Regional brand marketing lead of Colgate Total and Manual Toothbrush at APAC Division, which includes India, Greater China, Southeast Asia, Greater Indochina, and South Pacific hubs with more than 10 markets

Multiple roles driving Darlie & Colgate business growth by developing business strategic plans and fast-tracking digitalization, eCom and new segment entry【Colgate Manual Toothbrush 5-Y Strategic Plan】．Deep dived into category dynamics, shopper gain & loss, channel importance, brand 5P by price tier, pack size & pack price point analysis to identify portfolio gaps & opportunities, envisioning Y25 $SOM objectives and developing strategies．Rebuilt product portfolio & pricing architecture by working closely with global toothbrush innovation division, validated new product opportunity by conducting FGDs, and drove commercial innovation in terms of promotion scheme & in-store visibility【Electric Device Business Market Entry】．Developed device market assessment, GTM models/scenarios with healthy 3-Y P&L, two brands’ proposition/portfolio strategy by closely working with global/regional teams on new product pipeline and roadmap．Launched Darlie 1st rechargeable power toothbrush and achieved 30+% $SOM in Carrefour in two consecutive single month during IMC period (Oct-Nov 20’), challenging P&G’s leadership in the category and defeating the its new brand entry (Crest)【Media, CRM & E-commerce 】．Facilitated marketing team to obtain consumer/audience insights to plan more effective campaigns against KPIs by developing search intent module, introducing social listening tools/agencies, activating digital campaign landing platform that collects audience data for ongoing media precision targeting, and establishing 1st party CRM data base via LINE official account．Drove tremendous incrementality via brand thematic campaigns in EC and quickly built up daily sales via ROAS-based media buying incl. Facebook CPAS and Google shopping ads, achieving +38% net sales growth YTD Q3 20’(+1.9 pts of $SOM)

In charge of restaurant business with annual same store sales growth (SSSG) +4%, co-directed individual meal business with breakthrough IMC achieving +30% sales growth during campaign period vs. baseline, and successfully launched signature dessert delivering +NT$25 million of excessive topline sales vs. budget with solid all-around marketing skills covering【Product Development & Management】．Identified growth opportunities and managed product portfolio from concept development, NPD to post launch sustaining by conducting dynamic retail sales analysis and qualitative (FGD) & quantitative market research．Led internal cross functions including R&D/SCM/Operation/IT and external agencies to implement effective marketing campaigns by developing new promotional schemes, renovating packaging, and fine-tuning always-on media, etc.【Communication Strategy & IMC Development】．Utilized research results and CRM data analysis to crystallize meaningful consumer insights and reframe business strategies, thereby redefining the marketing objective & TA and reformulating communication strategies．Developed disruptive through-the-line IMC by initiating licensing co-op and strategic partnerships with leading brands in various business sectors including LINE FRIENDS from Line Corporation and Barbie from Mattel, Inc.．Managed LINE official account which generated monthly EC sales of $NT+8 million by optimizing content, posting frequency and UI in order to improve click through rate and EC conversion with results topping all performance ads

．Managed two global strategic brands in cat food category including product fixed marketing expense (PFME) planning & execution, consumer/trade promotion, and digital communication．Co-piloted with management accounting team to ensure P&L accuracy by managing monthly PFME and trade allowance, control packaging related COGS, evaluate ROI and simulate pricing on SKU level to ensure marginal contribution & operating profit．Led new product development projects to drive organic growth in cat food category and co-worked with supply chain, oversea factories/CM, & marketing team from markets across Region Asia, Oceania & Africa．Output brand performance dashboards & sales projection/analysis for the whole NPP Taiwan brand portfolio with 80+ SKUs and develop management templates for regional monthly business review