Yukki

Marketing Director

Introduction:

10+ years experience in marketing, focusing on managing product planning, market analysis and brand strategy. Practical expertise encompasses pricing strategy (price setting & price presentation), product category analysis (Latent-class analysis), product line management (Life Cycle Assessment), marketing strategy (price-aligned marketing campaign), Marketing initiatives & Artist Marketing, etc.

With a track record spanning multiple industries, I am well-versed in both product-based and traffic-based business models and their respective operational methods.

Exceptional communication and organization abilities, with a strong ability to work under pressure and adapt to a multicultural environment.  

Experience:

SMG Performing Arts Group | Cultural Medium
Marketing Direct             
2018.4 - 2023.12 @Shanghai
 
                                       
Develop a strategic marketing framework by formulating and implementing sales-driven strategies for ecosystem growth, which encompass market segmentation identification, event strategy planning, integrated campaign management, partnership building, brand initiatives, and data analytics insights.


1. Leadership Management:  

a. develop annual marketing plans and design business portfolios;

b. lead budget plans around brand and sales marketing directions;

c. set team goals and adjust resource and task allocation based on the evaluation results to improve team performance and promote the achievement of annual goals.

2. Integrated Campaign Management: 

a. develop industry chain partners, build a resource triangle including commercial entities, brand owners, and performance providers;

b. provide cultural tourism content consulting and planning services to help enterprises enhance the "artistic" positioning of their brands and increase young users' goodwill to the brands;

c. innovate marketing scenarios of the performance IP, and plan campaigns to achieve cross-circle target users in a way that young people like such as immersion style, script killing, CityWalk, coffee culture, China-Chic style, and DIY activities.

3. Market Segmentation and Opportunity Identification: 

a. lead new business - Majestic Cafe making it a new revenue-generating business line;

b. incubate sub-brand "STAGE+" based on coffee shop and operate CRM system including creative/social/derivatives, etc.

4. Event Plan and Implement: 

a. launch 40 workshops of art-eduction theme annually, including but not limited to master sharing sessions, artist meet-ups, backstage visits, drama healing, etc. ;

b. increase the stickiness of private domain users by community operations both on-and-offline member incentive programs in order to increase box office conversion rates and repeat purchase rates.

5. Brand and MarCom Initiatives:

a. build a media matrix, covering mainstream media, new media, multimedia, KOL/KOC, etc. ;

b. organize at least 20 PR events throughout the year with more than 500 media releases including but not limited to event marketing, artist interviews, press conferences, etc.;

c. support brand system and translate "SMG LIVE THEATRE" into visual assets across various service domains. including creating graphics for communication materials(for blog posts, social networks, web pages and partner integrations)

d. design written materials and presentations and support to web pages design. 

6. Partner Relationship Building:

a. to government - application and execution of government projects( the Bureau of Culture and Tourism and the Propaganda Department), successfully increased 10 times of the subsidy amount for the company comparing with the past;

b. to business - channel expansion by proposing a "B-link-C" strategy to outreach outside enterpriese (like China Bank, Industrial Bank, CIIC, CCG, Shanghai Public Security )in order to improve ticket sales and register users for the "Yanji" platform.

Achievement:

In 2023, MOHO Performing Season officially kicked off with 14 cultural and entertainment events over 8 days, which realized non-subsidized cooperation in the "Arts in the Business District" project.

In 2022, a strategic cooperation with CITIC Square to jointly build “South City Old Stree”cultural ecology project, which serves 12,000 white-collar workers in the building and reaches out to over 10,000 people.

In 2021, “Majestic Theatre: the First Community-Involved Theatre” was initiated and led to won a special fund award of 200,000 yuan by Jing’an District Cultural Tourism and Cultural Development Fund.

In 2018, the stage play Flower achieved box office success in Shanghai. As the overall head of ticket marketing, a 90% attendance rate and 75% box office revenue was achieved.                        

Honeywell China | FMCG (wearable products)
Product Marketing Manager, Retail Market  
2017.1 - 2018.4   Shanghai

Lead and drive retail business to deliver threefold increase in residential product sales, while overseeing new product introduction and brand establishment, duties including monitoring market intelligence, STRAP, NPI, e-commerce operation and multichannel development.  

