Cindy Cheung Email & Phone Number

New York, NY, US

US

US

Paris, FR

• Led marketing & innovation strategy with a clear L'Oreal Paris brand and skincare category vision, focused on US, leveraging best practices from EU & China.
• Developed strategic framework to pulse breakthrough product innovations and disruptive communication campaigns, driven by deep consumer and market insights.
• Built 3-year innovation plan by category and franchise to drive growth with consumers and retail partners.
• Launched #1 serum worldwide, driving +22% US growth while establishing a new routine for the mass consumer.
• Completed a full brand renovation including equity and positioning informed by deep consumer research as well as redesign and reformulation to ensure competitive advantage/differentiation to improve trust, loyalty.

Paris, FR

US

• Led global strategy and development of core brand pillars: vitamin C antioxidants, corrective treatments and sun care through a balance of new science to fuel growth of existing heroes and new product innovation.
• Hypothesized, proved and published in a peer-reviewed journal, a new mechanism of action for pollution’s impact on skin and the preventive benefits of our topical antioxidants against pollution-induced skin aging.
• Developed and executed cohesive, global product and animation launch plans through physician- and patient-focused strategies supported by disruptive marketing, training/sales collateral including direct-to-consumer and.

US

Johnson City, TN, US

• Spearheaded global innovation and US marketing activation initiatives for two growth stage skincare brands in the Catterton Partners portfolio.
• Responsible for strategy and development of all marketing initiatives to re-launch physician brand NIA24; equity, positioning, product marketing, education, physician and consumer outreach.
• Led all marketing aspects for StriVectin of core and new pillars worldwide. Developed total marketing strategies by retailer across specialty, department, QVC, Costco and dotcom.
• Created disruptive 360° marketing plans with new microsite model, subscription box sampling and AI-powered product benefit simulations. Develop print, digital and social media strategy; liaise with PR to ensure.
• Spearhead gross margin optimization, size of line, establish corporate and regional COG thresholds and conduct pricing analysis to redistribute category penetration and heighten profitability.

New York, NY, US

• Responsible for global marketing, product innovation, social media, creative production, project management and communications including full product and marketing P&L reporting to SVP Sales & Marketing.
• Managed all marketing initiatives: creation, development and execution of global strategy and innovation for over 20 launches a season.
• Developed new product concepts and brand pillars to fill market white space and portfolio needs gaps by retailer and zone, achieving +20% growth in 2 years while reinforcing core to achieve +35%.
• Created all marketing and training collateral, presentation materials, packaging and dotcom copy.

US

• Established a Beauty Division within an apparel retailer overseeing new product, supply chain, & process development.
• Developed color cosmetics, fragrance and skincare lines based on comprehensive consumer analysis & competitive research.
• Tracked all product development submissions, redirects & approvals.
• Directed vendors on formula; liaise on package development, testing, & production.
• Managed creative process, specifically on product names, copy & facilitating legal approval.
• Collaborate with Visual Merchandising on in-store product placement & fixture design.

Northampton, GB

• Assisted in the $16M launch of Derek Jeter Driven, a men’s fragrance and grooming collection.
• Analyzed pricing, profitability models, size of line, post mortems and prepared P&Ls.
• Contribute to product line reviews, tactical and trend presentations for the $78M men’s fragrance category.
• Shepherded products through creative process including writing briefs, conducting turnovers, and facilitating legal name and copy approvals.
• Designed creative layouts of promotional collateral and click through of brand’s micro-site.
• Created and maintained products in supply chain database, reconciled expense reports, arranged travel, meeting, and meal coordination.

New York, NY, US

US

Ba, Psychology & Economics

Education record