PERSONAL DATA:
Name:本站
Date of Birth: July 1, 1964
Sex: Male
Languages: English, Mandarin and Shanghainese
Training:
McDonald’s Worldwide Hamburger Marketing University Class XXIX at McDonald’s Global at Oak Brook, Chicago, U.S.A---Marketing Strategic
Planning Training Session
1-Month Working & Training Experience at Reebok China HQ in Hong Kong
2-Month Working & Training Experience at Lion Nathan Global in Sydney, Australia
2-Month Working & Training Experience at Perfetti Global in Milan, Italy
Research Training from Gallup in China
Advertising & Media Planning Training from O & M and Mind Share in China
Presentation Skills Training in China
International Trade & Finance Training in China .
E-mail:
Mobile:
EDUCATIONAL BACKGROUND:
1986-1990: Department of Sociology, Peking University
Bachelor of Law in Sociology
PROFESSIONAL EXPERIENCE:
2002- Present: Senior Marketing Manager, McDonald’s ( China ) Co., Ltd.
Position Purpose
Leads the process of developing of the marketing/business plan that profitably builds sales, transactions, and market share for McDonald’s brand. Leads additional areas of responsibility with impact outside of discipline. Key customers include Top Management, Division/Home Office Staff, Agencies, Key Suppliers, Staff and Restaurant Management
Principal Accountabilities
1 Leadership
Maintains and strengthens the McDonald’s brand position in the market as of responsibility
Actively participates with Agencies, and Top Management in establishing and communicating business goals
Leads the strategic and tactical development, execution, evaluation and continuous improvement of all national / local, promotion and public relations activity to achieve annual business goals
Identifies and utilizes available resources outside of the market to aid in the development and execution of the business/marketing plan
2 Process Management
Maintains and strengthens the McDonald’s brand position in the market and other areas of responsibility
Leads the process for development, execution and evaluation of media plans
Leads the process for development and execution of local creative ( TV, radio, outdoor, print, and restaurant merchandising, etc. ) in accordance with national creative standards
Leads the process for development and execution of ethnic and other key targeted marketing plans in order to reach important customer segments
Leads the process for developing relationships with strategic business partners ( outside suppliers, RMHC, Distribution Center, etc. )
Leads the process for managing media relations and crisis management
Serves as the Department Head for the administration of the Marketing Department ( Staff responsibilities, cross-functional teams, budget management, etc. )
Leads the process to promote local store marketing as a resources
Ensures the proper use of the McDonald’s trademarks, logo, producer’s licenses, and make sure all advertising materials have legal and creative approval
3 People
Selects, develops and coaches marketing staff to create and effective Marketing team and develop them for future opportunities within the system
Builds strong relationships and fosters teamwork among Agencies, Suppliers and Staff to achieve maximum performance
4 Analysis
Gathers, analyzes, and provides accurate, relevant, and timely information so that agencies make the best recommendations
Interprets and evaluates information related to sales, P & L, promotional evaluation, competition, general economic trends, and qualitative/quantitative research
Offers advise and counsel to ensure that company financial resources are used effectively
2001-2002: Marketing Manager, Reebok International Trading ( Shanghai ) Co., Ltd., Swire Resources Group
Job Summary & Objectives
Supervise a sales team to deliver the budgeted sales turnover and gross profit , for Reebok and Non-Reebok’s Business in Eastern China.
To be responsible for entire marketing & operation of company’s brands with company’s business objectives and marketing strategies
Main Duties
1. Sales & Distribution
Formulate, implement and evaluate sales plan to achieve sales and gross profit targets
Ensure optimum distribution coverage to accomplish both sales and brands objectives
Maintain close working relationship with all accounts, especially key accounts to gain maximum supports for merchandise mix, product clearance and payment
Monitor and control consistent pricing in the market
2. Marketing Planning & Management
Develop, execute and monitor marketing plans in terms of product mix, pricing, distribution and promotion in accordance with division’s objectives and strategies
Provide clear briefs to A&P Team to develop effective A&P programs to deliver planned results
Analyze competitors’ merchandising strategies and performance, market trends, latest technology development, and other related information and recommend appropriate actions when necessary
Organize regular trade presentations to retailer to strengthen brand image and trade and product knowledge
3. Staff development
Recruiting, training and motivating sales team and marketing team to ensure highest standards of customer service with the Human Resources Department
Develop effective market intelligence collection system and performance benchmark to enhance sales team’s productivity
2000-2001: Brand Manager-Rheineck; Category Marketing Manager-Mainstream; Category Marketing Manager- Premium, Lion Nathan China
Develop the long-term brand strategy for the China market
Formulate and supervise the implementation of the marketing action plan to achieve the marketing objectives
To work as the leader of the New Product Development Project, and push the whole process running efficiently & achieving the objectives successfully
Monitor A&P budget of brand marketing activities
To manage the whole team, and ensure the best teamwork and team members’ professional development
1998-2000: Brand Manager of Alpenliebe, Perfetti Confectionery Co., Ltd Shanghai
Yearly planning of all the activities of the brand together with the Marketing Director, continuous sales monitoring of all the items in the different areas;
checking the market in the various provinces and keeping under control all the competitors activities
Sales promotion & PR activities: planning, organizing and monitoring the sales promotion & PR activities, together with the local agencies and the sales managers. Planning the cities involved in the program and the time of campaigns; organizing all the materials required to execute the promotion activities in the best way; monitoring the executions together with the sales department and the sales promotion agencies; report to the Marketing Director about the results
Advertising: proposing and planning the campaigns together with the Marketing Director; planning and monitoring together with the media department the execution of the advertising campaign. Managing new TVC development. Following the execution of the campaigns with all the media used. Report to the Marketing Director about the results. Execution of consumer researches when required to ensure the commercials the best results
Packaging: together with the packaging development manager developing of new packaging proposals according with the plans agreed with the marketing Director
POS materials: developing of all the tools necessary to ensure the best performance of the product on the different kinds of point of sales in which the brand is solid
Product development: together with the R & D department following the steps of new products development. Conducing when required products test, consumers surveys, panel monitoring in order to achieve the best results for the new and the existing products
Trade Marketing: proposing and planning the annual trade marketing activities with the sales managers; monitoring the executions together with the sales department; report to the Marketing Director and National Sales General Manager about the results
Responsible for the results of the assistant brand manager’s work and of her professional growth and achievements
1995-1998: Marketing Supervisor, Shanghai KFC Co, Ltd
Planned and implemented product development, kids promotion campaigns, and some PR events
Planned and implemented marketing research programs, worked closely with Gallup on
some important worldwide research projects
Worked closely with O&M to initiate advertising campaigns, arranged media plans and prepared literatures
Joined the formulation of A&P
Coordinated American Independence Day events
1990-1995: Teaching assistant, Shanghai University of Science and Technology
Taught the course of International Marketing