邓贤薇 Diva Deng Email and Phone Number

-Olay Omni Channel brand director (Shanghai) 2016.Sep–Now• 1）Own Olay Ecom innovation plan, include technical innovation and product innovation. We launched the 1st on line AI skin diagnosis tool- Skin age CECE with Tmall cocreation model. The Skin CECE got 2 super brand day resource at April and Jun. We delivered 180 IYA sales at April. 250M consumer used the Skin CECE. 18% consumers are converted after test with 75% basket size improvement. Now Olay and Tmall already aligned strategic cooperation plan about on-line skin diagnosis and counseling development for the whole year. • 2) Developed the new user recruitment plan and WOM plan for Omni Channel: We built up Olay new user machine, with off line counter unique skin diagnosis, facial treatment and new user gift to recruit new user. Based on Olay trial barrier, we launched the 1MM WOM platform. With 300M hero sampling, we encouraged consumer to sharing 1MM brand positive feedback on social platform. The WOM do have grass seeding power. We delivered 1.5X Ecom sales from Mar to Jun and all channel achieved 1.15X growth.• 3) Optimize Olay CRM with irresistible loyal consumer journey design based on 5MM consumer big data. From the 1st purchased to the lapser-to-be, we designed personalized communication and promotion plan. At this fiscal year, we delivered best in class 46% retention rate and 112 basket size vs. YA.

• 1）Designed Olay EC whole year strategy and channel action plan: Deep dive different EC platform consumer insights, Plan business focus and key strategy for 2015. • 2) Led team exceed Olay sale 100MM RMB sales target in double 11, ranked NO.3 in total Tmall skin care and No.1 in JD female skin care : start from EC consumer, design Olay iconic APPRECIATION PLAN. Leveraging celebrity (Kai Wang X Lay Zhang ), social media plan ”Dual Appreciation God unlimitedly challenge (appreciate) Olay double 11.11 “, promotion plan and customer deep cooperation, finally achieved business 2.5 times growth, grew category share +2%, traded in 230M new users.

• 1) Renewed Olay proposition and strategy in cosmetics channel, built “Olay No.1 Whitening brand“：based on category date, consumer research and customer visit, found whitening is the growth engine and Olay have huge potential to win. Led team based on this opportunity to define whole year plan. Renewed Olay No.1 whitening brand proposition, with holistic action plan including ATL TVC, in-store whitening center, trade media maximization and BC training. Finally achieved Olay growth in CS channel 1.4X vs. YA. • 2) build Olay iconic go to market model and communication platform: leveraging Olay department store team training expertise, combining with brand exclusive support , we built Olay iconic platform called “whitening camp”. Designed Olay whitening center to lead customer shopper based design. Cooperated with key customer and built gold cooperation model in the industry. In the end, “Olay no.1 whitening brand” image is well seed in CS channel and we sold in 10000 equity counter in customer stores.• 3)build CS trade media cooperation model: Planed whole year trade media communication plan, won the No.1 share of voice in top 3 channel summit and announced the brand plan nationally. Leveraging trade media wechat platform to maximize the brand awareness and product superiority, delivered 3700M reach and 240M read and share in CS customers.

• 1) Led new brand Oceana launch in Chine, designed and execute holistic marketing plan, including subway, LCD, digital, magazine and in-store. Over delivered 1st month target with 130% and got 46% consumer awareness in emerging channel.• 2) Designed Oceana brand building plan, including choose equity matching celebrity, shot TVC with French origin and unique ending benefit，built targeted and effective media plan，to drive customer and consumer attention. Brand awareness improved by 12% in Cosmetic store channel.• 3) Own brand future 3 years innovation plan and Profit& Loss, everaged consumer and landscape analysis, compared with company expectation, made strategic decision to stop the brand .

• 1）PCS（Watsons）：choose young consumer iconic celebrity Angela baby, designed and upgraded counter look，enhanced BC training and bonus plan to achieve double business in 2 years，turned around the share decline trend in last 5 years in emerging channel. • 2)Hyper and super (Walmart)：Sold in customer YLY +1 bay shelf plan, diamond counter upgrade plan and Gao Yuanyuan skin festival plan to gain 3% share in H&S channel. 3)Department store channel（Tianhong）：offtake increased to 125 vs. YA via whole year joint business plan, beauty salon support and customer CRM platform coop. Moreover, Olay became customer’s No.1 brand in the masstige category.