Melanie Chen Email & Phone Number

Vevey, Ch

Blackfriars, London, Gb

Blackfriars, London, Gb

Working, playing and leading with a great team to deliver exciting new ground in the world of ice cream for Australia and New Zealand.What I’m proud of so far:- Building a strong relationship with the global and regional teams to turnaround growth, profitability and create an exciting innovation roadmap for ANZ- Driving and delivering one of the most ambitious roadmaps on the #1 brand in ice cream sticks (you know the one) improving equity growth on the key must win attributes - Developing exceptional talent to deliver exceptional launches, plans and trialing new ways to connect with ice cream lovers- Leading the strategy on our first portfolio campaign to drive Unilever as the #1 manufacturer in the health & wellness ice cream space- Breaking forecasts and records on the first dairy-free Magnum launch in ANZ- Leading the premium ice cream agenda and roadmaps through the next few years - Finding ways to move away from status quo processes and embracing and introducing leaner ways to work for the future.- Loving what I get to do and the brands I get to work on everyday!

Sesto San Giovanni, Milan, It

- Managing 70% of the Campari Brand portfolio through ownership of premium bourbon worth RSV $270M with $6M Media budget - Step changed the brand's growth performance into 2018 through innovation, media and targeted segment strategies to become a true bourbon challenger brand.- Strengthened Wild Turkey’s media strategy towards a pursuit of brand growth and gaining new audiences. Managed the localization and launch of global assets and spokesperson (Matthew McConaughey) with maximum impact through premium media channels and targeting- Reinvented the Wild Turkey brand experience by combining PR experiential activity with strategic on premise partners to deliver 17M impressions across influencers and media to reignite pride in the brand.- Initiated and led a cross-functional “red ocean” project team to aggressively pursue growth and step change the brand’s market share and profitability within 6 months to deliver an incremental $3M profit through pricing, innovation and media tactics.- Created new business processes: 1) Leading ANZ executive leadership team through efficient decision making in the “red ocean” project and 2) Introduced the current agency briefing process for Campari ANZ to ensure consistent, complete briefing and agency alignment- Collaborated with global teams to develop strategic innovation designed to disrupt the Australian bourbon market and deliver premium growth. Currently the lead market, influencing campaign launch development with significant resource including celebrity endorsement.- Improved Campari speed to market with innovation, via stage-gate process to introduce NPD against key trends of refreshment and health within the stagnant RTD market. - Direct line management of an Assistant Band Manager, Wild Turkey and Brand Leadership of Brand Manager.

Paris, Fr

Working on the UK's #1 Haircare brand. As of July 2015, taken on the role of Acting Group Product Manager, reporting into the Marketing Director.Key responsibilities include:- Managing the full haircare portfolio and direct management of the haircare team: Product Manager and Assistant Product Manager.- Develop and implement the haircare strategy- Manage NPD launch plans including Creative and Media direction through partner agencies- Manage the A&P budget and ensure efficient spendRESULTS:- Have delivered a +6.5% growth in a declining, mature market -1.2%- Re-invented the Media Model through the development of a core campaign that has injected growth back into declinging pillar brands and is established as a global best practice, launching globally now.- Created and mobilised the business behind game-changing innovation in 2016- Developed a strategy to inject category growth via format strategy and premium segmentation

Paris, Fr

Working on the UK's #1 Haircare brand, reporting into the Group Product Manager.Key Responsibilities included:- Managing half the Elvive portfolio and the premium brands portfolio- Led a cross-functional team to implement operational excellence for the brand- Launch significant NPD, developing the creative assets and managing the media launch plan through a integrated marketing campaign- Develop product concepts ans test via Concept Usage Tests - Testing of TV Marketing communications and optimising before launch - Developed the launch plans and conducted qualitative market research to establish a new brand in the professional haircare market- Line management of the haircare management traineeRESULTS:- Delivered +3.5% growth in 2013 in a market growing at 2.4%- In 2013, launched the UK's #1 Oils haircare range, expanding the brand into incremental consumer segments- Secured the launch of a premium brand exclusively with Boots through partnership planning- Established a clear strategy on driving value into the market through premium product segments

