Elva Wang Email and Phone Number

• Led 2022 Lay’s STAX brand growth strategy development and execution (over 2 billion business), including brand positioning, consumer insights, NPD strategy, brand communication strategy, brand P&L management, etc.• Led 2022 Top 2 Lay’s STAX breakthrough innovation projects from product concept to positioning, including consumer insights, pricing, launch plan to accelerate premium market penetration, targeting to contribute 15%+ YoY growth.• Led brand communication strategy development, including creative campaigns, seeding campaigns on social platforms (Red book, Douyin). Explore new product promotion testing methodology from social platforms to EC platforms, including TA study and tag identification, keywords, content optimization strategy, evaluation system and KPI set-up, etc.

• Led China ecommerce business strategy development, based on market data insights, competition analysis, user insights, financial analysis and the China internet and ecommerce industry development trend, identified the potential business opportunities and growth strategy. • Rebuilt product assortment and content strategy from 0 to 1, including category integration, product feature optimization and selling content development. Successfully launched dedicated EC brand new product family in 2020, which will contribute 40%+ of EC business growth in the next 1 to 3 years.• Led EC annual integrated marketing strategy development, including traffic driving, promotion plan, content marketing, budget management and TP management. Responsible for Alibaba platform development and key distributor development. In 2020, the EC business had achieved 200%+ YoY growth.

1. Joined Alibaba Tmall supermarket entrepreneur team targeting new retail market, as the PM of Alibaba new retail AI self-service check-out solution for convenience stores in China, focusing on industrial search and study, customer(2B) and user(2C) insight analysis, competitive analysis (e.g. Amazon go, Alibaba Tmall future store, Bianlifeng intelligent store, Wechat scan and go, Bingo Box, Family Mart convenience store, etc.), commercial value proposition exploration, product concept design and trial run in the pilot store. Successfully raised the people utility and increased the orders and profit of the pilot store per day, attracted many leading convenience store companies for cooperation and trail run.2. Responsible for market study and strategy development, business target set-up, SOP development, process management and risk assessment for new retail platform TXD of Tmall supermarket. Responsible for TXD marketing campaign strategy development, including event planning, content creation, online and offline integrated marketing communication. Successfully developed the methodology for online campaign target set-up and sales forecast, budget planning and ROI evaluation, especially for continually optimize the market campaign efficiency.

• Responsible for the China 1st portfolio “Five-year 5×GAGR business growth plan” development and execution, including portfolio strategy, pricing, new product development and launch, vertical market penetration, market communication and promotion plan. Launched the 1st 360º sales acceleration training program both in China and global, develop and implement marketing promotion program in different vertical market, portfolio P&L management, etc.• In 2017, hearing portfolio sales achieved 120%+ of annual target with 20%+ growth rate. In 2018, hearing portfolio YTD sales had achieved the 5×GAGR business target with a big growth of 50%+ for the 1st time in China.• Led online new product strategy development and execution, including product concept generation, positioning, packaging, pricing, content creation and digital campaigns. Successfully development 3-year EC business strategic growth plan by multi- portfolio new product strategy. The NPD annual sales value had contributed more than 50% of the total business growth for the first year.

• As one of the core members, participated in entrepreneurial project of “China adhesive new market incubator”, exploring a new business model for MNCs 'disruptive innovation' strategy in China market.• Market Strategy Development: led market research and analysis, developed market strategy including targeted market applications, portfolio, pricing, customer development, promotion plan, etc.• Brand Building and Development: responsible for brand positioning and promotion of a new Chinese adhesive brand. Starting from Zero to lead brand logo design, product packaging design and brochure development. Launched brand official website and Wechat. In charge of customer seminars, distributor conferences, industry exhibitions, targeted industry Wechat advertorial and industrial forum sponsoring.

• As one of the only two members joined the Henkel China MT program, which was led by Henkel China president as program supervisor. Rotated in marketing, sales, technical service, finance and R&D, and gained a comprehensive understanding of MNC business operation model.• Rotation 1 Market Intelligence➢ Led competitor study of 60 companies in China adhesive market, including basic information, business scope, financial results, products and industries, customers, etc.Rotation 2 Technical Service➢ Responsible for product technical testing improvement, quickly learnt product background knowledge and all related testing standards without any experienced expert guidance. Independently developed the testing plan and specific requirements, adjusted the product formula to fully understand and meet customer’s needs. Successfully to get the business and achieved the 2nd time key account successful sales of this product.• Rotation 3 Business Development➢ Led the China automotive electronics business localization project management. Understood and developed customer needs through customer visits and helped the customer to find dispensing equipment suppliers. Coordinated with manufacturing and purchasing to do cost simulation. Communicated with HQ to get product certification and followed up localization progress.