 Job Title: Marketing Director Team: 8 subordinators Job Responsibility: Menu management/Calendar management/ Media Planning/Brand Building Work out brand short term and 5 years vision and marketing strategy Lead and execute annual menu strategy, POSM strategy and media strategy Enhance brand awareness and brand power, keep brand image consistence in every touch points Make customer needs and satisfaction analysis, and turn consumer insight into… Show more  Job Title: Marketing Director Team: 8 subordinators Job Responsibility: Menu management/Calendar management/ Media Planning/Brand Building Work out brand short term and 5 years vision and marketing strategy Lead and execute annual menu strategy, POSM strategy and media strategy Enhance brand awareness and brand power, keep brand image consistence in every touch points Make customer needs and satisfaction analysis, and turn consumer insight into marketing plan to improve business Find growth opportunities from products/market/consumer/consumption occasion/new business model, and make it make business sense Study in industry and competitors about its management, business, core competence, culture, help management team to make business decision Responsible for 3rd party strategic alliance, to enhance brand awareness and increase traffic Continuously improve company profit through product cost optimization, product structure improvement, new product strategy Well control marketing fund, and maximize the ROI Lead, construct and coach marketing teamKey Performance： Adjust marketing strategy：Drive company sales from 2016 2.4 billion to 2017 3.5 billion，2017 open new store 250 Adjust Menu Structure: Launch Angus Series of burger to build BK premium segment core competence Build Prime 20/20 version business model: Build fast casual ambiance, launch open kitchen Build day part business new model, find company business growth opportunity：Roll out oven project to enhance dinner day part business; Launch fruit tea series products to drive afternoon day part sales; Improve breakfast hero product quality to keep breakfast day part double digital growth Standardize brand image in every touch points, and enhance brand purpose communication with target customer Responsible for Strategic Alliance：Cooperate with Dianping/Meituan, Alipay,Wechat etc. platforms to bring company online traffic, and optimize customer experience Show less

East Dawning Catering China Job Responsibility :Job Title: Associate Marketing DirectorTeam: 6 subordinators (4 marketing members, 1R&D, 1 chef)Job Responsibility : Be core brand member to build up reproducible business model Lead central marketing team and dot line lead trade marketing team Responsible for brand P&L result and AMP budget control Corporate with research team on consumer insight understanding Responsible for product development strategy… Show more East Dawning Catering China Job Responsibility :Job Title: Associate Marketing DirectorTeam: 6 subordinators (4 marketing members, 1R&D, 1 chef)Job Responsibility : Be core brand member to build up reproducible business model Lead central marketing team and dot line lead trade marketing team Responsible for brand P&L result and AMP budget control Corporate with research team on consumer insight understanding Responsible for product development strategy  Responsible for traditional and digital marketing communicationKey Performance: Turn Around Brand P&L Performance:Improve brand profit margin from (UC -45%) to be break-even in 3 years Build Brand Core Competence:Re-build restaurant BOH (kitchen) structure, deliver CQSR consumer fresh cook food by order Build Brand 2.0Version Business Model:Develop “New Fast Food + Casual Dining = Fast Causal” biz model Set up Strategic Alliance with Business Partners: Alliance with delivery aggregators to expand delivery network Alliance with PHHS to open 350+ virtue store cross China Key Recognition： In continuous 4 years, got outstanding PPR(personal performance rating) rating as 2 AT(above target)/2 SAT(significantly above target) In 2015 March, got Excellent Contribution Award from YUM Brands Global CEO Greg Creed In 2015 August, was recognized as High Potential Talent by Yum Brands China Show less

KFC Catering China Job Responsibility ：Job Title: Senior Marketing ManagerTeam: 2 subordinators Job Responsibility ：(sides category->dessert category->main meal category) Routine consumer insight & food industry research, and on purpose consumer research Product development strategy proposal New product development project management New product launch campaign (position/price setting/communication program) Sales performance tracking &… Show more KFC Catering China Job Responsibility ：Job Title: Senior Marketing ManagerTeam: 2 subordinators Job Responsibility ：(sides category->dessert category->main meal category) Routine consumer insight & food industry research, and on purpose consumer research Product development strategy proposal New product development project management New product launch campaign (position/price setting/communication program) Sales performance tracking & review Communication material development(TVC/Printing&OOH/digital medium/in store POP）Key Performance: Improve dessert category menu mix from 15% to 20% Develop whole new rice category in KFC brand, obviously improve consumer brand preference among BIT research Show less

Team: 2 subordinator Job Responsibility ：(Air fresher category-> Furniture polish category) Routine consumer insight & food industry research, and on purpose consumer research Annual & long term marketing strategy & budget plan New product development strategy & launch project management New product launch plan & media communication campaign Assigned Asia pacific new product launch project, integrate multi-national resource to maximize ROIKey… Show more Team: 2 subordinator Job Responsibility ：(Air fresher category-> Furniture polish category) Routine consumer insight & food industry research, and on purpose consumer research Annual & long term marketing strategy & budget plan New product development strategy & launch project management New product launch plan & media communication campaign Assigned Asia pacific new product launch project, integrate multi-national resource to maximize ROIKey Performance: Improve Glade air fresher market share by 10%+ via direct marketing(especially car air fresher from no. 2 to no. 1) Successfully drive Pledge furniture polish market share to around 85% via anti-fake campaign national wide Show less

Team: 1 subordinator RESPONSIBILITY：(Dressing category->Sauce category) Long term & Annual marketing strategy & budget plan Product line management & new product launch campaign Catering industry research Product communication material development(brochur/vedio/printing) In charge of central trade marketing function and co-work with field trade marketing teamKey Performance: Increased Hellman Dressing sales revenue by 10%+ yearly via building up… Show more Team: 1 subordinator RESPONSIBILITY：(Dressing category->Sauce category) Long term & Annual marketing strategy & budget plan Product line management & new product launch campaign Catering industry research Product communication material development(brochur/vedio/printing) In charge of central trade marketing function and co-work with field trade marketing teamKey Performance: Increased Hellman Dressing sales revenue by 10%+ yearly via building up western chef club and menu solution toolkit Strategically develop Chinese sauce category to aggressively improve Knorr sauce sales base Show less

RESPONSIBILITY: Energy saving lamps1) Work under Product Manager (energy saving lamps) to make annual national marketing plan;2) Work under P.M and Macom team to make national media plan;3) Work with research team to analyze energy saving lamps market demand, price system, competitor actions;4) Monitor new product launch, promotion and make evaluations;Key Performance: Recruited as Management Trainee. Assigned energy saving national launch campaign, with excellent… Show more RESPONSIBILITY: Energy saving lamps1) Work under Product Manager (energy saving lamps) to make annual national marketing plan;2) Work under P.M and Macom team to make national media plan;3) Work with research team to analyze energy saving lamps market demand, price system, competitor actions;4) Monitor new product launch, promotion and make evaluations;Key Performance: Recruited as Management Trainee. Assigned energy saving national launch campaign, with excellent result and good personal performance, be promoted to be assistant product manager in 2 years. Show less