Guping M. Email & Phone Number

Shanghai, China

Shanghai, China

• Business Strategy Plan: to re-build brand image, optimize sales channels and regain business after dealer&TP change, I initiated retail strategy plan with team and got quarterly improved margin in 2023 and double-digit increased GMV by 1st half of 2024.Started from 0, all the data collection and analysis were conducted for the first time. Via consumer study of coffee sub-categories, 360°analysis of competitors portfolio, price strategy, brand image and deep-dive of Lavazza brand image, model mix, price strategy, channel strategy and business model, we optimized model mix, channel priority, price strategy, product stories, TA profiles and brand image;• E-channel reestablishment: to change 2B-focus business model, compete with parallel dealers and increase brand awareness, I led the rebuilt of EC stores with sales team’s supports and resulted with 2C-driven (95%) business model, +25% business regaining from parallel trader and increased UGCs on social media by 1st half of 2024. I re-defined brand image via solid brand story and unique visual language, upgraded product pyramid and model mix to intensify business focus and facilitate consumer navigation, re-wrote product propositions to show strengthens and differentiations;• Marketing campaign with small budget: to accumulate brand recognition and consumer preference for EC FSS before 11.11, I leveraged sports event collaboration mainly focused on offline coffee shops. Started with 0 budgets, I managed to get a small budget via a specially designed campaign incl. event tickets lucky draw to increase UV and interests, exclusively designed GWPs as incentives to stimulate purchases and sponsorship from TOP2 coffee machine brand for increased brand exposure. It resulted with +64% search increase, +74% UV and +64% GMV of hero SKUs on FSS;• Brand book: to attract young consumers, increase brand recognition and build unique brand image, I made the guidance for brand communication, visual, GWP and media communication.

Shanghai, China

• Innovation roadmap owner: to enhance competitiveness and catch new opportunities in local market for long-term purpose, the innovation center was established for China market for the first time. As one of the first CMMs, I was mainly responsible for planning and management of local innovation roadmap and communication plan. Based on market trends study, competitors analysis, businesses source study and consumer needs deep-dive, I led team explored several new areas, such as mother-baby air purifier, pet air purifier, multi-angle stand steamer and semi-auto coffeemachine, which successfully enhanced the sustainability of local portfolios and opened new business opportunities;• Best-sellers creation: to further drive business and increase brand awareness, I targeted several potential concepts and led innovation development to ensure the launches. It was based on business simulation, technology validation and deep-dive of consumer needs &market trends. I led the team successfully launched 2 best-sellers: 1. TOP3 Stand Steamer of 2023 which met 4-year sales target in 1.5 years and +15% market share in key price range with the background of no out-site campaign; 2. TOP10 Air Purifier of 2023 which was brand’s first mother-baby purifier;• Cross-department teamwork: be good at effective communication and efficient cooperation among different team incl. management team, R&D team, design team, procurement team, logistics team, sales team, etc.

Shanghai, China

• Category P&L management: managed P&L for the category to ensure business health and profitability with category leader. Be responsible for AOP and A&P plan&management, and sales performance management. To drive sales, MS% and brand preference for the mature business, I also led a business strategy plan to redefine growth engines&brand image carrier, redefine channel priority, upgrade portfolio, create portfolio evolution plan, refine TA profiles, localize communication strategy and create marketing plan. We got a result of positive CSG% (>5%) & IGM% (>3%), increased MS% (>10%) of growth engines and boosted brand preference (+15%);• Global&local innovation: to respond to market change on time and increase MS%, I collected market trends and consumer needs, conducted business simulation and made analysis of roll-out potentials. I finally developed the product with global team via TMIC for instant consumer feedback, resources exchanges for better exposure and dedicated campaign for local consumer engagement. It resulted as the TOP5 handheld steamer during big promo. The model also became popular one in European markets;• Launch campaign: be good at the launch of global SKUs pwith localized concepts&USPs. Have made one premium SKU to be TOP5 during 618. It was unanticipated by teams before launch as it went against market trend which was small, light and easy-storage. I created a new concept to amplify performance to solve local consumers’ key pain point of non-ideal performance. As it targeted high-end consumers, I made steamer a fashion stuff rather than housework tool by launching a campaign named Rejuvenate Four Seasons around Women’s Day with exclusive gift boxes; • New category exploration: to explore new opportunity, we tested a pilot launch of global SKU. I simplified launch process with supporting teams, leveraged TMIC to do concept and PDP tests for quick answers and created a campaign for UV driven. It brought almost 1.5m RMB GMV in the 1st half year.

