Lu Huang Email & Phone Number

Toronto, On, Ca

Toronto, Ontario, Canada

Toronto, Ontario, Canada

Toronto, Ontario, Canada

Led strategic development, planning, & execution of all brand marketing responsibilities on Kinder Surprise:• Brand strategy• Forecasting & volume planning• Marketing communications & media plans• Consumer & shopper understanding• Product range development• P&L accountability• Professional development of Assistant Brand Manager & co-op

Toronto, Canada Area

Led Kinder Bueno to 3 consecutive years of category-leading growth (3-yr CAGR outpaced category by 8x), more than 2x the business following 10-years of stagnant performance: • Drove increases in Brand Awareness (+5pts) and Trial (+3pts)• Launched new media channels (TV, OOH, print) and touchpoints (influencers, sampling)• Launched top-performing innovations, driving category growth and receiving 2 Product of the Year awards• Developed multi-year innovation pipeline to address opportunities within key strategic segments • Grew distribution through new channel tests• Led development of cross-brand display strategy, resulting in 7-figures in savings in year 1

Toronto, Canada Area

• Managed Live Clean innovation process, leading cross-functional team to 5 product launches (2 into new categories) • Led the development of the relaunch strategy for Live Clean lotions• Led SKU rationalization on Natural brands (JĀSÖN, Avalon Organics, Alba Botanicals)

Markham, On, Canada

• Led the relaunch of Motrimax (brand repositioning, product renovations, new communication) • Managed the development of master brand positioning for the full J&J pain care portfolio (Motrin, Motrimax, Tylenol)• Led the New Product Innovation process, managing cross-functional group• Led the Business Review and Brand Planning processes

Mississauga, On, Canada

Managed all marketing activities for Barbie including: local market positioning, development and execution of strategic brand plan, media planning and consumer communications, pricing strategy, product launches, line selection, product mix management, sales forecasting and inventory management, budget management, and business reviews. Key Accomplishments: • Led cross-functional taskforce to develop out-of-plan opportunities to defend leadership position in category, directing the account teams to successful action plans.• Collaborated with global Brand, Product Development, and Licensing teams to develop the first Barbie doll led by Canada (HBC Barbie). • Led the 2014 Mattel Holiday Program, achieving growth in retail sales (+1%), sell-through (+10%), and program impressions (+55%) over 2013 program on 30% reduced budget.

Mississauga, On, Canada

Managed all marketing activities for Girls IP & Licensed brands including: local market positioning, development and execution of strategic brand plans, media planning and consumer communications, pricing strategy, product launches, line selection, product mix management, sales forecasting and inventory management, budget management, and business reviews.Brands managed: Monster High, Ever After High, Disney Princess, Disney Sofia, Little Mommy, Password Journal, Polly Pocket.Key Accomplishments:• Launched the Ever After High brand in Canada, achieving the #5 position within the competitive fashion doll category after one year in market (positions #1-3 all held by Mattel brands).• Over-delivered on financial forecast by 21%.• Successfully managed Mattel Canada's largest product portfolio measured by $ volume, number of brands, and SKU count in first year on the Brand Marketing team.

Mississauga, On, Canada

Co-founded Mattel Canada’s Trade/Shopper Marketing team, established to develop best-in-class retail programs, aligning national brand marketing priorities with account priorities and channel insights. • Supported Manager to define the new team vision and goals; develop workflows, tools, processes, and frameworks; and onboard internal and external stakeholders. • Collaborated with Brand, Sales, and Customer Marketing teams to develop and execute promotional programs for Mattel brands across different channels and retailers. • Elements included: promotions, merchandising and POP, online brand shops and digital support, in-store events, cross-sell activities, and more. • Conducted post-analyses on promotions, and provided learnings and insights to guide future programs.Led: Toys"R"Us, Loblaws, Target.Supported: Canadian Tire, Shoppers Drug Mart, Mastermind, Indigo, Emerging Channels. Key Accomplishments:• Led the development of brand shops on ToysRUs.ca; Thomas & Friends brand page was used by the retailer’s digital team as a best-in-class case study for other vendors. • Developed creative solution to ship toys non-traditional channels, leading to a +15% increase in baseline shipments at the account, and distribution into 200 new doors. • Achieved 29% cost reduction in pallet production; savings allowed for five incremental pallet programs to be shipped in year 2 on flat budget.

Mississauga, On, Canada

Supported Brand Marketing and Sales teams with category reviews, planogram development, market research insights, data analyses, and actionable recommendations to achieve business objectives.• Provided brand teams with external market updates, competitive analyses, and brand deep-dives to support the development of annual brand plans. • Led and managed various market research projects, including the annual Holiday Shopper Study, Vehicles Shopping Behaviours.• Developed presentations using insights from market research to support account team pitches.• Created weekly retailer scorecards and reports to monitor sales trends and promotional effectiveness, and flag potential concerns such as inventory shortfalls; provided weekly commentary and recommendations to account teams. • Developed modular and out-of-section planograms for key retailers, optimizing SKU productivity, account team priorities, case pack rules, shopper insights, and marketing support.• Developed comprehensive toy category analysis and landscape overview for Target to orient the new retailer; presentation led directly to Mattel’s invitation to act as category captain on key categories. Awarded the Mattel Formal Recognition award.• Advanced proficiency with AC Nielsen, NPD, Cognos, JDA Space Planning, Market Track Feature Vision.

Toronto, On, Canada

Reporting directly to the CEO, developed and managed all marketing activities for Luxor CRM: • Created content calendar and managed creation of all content assets: blog posts, instructional videos, newsletters, case studies, e-blasts, direct mail, white papers, press releases, articles in trade publications.• Launched social media channels to engage with customers and enhance customer service.• Organized, promoted, and ran industry events to attract additional business and deepen engagement with existing clients.• Improved website ranking from page 7 to 1 on Google and increased organic inbound requests through by over 200% through implementation of SEO • Led website re-design to improve user experience.• Developed targeted marketing material for 2,000+ prospective clients.• Nurtured leads through consistent and relevant touch points.

B.Com, Marketing

Activities and Societies: Marketing Director, Queen's International Hockey League // Sales Consultant, Oil Thigh Designs // Marketing.

Marketing, International Business

Winter semester international exchange