James Guo Email and Phone Number

RTD manufacturer and sales operation.Establishing new honey water category and brand and deliver to FMCG market.Overall management of sales operations, Client management, Marketing & Category, Brand, E-commerce, R&D and production QAQC.

-China retail inorganic growth project-Shell NER growth strategy and pilot in EV market-Fresh food solution for Shell gas station-Shell car wash biz strategy and solutions to JV markets -Alliance dinning project solutions to markets-CR capability building and operational excellence implementation in JV markets.

Implement Shell global NFR strategy to drive organic and inorganic growth of (non-fuel) retail biz on Shell sites. Build up team and management process in JV company. Develop integrated retail offer on sites to fulfill customer needs. Build up Shell SELECT branded CVS store channel in terms of store standard, Marketing, Category Mgnt., IT system, Supply Chain operations, store operational excellence, etc. Digital venture innovations in NFR to explore potential growth.

New business/brand development for fresh F&B within convenient retail scope in Shell petrol stations in China. Starting from scratch with joint venture company teams to strategize and implement F&B solution. Visualize business strategies, directions, foundations, as well as implementation solution.

Brand Marketing, promotional campaign, LSM & events, digital venture, loyalty program, visual merchandising, VI & graphic design, new store profile design, international markets opening, China team structuring. •Managing China MKT team with three dept. covering 120+ retail stores across 83 Cities contributes RMB 6 Billion annually in sales revenue. •Re-structuring team R&R as well as KPI and personal goal setting. •Build up China + field Marketing team structure for future business growth. •Re-establish brand image by implement VI guideline for retail stores. •Flagship store project, schematics review, marketing initiatives and merch. development. •Local store marketing event optimization and streamline MKT tools. •Establish tools and process to ease cross-function cooperation and bring synergy. •Re-direct digital venture marketing message from discount promotion to brand moments. •Initiate loyalty program for MI HOME and MI App •Innovation on store visual merchandising, by new tools development, material updates, 3rd party cooperation and training course design. •International market opening events planning and approval – India Bangalore, HK, TW

- Overall management for concession bar biz in mainland China 300+ CCO movie theaters- Team R&R restructure- MKT, Category and E-commerce strategy- AOP achievements- Process optimization and execution standardization- Concession bar Opts resource manual optimization- NPD and yet establish QA standard for execution- New biz channel development- F&B business planing- Concept store project

Marketing & all Category – Beverage, Food, Whole Bean, Retail merchandise, Packaged products, Loyalty programs.- Overall M&C management from annual operation plan (AOP) setting to actual performance tracking & solution.- New city opening and roadshow events- Digital MKT execution- LSM over store profiles- Improving forecast accuracy, analysis logic and yet cross-functional working process for better efficiency.- Re-organizing category team structure with clear roles & responsibilities, as well as individual success plan.- Campaign planning & prioritization w/ budget management within team.- Managing campaign result from all category perspective and keep daily/weekly/monthly review with leadership team.- MKT expense budgeting

All category – Beverage, Food, Whole Bean, Retail merchandise, Packaged products, Loyalty programs.- Overall category management from annual operation plan (AOP) setting to actual performance tracking & solution.- Improving forecast accuracy, analysis logic and yet cross-functional working process for better efficiency.- Re-organizing category team structure with clear roles & responsibilities, as well as individual success plan.- Campaign planning & prioritization w/ budget management within team.- Managing campaign result from all category perspective and keep daily/weekly/monthly review with leadership team.- Delivered the best 2015 Christmas campaign performance in China by achieving all promotional sales targets and highest sell through rate on retail merchandise, contributed half of China market sales.

Food & BeverageOverall category management from annual operation plan (AOP) to all category performance evaluation. Sale tracking & diagnose & forecasting. Category/ tactical marketing strategy. Elevating LTO beverage business performance by accurate and optimize forecast methodology● Drive up food performance - i. Food management tool redesign; ii. New product development;iii. Operation excellency; Busi. impact: +1.7 Million growth in monthly food sales revenue.● Deliver successful new city entering event - Zibo, Fushun, Anshan.● Lead seasonal campaign roadshow design, organization & speech - for whole operation team

New food products, Festival food program● Managing Dragon Dumping project for Starbucks China market, and 100% sales target achievement, contributed 5+ Million sales revenue. Implemented flavor & packaging innovation.● Managing 2012 Mooncake project for China market, from product ideation to frontier store sales.Implemented flavor innovation and eventually elevate packaging design and quality. 100+% sales target achievement, generated 71 Million sales revenue in 35 Weeks, which was 1% contribution to yearly comp. sales.● Managing seasonal LTO food projects (R&D, procurement, category marketing), delivered 15 newproducts, 20 Million sales revenue, across whole China market, from Christmas to Summer campaign.● Reset food operation standard for all china stores - Food knowledge training, food handbook, newdisplay guidelines.

Marketing & Category - Food, festival food ● Food category management for North China region - Product strategy, R&D, operation training, sales performance evaluation.● Manage 2008 Olympic food supply project, on site NBC center, kiosk stores.● Redesign store food management tools to eventually up-level store manager mgnt skills.● Organize food workshop (deliver training) for all North China store managers and district managers.

Marketing & Category - New food program ● Establish the first China frozen food supply model and store platform in Beijing, Tianjin, Dalian,Shenyang, then replicated to Wuhan, Xian. Business impact: Monthly food sales increased by 33% (3M to 4M) versus before.● Design store frozen food management tool system and implement to daily operation.● Managing product development (from recipe to product) and product engineering in food factories.

Coffee wares, merchandise, condiment bar, promotion souvenir ● Routine procurement management, including coffee wares, Merchandise, condiment items, uniform,souvenir, Mooncake packaging.● Supplier management - factory / distributor audit, contract management, price negotiation, explore new vendors.● Distribution center inventory control