Shirley Xu Email and Phone Number

The Fiber Network Council APAC is a trade organization committed to promoting widespread fiber-optic connectivity throughout Asia. Our goal is to create a future where fiber-optic networks improve every aspect of life, from business to communication and social interactions, connecting all people and things everywhere.

- End to End Strategic Marketing including Telecom SMP making and implementation, Telecom and Fiber/Cable market analysis, market unmet needs study, new product innovation idea creation, NPI, new product launch and promotion, product Value Proposition (VP) creation and delivery/presentation to Direct/Value Chain customers. - Market Research and Analysis, Competition Analysis and APAC Marcom Planning and Implementation.- Influence and engage with Telecom Operators, create needs of innovative technology/product from value chain end users

- Defined annual Asia Marketing strategy and plan, led and drove the team of sales/application development/technical service/product management/R&D (~8 people) to implement the plan, realized continued sales growth (double digit) and price premium (15%-20%) from 2015.- Started to lead marketing of 3D printing materials from 2017, conducted market research, competition analysis and promotion of 3D printing applications and solutions at 4 key industries: Healthcare & Dental, Apparel, Electronics & Tools and Transportation. - Managed and run a wechat account for 3D printing materials- Deeply understood the value chain, digged out unmet needs of end-users and customers, developed a new business model of "coating+equipment" total solution for new UV-LED curing technology, commercialized the solution successfully in 2016.- Led the value chain/market analysis part (value chain/customer/end-user/competitor) of global 5-year business plan making in 2013. As a global strategy core team member, joined two rounds of Strategy Options discussion and selection workshop in USA. Actively contributed for the global business strategy option making and selection.- Led a cross-functional team (8 people from sales/application development/technical service/product manager/R&D) for a national standard project of CCSA (China Communications Standards Association). Developed project plan with timing, milestones, role and responsibility, managed project implementation, led to accomplish the project successfully on time.- Defined & updated global market intelligence, understood the specialty coating market and major competitors.

- Conducted extensive market research and analysis on major segments in telecom and IT industries (3G/LTE/PON/Optics/IP/App./Cloud/IoTs…). - Analyzed data from various internal and external sources. Performed competitive analysis. Developed strategic proposals to internal clients (management/sales/R&D) to find new business opportunities.- Delivered consulting services to many clients including Jilin Mobile and Guangxi Unicom on 3G business development.- Initiated quarterly market size evaluation with sales and business units. Communicated with American headquarter the updates of China market.

- Created joint marketing research program with Zhejiang Telecom to understand enterprise user’s needs.- Directed the Operational Marketing team to organize and control activities like new product quarterly launch, sales training, and sales tools making.- Created companywide 3G marketing strategy and 3G game plan.- Initiated 3G marketing program and led a cross-functional team of 15 people to implement it (workshop, roadshow, website, video, spokesperson project, sales training, and demo center).- Developed and managed TD-SCDMA joint marketing campaign with partner, coordinated to create China first TD-SCDMA live demo car.- Managed the team to create and review the message of all products (more than 100) for 2006 HK ITU exhibition. Managed the on site demo team.

- Analyzed customer requirements, identified new opportunities.- Worked with PLM (product Line manager) to translate customer business requirements into functional and technical specifications and worked with R&D team to develop customer required functions and products.- Responsible for the new product launch. Created and implemented product launch plan (positioning, pricing and marketing promotion plan). - Compiled and delivered presentations in customer events (seminar/workshop/user group). Supported marketing efforts like sales training, sales tools, brochure, whitepaper, media articles and website.- Provided technical, commercial, and tendering support of broadband and IP products to sales.- Participated in the “Broadband Speedup” joint marketing program with China Telecom (CT) to boost its enterprise BB business.- Led a joint marketing program with Guangdong Telecom to boost its SME broadband business. Conducted a survey targeting SME users. - Developed business case to estimate the return on investment. - Developed and implemented Business Development Plan.