Jul 2022 – Jan 2024 · 1 yr 6 mos · New York City Metropolitan Area · Hybrid

• Lead marketing and management of Philips Sonicare's rechargeable toothbrush portfolio, focusing on retail channels including Costco, Target, Walmart, Amazon, Food, Drug, and Club.
• Responsibilities included product marketing, developing go-to-market strategies, commercial innovation, PnL management, brand strategy, portfolio management, channel strategy, and leveraging data to develop consumer insights and establish industry trends.
• Created product innovation and GTM strategy for Fortune 50 customer by leading team of designers, analyzing shopper data, and conducting consumer panel testing
• Developed shopper marketing innovation to stimulate increased purchase intent and increase basket size during key life moments by leveraging consumer insights and IRI data
• Designed product differentiation and channelization strategy to optimize portfolio through positioning, messaging, and packaging revamp
• Initiated product relaunch through collaboration with Supply, Demand, and Sales Planners to gain incremental distribution across national channels (Grocery and Drug)
• Led development of industry-leading Amazon Virtual Shopping Assistant using consumer insights and market research to segment audiences and provide tailored product recommendations; achieved 70% completion rate

Jun 2021 – Aug 2021 · 2 mos

• Spearheaded project to develop a brand hub for senior IT decision makers aimed at increasing awareness of category expertise, expediting progression of top-of-funnel prospects, and building pipelines for key cloud networking products; projected to increase primary team KPIs by 5%
• Led cross-functional team in developing always-on brand campaign by leveraging various data sources to identify enterprise prospects’ needs, optimizing paid media spend and shortening customer journeys

Feb 2018 – Jul 2020 · 2 yrs 5 mos · Beijing City, China

• Led website redevelopment to streamline business objectives and enhance membership conversions through cross-functional collaboration with key internal and external stakeholders, leading to a proposed revenue growth of 20%
• Developed full-funnel marketing strategy designed to communicate value to target customer segments through competitive analyses, customer persona development, and data analytics; increased customer acquisition by 14%
• Created multi-channel marketing campaign for 500+ person event using CRM data to segment and target key audiences and employ integrated marketing tactics; increased ticket sales by 400% in 12 days
• Leveraged Google Analytics data to develop website content and social media strategy by deriving insights into user behavior and identifying key evergreen topics; resulted in average monthly traffic increase of 55%
• Spearheaded magazine rebranding and redesign by incorporating competitor research and executive insights; resulted in an newly-launched publication featuring Fortune 100 CEOs, NBA stars, as well as US and Chinese government elite

Dec 2016 – Sep 2017 · 9 mos · Beijing City, China

• Led implementation of A/B testing and restructuring of Facebook ads creation processes by identifying organizational gaps in data-driven marketing strategy; improved accuracy of customer insights and increased lead generation 32%
• Developed content marketing strategy using keyword and competitor research; resulted in web traffic increase of 10%

Oct 2015 – Dec 2016 · 1 yr 2 mos · Beijing City, China

• Developed marketing materials and technical documentation for Huawei's enterprise-grade network engineering technology.
• Created new feedback channel with main client, Huawei, based on analysis of cross-team workflows; resulted in increased vendor-client efficiency and increased team capacity for substantive, client relations-enriching work

Jan 2015 – Aug 2015 · 7 mos · Boulder, Colorado

• In this position I worked on and completed a variety of multimedia projects including graphic design creation for events with partnering companies such as Oracle and Seagate, creation of video testimonials from students and faculty to promote the Leeds School of Business, wrote and prepared radio-spot scripts promoting Leeds, as well as writing articles and pieces featuring prominent students and faculty for Leeds periodicals and webpages. Additionally, I aided in web development and redesigning of forthcoming webpages for the school.

Aug 2014 – Aug 2015 · 1 yr · Boulder, CO

• In this position I performed duties ranging from planning major program-development events, e-book generation, and coordinating interviews between CEO’s of Fortune 500 companies and students of the program. In addition, I was involved with multimedia program development, including video testimonials, social media management, and development through SEO, SEM, and other analytics.

May 2014 – Sep 2014 · 4 mos · Shanghai City, China

• During the time that I was with AEXELE, I worked full-time on a wide range of
• business development projects including researching and identifying potential client
• leads, approaching those leads and managing my own BD pipeline, as well as
• developing project proposals and communication emails during the lead follow-up
• process.
• I was subsequently assigned to provide leadership and training of incoming hires and interns in a relatively short amount of time.

Jun 2013 – Aug 2013 · 2 mos · Weston, Connecticut

• In this position I utilized many skills, mostly centering around my Mandarin speaking abilities, which I used to bridge the gap between behaviorally troubled mandarin-speaking children, their parents, and the rest of the English speaking camp.