1. New Product Introduction: 

a. manage New Product Introduction(NPI) process, including market intelligence analysis, e-shopper operating strategy, seeking new traffic entry collaborations and offline retail channel expansion.

2. Product Line Management:

a. be accountable for two product lines:masks and shoes, as well as managing the entire retail business product portfolio (including glasses, earplugs, and gloves), completing KPIs for each product series to drive a three-fold increase in retail sales.

3. Marketing and Cross-Functional Coordination: 

a. develop annual marketing plans, formulate distinct product strategies for direct sales and distributor channels, and support the sales team in terms of product needs such as pricing, shipment, and business bidding;

b. lead the entire process of product planning and management, from new product project establishment, R&D, launch to lifecycle management, collaborating closely with functional departments such as R&D, sales, finance, supply chain, BD, and public relations to achieve annual growth targets for product lines and product series.

4. Pricing and Business Analysis:

a. conduct market intelligence on e-commerce channels and physical stores, managing competition and monitoring SIOP(Sales-In, Operations-Out) to adjust supplier shipments and inventory levels.

5. General Counsel: 

a. support daily product operation needs on e-commerce platforms such as Tmall flagship store, JD.COM, eBay, etc., including managing activity price, optimizing product images and refining content descriptions;

b. analyze, optimize, and develop SEO and SEM strategies, including managing account structure, bidding strategies, crafting compelling advertising copy, and developing keyword lists to improve search engine visibility and drive targeted traffic;

c. oversee the standardization of retail market brands, continuously refining and enhancing the brand’s visual identity(VI) and spatial identity(SI); 

d. supervise the implementation of brand image operating rules across various channels and terminals to ensure consistency and effective execution of the brand’s desired image. 

Achievement:

In 2017, new product “Mad Air” electric mask was awarded iF Product Design Award 2017 and launched for sale in XiaoMi store.


Dalian InnoBio Corporation | FMCG(Dietary Supplements)
Marketing Head
2015.10 - 2016.12 @Dalian

Manage product marketing team tasked with fulfilling sales plans and usability performance targets for a specific set of product categories within the health-care market. Proactively devise and execute a comprehensive marketing strategy for InnoBio’s target users. 

1. Leadership Management: 

a. establish standardized operating procedures (SOPs) for marketing product team, coving NPD, Approval Process,Price Matrix;

b. set KPI linkage between product team and sales team to enhance communication, improve work efficiency, and maximize sales promotion. 

2. Market Strategy and Product Plan :

a. develop an overall marketing strategy specifically tailored to the end-user market, with the primary objective of achieving sales targets;

b. ensure the product’s performance optimized for the health-care market, especially for HACCP-certified terminal products. 

3. Market Intelligence and Data Analysis:

a. conduct a thorough analysis of the competition in the market to identify any unmet needs or gaps in the market, in order to capitalize on opportunities and fill any voids.

4. Brand and MarCom Initiatives:

a. plan and manage all brand assets of InnoBio®, increase brand awareness through the operation of official accounts such as WeChat, Weibo, Zhihu and other e-medias, so as to improve the conversion rate of dealers.

5. Team Support: 

a. internally, oversee the review of NPD plans, provide guidance on new product launches and communication contents, and exercise control over product design and packaging design;

a. externally, build training system , develop training materials and sales tools tailored to the needs of different channel.


Danaher Corporation |Marking Devices 
Product Management and Strategy Plan Manager, Asia      2012.9 - 2015.10 @Shanghai

Develop and implement a product marketing strategy for Asia Pacific that aligns with global strategies. Identify new market segments for targeted growth of two product lines across six key regions, including China, Japan, South Korea, Singapore, Malaysia and Indonesia. Steer and oversee the competitive position and initiate necessary adjustments to maintain a competitive edge.

1. Market Strategy and Product Positioning:

a. specify and implement the market strategies for six Asia-Pacific markets based on the global annual strategy to ensure alignments and consistency;

b. foster business growth for two product lines to target specific market segments and optimize product positioning to capture opportunities for profitable growth.

