Howard Fu Email & Phone Number

Beijing, China

Beijing City, China

May 2017 – Now: Achieved the Improvement on Marketing 4.0 Management and Marketing Innovation for LGE China successfully including Marketing Concept Upgrade, Department Structure, Work Model Marketing Production, Innovation etc. Marketing Director of Marketing Growth Dept. at LGE ChinaManagement Achievements:1. Mission Upgrade from “Product Function Communication” to “Add Values to Consumers” and “All for Sales”;2. Setup Management Mission “Add Values to Team Members”;3. Dept. Naming Upgrade from “Marketing Promotion Dept.” to “Marketing Growth Dept.” for emphasizing more on marketing efficiency improvement；4. Optimization on Dept. Structure: from 4 Teams reduced to 3 Teams, moved product marketing team to Sales Dept. for more seamless cooperation with Sales Dept., Brand, OLO MKT and SI 3 Team Members reduced 48% from 25 to 13 including 5 employees recruited;5. Team Management: KOR Management to increased 2.48 X on official website contents updating, achieved 100% target, is the highest subsidiary corporation in global. 1st Principle Thinking as Coach Guide to Lead Team Member Grow Up;6. Self-management to learn and practice more advanced management methodology and skills to contribute better ideas to help team members to grow up efficiently, and consider more on Method’s MethodAgency Management Rules optimization. Working and Study Status: Supper 996, 7. Social & Industrial Influence: 4 Powerful Speech on Brand and Big Data/AI Marketing Applications at some well know industrial forums/conferences during 2017-2018 to enhance LG brand awareness and reputation.Marketing Achievements: on 3 ways: 1. Add Value to Consumers (“为用户增添价值”) as Guide to upgrade Brand Communication Strategy from Product Center to High End Consumer Center; 2. Innovation by Data Optimization to Improvement Communication Efficiency. 3. All For Sales Driven(“一切为销售”) to Improve Marketing Activities.

Beijing City, China

High Efficiency Operation on Enterprise Private DMP Product and Enterprise-level Data Exchange Platform, incl. Business Model Development and Innovation, Product Management and R&D; Business Development, Integration on big data supplier side and enterprise side. Platform ecosystem development, and rules setup. Industrial Relationship Buildup, Performance Management inside. etc.Responsibilities:1. Setup and implementation on business strategy planning, budget planning and allocation, Setup business objective and management format to achieve Enterprise Private DMP product and business positioning2. Team leader to develop related business to improve sales performance3. Develop market opportunities to setup business objective and business planning to improve high efficiency growth up4. Program monitoring and controlling, responsibility on sales performance, budget allocation, profit allocation etc5. Team buildup and management, incl. recruiting, team structure optimization to ensure business efficiencyAchievements:1. Achieved marketing research, competitor analysis, business model innovation etc.2. Achieved Enterprise Private DMP 1.0, 2.0 planning and positioning3. Achieved 3rd part cooperation to reduce business cost and risk 4. Achieved on product pricing, business development, sales team buildup, sales management, business operation.5. Created 3 sales path combination strategy and implementation.

Beijing City, China

Responsibilities:1. Consultant & solution on mobile & big data (advertising programmatic buying, incl. ATD, DSP, DMP platform ) application for brand/client2. Consultant & strategy solution on consumer online and offline buying behavior 3. Business intelligence tools development of Mobile, Social, CRM for brand/client4. Innovation Mobile Marketing on iBeacon, iWifi, Face Hacking, VR, Wechat 11 JS-SDK (API) etc.5. Refine related ATD, DSP, DMP, Mobile, Social, CRM tools according to brand needs6. Data analysis on internet club fans, brand website, mobile end etc.7. AI discovery on NLP and CV fields with Neural Network(CNN/RNN/LSTM etc). Achievement: 1. Mobile Marketing Innovation improvement for Internet+ times on overall consumer experiences, including Consumer RFM management, Brand/Product lifecycle management, Media/ Social/ e-Commerce platforms listening and interactive, DMP+ fulfillment on combination of cookies and consumer ID2. Deep research on iBeacon, iWifi, Face Hacking, VR, Wechat 11 JS-SDK etc. Transfer Wifi and iBeacon into big data marketing close cycle3. Improve Lenovo Fans Club Performance by social CRM management tools and data analysis to achieve fans transfer rate and higher sales volume4. Improve Psychics Plus on the cooperation with Baidu DMP 5. ATD (Auto Trading Desk) tools sales to brand/client6. O2O social iButterfly operation for JD.com, iBeacon application for Lenovo etc. Key Findings:1. Setup Evaluation Standard between Digital Advertising and Social MKT ROI for Brand/Client High Efficiency Budget Allocation2. Measureable Digital Strategy Setup on Social MKT platform for ROI improvement 3. Point out the next competition on Mobile is Business Intelligence & Big Data competition to fulfill Intelligence Interactive by Intelligence Social Relationship Analysis, Visual Identity Analysis in Social Media and e-Commerce Platform.4. Integration of Social and e-Commerce in Mobile with More Deep BI & Data Mining Development

