Uma W. Email & Phone Number

Shanghai

Reporting to the Global Chief Commercial Officer, the Center of Excellence Director is a member of the Regional Leadership team with accountability for leading the GC CoE and the delivery of commercial and marketing ambitions in the region.• Support to set up the GC CoE team inclusive of recruitment and on-boarding the team of 40, bringing in new capabilities to enable independent operations in the region. Set team targets and internal WoW to ensure an effective and efficient org.• Provide oversight and leadership to a multi-functional team including Planning, Media, Creatives, Digital Demand, User Experience, Claim/Standard/Insight, Program Management, and Production & Delivery within the CoE, building a high-performing team that consistently improves performance year-on-year.• Drive the execution of the regional category GTM plan.• Develop and execute strategic initiatives for the brand including producing end to end brand, marketing and eCommerce campaigns.• Work with Regional markets to define and execute commercial initiatives to increase brand/category awareness, market share and revenue growth.• Gather market and regional insights to identify commonalities across the Region. Provide direction and lead the consolidation of individual market briefs into regional requirements.• Lead, plan and implement digital experiences in the region including dyson.com and wechat platform. • Manage the effectiveness and efficiency of the regional BBI budget and spend, working with Marketing Director, Global BBI VP and Regional President.• Represent the voice of the Region into Group Commercial and ensure global initiatives meet local requirements, whilst championing adoption and / or adherence to relevant global standards and policies into the markets. • Act as guardian of Dyson’s reputation in the Region. Consolidate feedback on creative direction throughout the development process.

Beijing, China

Drive strategy and execution for consumer experiences in support of Nike Consumer Direct Offense to deliver expected member, brand and business priorities and KPIs.• Curate targeted 365 online and offline consumer experiences that are connected, premium and personal cross platforms to serve consumers, Nike members and key sports communities in service of our business and marketing priorities and member requisition/engagement KPIs.• Serve and retain members by connecting them to the right communities, with the right experiences, at the right channels. • Develop experience programs for top retail destinations to attract quality traffic, serve/retain Nike members and build Nike retail distinction.• Partner with membership team to develop & execute member lifecycle marketing programs.• Relationship owners with key city partners inclusive of sports communities, sports destinations, campus, sneakers/design/fashion/art/cultural communities.

Beijing, China

Drive Nike Global Key City offense by developing and executing Beijing city strategy to drive Beijing as a distinctive marketplace with elevated and personalized Nike experience to serve consumer better under the position of Beijing as one of the 12 Nike identified global key cities.• Develop Beijing city plan with city positioning and strategic priorities across marketplace, consumer and product to ensure the strategy is well resonating with Beijing consumer insight, city trend and reflecting company business priorities.• Lead and coordinate with X-functional for Beijing seasonal planning and in-season management to meet business target as a healthy double-digit growth.• Set up and drive Nike operation engagement process with X-functional to deliver city insight and requests to the right functional partners (merch, sales, category) at the right time to ensure seasonal operation excellence.• Drive top retail destination offense by setting up top destination management platform, selecting retail doors, developing door profile and leading x-functional for execution to drive a distinctive marketplace with customized assortments and consumer experiences.• Provide support to the North/West GM on strategic initiatives.

Beijing City, China

Drove Nestle GCR marketing excellence and brand equity through defining communications & digital strategy, delivering innovative digital initiatives, planning and executing cross-BU marketing and branding programs as well as managing key platform partner collaborations.• Drove Nestle corporate brand equity and sales conversion by delivering corporate branding, integrated communications and consumer engagement programs, from strategy, creative development, consumer personalized experiences, O2O program design, to driving conversions, with coordination with BU and functional teams. • Lead on T2T meetings to form annual strategic alliance with key partners.• Planned and set up in-house content studio to serve brands for efficient and effective online and offline content delivery to meet increasing content needs from campaign, to retail, to social, and to e-content.• Reviewed on BUs’ annual digital marketing strategy and comm. plan with marketing objectives, messaging, content pillar, ecosystem and budget split in order to support business objectives.• Drove company identified annual top BU digital campaigns and key initiatives on digital platforms such as IP and media platform coop programs.• Drove corporate level/ cross BU digital initiatives such as corporate innovations - Nestle voice interface AI machine project, developing Nestle China KOL strategy, digital measurement framework, DMP data project, social listening framework & solutions.• Built up and managed corporate level relationships with external content, digital and tech partners.• Set up and managed Nestle China digital agency pool, manage relationships with key agency partners, and lead on digital agency selection process.• Supported and coordinated Nestle global digital initiatives to enter Greater China.• Responsible for digital capability building across Nestle China including hosting digital related workshops, trainings, sharing and online digital knowledge exchange platform.

