Fifteen-year comprehensive corporate marketing experience

Wenjie (Elaine) Lai

C: 909-***-**** ******.***@***.***

EXECUTIVE SUMMARY

Fifteen-year comprehensive corporate marketing experience with seven-year global exposure (Europe, US, Asia

Pacific), specializing in setting up Marketing department and strategic marketing in hi-tech, healthcare and service

industry. Interested in marketing positons where I can contribute my marketing expertise in emerging markets and

global development.

EDUCATION

Peter F. Drucker and Masatoshi Ito School of Management, Claremont, CA 2016 expected

Master of Business Administration

Loughborough University, United Kingdom 2003

Master of Science, Marketing & Management

Soochow University, China 1996

Bachelor of Arts, Chinese Language & Linguistics

EXPERIENCE

East China Urban Construction Corporation, China March 2011–June 2014

Corporate Marketing Director

• Mapped out initial corporate marketing strategy, executable marketing plans and marketing budget within three

months with limited personnel and budget

• Formulated corporate Marketing Communications, PR, and marketing channel strategies and monitored

execution, successfully positioning the company and products in target segments from regional to national

level with high-quality leads within six months

• Created cost and time-effective branding and PR campaigns resulting in continuous media exposure and

augmented business opportunities

• Organized corporate and business unit marketing events and promotions, facilitated business development and

enhanced customer relations

• Led an 11-person team in corporate and BU marketing teams to effectively run marketing operations nationally

eBaoTech, China, Switzerland January 2009–January 2011

Corporate Marketing Director, Global

• Founded corporate global marketing structure and functionality across 10 countries within six months,

resulting in a consolidated and consistent corporate marketing function

• Developed corporate marketing strategy and facilitated execution in Asia Pacific, US, Latin America and

Europe with expanded company and product recognition

• Systemized and implemented product branding strategies with differentiation and solid sales kits

• Centralized corporate marketing communications framework and deliverables, increasing responsiveness to

customers and ad-hoc localization issues

• Established corporate global PR network and enhanced awareness from 30% to 50% with a limited budget

• Arranged new product launches and marketing campaigns in target markets to improve customer recognition

and ROI

Blue Bamboo, China, US, Brazil, France May 2007–January 2009

Global Marketing Director

• Identified global marketing strategy and go-to-market plans in US, Brazil, Southeast Asia, China and EMEA,

creating corporate marketing strategy framework with agility

Wenjie (Elaine) Lai

C: 909-***-**** ******.***@***.***

• Enhanced new product definition with marketing research and customer needs, leading to optimized value-

based products and services for the company

• Developed co-branding strategy and campaigns with VISA, MasterCard, Apple and RIM, resulting in

increased sales margin, customer satisfaction, and strategic alliances

• Strengthened global PR network within three months with series of effective PR programs, facilitating new

product launches and lead generation

• Administered five global and regional trade shows annually in US, China, Singapore, France and Brazil,

bringing about quick market entry and channel development

GE Healthcare, China January 2006-May 2007

Marketing Manager, Greater China

• Set up China marketing team, aligning with global initiatives and localization implementation with effective

and efficient internal and external communications

• Synergized China marketing strategy, reconciling product line and regional divergence

• Boosted market recognition of products and services with streamlined product portfolio definition and

positioning

• Designed and led nationwide marketing, branding, marketing communications, and PR plans, obtaining

increased customer satisfaction and loyalty

Blue Bamboo, China, US, UK January 2004–January 2006

Marketing Manager

• Initiated corporate marketing department with corporate founders

• Formulated corporate marketing strategy and business plan in Europe, US, and Latin America, providing

strategic directions for business development

• Defined product portfolio, roadmap, and positioning in target markets with differentiations, resulting in

successful product launches within short timelines

• Created marketing, branding, PR and sales management framework, and processes to facilitate global business

operation

• Developed and systemized Internet marketing strategy and utilized CRM (Salesforce.com) to effectively

manage website, Intranet and customer relationships

Coca-Cola, China January 2001–September 2002

Communication Supervisor, China Division

• Liaison between China Division, Atlanta Headquarters, and 13 subsidiaries across China, fostering the internal

communication and localization process

• Organized China Division internal and external events, which averaged 30 events per year, with enhanced

cross-departmental cooperation and brand endorsement

• Developed and maintained relationships between Coke, government, and strategic partners, ensuring expansion

of mission-critical network

Shanghai Kentucky Fried Chicken, China September 1996–December 2000

PR Executive

• Built PR framework and crisis management process, effectively addressing PR crisis internally and externally

• Developed relationship between KFC, government, investors, media, and customers, leading to effective long-

term strategic advantages of the company in the market

• Oversaw consistent branding execution across 150 chain stores to guarantee uniformity of brand and

promotional activities

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