Beijing

Brand served: Peugeot, Infiniti, Dell, Mondelez (Pepsi, Kraft), adidas, Philips, P&G, Casarte, Haier, Suning etc. Responsibilities:1. Marketing communication strategy development yearly, quarterly, product launch and sales push campaign, campaign pitch to ensure to reach any achievements2. Marketing strategy consulting and solution supplier based on deep client insight, brand and product clinic, competitors and marketing environment analysis3. New media study including Internet, Mobile, SNS, Video, e-Commerce, Search Engine, etc.4. Setup and organize “IM2.0 Power Factory” Staff Sharing Seminar 5. Key project management; manage very important level projects to guarantee the project running on the top standardAchievement:1. Peugeot: For enlarging product awareness and enhancing product reputation, re-launched Peugeot 408 and worm-up Peugeot brand pre 508 launch online successfully to create new benchmark for Peugeot digital marketing. Both campaigns used SNS mechanism and UGC to improve users’ word-of-month effectively2. Dell: created custom-designed “Dell Piggy Bank” social apps and embedded them into China’s largest SNS platforms. Dell Piggy Bank gained almost 800,000 participants within the first 8 weeks. Weekly sales on Dell Piggy Bank range in the millions of RMB. The Dell Piggy Bank is the long-term multi-SNS marketing platform for Dell, successfully operating for more than 14 months3. Philips: won the China Smartphone Mobile Partner, One of Philip’s three global mobile partners (the other two are in UK & US)4. Output successfully New Media Trends Analysis Reports on Internet, Mobile, Social Media and e-Commerce etc. by collecting, analyzing, refining various related data, business cases, industry news5. Setup and organized “IM2.0 Power Factory” Sharing Seminars successfully: developed sharing courses on strategy thinking, most effective digital cases analysis, new media trends study etc.

Beijing

1. Marketing communication strategy development including yearly and monthly breakdown, new model launch, sales push campaign etc.2. Implementation of all marketing projects incl. communication concept defining, creative concept developing, communication tools integration, media planning on print, TVC, radio, OOH, interactive, special media etc.3. Communication materials adaption and production for dealer, auto show, event etc.4. Guide and cooperate on auto show, dealer conference, model launch, media test drive5. Budget management, allocation, optimization and monitoring monthly.6. Agency management and evaluation to make sure all campaign achievement successfully.7. Communicated with Sales, Network, F&C. Law Dept to insure all campaign under control.Achievement:1. Achieved successfully on Dodge brand repositioning in China, including Chinese target consumer study, brand core value refine, marketing communication concept update and creative localization with MI Dept., MR Dept. and agency.2. Successful achievement on Dodge brand big bang campaign, including strategy development, creative development, media planning and effective evaluation etc, extended Dodge brand awareness, improved its reputation and fully warn-up for new model launch.3. Achieved 5 new model launch campaign, including PT Cruiser, Grand Voyager, Dodge Caliber, Dodge Avenger and Dodge Caravan, enhanced product reputations and sales volume.4. 2007- 2009 Dodge year budget allocation, monthly updating and monitoring. In year of 2007, a 12% saving on the annual budget has been achieved, yet all sales targets for the year had been met.5. Great job on new model communication materials production for dealers and international auto show training materials preparation etc.6. Strategy development and implementation on model joint sales push campaign (Cool Summer Car Show) on key marketplaces, covered key target consumers and approached perfect sales opportunities.

Beijing

Responsibilities:1. Consumer insights and competitor analysis, product positioning and strategy development for Hyundai brand and models.2. ATL implementation including creative concept develop, slogan refine, key visual and print, TVC, radio, OOH, interactive advertising production.3. Internal and external communication with related dept. to achieve each campaign on high quality in time. 4. Team management and staff evaluation.Achievement:1. Highly involved in 2004-2006 yearly marketing communication strategy development and implementation.2. Tucson and NF Sonata product positioning, marketing communication planning and advertisement, incl. product launch and sales promotion campaign to build up brand image and promote sales volume effectively.3. Organized working skill training initiatively to improve staff working efficiency.

Master, Marketing & Advertisement

Activities and Societies: Study on Brand Repositioning in ChinaBrand Buildup and Growing Study

Theoretical Physics & Mathematics

Activities and Societies: Theoretical Physics & Mathematicslive courses incl. thermodynamics, statistic mechanics, electrodynamics.

Data Mining, Deep Learning

Activities and Societies: learned Big Data Analysis, Machine Learning, Neural Network related algorithm, frame, coding and application etc.

Bachelor, Food Science & Technology

practicing Logic thinking and finding out my intestines and future way on my career.

Mooc Certificate, Banking, Corporate, Finance, And Securities Law

Activities and Societies: Corporate FinanceCorporate Finance online education in spring semester 2017