| 1. |
Personal
Background |
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Mr. He |
Born
in 1964 |
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Master Degree |
Major
in MBA / Mechanical Technology & Its Equipment |
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Fluent
in English |
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| 2. |
Objective:
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| 3. |
Education Background |
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Sep.1998 - Sep.1999 |
The University of Liverpool |
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Major
in MBA
Master Degree |
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Sep.1982 - Jul.1986 |
Shanghai JiaoTong University |
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Major
in Mechanical Technology & Its Equipment
BS Degree |
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| 4. |
Working Experiences Background |
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Dec.2002 - Paresent |
xxx
Foods Corporation |
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Position: Regional Marketing Manager |
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(Report to General Manager of Sales and Marketing) |
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Position: Consumer and Trade Marketing Manager |
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Responsibilities: |
(Report to China Director Feb.2001 - Mar.2002) |
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Being in charge of the Marketing Department |
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Develop and compile the Marketing Plan designed to attain the sales, market share and profitability of Hershey's brands - Hershey's Bar, Kisses and Nuggets |
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In conjunction with Sales, help implement sales and marketing strategy, and promotion and merchandising activities in accordance of the approved plan |
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Furnish the Management with monthly management report on the progress and achievement of
targets in sales, profit, market share data, inventory level and other sales promotion activities |
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Evaluate, recommend and develop new products launch plan |
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Execute and evaluate advertising activities |
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Develop, recommend and implement effective and efficient trade and consumer promotion activities |
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Keep monitoring and evaluating of these promotions |
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Design and conduct market research programs when necessary |
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Maintain proper financial control over marketing budget |
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Recruiting, training and motivating team to ensure highest standard performance and assistance on subordinators' career development path |
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Work with advertising agency to design communication strategies |
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Oct.1999 - Oct.2000 |
xxx
(China) Ltd. |
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Position: Senior Brand Manager |
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Responsibilities: |
(Report to Marketing Director) |
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Being in charge of the Plain Thins category with Marbu and Club Social two brands |
| Achievements: |
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Successfully relaunched Marbu since November'99 with excellent sales performance
- share rebounded at core markets (Beijing and Tianjin distinctive share leadership at 14%) and successfully rollout in key cities
(Shenyang, Harbin, Dalain, Chengdou, Chuangqin, Wuhan,
Changsha, Qingdao, Shijiazhuang etc.). On the other hand, initial brand health indicators showed Marbu is on right track. Besides, deeply involved in Plain Thins turnaround strategic task force to formulate Plain Thin category strategy. Further, Club Social is another anchor Plain Thins brand need to be revitalised it. Relaunch project
goes on schedule. In addition, being in charge of NPD concepts screening and validation |
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Mar.1997 - Jul.1998 |
xxx
Brewery Co.,
Ltd. (China) |
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Position: Senior Brands Manager |
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Responsibilities: |
(Report to Marketing Director) |
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Being in charge of Rheineck beer and involvement in the Mainstream category marketing
strategy formulation |
| Achievements: |
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Successfully launched Rheineck in 1997 as a well established brand in highly competitive market |
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Leading brand team to achieve brand objectives - outstanding share performance 8% in Shanghai and rollout in Yangtze Delta, concluded with a total of 20,000 tonnes in first year. Besides, participated in portfolio management and marketing strategy formulation practice leads to strengthen managerial skills |
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Jun.1994 - Mar.1997 |
xxx
Co.,
Ltd. (China) |
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Position: Yoplait Brand Manager |
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Responsibilities: |
(Report to GM of Sales and Marketing) |
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Being in charge of Yoplait brand |
| Achievements: |
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Successfully launched and handled Yoplait brand management in a fiercer competitive
environment. Acquired important and valuable experience how to handle franchised brand in China to fit both brand owner principles and franchisee objectives.
Within three years, Yoplait market share upsurge up to 30% prevailed main competitors in east China. Pre-empting main competitors to launch Yoplait fruit yogurt and become category leader |
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Aug.1992 - Jun.1994 |
Shanghai Danone Yogurt Co.,
Ltd. (China) |
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Position: Marketing Executive |
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Responsibilities: |
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Position: Product Manager |
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Responsibilities: |
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Assisted product manager to launch Danone yogurt and brand management practice
and fully undertook brand management since promotion to Danone product manager Apr.1993 |
| Achievements: |
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Having gained marketing basic practice knowledge and execution skills. Assisted Product Manager to successfully launch Danone - the entirely new foreign yogurt brand in Shanghai. Heavily beaten the local competitors to become the market leader in a short period and rollout in east China in second year |
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Starting from Apr. 93, being promoted to the Danone Product Manager to take over Danone
brand management ownership, continue healthy momentum and ensure brand success |
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Jan.1988 - Mar.1992 |
Yangtze New World Hotel (Shanghai, China) |
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Position: Food and Beverage Supervisor |
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Responsibilities: |
(Direct Report Outlet Manager) |
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Assisted Outlet Manager to run outlet operation |
| Achievements: |
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Shifted my career from mechanical engineering towards hotel service after analysing my personalities and job interests and evaluating potentials |
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Very much enjoyed more than four years hotel experience, being well trained of outlets management, absorbed and accumulated a great deal of Food & Beverage outlets supervisory
practices and skills, assisted managers to run outlet daily business operation |
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All enhanced my team leading abilities and communication skills and most important
- basic level managerial concept and application |
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Jul.1986 - Jan.1988 |
Shanghai Mingguang Lamp Factory |
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Position: Designer |
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Responsibilities: |
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Allocated by government and utilised my knowledge learned from university education
to the factory |
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| 6. |
Others |
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Excellent Chinese and communicated Cantonese |
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Good command of English |
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Good computer literate |
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