A.    Deliver budget financials expectation B.    Develop 3 years budget plan and marketing plan for all 3 business sections: retail, food service and industrialC.   Lead and develop 3 years NPD plan and in-market launch execution D.   Gate keeper of OEM/ODM solution. Lead NPD margin/cost improvement.E.    Develop brand communication strategy and planning. Lead team on execution of integrated marketing campaign and digital activitiesF.    Set up EC business, resposible for EC operation ROI and P&L. Lead team on EC marketing activationG.   Responsible for trade promotion and event, POSM, in-store activation.  H.   Team set up, management and developmentI.    Support global marketing on NPD and campaign localization

Key major responsibilities:A. Gum category & brand strategy and activity planning, including:1. Identify category growth driver for relevant Brands, define and set strategic goals, priorities & KPIs2. Manage whole NPD process, input and influence the Innovation function to deliver the Brand / Business pipeline3. Lead and implement the portfolio & pricing strategy for all brands under gum category for all channels of the business4. Lead category 5 years Long-Range-Plan5. Lead the media, digital and integrated comms strategy within gum category. Develop integrated marketing campaign plan and lead the implementation to deliver against brand and campaign objectives. 6. Support and drive sales on E-Commerce platform and B2B new retail channel. Lead integrated marketing campaign with landing on EC/B2B. co-work on EC/B2B sales tracking, portfolio strategic plan and NPD innovation. 7. Plan and allocate brand APL (total business scale 400+ mil RMB, 2 sub-categories: chewing gum and bubble gum)B. Business performance management1. Share accountability for delivery of brand performance target (revenue, profitability, market share, brand health KPI)2. Share accountability for the brand P&L3. Ensure measurement and evaluation plan in place on brand investmentC. Driving ROI Improvement by leading marketing mix modelling and brand auditD. Strengthen Consumer Insight and Category Understanding by leading consumer research projectsE. Provide shopper insight to support TMKT and Sales team developing portfolio, channel, promotion and in-store execution strategy, as well as business development negotiation F. Lead E-Commerce data analysis/support by providing big-data solution. Play as key contact window with external resources - full accountability on Data-Bank solution and Strategy Centre (Ali); as well as internal contact window with Business intelligence teamG. Set up capable gum category team and insight team & talent development

Major ResponsibilityA. Leader of market research and strategy planningB. Lead market intelligence, consumer insight, business intelligence functions/projects to support Moen Asia business and marketing strategy C. Manage and coordinate both local and global funded market research projects, deliver the result and leverage the insight to support business strategy development

Consumer Insight and Marketing Research:Category/Brand Health Tracking, Market Snapshot, Consumer U&A and Segmentation, Concept Test, Packaging Test, Tasting Test, TVC pre and post Evaluation, Shopper Study and other ad hoc projects both quantitative and qualitative methodDigital Solutions – Influencer Marketing, Tribe analysis, Cross Media and other Innovative projects (e.g. facial coding, neuroscience etc.) Strategy PlanningHelp to prepare Company 4 Year Plan (annual) and Budget Plan (annual), at company level, category level and brand level; Key brand pricing strategy setting up and monitoringBusiness IntelligenceSet up Business Intelligence Model for marketing department - monitoring business performance on category, brand level, cross geography, channel and outlet in the format of dashboardMarket Landscape – investigation on market share (volume and value)Competitor, Industry & Macroeconomic environment information collection and analysis

Project experience:Brand health tracking, campaign evaluation, U&A, Segmentation, Shopper Study, touchpoint evaluation, copy test, pricing, product test, concept test, package test, digital solutions, cross media optimization, cooperation reputation Both quantitative and qualitative project experienceClient Served as key contact window:P&G (Gillette B&R, Gillette Male Grooming, Braun, Pantene)Pepsi (Pepsi coke, Tropicana, Gatorade)Disney, Microsoft, Nissan, Hitachi, Sephora, Pernod Ricard, General MillsClient Served as coordinator:McDonald, L'Oreal, Diageo, Hershey's, Compbell