Joyce Yan, Mba Email & Phone Number

Toronto, Canada Area

Toronto, Canada Area

WelcomePack Canada Inc. is a direct marketing company providing the platform for Canadian brands to be the first to welcome and build brand salience with new Canadian immigrants as they settle in Canada.When I worked there, I mainly:• Developed a new comer outreach plan• Enriched website contents to be more practical and attractive to new immigrants• Communicated with clients to provide them value-added service engaging them to invest in the service of WelcomePack Canada, e.g. iTalkBB

Beijing City, China

Developed profitable new clients (over 50% gross profit). For example, gained and engaged BMW with annual revenue of over $1.5 million(CAD) conducting various market research projects of customer understanding studies, new product development study, communication study, pricing test, naming study, event tracking and customer service satisfaction surveyWorked on existing client projects, engaging their loyalty and achieved 30% revenue growth by providing high quality service, suggesting them to conduct relevant research projects and providing recommendations on their business issuesAchieved annual revenue of $6 million (CAD), by well managing multiple projects from proposal writing, management and supervision of fieldwork execution, data analysis, reporting to final report presentation to clientsSome examples of high profile clients I managed are Dell, Lenovo, Johnson & Johnson, Volkswagen, HP, Samsung and HK DisneylandLed, trained and mentored a research team of 12 members, building the team to enhance team productivity, encourage positive working attitude and create growing momentum

Beijing City, China

Managed the Yogurt Brand of “Y-YoPeri” (a yogurt brand targeting urban white collar female), developed and implemented annual marketing plan, changed bottle pack size and bottle shape, revised packaging design, initiated and run a creative consumer promotion "Win a Grand Beauty Prize Each Day"​, launched new product flavour "pomegranate", initiated and prepared the new product launch of CUP format with nuts and foldable spoon on the top for ready to eat, conducted U&A consumer research and analyzed its marketLed the launch of a new yogurt drink product - analyzed the market, developed its brand name and positioning, designed its bottle shape, initiated thinner bottle cap to save cost, conducted ROI analysis, developed product formula and conducted consumer product test

Beijing City, China

NESCAFE RTD brand management and achieved booming sales growth - managed the brand re-positioning; 2008 national markeing plan development and implementation both consumer and trade activations; marketing communication plans and execution; new product development; managed annual marketing expenditure of $10 billion.

Beijing City, China

Responsible for Brand SPRITE in NSW (North & South West) Region that had 10 bottling plants in 10 provincesAchieved high double digits growth of SPRITE sales volume in 2006-2007, making it become the biggest CSD brand, outperforming the long-time market leader of Coca-Cola and PepsiAchieved significant improvement of SPRITE brand music connection in 2006-2007, outperforming Pepsi who is the long-time market leader in music connectionLed the project of "SPRITE My Show"​ with an innovative & efficient local media and partner cooperation including local TV, music radio channels, newspaper, McDonald, cafe, KTV. Run BTL activations of road shows at city square and singing competitions in 102 universities. Achieved registration of 12,000 and audience of 100,000. Excellent executions emphasizing on youth interactions with the brand. Well attracted public media publications worth of $4 million CAD value at the cost of $120,000 CAD. It won Company Project Award in 2006.Led the project of "SPRITE Music Promotion" in 360 marketing campaign - designed media ad, in-store POP and attractive premiums, ensured proper channel executions, monitored program execution and sales progress. Gained over 50% sales growth during the promotion.

Beijing City, China

Developed and executed annual marketing plan, new product launch, consumer promotions, trade promotions, media communications, packaging design, POP design, visibility toolsLaunched new products, such as coffee mix 3 count stick pack to achieve affordability to induce consumer trial of NESCAFE, cool coffee mix to counteract summer low season salesInitiated, developed and studied consumer research to find market opportunities and threats, and monitor brand health. An example is the consumer study to test various statements to engage consumers for coffee drinking. A slogan of "treat yourself for a moment and then continue" was then developed to capture the after lunch occasion and a 360 marketing campaign was launched with this theme, contributing to sales and brand health growth.Managed annual marketing expenditure of $40 million(CAD)Achieved double digits sales growth for NESCAFE coffee mix at large volume base and maintained its market share as market leader

Beijing City, China

Conducted various projects of U&A study, segmentation study, shopping behavior study, product test, advertising pre-test/evaluation and pricing studyServed the key clients of MOTOROLA & NESTLE, with responsibilities of research proposal writing, questionnaire design, project management and report writing

Master Of Business Administration (M.B.A.), Marketing

Bachelor'S Degree, Astrophysics

Education record