2. Product Management:

a. for product lines, accountable for the financial performance of each product line, ensuring profitability. 

b. for product planning, develop new product plans and strategies tailored to the strategic development of each local market within the Asia-Pacific region;

c. for product life-cycle, oversee the entire product lifecycle, which involves designing and implementing strategic marketing plans and promotional packages through pricing strategies.

3. Customer Insight and Business Analysis:

a. gather, analyze and monitor market intelligence, obtain competitive information, understand market conditions and gain customer insights through relevant market surveys, and stay vigilant in responding to market dynamics in a timely and effective manner to ensure the readiness and adaptability in this rapidly evolving environment.

4. Sales Support:

a. create a range of product marketing tools, including sample kits, product manuals, training materials to support sales efforts;

b. provide product training to sales teams, work with other functional teams to generate and propagate media content;

c. participate Distributor Conference and various industry seminars as a speaker, delivering impactful presentations on products, so as to expand network of distributors and raise brand awareness in target markets.

Achievement:

In 2014 and 2015, Global Highest Regional Product Line growth in $ was earned in continuous 2 years and Innovation Product Awards 2015 was awarded by Ronger Industry. 
 

TE Connectivity (Shanghai) Corporation | Automotive Electronics                                    
Supervisor, Business Support 
2007.10 - 2012.09 @Shanghai

Working on the Automotive pilot program, conducting thorough market research, analyzing data, managing product categories, and collaborating with Marcom professionals to enhance marketing awareness. 

1. Business Support: 

a. monthly compilation of sales financial reports for the management team;

b. assist in market research projects, as well as translation and report preparation for business-related needs;

c. prepare client reports, presentations, response to Requests for Proposals(RFPs), and other client-related materials.

2. Admin Support: 

a. arrange client meetings and ensure all logistics in order, from venue selection to equipment setup;

b. provide administrative support to client-facing colleagues, including sales, account management, and customer service representatives;

c. serve as a critical link between external affairs and internal organization, aiding in the smooth handling of visa support for 22 overseas regions.

3. Marcom Support:

a. play a pivotal role in attending industry exhibitions, including the Shanghai International Auto Show and the Munich Shanghai Electronics Show;

b. coordinate large-scale events, provide support in logistics and oversee the smooth running of global sales and marketing conferences;

c. assist in achieving marketing objectives by contributing to Marcom plans, creating promotional materials, and engaging social media content.

 

More:

Education: 

Shanghai University of Finance and Economics (2019.9-2022.12) |Quantitative economics | Master of Economics 

Liaoning Normal University (2003.9-2007.7)| Chemistry |Bachelor of Science

Skill:

Product Planning|Product Life-cycle Management|Pricing strategy|Category management|Data analysis

Brand positioning|Customer Insight|Media relation|Community Operation|Marketing spend ROI

Excellent communication and presentation skills, with extensive experience in public speaking and hosting for more than 100 people

Good adaptability, strong ability to "make things happen", fluent in spoken and written English


Others:

1. Active Web 3.0 builders, maintain an ongoing understanding and learning of the crypto market and output content

2."Zaihang"app certified instructor, providing "market research", "product pricing" and other course content
3.Writer of dubbing scripts
4.Organizer of non-profit activities for start-ups by setting up more than 20 events from 2017 to 2019, aiming to establish effective business communications among vertical sectors

 


Experience: 11 years

Yearly salary: $128,000

Hourly rate: $0

Nationality: 🇨🇳 China

Residency: 🇨🇳 China

Experience:

Period Title Company
2018 - 2023 Marketing Directo SMG Performing Arts Group
2017 - 2018 Product Marketing Manager, Retail Market Honeywell China
2015 - 2016 Marketing Head Dalian InnoBio Corporation
2012 - 2015 Product Management and Strategy Plan Manager, Asia Danaher Corporation
2007 - 2012 Supervisor, Business Support TE Connectivity (Shanghai) Corporation

Skills:

brand-marketing
business-development
content-marketing
events-manager
growth-marketing
marketing-analyst
product-marketing
marketing
english
chinese-mandarin