Catherine Yeh, Mba Email & Phone Number

Marketing for Karat by Lollicup including:1. Establishing and managing the marketing department.2.Marketing strategy formulation: A. Offline marketing strategy: Brand image building, product/TA/market/competitor analysis & strategy formulation. B. Bubble tea shop marketing strategy: Participation in brand positioning, TA setting, marketing event planning, budget allocation. C. Establishing internal sales product database & brand promotion training database.3. Two official websites project management: A. Strategic revamp plan for Karat Packaging official website, organizational planning, document writing, testing. B. Structural planning, testing for new bubble tea franchise official website.4. Cross-department and organizational process establishment: Analyze, transform, develop new SOP, communication, persuasion, coordination

Taipei, Taipei City, Taiwan

【Created Department & Products 】Developed the 1st B2C department and 5 new product lines for a semi-government owned company.•Product Development & ManagementDeveloped & designed 11 brand new products from scratch, located and negotiated with 8 suppliers/manufactures, determined specifications/ingredients, designed packages & labels, analyzed markets, set production timetables/pricing strategies, managed costs & materials, tested samples, maintained quality control, forecast, and followed up.•Marketing & DesignAdvertised on FB/LINE/GA, generated 700+ in one FB post, and over 200% follower growth in 9 months. Analyzed market/competitors/TA, developed marketing/promotion/pricing strategies, wrote press releases for storytelling/content marketing, directed product photography, designed graphic/video ads/sales kits, optimized SEO, UTM & analyzed traffic.•Channel & B2B Business DevelopmentBuilt EC channels & cross-industry alliance, negotiated contracts & terms, promoted products, and maintained relationships with 5 e-commerce companies, 3 team buying initiators,1 wholesaler, and 1 farmer’s association.•Channel OperationEstablished & managed 6 official channels. Attracted over 100+ followers in Shopee within half a year. Executed advertising, shipment arrangements, and B2C customer relationship building.•Department ManagementOversaw and managed the department’s recruiting, and trained the marketing team for Graphic Design, B2B/B2C customer service/sales, and advertising.【Established/Transformed Brand】•Redesigned & transformed the official website from B2B to B2C e-commerce model.•Analyzed the marketing advantages & weakness and provided suggestions for 5 overseas and local B2B departments.【Project Management】•Managed 2 industry-academia cooperation projects, and 1 multinational project.

• Analyzed markets, competitors and customers, identified new market opportunities and developed new business methods targeting specific customers, resulting in 340%+ annual revenue growth• Built strategic marketing plans for over 10+ clients, including customer relationship marketing campaigns, E-commerce websites, social media management, media buy, marketing analysis, commercial videos productions, and franchising• Formed strategic cross-functional and cross-industry alliance with commercial video production company, web developers, KOL, news channels, emcee, and international celebrities• Created promotional materials in both Mandarin and English for the sales team• 執行市場、競爭者與潛在顧客之行銷分析，根據分析結果挖掘市場新契機，以此針對不同顧客群打造新商業模式/產品，成功讓年營收增長340%• 為十多個不同客戶的品牌量身打造策略行銷計畫，包括大規模VIP顧客回饋活動、RWD商務行銷網站設計、社群媒體代管、媒體購買、行銷分析、形象影片拍攝，與加盟體系規劃。• 開發並議訂異業合作對象，合作產業包括影片拍攝、網頁程式架構公司、新聞媒體、主持人、表演藝人，與外國名人等• 設計撰寫中英雙語銷售簡報給業務團隊，並與國外客戶洽談

Taipei City, Taiwan

• Increased net profit by 230% in 3 years by monitoring and minimizing cost and product inventory, purchasing and maximizing sales, and determining the most cost-effective selling strategies• Conducted marketing research to determine the store location, designed store layout and supervised constructions• Oversaw the store operation with a core value of providing the best customer experience and building long-term trusting relationship, and managed a team of up to 12 people at a time, more than 30 people in total• Established store policies including motivational incentives, contests for employees, and evaluations• Inspired and motivated employees from age 18 to 46, created uplifting team environment, and resolved conflicts. Designed training methods, materials, and exams to ensure employees are adequate for producing quality products • 3年內增佳淨利230%:最佳化控管預算與產品庫存、購買與銷售成長，並決策最符合經濟效益的徵才策略• 執行市場研究以決定展店地點，繪製施工圖並監督施工• 監督店內營運，以創造最佳顧客經驗並建立長期客戶信任關係為核心價值，同時兼顧總公司營運宗旨• 設立分店方針、員工守則、激勵性的獎金與競賽制度，並審核評估施行細則• 啟發並激勵18到46歲等來自各年齡階層之員工，解決衝突、整合分歧，並營造振奮人心的團隊環境• 設計員工訓練方案、教材、加薪測驗以確保在職員工皆可有效率的調製出高品質產品

• Promoted web and graphic design services including online marketing, custom E-commerce web design, Logo design, marketing material graphic design, web banners design, advertisement design, business card design, and E-marketing consulting• Helped international business owners, professional artists, and individuals develop their professional image with online marketing strategy, advertising, and the newest graphic and web design programs • 成立並推廣個人網頁行銷工作室。提供網路行銷、網站設計、平面設計等服務。範圍包括網站行銷諮詢、商業網站設計、品牌商標設計、行銷與宣傳產品設計、廣告設計、搜尋引擎能見度提升等• 幫助國外企業組織、專業藝術家，與小企業客戶等打造專業網路形象，訂定網路行銷策略與廣告策略

Westborough, Ma, U.S.A

• Developed membership program for non-profit organization, from conception to execution• Designed and enhanced website and Ecommerce campaigns• Promoted marketing events to target potential members, successfully increasing attendance• Conducted market research studies on existing organizations located in Central Mass• Conducted surveys with over 200 students at 5 universities• Analyzed and evaluated results with SPSS, wrote recommendations, and designed marketing campaigns• Developed and conducted executive presentations in front of board members• 從計畫到執行一步步為該組織規劃學生會員制度• 成立並增進其社交網站與Ecommerce 活動• 執行市場研究，調查麻州現有同類組織之優缺點與同異處• 設計行銷問卷，帶領成員於四周內針對麻州五間大學超過兩百位學生執行問卷調查，同時宣傳其公關活動• 以SPSS軟體分析並評估調查數據，根據結果製作報告。內容包括短期與長期行銷計畫，識別潛在成員，強調潛在成員需求，並對未來擴大行銷活動提出建議• 為該組織之董事會與執行長做PowerPoint簡報並開放諮詢

Master, Mba In Marketing

• Won First Place in group competition for Marketing Management class, 2008 • Won First Place and received Honorable Mention for final.

Pre-Mba

B.A, Fine Art

Activities and Societies: Vice-President of Student Animation and Comic Club September 2001–September 2002 • The first female.