| 1. |
Personal
Background |
|
Mr. Liu |
Born
in 1975 |
|
|
BA Degree |
Major
in International Business Administration |
|
Fluent
in English |
|
|
.
|
| 2. |
Objective:
|
|
.
|
| 3. |
Education Background |
|
1994.9 - 1998.7 |
Nanjing University |
|
|
Major
in International Business Administration
BA Degree |
|
.
|
| 4. |
Professional Training |
|
| - |
Other function knowledge fundamentals (finance, marketing research, product supply) |
| - |
CBD (Customer Business Development) College |
| - |
7 habits of effective people |
| - |
English communication & negotiation skill |
| - |
Hair Care & Skin Care product knowledge, etc. |
|
|
.
|
| 5. |
Working Experiences Background |
|
1998.7 - Present |
xxx
Co. |
|
|
Position: Senior Assistant Brand
Manger |
|
Responsibilities: |
|
|
| - |
Business tracking and analysis |
| - |
Brand marketing plan development |
| - |
Counter design and management |
| - |
Lead product initiative launch whole process |
| - |
Multiple marketing activities design and execution (TV commercial, PR, etc.) |
| - |
Media plan development |
| - |
Volume forecast management, etc. |
|
|
.
|
|
Key Business Results (based on timing - from latest to earliest):
|
|
| - |
Led Vidal Sassoon Greater China initiative design and deployment, which incorporates mainland China, HK and TW market needs to develop solid initiative calendar to maintain
business momentum |
| - |
Led VS new "Designability" campaign development by linking consumer understanding with NEA success model to pursue and exploit the opportunities of strengthening brand equity. It has been proven to effectively to get encouraging quantitative research result and build brand business |
| - |
Led VS styling business model development and execution, including product initiative plan, pricing strategy, new business model, channel strategy, product supply strategy, etc. It resulted with strong test market result and get management agreement to expansion nationally |
| - |
Led VS In-store Theater (counter) system, including IST design, expansion and productivity
improvement, i.e. Beauty Consultant management and training, etc. It got high recognition from management and even global |
| - |
Led VS PR programs, including VS Academy, Celebrity Club and LOS (Look of Season) News Release programs |
| - |
Based on business analysis, provide well-reasoned FY01/02 Olay brand marketing plan, which creates a new marketing strategy and solid financial analysis to support the spending |
|
|
| - |
Led New Olay Re-launch on Aug.2001 with stronger-than-ever marketing support. Developed a new "Amaze Yourself" TV commercial campaign, new PR campaign and sampling test. It resulted in strong shipment and share growth to a record high year |
| - |
Led Olay Total Effects national launch on Sep.2000 with holistic marketing mix (e.g. TV ad. Magazine, target sampling and PR) and distinctive pre-launch diffusion strategy. After launching for 6 months, the business result is very encouraging with the shipment of 140% vs. target |
| - |
Established and led Olay counter computerize test, which incorporated counter business management and Olay Club execution and into breakthrough palm system on Sep.2000 |
| - |
Mange Olay interactive marketing management from Sep.2000, including olay.com setting up and other on-line media mix management, such as e.mail marketing and on-line database setting up, etc. |
| - |
Set up "Olay Club" on Jul.1999 with database management, club brochure, 800 toll-free hotline, brand website, club party, etc, which has been proven successful and becomes key growth engine of total brand |
| - |
Led Olay Color cosmetics launch in test market on Mar.2000. This is the first time P&G go into this industry. Innovatively created new targeting advertisement, promotion, merchandising and inventory management models. Contributed strong leadership and creativity during the launch |
|
|
| - |
Led Olay county town test during 1999, proposed and executed holistic marketing plan, which results in getting the "P&G 50 Future Share Award" |
| - |
Led "Ulan to Olay" name change projects, successfully delivers the message to both customers and consumers with minimize confusion, and beyond that it improved the total brand globalize image in early 1999 |
| - |
Led SC30 and SC14 future initiatives launch and Olay ADS, Base line on-going maintenance |
| - |
Mange brand on-going media planning and volume forecast |
|
|
.
|
| 6. |
Others |
|
| - |
Strong leadership |
| - |
Good people skill |
| - |
Creative |
| - |
Good marketing mastery |
|
|
|