Celia Yu Email & Phone Number

Taipei

Taipei

Responsible for marketing communications, content & services, research, PR and visual merchandising functions for mobile devices, camera, IT, TV and home appliance business with 30+ team members.• Led mobile communication marketing to gain market leadership with strategy of selective marketing investment behind flagship campaigns and locally relevant creative marketing executions. Sales revenue grew more than 4 times from 2011 to 2013. Attained brand leadership on Un-aided awareness and brand preference since 2013.• Create a brand new Galaxy Note (big screen with S pen) category with remarkable success in attracting female consumers with insight based activation. The consistent celebrity usage and women driven campaign over years have well sustained the product lifecycle and revenue. • Successfully established Android premium tablet image with locally differentiated content & services by celebrities’ endorsement and interpretation of creativity on digital. Samsung has beaten Apple in tablet market as No. 1 in terms of volume and value. Tablet revenue grew by more than 100% compared with 2012.• Drove high-end TV and home appliance business growth with premium marketing executions, including designer and wealthy influencer program, VIP gathering in top-tier furniture stores, Luxury mansion placement and LPGA sponsorship. • Quickly established the retail foot prints with different store formats through premium execution. Store numbers increased by more than 3 times. Managed the performance of filed force (merchandisers & promoters) through internal audit, mystery shopping and training certification programs.• Built the high performance marketing organization through hiring right talents, coaching and creating training & workshop opportunities with global, regional resource and media/advertising partners for global and local best practices sharing.

Taipei

Expanded job scope to cover GTM Product organization (led 15 team members); marketing communication, product/service readiness and solution Go-To-Market responsibilities are centralized altogether. • Devised the growth strategy on marketing and solutions to help drive US$300M+ sales annually and maintained market leadership on volume. Aligned 4P in the GTM process to ensure the optimization of portfolio with cross-functional efforts and global/regional/local resource alignment. • Managed Nokia as the most trusted brand across categories in Taiwan. (Millward Brown TrustR, 2009)• Built the transformational marketing organization to ensure Nokia Taiwan can leverage the strength of scale and brand for better transformation into a solution company in the global wave. Launched Ovi Store (application store), and Ovi Map service with growing attention on Nokia Smartphone solutions. Head of Marketing, Dec. 2006 – Dec. 2008 Headed marketing communication team (marketing activation, retail, customer marketing, and digital marketing) to deliver the first in class marketing execution, achieving business (P&L) and brand objectives• Took charge of Nokia brand to win the Platinum Gold as the most trusted brand in Mobile Phone category. (Reader’s Digest 2008)• Devised marketing investment strategy with local consumer insights on global campaign platform to deliver the highest ROI.• Brought new media as part of the marketing mix. Created impacting and award winning marketing activation campaigns.

Taipei

Headed Auction marketing, category, and business operation teams, total of 16 people to run the marketplace of US$687M gross merchandise sales with over 90% of market share. eBay exit from the market in Jun. 2006.• Developed comprehensive Go-To-Market plans to turn the free to paid platform successfully: listing fee charge in 2004, and final value fee charge in 2006. Revenue more than doubled YOY from 2004 to 2006.• Initiated 3 year high growth strategy discussion and lined up the directions, and new service launch to achieve 50% of CAGR.• Built the category, and business operation teams from scratch; defined job description and KPI of three teams. Auction Marketing Manager, E-commerce Business Service, Jul. 2002- Dec. 2004• Successfully launched a large-scale integrated marketing campaign in a department store for 7 days. The concept is to have celebrities purchase from Auction and furnish glass houses. Result: 74 PR exposures, transaction increased by 20%; visitors and buyers increased by over 10%.• Developed local appeal, and huge buzz communication campaigns: produced 10 TVCs, a popular slogan, over 300 pitched media hits per year, constant advertorial collaboration, and two mega campaigns.Marketing Manager, Nov. 2001- Jul. 2002• Cascaded Yahoo! US new marketing tools and best practices to the sales organization.• Introduced the first testimonial campaigns in trade magazines and website for advertisers to highlight the power of Yahoo! as a media.

Taipei

Managed two brands (US$32.3 M), which accounted for one fourth of total turnover of the company and for over 50% share in the market. • Devised new product launch strategies to pre-empt the entry of Tide, tripling the financial target. Increased 3% of the profitability through re-pricing against key competitors.• Initiated a cross-industry marketing campaign with a leading Taiwan fashion designer and clothing manufacturers (such as Benetton) to enhance the brand image.• Managed the non-phosphate laundry tablet innovation project in East Asia Pacific Region. Assessed the potential of a new product type, financial impact, and feasibility of in-house production. • Led a cross-functional team to reduce production costs and enhance the profit margin, achieving US$1M dollar savings.Management Trainee Rotation Program, 1994-1997Rotated among production planning, marketing (Pond’s Skin Care), research, trade marketing, and also advertising agency (J.Walter Thompson) to have full-fledged marketing training.

Mba, High Tech & Ecommerce

Ba, Finance