Mclean, Virginia, Us

Managing the market leading MasterFoods® brand within the Herbs & Spices category (RSV $50M+).Reporting into the Marketing Manager, Key RESPONSIBILITIES are:- Leading and Implementing the Herbs & Spices strategy- Leading a cross functional category team to deliver growth initiatives- Innovation Pipeline management- NPD launch activation- Branded Activation- Project leading- Customer Alignment & Range Reviews - Delivering financial growth resultsRESULTS:- In 2012 I delivered an incremental 5.2% Net Sales growth for MasterFoods® in category despite significant private label expansion in market. - I have led a cross functional team to deliver an influential category deep dive review which has influenced senior management and gained internal support for the Herbs & Spices strategy - I have successfully deployed gold-standard NPD launch to market that has driven incremental brand penetration and improved frequency- I have established an innovation pipeline to 2015 tapping into different growth opportunity areas- I have implemented a $2.5M ATL Media plan and created a detailed BTL activation calendar to manage a $2.3M budget- I have successfully gained wide internal support for NPD initiatives which has been recognized at a global level

Mclean, Virginia, Us

Managing the Category review process for our largest customer Woolworths and deliver category reviews that secure NPD ranging and category and brand growth initiatives.Key RESPONSIBILITIES:- Secure NPD Ranging- New line performance analysis- Activation analysis- Competitor analysis- Shopper analysis- Planogram: Strategic design, Apollo and Space planning capability, implementation, analysis- Pricing, promotional, ranging and space analysis Key RESULTS:- In 2011 Mars Food secured first rank in advantage group survey for customer engagement with a first rank in category management- Secured NPD ranging across all 7 key categories- Drove incremental distribution across a number of core ranges in 7 key categories- Delivered incremental share of shelf gains

Mclean, Virginia, Us

Working within the independents channel to deliver category, activation and forecast management.Key RESPONSIBILITIES:- Delivering category range reviews to secure NPD within the independents channel- Manage the full year field activation program and communication- Manage baseline sales analysis for demand forecasting- Manage and influence stock to DC ordering- Manage Metcash EXPO event: customer engagement, field activation and forecastingKey RESULTS:- Secured NPD and incremental core ranging in Metcash- Set up a full year incentivised field activation program for 2011to attract new stores and increas points of distribution- Improved account demand forecasting accuracy and Customer Service Levels- Created and continuously managed Independent planogram layouts and core range requirements by store grade-

Mclean, Virginia, Us

Managing the Sydney Metro region for the Independents, Agri, value and Mass channels.Key RESPONSIBILITIES:- Target incremental points of distribution- Daily store call target across customers- Secure new line ranging- Implement Mars core layouts in all distributors- Create In store theatre around activations to drive off location sales- In additional manage activation comms to the wider field team- Manage period budget for targeting competitor linesKey RESULTS:- Secured new line core ranging across all key customers- Secured off location and created in store theatre around Christmas Snacks and Treats activation- Drove incremental distribution on New lines, core ranges and targeted key competitor deletions- Delivered clear field team communications to the national field team

Mclean, Virginia, Us

Trade expenditure and field reporting systems management.Key RESPONSIBILITIES:- Systems maintenance of Promax (Trade Send management)- Training and support for all account managers in using Promax- Field reporting systems management of data: New stores, field call reporting, distribution reports- Claims management systems reporting and trainingKey RESULTS:- Improved claims processing functionality within Promax to deliver significant efficiency across the customer account teams- Took on additional responsibility to also incorporate field reporting and data management- Established a communications process to deliver in depth activation plans to the field team

Bachelor Of Commerce, Marketing Double Major And International Business Major

High School Certificate (Hsc), Uai 94.1