7 Years of Entrepreneurial Experience with Extensive Expertise in Business Management and Operations. Possess strong leadership, business planning, client communication, cross-functional communication, negotiation, and training skills.In 2016, the internet industry entered the O2O (Online-to-Offline) phase. At that time, internet companies were eager to quickly bridge the gap between online and offline to enhance user experience and rapidly capture market share.I noticed that the logic behind bridging online and offline had significant similarities with the fast-moving consumer goods (FMCG) industry, where I had already accumulated 16 years of experience along with a wealth of related expertise and resources. After organizing and evaluating the resources, I established my company in 2016 and quickly secured major markets, including Beijing, Shenzhen, Guangzhou, Shanghai, Chengdu, and Shandong. The company was awarded the "Best Supplier" title for two consecutive years, and the team expanded to 20 members.In 2021, we received invitations from a leading company in the Internet flexible staffing industry to further strengthen our cooperation through acquisitions, mergers, and other strategic collaborations.Responsibilities:* Lead company operations, focusing on the continuous expansion of the client base and improving internal services to meet evolving market demands.* Strengthen client relationships while expanding business reach and opportunities.* Formulate growth strategies to ensure the healthy development of business volume and profitability.* Recruit, train, and develop the team, fostering growth and operational excellence.

Joined Nestlé and worked as trade Marketing Director in the Nestlé Waters Business in the China Market.Resposibilities:* Developing and executing the Trade Marketing Strategy in alignment with overall sales and marketing goals, while efficiently managing the Trade Marketing budget.* Enhancing brand presence and optimising campaign execution across all trade channels through superior in-store planning, implementation, and performance tracking, ensuring consistency with annual marketing priorities.* Spearheading channel-specific marketing strategies and initiatives for key retailers, tailoring approaches to maximise impact.* Designing and launching trade promotions and delivering compelling in-store campaigns in close collaboration with marketing and sales teams.* Driving activation programs with strategic partners to elevate brand visibility and engagement.* Conducting regular visits to points of sale to ensure brand visibility, adherence to guidelines, and to gather insights for continuous improvement.Achievements:* Successfully coordinated the launch of new products.* Initiated in-store display campaign to Improve the Key Account in-store performance and facilitated KEY ACCOUNT SALES TEAM to achieve sales goals.

Responsibilities:• Distributor Management Excellence (DMEX):1. Assessment and Segmentation: Conduct thorough analyses of distributors' capabilities, specialties, and coverage. Establish partnerships with selected distributors based on comprehensive appraisals.2. Operation Management: Develop efficient and effective business models with distributors, including setting KPIs, creating business plans and reviews, and establishing management routines and evaluation procedures.• Distributor Management Online System: * Develop a system to consolidate distributors' daily sales records, optimize promotional resources by managing sales promotions, and generate financial reports. This system aims to enhance both Carlsberg's and distributors' understanding of the business and facilitate strategic decision-making.Achievements:• Established a Distributor Management Route to Market System: * Created a guiding principle and management tool for the sales team, focusing on distributor selection, business management routines, distributor network optimization, and contract consolidation.• Initiated the Dragon Light Project: * Leveraged distributors' sales manpower to assist Carlsberg with market routine executions and maintenance.

Responsibilities:• Promotional Activities Management: Implementing promotions and roadshows deployed by HQ, and shaping the regional plan.• Merchandising Management: Overseeing merchandising and budget management, ensuring all merchandising complies with given guidelines.• Retail Data Management: Consolidating and analyzing sell-out data, and closely collaborating with cross-functional teams to develop local activities.• Market Share Enhancement: Securing and improving market share results for key products and other products.• Promotion Evaluation: Evaluating the ROI and effectiveness of promotional activities, leveraging A&P to maximize resources, and providing professional input to enhance regional retail channel management.Achievements• Upgraded the sales team’s market execution capabilities and awareness, leading to the region being awarded the Best Market Execution Prize every year from 2010 to 2014.• Driven three Big Ideas to achieve in-store excellence, recognized by the company as the GOLDEN Standard to roll out across China.• Improved resource management efficiency and achieved sales targets, with the cost ratio decreasing from 2.9% in 2012 to 2.5% in 2013.• Increased sales volume by 11% compared to the previous year, with Home Shelf Standard achieving 96% of the target and Flagship Store achieving 100% of the target.• Developed three Big Ideas: One Store One POG, Education Tools Display, and Carton Display, recognized as the GOLDEN Standard for nationwide implementation.

Joined Nestlé as a Key Account ManagerResponsibilities:1. Key Account Management & Development:• Develop KA sales strategy, process, tools and action plan.• Lead a sizable team with 10 subordinates to achieve sales targets, market execution and finance KPI.• Understand the customer needs; develop JBP with team and customer to maximize the key business drivers of distribution, display and service level, etc.• Keep building the KA core competency, work closely with HQ and Trade mkting team, improve KA channel management level, focus on Key customers, distribution rate and other related KPIs • Negotiate trading terms, promotion plans, and sell-in projects to ensure on-time implementation by effective communication and to achieve company’s goals• Closely work with other functional teams on effective communications. Manage the resources invested by other functional teams. • Continually review business performance, quarterly business review internally and externally.Build up and maintain good relationships with customers. Drive and organize Top to Top meeting.2. Team Development & Management• Find and train regional KA talents, support region to development backup talent for key positions• Provide MT expertise and contribute to developing MT training materials• Co-lead with National Training Manager for MT training to improve MT management capability and professionalismKey Achievements:• By 11/2009, 2 distributors’ sales volume increased by 12%, from 41 million to 48 million vs the prior year, which accounted for 46% of Shenzhen Area.• By 11/2009, key accounts’ sales volume increased by 20%, from 30 million to 37 million vs the prior year.• My practice on distributors had been used in internal Training course - “Distributor Management Best Practice”

Joined Wrigley as an Asistant National Sales Development Manager.Responsibilities:Distributor Evaluation Process & System: * Developed and implemented a comprehensive distributor evaluation process and system aimed at optimizing the route-to-market strategy.Distributor Incentive Program: * Designed and rolled out an incentive program for distributors to drive performance and engagement.SUGUS Integration Project: * Supported the integration of SUGUS by developing an engagement program for distributors and wholesalers.Key Achievements:Distributor Integration Success: * Achieved a record high sales level of 70 million RMB for the SUGUS brand in its first Chinese New Year post-integration.Enhanced In-Store Execution: * Established new in-store execution standards and strategies, significantly boosting market sales performance.

Started career with Nestlé, joining as a Management Trainee immediately after graduating from university. Rotated through various functional roles, including Sales, Trade Marketing, and Key Account Management, across different cities such as Shenzhen, Dongguan, and Guangzhou.