2008年8月30日 星期六
Career Summary
SUMMARY OF QUALIFICATIONS
1. Over 15 years working experience in advertising and media industry, including 8 years of P&L management.
2. Broad Industry coverage includes fast moving consumer goods, fashion, luxury, technology, medicine, health, entertainment and retail.
3. Experience in working for international and local firm. Understand cultural difference and have strong agility to accommodate.
4. Experience and success in crossover marketing extensive online/offline experience.
5. Full mastery of driving public relations feature, experience on various marketing mix and strategically combine ATL and BTL activities.
PROFESSIONAL ACCOMPLISHMENTS
2007 Spearheaded and launched first SMS application for integrated across Mobile and PC online games.
2005 Beijing Youth Weekly Magazine Columnist since early November 2005 up to now, consecutive 35-month column and reach 15 million readers.
2004 Broke all Taiwanese drama records. Devised drama series with China Central Television and got government approval.
Traditional Chinese & Simplified Chinese Version of memoir had sold an estimated 60,000 copies since 2004.
2000 Consolidated and synergize resources with KYMCO Motor, Miller Beer, KGT-Online and Uni-Charm, won the most popular advertising endorser award from Taiwan Advertisers’ Association.
1999 Led in 30 Hour Famine Activity, collected donation of NT$120 million to World Vision Taiwan within 30 days after first announcement.
1998 Created new interactive CRM (Customer Relationship Management) system with pager operator. Generated NT$200 million mobile service revenue in its first year and exceeded NT$220 million in 1999.
1996 Consecutively achieved 2 years（1996&1997） of gold award year-end global sales & promotion contest of Aiwa Electronics.
WORK HISTORY
1.Based in Taipei. Service coverage includes Taiwan, Shanghai, Beijing and Shenzhen. Representative clients include Abbott Taiwan and Colgate-Palmolive.
2. Devised and implemented market program & strategy for Abbott nutrition containing Ensure, Glucerna and Prosure. Conducted integrated media plans between newspaper and Web site for Colgate-Palmolive’s oral care products.
3. Abbott is global, broad-based health care company. Leveraging its technology leadership and innovation, strategies combined with corporate citizenship focus on advancing medical science and technologies with expertise. Collaborated with local medical associations, organize both seminars and urban primary health care service activities that integrate health promotion, education, prevention as well as curative care. Health care campaigns have obtained mass media exposure and received significant attention to its visual identity.
4. Help setting up new multimedia entertainment company in Shanghai, its biz containing movie production, mobile games, and concert tours.
User Joy Technology Co., ltd, Taipei, Taiwan
1. Based in Beijing reporting to board chairman in Taipei. Responsible for business operation in China. User Joy Technology is leading designer of massively multiplayer online games in Taiwan.
2. Cooperated with China Network Systems to launch first SMS application for integrated across Mobile and PC online games in Taiwan. Only a few Taiwanese fellow companies apply PC online games to mobile versions and none offers mobile online games based on GPRS and WAP because such services incur large cost of general packet and entail connection with telecommunication networks and game servers. Accessed SMS for data logging from PC to mobile or mobile back to PC are much cheaper than GPRS. In addition mobile online gaming will amount to RMB$714 million market in China by 2008. This revolution will increase revenues and foster rapid growth in China.
3. Established join promotion with Taiwan’s biggest publisher Cite Publishing Group for new product launch.
BND E-Home Co., ltd, Shenzhen, China
Marketing Consultant 2003- 2007
1. Based in Shenzhen reporting to president in Beijing. Responsible for sales, marketing and expanding retail network. E-Home was combination of IKEA, B&Q and Fortress Hong Kong Electronics retailer. It offered one-stop shop convenience in consumer electronics, household appliances and DIY supplies for the home & garden. Founded by China National Building Material Group Corporation.
2. Broke all Taiwanese drama records. Due to make huge impression on customers, leading to more first glance interest and strong brand identity, devised drama series based on memoir for E-Home with China Central Television. Got shooting approval in 2004 from SARFT (The State Administration of Radio, Film and Television are in charge of China's radio, television and film industry).
3. In order to maintain and enhance leading position, contributed to Shenzhen Radio Station Music Channel expanding 2 hours live program in E-Home radio broadcast studio everyday. Arranged coffee house & internet café engaged with Starbucks. After these services were provided, revenue and number of customers had increased quite a lot.
4. Drove and launched co-branded credit cards in China with Shenzhen Development Bank and obtained over RMB$ 10 million sponsorship additionally.
