Manager Project

JOY QIONGYI WANG

*** *** ***, ***. ** 646-***-****

New York, NY 10019 ************@*****.***

GLOBAL MARKETING EXCELLENCE

HIGHTLIGHTS

Results-driven, well-rounded global marketer with 8+ years’ Marketing success in Japan, the USA and China, and

6+ years’ global commercial experience in Global Strategic Project Management, Worldwide Business

Development and Sales, across multiple consumer healthcare categories and nutritionals.

Proven record of marketing excellence: two-time winner of GSK’s highest level of global marketing excellence

award, the “Brand Edge Award”, for continuously demonstrating strategic thinking and creative flare in defining

brand strategies and deploying 360 connection executions achieving maximum brand growth and ROI.

Hands on innovation delivery from consumer insight research to ideation, developing brand innovation strategy,

prioritizing NPD projects, new product development and manufacturing, and in market launch activation.

Steep learning curve and adaptability with unique combination of developed and emerging market insights.

Strong leadership and project management skills, cross-functional and cross-cultural communication skills. Fluent

in English, Chinese and Japanese with top MBA credential.

AREAS OF EXPERTISE

Brand Equity Building Ideation and Concept Development Acquisition and Licensing

Communication Executions Innovation Strategy Project Management

Digital Marketing and New Media New Product Launches People Management

P&L and Brand Planning Research and Analysis Multi-Cultural Communications

EXPERIENCE

GlaxoSmithKline, Consumer Healthcare

Project Manager, Global Strategic Projects, Global Category Marketing, Parsippany, NJ 2009-Present

Global Marketing Assignments:

• Interim Marketing Lead, Analgesic brand, “Panadol”, June’11-present:

o Leading intensive evaluation of a troubled innovation launch based on multi-country category and

consumer insights, value proposition validation and COGS reduction investigation.

• Marketing Assignment, Weight Loss brand, “alli”, Q4 2010:

o Led GSK internal PR campaign to promote “How Healthy Works” platform with global executions.

o Co-led alli’s Global Brand Plan development through collaborating with agencies and global stakeholders.

Proven record of project managing global strategic projects in complex, multi-functional and matrix environment:

• Managing global new product launches worth $50mn sales growth in Smoking Cessation, Pain Management,

Respiratory Tract and Oral Care categories, Leading 50+ senior project team members, external agencies

and suppliers in Marketing, Design, R&D and Manufacturing around the world.

• Launched two new products: (1) “Breathe Right Advanced” in the USA; (2) Analgesic innovation in France.

• Project managed corporate strategic projects including setting up Global KPI, BD acquisition attempts in

China and Brazil, and low cost sourcing for emerging markets.

Senior Brand Manager, GSK Japan, Tokyo, Japan 2007 - 2009

Led all aspects of the largest OTC brand portfolio in GSK Japan, “CONTAC”, in Cold, Cough and Allergy categories

with full P&L, brand planning and innovation responsibilities. Drove 50%+ growth to record high sales of $30mn within

three years of taking over in declining categories, with people management responsibilities.

Defining Brand Strategy:

• Defined CONTAC parent and sub brand portfolio architecture, revamped sub category strategies of

positioning, targeting and connections, validated by three successful new product launches.

JOY QIONGYI WANG Page Two

Driving Innovation:

• Partnered with research and brand agencies to uncover consumer insights, ideated, tested and prioritized

20+ ideation concepts, and created Contac’s five-year vision board with short, mid, and long term new

product & new claim innovation pipeline to double the business in five years.

Marketing Connection Excellence:

• Orchestrated five 360 connection campaigns, two time winner of the “Brand Edge Award” for cut-through

TVC, Digital (PC/Mobile), Social Media, PR, Expert Endorsement, creative OOH, and Shopper Marketing.

Recognized by Japan “GM Award” and “the Brand of the Year” in 2008 by Japan CM DATABANK.

• Cold category ‘My Smart Choice’ campaign: led interactive sweepstakes campaign that drove over 2 million

visits to PC and mobile sites during 2 months of cold season deployed with analytics-driven SEO, SEM, all

forms of display ads, behavioral targeting, direct emailing, and editorial PR content on social media; executed

first of its kind QR-code enabled mobile phone campaign that directly linked and promoted in-store sales.

• Allergy category ‘Get Myself Back’ campaign: initiated user-generated content competition of allergy suffering

on filmo.tv (equivalent of youtube, 100+ submissions), ‘CONTAC’ fan page on mixi.jp (equivalent of facebook,

7,000+ fans), 3-dimentional tissue paper OOH subway ads; exclusive sponsorship with Japan Weather TV

channel and PC/mobile sites to roll out pollen sensor devises nationwide.

Associate Brand Manager, GSK US (2006), Pittsburgh, PA 2006

Led “Commit Cherry” launch ($13mn) under Smoking Cessation brand “Commit” ($120mn) with bold “Winning”

Campaign including TV & Print ads, Expert Marketing, website re-launch, event sponsorship and in-store promotions.

Sustained Commit double-digit growth despite private label launch by organizing wargaming, executing account

specific trade promotions, Poppac new packaging launch and superior flavor claim attempt.

Won Top Three in the US “Million Dollar idea Contest” among 30+ proposals for identifying and targeting GLBT

smokers based on high smoking incidence supported by full-blown marketing plan with ROI forecast.

Commercial Analysis Manager, Worldwide Business Development, Philadelphia, PA 2003-2005

Accumulated extensive research, analysis and business case evaluation skills for acquisition and licensing deals.

Regularly tracked and presented competitive intelligence; introduced numerous external innovation opportunities

of new technology, ingredients, benefits / claims and delivery formats; contributed to Rx-to-OTC switch deals.

Previous roles with GSK in Philadelphia, PA:

US Pharmaceutical Sales Rotation in 2002 as part of post-MBA Management Development Program.

Interned in 2001 and offered one of only two full-time employment slots among 12 MBA interns.

Meiji Milk Products Company Ltd., Shanghai, China 1997 – 2000

Associate Country Manager

Led market entry of a Japanese leading infant formula brand, “Meiji”, to China, reaching $2mn sales after 2 years’

commercialization.

Oversaw all aspects of consumer and expert marketing mix with intimate local market and consumer insights.

Lujiazui Finance & Trade Zone Development Company Ltd., Shanghai, China 1996 – 1997

Associate Business Manager

Account managed real estate investment deals in the fastest growing financial zone in China.

EDUCATION

Emory University - Goizueta Business School, Atlanta, GA 2000-2002

M.B.A. Degree in Marketing and Strategy

Shanghai International Studies University, Shanghai, China 1992-1996

B.A. Degree in Japanese Language and Economics

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