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20 years of marketing experience, in Retail, Digital Marketing, Branding & Strategic Management. Have lived and breathed the digital transformation in APAC and led brands to go from digital 1.0 to 2.0, to 3.0, and in envisioning the future of brand building with endless possibilities. Track record with setting strategy in achieving exponential growth, in creating digital transformation, and in change management. Success cases in global leading brands launch in AP region, ‘globalization’ of leadership Chinese brand Industry and consumer experience, shopper insights in both new retail & direct sales environment, for a broad spectrum of product categories ranging from color cosmetics, skin care, personal care and health care, wellness, fragrance, home care, fashion accessories, mother & baby products, to food & beverage. Managing leading global brands both from local market level and from regional level, working with multiple local marketing teams in AP to develop and implement regional marketing / brand campaigns Specialties: Branding and marketing, retail management, digital marketing, B2B, B2C
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Head Of Marketing And InnovationsNaked Group Jan 2024 - PresentShanghai, ChinaAs the Head of Marketing and Innovations at naked Resort, I am dedicated to redefining luxury hospitality in China. With a focus on sustainable practices and unique guest experiences, I lead a dynamic team in crafting innovative marketing strategies that highlight our eco-friendly ethos and immersive, nature-inspired retreats. By leveraging cutting-edge technologies and creative storytelling, we aim to connect with our audience on a deeper level, driving brand growth and fostering a community that values sustainability, wellness, and unparalleled service.
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Chief Marketing OfficerFalux Group 法旅集团 Nov 2021 - PresentShanghai, ChinaFalux group originated from PVCP, the leading toursim group from Europe, which entered China from 2016. With over 50 years of industry expertise from Europe, it taps the tremendous opporutnities in the orient. Falux group provides tourism products for families that cater for all seasons, all age gropus and for 3 generations. We provide total solutions for developers who want to design, build, finance and construct resorts. Currently we operate 4 own hospitality brands Deauville, Les Iris, Le Rentree, L’Arrive. Falux club is a high end membership club, dedicates to promoting lifestyle. -
Sale & Marketing Director HomeTechnogym Oct 2020 - Present中国 上海市Leading the Home business unit and develop strategy for accelerated growth -
Regional Head Of Digital, Derma, NeaBeiersdorf Nov 2018 - Jan 2020 -
Senior Director Of MarketingValio Apac Sep 2017 - Aug 2018Shanghai• As one of the founding team members of Valio APAC, have joined the brand from a start-up phase in bringing the INNOVATIVE & Premium dairy brand into China. Leveraging the strong footprint of Valio in China for 30 years with industrial sales, the grand vision is to build the World’s Most Innovative Dairy brand from Finland - Valio in China & APAC, from zero to one, and from one to N amongst consumers.
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Digital Marketing DirectorYum! Brands Apr 2016 - Aug 2017Shanghai• Member of the digital marketing leadership team for change management and digital transformation, setting up customer engagement & digital marketing capabilities to relaunch the Pizza Hut business into a growth trajectory, and to rise up to the digital era challenges with focus on connection with young TA• Digital marketing 3.0, architecture set up & marketing plan implementation with Search, eCom, CRM and Social as the 4 key pillars to support an ALWAYS ON, REAL TIME, SOCIAL digital marketing strategy to have successfully turned around the brand to deliver the first positive quarterly same store growth in Q1 2017, after 11 quarters of negative SSSI decline . -
Regional Marketing Director ApacTcc Jul 2014 - Mar 2016Hk• Member of the regional leadership team for 11 countries in APAC including China, HK, Taiwan, Malaysia, Singapore, Thailand, Vietnam, Philippines, South Korea, Australia, New Zealand• Set up and lead the regional and local marketing team to design marketing campaigns to transform TCC from ‘product supplier’ to ‘strategic marketing partner’ for our retail clients. • Corporate brand relaunch, with new corporate identity. Embark on building shopper engagement with new approach of Loyalty 3.0, and successfully integrate into the sales process.
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Marketing DirectorGood Baby Group Co. Ltd Nov 2011 - Jun 2014Shanghai Brand vision to build a 10BIO Rmb corporate brand in China by 2015, with compound annual growth of >50%. Responsible for building a corporate marketing function from zero to 1, from 1 to N. Corporate marketing function include brand marketing, event & PR, digital marketing, retail management. Digital Marketing 2.0, Digitalised brand architecture construct for customer engagement, incorporating eCom, CRM, O2O, social media, digital marketing. The goal is to disrupt with a ‘Customer Engagement’ business model, evolving from the traditional ‘Channel Push’ business model. Responsible for goodbaby brand relaunch, through collaboration with Creative Centre based in Europe, developed a new brand footprint to transform the gb brand from a ‘local brand icon’ to an ‘international brand icon with Chinese origin’ . Consumer studies for customer profiling and segmentation to guide marketing strategy.