Beijing City, China

Responsible for client relationship management and quality of full agency service and deliverables, scope including branding services and 360 communication programs. Grew several key accounts to the top clients in Ogilvy organization. Managed 10+ people team and directly responsible for team operation and P&L. The most involved clients, Huawei, Mercedes Benz and MOTO, were also the most awarded ones in effectiveness and creativity among Ogilvy organization.• Team lead for Huawei Device China. Acted as client marketing VP & Director’s contact point. Directly responsible for team operation and P&L. Report to Regional business lead.• Devised client’s annual marketing communication strategy, integrated communication plans, digital communication strategy, ensuring clients’ business goals and brand objectives are achieved, time & cost are well managed and team resources are optimized.• Lead client 360 plan development and implementation with client’s ATL/digital media, e/PR agency partners.• Won Huawei Device China business in 2014. Responsible for launching all products, several of which are global campaigns and helped Huawei as 1st China mobile phone brand to successfully enter the premium segments.• Reviewed Huawei Device 5 product lines to develop sub-brand brand strategies and communication plans.• Developed Nestle Milo China launch marketing plan and communication activities.• Lead development on Mercedes Benz annual digital strategy, building online content platforms for MB, AMG and aftersales brands. Responsible for launching 5+ hero models on digital platforms, including its first ever EC platform program.• Built up Mercedes Benz AMG online member club.• Responsible for Mercedes Benz online leads generation program on multiple digital platforms which exceeded client KPI by 30%.• Project lead on Coke CSR and PETA projects, working with creative team to drive maximum impact of awareness for social issues.

Shanghai City, China

With the key focus in China, considering local relevant consumer insight and brand essence, planned and executed the 1st branding program after the organization transferred from licensee to direct management model in China to successfully. build the brand image from a “down jacket” brand to a professional premium outdoor brand.• Regional marketing lead in charge of branding, digital marketing, media, retail marketing, visual merchandising and sports marketing departments with 20+ team members. Report to regional GM with China market as focus.• In charge of annual marketing strategy to answer business targets and responsible for setting team KPI as well as managing team budget.• Leading the development of 2012 TNF China branding campaign “Go Wild”, tasks including developing and execution of campaign strategy, key message, 360 content assets and national media plan.• Work with regional licensees to provide marketing supports.• Launched TNF outdoor online community platform to grow brand fans.

Beijing City, China

• Regional contact point of global MOTO teams and coordination for regional projects. Experience in developing regional campaigns for countries’ adaptation.• Involve in 15+ hero product launches for MOTO. Strive for project effectiveness and impactful creative deliverables, many of which won global effective & creative awards• Agency contact point for MOTO operator partners – China Mobile and China Telecom.• Lead on MOTO ecommerce account, scope including launching the 1st EC platform within MOTO network (other than US market) and setting up operation process, strategy development, marketing budget & promotion activity planning, site usability enhancement and for respective partner coop terms negotiation.• Worked for MOTOMUSIC projects, scope including digital platform re-launch, content strategy, ensuring platform synergy with product campaigns, relative music campaign site development. MOTOMUSIC projects won numerous awards.• Responsible for Michelin customer loyalty program development/ management/ deployment and Michelin data acquisition campaigns.• Key clients: MOTO, Michelin, DHL, Western Union

Master Of Science, Public Relations

Bachelor’S Degree, Major In Social Work; Minor In Economics