Joy Lu Email & Phone Number

Beijing

the segmented products mixes with a deep connection with the 60s, 70s, 80s, 90s, 00s consumer-groups targeted; Overall E-commerce management including integrated online planning and formulation, targeted consumers selection, branding and products positioning, differentiated packaging, competitive pricingandpromotion, team building and management; Strategic holistic We Media planning and implementation, teambuilding and management; Annual ATL/BTL Branding and Sales promotion activities planning and formulation; Participating into R&D, Production, Equipment, and Purchasing Departments to make suretheIntegrated entrepreneurial marketing plans work well; PR Departments and Consumer Analysis Teams building

Sichuan, China

 Long-term and short-term strategic holistic entrepreneurial planning and formulation based on SWOT analysis with a précised market trend prediction and a strategic competitive entrepreneurial positioning; Building databases and marketing intelligence with conducting marketing research for a strategic branding positioning for each geographical, social-cultural, psychological, and economic segmented product mix. Databases and data mining on targeted consumers by creating a long-term loyalty relationships with 60s, 70s, 80s, 90s, 00s groups, and maximizing customer lifetime value in the field of Rice Stick, Snow Cake, Chocolate Sticks, Dried Rice Dumplings, Candies, and other 6 segmented product-metrics for Fumper Foods; Annual Marketing planning and formulation; Annual budgets planning and formulation; Branding metrics with a consumer-connected brand image for each segmented brand with overall CIS/VI systems building and implementation according to strategic competitive brand positioning building and management; Product Mixes selection, product line carding, and NDP products planning and implementation by building strategic differentiated product characteristics into products and packages according to the targeted consumer groups and scene marketing needed; Overall e-commerce business planning and implementation: marketing intelligence digging, targeted consumer selection, ATL brand positioning and competitive difference, product metrics, pricing, promotion activities aided by We Media vehicles, team building and management;  Annual strategic ATL/BTL Branding / Sales promotion activities planning and formulation with an annual plan on media vehicles selection and coordinating with; VCR planning and shooting;  We Media team building and management on the base of a deep connection with consumers; National Marketing Department building and management;  Monitoring the marketing expenses using;  Other assigned tasks;

Beijing, China

 Working on the National Marketing Department building and management;  Working on Data Base and Market Intelligence system building, data mining, marketing research conducting for the strategic Branding metrics positioning on the segmented targeting consumer groups in different areas, channels; Branding images building and related CIS/VI systems building and management to the each segmented brand of the three-hierarchical infant milk powder product mixes and the two hierarchical adult milk powder product mixes; Annual sales planning and formulation and monitoring; Annual budgets planning and formulation and monitoring; Product mixes metrics building and product lines carding, NDP projects, to bring out the strategic competitive characteristics into the products and packages on a C2B theory; Brand positing and brand images building, annual Media Vehicles selection, planning, and conducting, VCR projects;  Annual promotion activities planning and formulation on branding and sales;  NDP projects: targeted consumers selection, positioning, new product concepts building, differentiated competitive characteristics mining, eye—bull catching packages designing, matched price systems with good launch plans; Marketing expenses monitoring; Other assigned tasks;

Bejing, China

 Being responsible for the integrated national marketing planning and implementation for the Parent Brand--- the 100% Juice Beverage product mix; Brand upgrading based on creating long-term loyalty relationships with the existed targeted consumers and working on consumers acquisition and retention; Annual branding and sales promotion planning and formulation, with a selected media vehicles system bases on the annual branding budgets building and formulation and morning;  Date base building, market intelligence system building and management for dynamic market trends and development of consumer groups; Product metrics building and product lines carding, with NDP projects planning and implementation. Building the strategically competitive characteristics into the products mixes;  Annual branding and sales promotion activities planning and implementation and monitoring; Other assigned tasks;

Beijing, China

 Participating in the Organization Structures building and Job Responsibilities drafting of each position for each departments, and Process Establishment, using and updating;  Working on the building and management of the data bases, data warehousing and market intelligence system with a monitoring on the products mixes improvements, promotion activities, pricing system implementation of the competitive brands for a feedback and consumer information analysis; Being responsible for the overall project of Milex(Top Brand)’s planning and implementation, from consumer selection, brand positioning, brand image building, LOGO designing, SLOGAN, VI system building, launched areas and channels selection, strategically competitive differences building into products and packages, selling points, pricing, launch planning and monitoring, etc. Participating in the planning and implementation of Mengniu Brand, Mengniu Arla Brand new products projects according to the timeline to meet the annual sales plan; Monitoring the sales data in case of the turbulence with quick feedbacks; Monitoring the implementation of annual plans of other departments like QA,QC, Promotion Department, Purchasing Department, Production Department, HR Department with feedbacks to make sure an integrated entrepreneurial marketing plan work well; Working on the overall selection Brand Spokesman project for the JV; Participating in the annual planning and implementation of the Aided Material Purchasing Department with a strategic C2B theory, and monitoring the use of the aided materials for a balanced sales goal; Participating in the annual budget planning, being responsible for formulation of the budget plans with a monitoring on the use; Assisting to the daily work reports with the VP to the Denmark side; Being responsible for the Milex, Mengniu, Mengniu Arla brand images building and designing, with VI systems building and implementation; Other assigned tasks;

Ba, English

Education record