Vivian Lu Email and Phone Number

1. Set up short-term & long-term strategy for category development in EC with innovation pipeline and priorities of categories & channels. 2. Co-work with brand for I&R opportunity identification based on Tmall TMIC 2.0 incubator process and JD market & consumer analysis. Set up new model for fast development on I&R with MVP methodology.3. Managed campaigns through consumer centric to drive new targeting recruitment and instant sales with clear KPI. 4. Drive in site efficiency to recruit new users precisely through consumer centric.5. Identify new opportunity on emerging channel such as Douyin and CGP to mapping TA, product, and channel with clear strategy. 6. Managed overall budget to maximize efficiency of investment based on business priority.

Solid marketing knowledge on strategy set up (including portfolio set up, positioning, opportunity identification and brand plan development etc.) and innovative campaign communication. Good at identifying brand growth opportunity by consumer insight deep dive and set up brand / SKU strategy and activity plan with innovative thinking. Solid skill on TVC, Digital and PR etc. Continuously cooperate with QIY, Youku, Ali, Wechat, Weibo, Zhihu, Moji etc digital platform to drive digital innovation on integrated marketing campaign. Diversified campaign on EC to match consumer behavior and new marketing trend to drive online sales. Good experience on new product launch.Y2017: Re-launch a disinfectant product successfully. Innovatively cooperate with IP (KongFu Panda) as 1st brand in OTC. GSK to create holistic campaign across ATL to BTL to drive awareness building and consideration successfully. Product sales achieved +70% incremental and share jumped to No. 1 in peak season. Co-work with Ali to launch holistic campaign on EC along full eco-system under same compaignable idea with EC sales +200% incremental. Won GSK global platinum reward on innovative digital marketing.Y2016: Successfully delivered 2016 integrated sponsor campaign with very good performance. Two new TVC on air increased brand awareness and brand equity effectively. As 1st brand in company to try “Content Cooperation” during sponsorship to deeply educate brand functionality with multi-innovative marketing ( Targeting and Occasional marketing) . Successfully delivered internal sales +15% and FY consumption sales +10%. SOM got to historical high within 2 years. Result: Continuously 3 years won GSK global platinum reward on innovative campaign delivery and excellent performance.

Master in channel strategy generation. Align with the Brand Growth Opportunity, identify shopper and pharmacist insight and seek business incremental opportunity to set up channel strategy for different portfolio of category. Design innovative and thematic POSM (Point of sales material) to increase in store visibility for communicating with shopper. Prepare pharmacist communication material with product functionality and launch on different digital platforms. Work closely with sales team to align the sales target and marketing activities execution. Well track ROI and KPI of activities afterwards.Successfully launched Nasal allergy product on 2014 with achievement by 158%. On the turn around point of a cold product, generate complete whole plan for successful recovery in Q4,2015.

Lead New Product Introduction, Technical Transfer, Promotion Development, VE/OE projects.Manage CMO sites and responsible for overall project management from Gate 2. Work out new product launch schedule via JPS including Commercial (Marketing/Sales), R&D and Supply Chain etc, Work out communication plan, RACI, issue log and risk mitigation plan. Manage milestones, issues and risk to drive project progress and ensure successful new product launch. Successfully launched new products: Cough product (OTC pharmaceutical-tagging brand), Oral-toothpaste and Sore throat pastilles.

Responsible for site performance management, strategy deployment, Lean & Sigma coaching.

Responsible for technical support and technical transfer / NPI projects.

Manage production operation process, quality and safety.