Shanghai, China

• Cross-market communication: to grow global business and facilitate the development of each market, I needed to communicate and mitigate among different markets. I was responsible for targeting the most potential markets, analyzing their needs, minimizing product modifications cost and localizing communication plans. I successfully launched 30+ projects in global markets such as Netherlands, Germany, Italy, Russia, Ukraine, Turkey, USA, China, Malaysia, Singapore, etc. My team and I got company’s award for our great contribution;• Global portfolio &roadmap planning: to expand global business and maintain its sustainability, I was responsible for the development, management and roll-out of global portfolios and roadmaps. Supported by global R&D team, design team, market intelligence team and local marketing teams, I conducted several workshops for local insights collection, went to field studies for insights validation and visited factories for technology exploration. I successfully led several innovation projects of Air Purifiers and Kitchen Appliances such as 2 popular electric pressure cookers which were launched in 10+ countries, Disney purifier for kids. Philips also got TOP1 brand position in several markets;• Global assets creation: to support markets’ consumer communication and launch plan, I led several global assets creations supported by global communication team. I was responsible for the refine of key selling points, visualization of key technologies, and management of brand tonality &image. Created global assets for Air purifiers, filters and Kitchen appliances. Some are still applied in markets.

Shanghai, China

• Overseas search engine optimization: been responsible for marketing plan, account management, data analysis and search engine optimization on Pinterest (USA) for VIPMe, Global Grow E-commerce, etc.. With the result of increased brand awareness and sales in US, CA and UK markets;• Client training: been responsible for monthly client training of social media strategy and account operation; as well as the innovation training and insights sharing for design team.

Chengdu, Sichuan, China

• Government cooperation: worked with the former deputy director of Mian Yang Tourism Bureau for government programs incl. BRC, Uber and other government departments;• Exhibition planning: Been responsible for company booth planning and management for technology exhibitions in Beijing and Chengdu;• Marketing planning: been responsible for marketing planning of Chengdu Secure and Reliable Information Technology Association, and Road Trip Information Platform of West China.

San Francisco Bay Area

• Participated in social media strategy planning and implementation with the results of increasing brand awareness and the awareness of limited-edition products designed by Quincy Jones• Managed social media including Pinterest, Twitter, Facebook and Instagram, which improved brand engagement• Be responsible for designing and editing step and repeat, invitation cards and social media items for the company

Chicago, Il

• Map out and execute social media strategies, such as collecting business news through Hootsuite and editing images with Photoshop and Canva.com, on social media platforms like Facebook, Twitter, LinkedIn, Tumblr, which boosted reach by 46% and likes by 7% in first week on Facebook with steady increase • Design layout and contents of Employee Spotlight on Blogger and Tumblr while promoting the pages through other social media with the purpose of increasing brand awareness and staff confidence• Collect and analyze social media data, such as number of likes, number of reach, engagement and target market features, with the purpose of optimizing social media performance • In charge of all the planning, designing and promotions related to social media

Chicago, Il

• Lead a group of team members to create and implement marketing plans/advertising campaign for new apps with the purpose of reaching a specific number of downloads by encouraging downloads with coupons/discounts, grabbing attentions through discussions online and creating festival campaigns for bigger market • Collect statistic information through WordPress account and social media analytic tools (e.g. Facebook insights) to provide basic analysis and suggestions for clients• Manage social media platforms for the company with Hootsuite, Photoshop and analytic tools• Participate in Business Planning by providing strategic suggestions

Master Of Arts (Ma), Advertising

Activities and Societies: Ad Club, Chicago Agency Tour

Bachelor Of Arts (Ba), Language Interpretation And Translation

1. Translation (English to Chinese; Chinese to English) 2. Legal interpreting 3. Medical interpreting 4. Conference interpreting 5..

Bachelor'S Degree, International Economics And Trade, 3.40

Education record