Lucy Cheng Email & Phone Number

New York, Ny, Us

New York, Ny, Us

Bellshill, Lanarkshire, Gb

Lead highest priority brand in highest priority market. Manage 5 team members• Lead planning, set strategic direction, and delivered growth above targets: +14% in ’21, +7% in ’22 vs. Plan• Launched Hendrick’s 1st true omnichannel media campaigns and grew brand awareness by +10pts from 37% to 47%• Manage briefing, creative development, and measurement/evaluation for 3 campaigns per year across 15 touchpoints• Launched 2 innovations with full 360 support plans, including media, PR, experiential, influencer, trade, and retail/e-com components. Both innovations became top 5 SKUs in Super Premium+ Gin within 1 year• Launched most successful PR program in company history and 1st brand partnership. Secured 134 placements, including in top outlets like New York Times, People, Late Night with Seth Meyers• Launched 1st large-scale influencer program. Beat benchmarks for impressions by +9X and engagement rate by +1.3X • Led 10 large-scale experiential events, including 3-day pop-up that was named Event Marketer’s Best Events of 2022• Developed Perfect Store program in collaboration with sales & distributors that grew PODs by 9%• Oversaw Brand Ambassador programs that rebuilt on-premise business, exceeding pre-Covid levels across all metrics • Winner – Global Standfast Award for Entrepreneurship 2021; Finalist – Icons Award 2021• Winner – Impact Hot Brand Award 2021 & 2022; Impact Blue Chip Award 2022

Paris, Ile-De-France, Fr

General manager for 3 brands generating +$100M in sales. Led brand strategy, planning, innovation, and retail/BTL programs• Developed Beefeater innovation to tap into wellness trend. Partnered with Global on pack design and product development. Led creation of full-funnel launch plan, retail assets, and sell strategy/tools• Developed Royal Salute luxury holiday and Lunar New Year campaigns to deliver +36% growth • Led project for The Glenlivet to develop a luxury strategy and relaunch plans for their high-end portfolio

Slough, Berkshire, Gb

General manager and P&L owner for Durex and led all Equity activities for K-Y and Durex. Managed +$100M in sales and +$20M in budget. Managed 2 ABMs• Launched K-Y Valentine’s Day campaign that drove +6% lift with fully digital plan. Managed content creation, media/PR plan, retail & promo plot, and partnerships with The Bachelorette and Refinery 29• Drove +4% lift for Durex with new campaign targeting Gen Z, including Tinder and VICE media partnerships• Created and successfully pitched retail partnership with Target for back-to-school program with Durex

Slough, Berkshire, Gb

End-to-end owner (equity, activation, and innovation) of Clearasil and First Aid portfolio (Lanacane, Scalpicin, Lice MD). Managed ABM and MBA intern • Led Clearasil strategic overhaul to stabilize brand in 15yr decline, delivered +15% NR vs. plan• Transitioned from TV to 100% social/digital and managed all content development across paid/owned• Built 3yr innovation pipeline and managed development for 2 new launches for 2019 • Drove 10% lifts through targeted Walmart plot and successfully held retail distribution (1st time in 4yrs)

Slough, Berkshire, Gb

Led new growth initiatives and managed e-commerce strategy for Personal Care brands. Launched Veet gadget innovation on Amazon, RB’s first e-com-only new product launch, and developed digital support campaign. Launched Hispanic test for Veet in Miami, one of RB’s first forays into Hispanic marketing. Led repositioning initiative for Lanacane to tap into sports whitespace opportunityLed Clearasil activation initiatives. Executed packaging overhaul of Clearasil portfolio ahead of schedule. Launched successful test of point of market entry program with pediatricians in 2017 and expanded program in 2018. Managed large-scale schools program to reach 3M teens with samples, educational materials. Launched PR campaign with celebrity influencer for key prom sync. Managed brand P&L, budget, and all analytics, performance tracking, and reporting.

Chicago, Il, Us

Responsible for all above-the-line and below-the-line activities for the new Smith & Forge Hard Cider brand, now one of the biggest cider brands in the U.S. Led key initiatives like the launch of 6-pack bottles, 2016 creative (TV, social/digital, OHH) development, and activations with Sports Illustrated, USA Rugby, and the World Armwrestling League. Launched new Smith & Forge tankards (glassware), e-commerce store, and redesigned brand website. Manage relationships with 7 agencies and alliances. Responsible for Smith & Forge budget management and all analytics, performance tracking, and reporting.Earned Culture Driver award for launching first Innovation Team Awards & Recognition program.

Evanston, Illinois, Us

Chicago, Il, Us

Identified opportunities to drive trial of the new Coors Light Summer Brew, primarily targeting Hispanic consumers. Developed comprehensive go-to-market strategy for the launch of new SKUs in 2015, including recommending which distribution channels, geographies, and account types to target and specific PR tactics and merchandising tools to use.Led development of innovative new Coors Light bottle to increase relevancy among Millennials for Super Bowl activation. Wrote creative brief, led briefing process, managed agency relationship, and led creative review.

New York, Ny, Us

Manage Competitor Intelligence (CI) function and serve as expert on competitors for the S&P Capital IQ and S&P Dow Jones Indices divisions of McGraw-Hill Financial. Lead a team of 3 analysts to develop recommendations for accelerating revenue and margin growth through strategy projects for internal clients, including market entry assessments, competitor benchmarking, and strategic reviews. Develop detailed go-to-market strategies for promising opportunities. Assess companies as potential partners and acquisition targets. Oversee development of regular CI reports and global market sizing model.

New York, Ny, Us

Expanded coverage and reach of Competitor Intelligence function for S&P Capital IQ and S&P Dow Jones Indices: - Published 100+ CI reports annually for senior executives and product and sales teams on competitor strategy, financial/operating performance, new product development, M&A activity, and implications for S&P - Added Competitor Deep-Dives, Investor Day, Special Reports - Expanded earnings coverage from 6 to 14 public competitors and Competitor Activity Reports from monthly to weeklyDeveloped recommendations for accelerating revenue and margin growth through strategy projects for internal clients. Performed initial assessment and created pitch decks for 4 acquisition bids.Managed the global market sizing and forecast model, covering ~200 competitors in 13 markets, 5 customer segments, and 4 regions. Market sizing figures have been cited in the news media, including New York Times.

New York, Ny, Us

Perform research and analysis on competitor and industry activity for Standard and Poor's ratings and non-ratings businesses, including competitor profiles, quarterly earnings reports, and competitor activity reports, which is used by senior management to make strategic and investment decisions.

New York, Ny, Us

Worked to solve client's strategic and operational issues through quantitative modeling and primary and secondary research. Broad-based experience in financial services (retail, corporate & institutional banking, asset management, insurance) and in other industries with a focus on Asia.

Us, Europe, Asia-Pac, Primary Offices, Oo

5-month assignment as Research Analyst at Celent while at Oliver Wyman. Researched, analyzed, wrote, and published two 60+ page reports covering the Asian financial sector

New York, Ny, Us

Introduced new Chase credit card program through partnership with FacebookGenerated strategies for increasing card activation and usage among college studentsWorked to make Chase's credit education program more engaging and relevant to students' needsOrganized 2006 Intern Competition and chaired full day event

Master Of Business Administration (Mba), Marketing, Media Management & Decision Sciences

Bachelor Of Science (B.S.) In Economics, Concentrations In Finance, Marketing

Education record

Education record