Jacquelyn Wu Email & Phone Number

Shanghai, China

中國 上海市

港大Faculty page中 https://icb.hku.hk/chs/staff/detail/jacquelyn-wu 英 https://icb.hku.hk/en/staff/detail/jacquelyn-wu

Shanghai

-Consulting on Sunner Foods to help the company identified focused catgory to grow its B2C brand after 40 years known as a strong B2B company in meat production business. Its fast growing business (revenue 1.5 billion RMB after B2C for less than 3 years) is recognized as "Brands worth watching" at the 2024 Influencers awards - a group comprising key marketing leaders across China-Consulted Little Ondine, an innovative clean beauty/ nail polish brand, to rationalize its global business, redefined the brand positioning, business strategy, and target consumer to optimize its core business in China, expanded to overseas. The brand successfully exits to Perfect Diary and IPO in 2020 - Consulted Hollister Medical Device (Hollister.com) to set up its (Ostomy bag) e-business from scratch and develop brand marketing strategy for China market. It is the first market to go B2C and the first EC business among its leading global business. Supervising the implementation for e-business, build digital assets, marketing automation, and e-distribution as well as building the team and its marketing capabiity. Its EC business developed much bigger user base, surpass the long-built B2B business after 1 year, no mention the positive brand image to help entering new hospital channels. - Consulting for J&J beauty lens to help the team finding out the real reason of its market share drop. With the newly defined brand strategy, the brand's month-on month share finally turn up trend since the first D11 promotion in 2022-Consulted on Marketing capability or process management for PANDORA Jewery, La Mer, Aveda and Kering (Luxuary) groups to inspire the teams to identify growth engine and find new growth opportunities

Shanghai, China

Shanghai

JDE is the global largest specialist coffee company as well as the fastest growing challenger in China. It is a brand hub of 30+ leading coffee brands all over the world incl. Maxwell House (MH), Jacobs, Old Town White coffee, Moccona, TASSIMO...etc. providing total coffee solutions. www.JDEcoffee.com-Leading brand & marketing strategy and implementation for multiple brands to deliver JDE Greater China's rapid growth target especially E Commerce channel (Business doubled vs. LY in D11 promotion; Tmall tripled vs. LY) in rather small budget in a short time.-Integrated offline and EC’s communication resulted in bigger brand impact and improved ROI. MH grew rapidly on E-Commerce with growth rate 3 times faster than category competitors. -Managed product portfolio and pipeline for long term growth. Launched "Drip Coffee" in Taiwan followed by China to participate in the fastest growing segment. This is the 1st launch of this product format in JDE global portfolio-Initiated B2B2C model and led Sales and Marketing to develop new business as a strategic incremental growth engine in high consumption touch points ex. CVS on high way, 3~5 star hotel, CBD offices, and catering channels. -Led the “CNY Campaign” for MH to win JDE global award “2018 Best Brand Activation” as creative use of media and contents created big impact in small budget. Not only Business grew 24% (EC grew 65%); gained market share 1.2 pts; penetration +4%; unaided awareness +8% -Initiated a breakthrough business model to build TASSIMO (coffee brewer) brand in Offline while driving Sales to E-Commerce. Achieving sales target in 1/5 planned A&P. 10K brewers were placed in the 1st year.

Shanghai

Octave is a curated wellbeing platform funded by Singapore IMC Pan Asia Group, offering the widest choices of premium wellbeing services in China incl. Medical Clinic, Organic Gourmet Restaurants, Wellness Programs, Family Learning Centers, Wellness Hotels & Villas, …etc. (www.octaveliving.com) One brand across 5 business categories.-Built brand foundations from scratch for Octave and its sub-brands, including the definition of the brand and architecture, led from that to create all brand assets, collaterals, brand new website, product development directions, specific marketing campaigns / platforms for multiple business units to support its unique premium image.-Drove digital strategy and set up all digital marketing asset for the brand from scratch- content marketing, social media, online presence, owned e-commerce website, e-learning platform and CRM system - to drive leads contributed 70% total revenue.-Built a strong brand team of 9 to generate great amount of contents in all formats in-house, incl. Foundation team, Graphic Designer, Film producer, Content editors, Digital Manager, Social Manager, Programmer. -Successfully launched the world most comprehensive well-being retreat in Suzhou and relaunched the wellness center in Shanghai.

Shanghai City, China

Functioned as Commercial Head, in charge of all three business sectors: Retail, e-commerce, and B2B-The innovative strategy and implementation to re-build Campbell Soup won the 2013 Award of China Marketing Excellence: “Marketing Excellence” and “Best Innovation”-Developed brand new marketing strategy to re-position Campbell Soup as an ingredient, focusing on launch in new (B2B) channel, along with two new product launches to double the revenue in 6 months-Drove 15% increase in revenue (along with brand awareness and penetration increase) for Swanson with only 1/5 planned budget thru re-organize portfolio, identified hero product and focus all investment in social media in peak season. -Set up e-Commerce operation from scratch. Through alliance with key retailers and partners, Campbell Soup won big traffic from Tmall (USA National Day Festival), Yihaodian (Andy Warhol Exhibition), JD ( Hot Pot Festival). -Main management team member that drove business model transformation (staff from 200 to 15 in 2014) new marketing strategy, new team structure and operations, resulting in business turnaround

Shanghai

-Lectured 350+ international BA and MBA students during the course of Integrated Marketing Communication/ International Market Studies in 3 years. -With an unique and passionate teaching method: theories combined real case studies and final group presentation in real agencies and companies, this course has been rated highest 4.6 out of scale 5.

