, and align new product opportunities in parallel with regional/global initiatives. Developed partnership with “Probi”, a leading Swedish Probiotics company and built a 3mil€ Probiotics business in 2 years. e.Assumed majority of responsibilities and accountabilities previously held by the business unit head, during its vacancy for 4 months (Apr 15’- July15’). f.Established marketing career ladder by providing competency- based career path tailored to Consumer Healthcare.

Expanded into new VMS categories with new product launches and penetration into new channels. Led six-person staff and external agencies to purchase media, provide creative services, manage call center and brand website, and conduct public relations.a. Led the development and implementation of annual marketing plans for Cenovis brand. b. Delivered new formula upgrades for Triplus and Kids Chewable Omega-3 to sustain freshness and developed new TV campaigns to strengthen equity as flagship products. c. Spearheaded Cenovis channel prioritization project to align resources and strategic priority with channel profitability. Analyzed shopper data, developed channel P&L, and set evaluation criteria to classify channels into different tiers. Proposed to deprioritize TV Home-shopping and Hyper markets in order to focus on profitable channels. d. Guided CRM manager to create a consumer loyalty program and relationship management system. Built consumer database to 50K and increased sales made via loyalty members by 68% vs PY. e. Nominated by General Manager to explore new business opportunity in functional beverage category as next strategic growth pillar. Analyzed market dynamics & competitive landscape and conducted interviews with channel experts. Derived key success factors and recommendation not to proceed, as the category is far from Sanofi’s core competency, requires high capital investment and projects low profitability. f. Won “Links Champion” award hosted by Sanofi corporate and received regional marketing excellence award for best execution in Kids Chewable Omega-3 launch.

a. Proposed Cenovis launch strategy and execution plan to country management and regional officeb. Led development of launch campaign (Cenovis Triplus) via well-targeted media mix (TV, magazine, on-line). Committed to focused and consistent message via integrated marketing communication and recorded 27% aided brand awareness as of December 2010. c. Recruited PR agency and developed launching PR strategy and key action plan to build awareness and create buzz in the market. d. Supervised and managed development of Cenovis brand website, e-commerce web pages.e. Partnering with sales, built penetration to make inroads into hypermarket, e-commerce, modern drug stores, and department stores. Increased store coverage from 332 stores in 2010 to 698 stores in 2012f. Played a leading role in identifying new product candidates and validating high potentials via research. Launched 4 new products in 2011, and 13 in 2012 to refresh pipeline and cater to channel requirements. g. Implemented consumer U&A to gauge the potential for nutricosmetics in Korea. Developed launch plan for Oenobiol, a French Nutricosmetic brand to increase scale of CHC Korea while pursuing synergy with Cenovis.

-Delivered e-CRM strategy for region and local markets to build relationships with customers through value added services, content, and tools.a.Ran e-mail acquisition programs via outbound calls and SMS blast to capture customer data and to gain insights for leading countries. b.Replicated and rolled out the successful Korean “OneTouch Diabetes Management Software” trial version that allows patients to track and evaluate blood glucose patterns on-line. c.Drove traffic to the website and promoted registration by deploying paid search campaign with prominent search engines. -Revamped and re-launched LifeScan’s regional website to enhance look and feel and to incorporate advanced functionality to better support customers’ needs.a.Developed creatives for the website with consensus achieved across key markets including China, India, Korea, and Taiwanb.Worked with regional regulatory affairs and regional legal groups to ensure compliance with global guidelines.

-Managed “One Touch,” a leading brand of blood glucose monitoring systems and especially focused on integrated marketing programs for One Touch Horizon’s launch. a.Initiated and conducted advertising concept test to identify the winning creative idea for One Touch Horizon. b.Originated impactful advertising creative for “One Touch Horizon” and identified the optimal media mix to induce meter purchase. 23,121 kits were sold in six months, achieving 20% of volume share and received 4,254 inquiry calls from potential users.c.Directed PR programs including One Touch Horizon press conference and a public event with Korean Red Cross to build awareness on the Safety Zone campaign.d.Led and coordinated booth activities for the Spring Korean Diabetes Association conference to promote One Touch Horizon. e.Created high quality selling aids in a timely manner. Ensured all materials maintain consistency, and monitored effective utilization after release.f.Executed value-added trade promotions to generate immediate sales for One Touch Ultra and stimulate dealer and channel involvement.-Developed short and long-term business plans to achieve sustainable growth. a.Analyzed market trends and key business drivers to assess strategic positioning of various initiatives for 2008 business plan.b.Developed and presented launching plan for One Touch Horizon to senior management.

-CRM readiness assessment project for a global automotive manufacturer Assessed current CRM practices and identified nine key CRM initiatives to achieve client’s customer acquisition and retention objectives. Developed CRM initiative roadmap and projected costs for implementation. -Brand value build up proposal for a leading domestic cosmetics companya.Conducted assessment of the cosmetics market trend and identified business growth opportunities. b.Proposed a model to increase brand value based on customers’ needs across each level of the value chain.

-Managed “Johnson’s Baby,” the market leader and $30 million valued brand by integrating marketing tools. a.Handled a $7 million advertising and promotional budget with investments in mass media, public relations, point-of-sale promotions, and merchandising. b.Developed breakthrough advertising for “Johnson’s Baby Oil” to expand user base to adults. Campaign has been applauded by regional and global counterparts as best example of creative excellence in marketing communications. c.Conducted market analysis and identified market share erosion within body moisturizing segment. Implemented revitalization strategy by initiating and launching new products, “Johnson’s Baby Chamomile Oil” and “Johnson’s Baby Body Soft.” d.Led cross-functional team projects involving operations, supply chain, packaging, and sales departments.-Created mid-term and long-term strategic business plans for “RoC” and “Johnson’s Baby” product lines. a.Developed initial market entry strategy for “RoC,” a French cosmetic brand, yielding $2 million in sales the first year. b.Forecasted “Johnson’s Baby” top-line growth through 2006 and established brand objective, strategies, and action plans to achieve 100% growth in five years.