Red Hot Talent Co., ltd, Taipei, Taiwan
1. Founded as integrated marketing communications firm. Representative clients included Samsung Electronics Taiwan and Hey Song Corporation.
2. In charge of Samsung’s home appliance products, mobile phone & IT products extending the product listing in channel and proposed marketing strategies, plans, integrate programs. In view of success of Korean movie and drama in Taiwan, exploited and held event attended by top Korean celebrities then and there. Consecutive branding improvement resulted Samsung became the Taiwan’s top brand for the first time, according to consumer survey of 2000.
3. Drove and launched background music of multimedia shows for Hey Song museum.
Sony Music Taiwan Co., ltd, Taipei, Taiwan
1. Based in Taipei reporting to director of Mandarin repertoire of Epic Music in Taiwan. Responsible for strategic, crossover, artist management in Greater China. .
2. On the strength of Lee Wen struggled against Chang Huimei, gained China's leading mobile phone maker Ningbo Bird to sign 2- year deal with Lee to endorse their products. In the meantime, drove market campaigns to compete against Sprite and its spokesperson Chang Huimei, after soliciting support from China leading carbonated beverage manufacturer Wa-Ha-Ha, resulted sales of Lee in 1999 were 139% of 1998.
3. Leveraged deep fashion & luxury industry relationships and resources to accelerate Lee Wen to endorse both of Cartier in Asia and Tommy Hilfiger in Taiwan throughout 2000.
4. Aligned Wang Leehom with Cotton USA and Taiwan’s top 3 tea beverage company Sanyo Whisbih Group, improved Wang’s sales performance by 65% in 1999 and reduced advertising cost up to 40%.
5. For artist development, devised market program for Michelle Cheng and cooperated with KYMCO Motor Taiwan, KGT-Online, Miller Beer and Uni-Charm Taiwan. After 3 month promotion period, Michelle Cheng won the most popular advertising endorser award of 2000 from Taiwan Advertisers’ Association.
What’s Music Taiwan Co., ltd, Taipei, Taiwan
1. Based in Taipei reporting to GM in Taiwan. Responsible for strategic, crossover and artist management.
2. From 1996 to 1997, devised and implemented market strategy for both of Aiwa Electronics and Taiwanese artist Xiong Tianping and consecutively achieved 2 years of gold award year-end global sales & promotion contest of Aiwa Electronics. Additionally, Aiwa gained the largest market share of audio equipment and replaced Sony as NO.1 audio maker in Taiwan, Xiong also won the 8th Golden Melody Awards and his album gained Top 5 sales of the year in Taiwan.
3. In order to reduce cost and improve customer satisfaction, interactive CRM (Customer Relationship Management) system successfully developed and put in commercial operation. Cooperated with Xunyi Telecom, pager operator in Taiwan to manage fan clubs through this system since 1998. Xunyi Telecom generated NT$200 million mobile service revenue on tailor-made pager named by famous singer Hsu Ruyun in its first year and exceeded NT$220 million in 1999. Additionally, Hsu’s sales increased by 25% and reduced customer acquisition costs about 35%.
4. World Vision Taiwan held its 10th 30 Hour Famine Activity in 1999, spearheaded several popular Taiwanese artists and devised integrated media plans between TV and newspaper. Made donation of 120 million to the World Vision Taiwan within 30 days after first announcement.
5. Personally drove new business sales by adding major accounts including PGO Scooters, McDonald's Taiwan, Procter & Gamble Asia, Hey Song Corporation, DHC Taiwan, Aiwa Electronics, Tourism Authority of Thailand and Kodak.
Rock Records Taiwan Co., ltd, Taipei, Taiwan
1. Helped set up and maintained relationship with licensees in China, launched Chinese self-defining rock label CHINA FIRE with key rock artists bands from Beijing, such as Tang Dynasty and Dou Wei. Also developed new business opportunities with Coca Cola China and Ogilvy & Mather China Office, personally obtained sponsorship form Coca Cola Beijing for weekly 1-hour radio program “Rock Music Magazine” in Beijing and Shanghai.
2. Supervised Rock Communications Taiwan and held P&L responsibilities including budgeting and forecasting since 1993. Directed independent team to contrive and hold music concerts of top local and regional artists such as Chau Wakin, To Dewei, Lee Zhongsheng, Lin Yilian, Chao Chuan and Chen Sheng. Drove new business revenue by adding major accounts including Hang Tan, Sanyang Industry, Vitalon Foods, Uni-President Enterprises Corp, Kao Taiwan and 7-Eleven.
3. Took leading part in company's join venture project and helped setting up Pony Canyon Taiwan.