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Marketing DirectorShanghai Hutchison White Cat Co. Ltd Oct 2010 - Sep 2011 One of the Fortune 500 Hutchison group companies in China, Hutchison White Cat is one of the leading players in the cleaning product industries with leadership share positions in its core categories As one of the iconic Chinese household brands – White Cat, with >50yrs of brand history and heritage, and dominant popularity, is going through a journey of transformation from a SOE (State Owned Enterprise) to an international standard FMCG brand that compete with P&G, Unilever as well as township enterprises Lead brand innovations and strong turnaround initiatives including repositioning of brand, successful new initiative launches, impactful campaign ideas that break the media clutter, PR/event plan, ABTL/BTL plans, media plan, to deliver +60% volume growth, +50% sales value growth YTD July 2011
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Marketing DirectorOriflame Cosmetics (China) Co. Ltd Aug 2009 - Sep 2010 Brand challenge was to build Oriflame brand in China with vision to become the Top 5 Oriflame countries in the group (among 63 countries that we operated around the globe) As a late entry into the competitive beauty & fashion market, I have championed and led the development of marketing strategy to leverage the strong global brand footprint with Swedish origin. The winning strategy anchored upon 3 key pillars: to innovate on GTM programs with P2PO2O model, to evangelize on big data infused digitalization, and to focus on user recruitment. Digital marketing ecosystem 1.0 set up with member based online order system. Develop marketing campaigns to effectively Reach, Convert, Retain early adopters into the brand, incorporating ePR, events, KOLs & celebrity program, CSR program, catalogue sales program, integrated sales action program, e-business programs. One of the first brand in the market to evangelize a digital marketing and O2O strategy (95% of orders came from online as a result)
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Regional Catalogue Planning ManagerOriflame Cosmetic Management Sa. Jul 2008 - Jul 2009
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Marketing Manager, Thailand & IndochinaReckitt Benckiser Thailand Co. Ltd Jul 2006 - Dec 2007Manage portfolio of Dettol/Vanish/Clearasil/Brasso and new product/category launches. Responsible for Thailand/Vietnam/IndoChina markets. -
Marketing Manager For Household & New InitiativesPt Reckitt Benckiser Indonesia Nov 2002 - Jul 2006Responsible for marketing of Dettol, Airwick, Brasso; & innovation initiatives on pest control categoryKey Achievements:• Dettol has successfully doubled its market share in soap (from 0.7% in Y03 to 1.3% in SO 04); brand NR growth in the past two years have been more than 30% consecutively and est. to achieve higher growth in Y05 (stretch target of 50%)• Develop local tailor made advertising campaign on antiseptic liquid multi usage and soap consumption drive campaign with everyday usage, to significantly improve brand awareness/usage/equity. • Launched air care category into Indonesia as the global test market for low costs initiatives in emerging markets in April Y04; successfully achieved 5% exit share in Y04; formulated the launch plan and market program • Develop a full mix of revolutionary NPD projects for pest control category – a global top priority NPD project with Indonesia as the lead country.
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Brand Manager For Mortein, VeetReckitt Benckiser China Co. Ltd Sep 1997 - Nov 2002Responsible for marketing of Mortein and Veet in China
Liyan Ye Skills
Liyan Ye Education Details
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English For International Business
Frequently Asked Questions about Liyan Ye
What company does Liyan Ye work for?
Liyan Ye works for Naked Group
What is Liyan Ye's role at the current company?
Liyan Ye's current role is CMO.
What is Liyan Ye's email address?
Liyan Ye's email address is li****@****ail.com
What is Liyan Ye's direct phone number?
Liyan Ye's direct phone number is +4413446*****
What schools did Liyan Ye attend?
Liyan Ye attended Alliance Manchester Business School, University Of Central Lancashire.
What skills is Liyan Ye known for?
Liyan Ye has skills like Marketing Strategy, Fmcg, Brand Management, Marketing Management, Strategy, Customer Insight, Marketing, Management, Product Development, Trade Marketing, Business Strategy, Sales.
Who are Liyan Ye's colleagues?
Liyan Ye's colleagues are Oscar Wang, Timothy Fu, Mike Liu, 椰子吾, 嵇亚莹, 魏守容s-J，wei, Zhen Wang.
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