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Click here or scroll down to respond to this candidateLi DaiPHONE NUMBER AVAILABLE EMAIL AVAILABLE New York City, NY No Sponsorship Needed+10 Years Leading End-to-End Brand Management (Performance + Innovation) in Global FMCGs across Categories. Graduate of Global FMCG Management Trainee Program EXPERIENCESenior Brand Manager (End-to-End & Customer Development Lead), Danone Delivered strategic long-term (3-5yr) business plan and successfully drove internal alignment including 12Q innovation plan, portfolio architecture, and strategic channel expansion. Launched new, high growth channel and unlocked key consumer insights by leading quali and quant research of low-income consumers that delivered 3x topline growth in 1 year. Drove $3+ million agile innovation development from concept to execution by leading cross- functional SC, R&D, and claims teams while delivering cut-through targeted medias. Owned end-to-end P&L that delivered 800+ bps GM by identifying supply chain inefficiencies that resulted in pivoting strategic production across both 3PM and internal factories. 2020-2023Brand Manager (Performance, Merchandising, PR, & Social Lead), ASICS Executed 3-year category performance strategy & brand repositioning by developing integrated 360 media campaigns across channels resulting in 8%+ brand awareness uplift. Crafted and executed ASICS influencer playbook and delivered KOL ecosystem by leading community building of Macro/Micro influencers and media channel amplification. Unlocked 2x topline segment growth by identifying key consumer insights that drove incremental sales via cross-purchase synergies of existing adult buyers and their families. 2019Senior Associate Brand Manager (Ecommerce DTC Lead), New Balance Pioneered new ecommerce model via top 2 ecom channels by identifying and deploying full year go-to market plan with data-backed promotional analytics & influencer ecosystem. Transformed DTC operation & drove 3x DTC ecommerce revenue by restructuring from a traditional wholesaler model to launching an insights & data driven flagship ecom store. Executed brands cross-platform premium repositioning via differentiation of running tech heritage among core demographic resulting in driving brand awareness by 5,500+ bps. 2017-2019Associate Brand Manager (End-to End), Johnsons Baby at Johnson & Johnson(Promoted from Global Management Trainee) Drove market share by 1,300+ bps by modernizing brand via core packaging renovation in addition to launching 10+ SKUs in unmet new usage occasions & seasonal opportunities. Grew consumption among adults by 5x by identifying gentle and safe as top driver of new adult purchase (via quals) by elevating the baby-safe heritage credentials of the brand. Led $12+ million integrated 360 ATL/BTL campaign (TVC, Digital, Social, PR, & Price Promotion) tapping into family sharing that drove 15%+ increase in milk line revenue growth. 2016-20172014-2016Curriculum Teacher (2 year-fellowship program), Teach For All International NGO Crafted and delivered multi-year educational curriculum for 450+ students that resulted in decreasing drop-out rate from 20% to <5% and increasing academic scores 30% to 70% while living & working in impoverished remote village in China with no running water or electricity. 2012-2014EDUCATION Rhodes College Bachelor of Arts, GPA 3.5/4.0 (Deans List) Concentration in International Business & FinanceTop Scholarship Winner of Rhodes Deans fellowship Founded Farm-to-Table campus initiative.May 2014ADDITIONAL Language: English (Very Fluent, almost Native), Mandarin (Native) Enjoys volunteering (St. Jude Children, Hospice Care) and wellbeing activities (yoga, meditation) Piorneered Danones first social business enterprise; Initiated the ESG agender collaborated with B-corp and Nobel Prize winner prof. Yunus to promote business for good in daily business |