Shanghai City, China

-Led Global marketing communication strategy to achieve disproportionate global brand exposure that contributed to LKK China’s rapid business growth, leading to double sales in 2012 compared with 2009.-Influenced MDs in key countries to co-develop the global brand architecture and launched new brand proposition with a series of integrated communication incl. global website. Rationalized global product portfolio and launched new packaging. In 123 years, this is LKK’s first time to unite the brand proposition globally. Awarded LKK Global Outstanding Team Award 2012 for this success.-Created the “Mobile Kitchen”, a roadshow-based O2O platform for integrated communication, providing deep consumer engagement, brand experience and creating PR news in Tier-2 cities - amplified to national presence via digital vehicles. Leading the cross-functional team to drive the Mobile Kitchen vans ran continuously for 3 years across 50+ cities and were clearly linked to driving long-term business growth (10% incremental growth). This innovation with big ROI also won the LKK China President’s Award 2010 and rolled out to SEA.-Won LKK Global Outstanding Team Award 2011 and China President’s Award 2011 by leading a cross-functional team to launch brand communication leveraging 2010 Shanghai EXPO. Without sponsorship for Expo, instead, running various consumer engagement at major tourists’ touch points, the team achieved great brand exposure with over 90% Chinese restaurants in Expo park placing LKK products on table, news exposure in over 180 stories. With only 3 million investments, Food Service sales grew 42% during Expo vs. LY, Retail modern trade sales (off-take) grew 40% in Shanghai, 26% national-wide during Expo (Revenue base was RMB 2 billion).-Leading a task force to set up LKK’s e-Commerce operation in China and Global. Pioneer to develop APP and social accounts to build food lovers' community since 2009. Embracing change to be benefit from traffic for early adopters.

Shanghai City, China

Major Client: McDonald’s, InterContinental Hotel Groups (Indigo)Conceptualised and implemented the McDonald’s Brand Affordability platform resulted in 12% sales growth (same period). McDonald’s (global) considered the strategy one of the top 10 best innovations Executed McDonald’s Olympic campaign, “Cheering for China” to attract over 20m unique viewers and created a Guinness record. This campaign became a global showcase for DDB and McDonald’s on creating consumer involvement and won a Gold Prize at China’s Effie Awards for its cost effectivenessHandled IHG’s boutique hotel brand, Indigo, to develop its brand positioning and new launch campaigns for the Asia Pacific region

Shanghai City, China

Major Client: YUM (KFC China)Led five teams (total 13 members) to develop all ATL and BTL communications to support KFC’s intensive new product launch (over 40 TVCs were developed in one year). Rapid business growth (appx. 60% share) in ChinaConsistently developed successful campaigns with proven effectiveness. Two campaigns (Miao Burger & Red Wine Roasted Wing) won record high scores in pre-test and post-test as well as record good salesSet up a process to greatly improve the effectiveness of every KFC’s communication campaign （and the test score has 80% prediction accuracy for the sales) and consulting in product concept development, communication concept development, consumer research and interpretation of commercial testsWon KFC business for Ogilvy’s other disciplines by proposing 360 degree integrated communication plan

Canterbury, United Kingdom

Developed integrated marketing communication plan to earn funding from British government by recruiting learners for Learndirect, the largest e-learning network in the UK (www.learndirect.co.uk). The revenue doubled compared with that of previous year New business development for Asia market, including market research and marketing plan. Co-op with Microsoft UK and Taiwan for a professional IT project. Re-built brand image and developing new marketing materials

Taipei City, Taiwan

Mainly handled Dove (Unilever), Pampers & Kotex (Kimberly Clarks), Maxwell House & Maxim (Kraft)Elected the only "Rising Star" to represent Ogilvy Taiwan in 2005 overseas training.Developed two sub-brands for Kimberly Clark. The new launch campaign successfully helped Kotex White occupy a 5% market share within 3 months.Winners in New York Advertising Festival competition for a series of print ads for the Kotex panty liner and a Christmas campaign for the brand imageDeveloped a re-launch campaign for Dove shampoo and successfully helped this single item occupy a 20% market share, a record high in Taiwan’s shampoo market

Taipei City, Taiwan

-SUNNET was the pioneer to set up “Cityfamily” similar to Facebook that came 4 years later. Cityfamily was the largest on-line e-community & social media in Taiwan (year 2,000) and later on transformed to the largest e-Commerce and e-Learning community and expanded business to China.-Creating strategy to build up ‘Cityfamily’s brand image and to significantly increase its traffic. Drew up marketing plans and recruited members for major clients. Created a record high turnover rate of 60 times of the marketing cost -Built a brand from scratch for SUNNET’s flagship e-learning website, set up e-learning operation and won business from the top 3 universities in Taiwan including Taiwan University (EMBA programs), Cheng-Chi University (postgraduate diploma in MBA) and Ching-Hwa University (postgraduate diplomas), contributing to SUNNET winning 80% share in Taiwan's e-learning market.

Taipei City, Taiwan

SK-II surpassed Shishedo to become No.1 skincare brand in Taiwan in year 2000.-Reported directly to GM to Handle P&G account for SK-II’s Greater China communication. Launched 6 new products with TVC and integrated communication campaigns for TW, HK an China respectively. -With an unique insight found by me, the SKII's sun screen product was able to price 3 times of competitors while SPF is much lower. The first patch of products all sold out before official launch.