Manager Sales

Jeffrey (Hu) Xie

*** *** ******* ● Redondo Beach, CA 90277 ● 262-***-**** ● ********@*****.***

EDUCATION

University of Wisconsin – Madison

Master of Business Administration 2007 – 2009

- Specialization: Marketing, Center for Brand & Product Management

- Recipient of full academic scholarship / GMAT score: 730

Shanghai Jiao Tong University, Shanghai, China

BA in Management of Culture & Arts Undertakings 1998

- Co-Chair & Head of Activities, Student Union (1994 – 1997) / Renmin Award recipient for academic excellence

PROFESSIONAL EXPERIENCE

JOHNSON & JOHNSON, Marketing Manager

Neutrogena, Young Skin LOS ANGELES, CALIFORNIA U.S.A 2009

- Annual business planning with volume forecasting and holistic marketing programs.

- New products development including consumer insights, concept development, design & communications.

Women’s Health Care Worldwide, SKILLMAN, NEW JERSEY U.S.A 2008

- Involved in a new category development project with new product launch planned for North America and Europe.

- Cooperated with diverse cross functional team on a new market initiative development, evaluating consumer insights,

concept development and testing.

- Analyzed U.S and Europe markets to find out issue and opportunities, and recommended on gaining competitive edge.

COCA-COLA (CHINA) BEVERAGES LTD., BEIJING, CHINA

Category Marketing Activation Manager - Coca-Cola, Sprite, Fanta, and Smart brands 2005 - 2007

- Led and managed a marketing team for Carbonated Soft Drinks (CSD) category business, responsible for business

achievements, budgeting & expenses management, marketing strategy & programs, and new product launches, and working

with advertising, market research & media buying agencies.

- Exceeded growth target for CSD category by 21%, resulting in 110MM unit case sales in the Coca-Cola COFCO Bottling

Group Ltd. (CBL) Region.

- Developed annual category marketing plans, partnering with Central Marketing, Regional Finance, Business Planning and

Operation Management Teams, and led the negotiation with CBL on agreements for annual category targets setting, new

product launch & key marketing campaigns, media investment and total category budgeting.

- Initiated the improvement and reinforcement of communication and approval procedures for new product/packaging launches

and marketing program launches, improving effectiveness and efficiency.

Brand Marketing Activation Manager – Sprite & Fanta 2003 - 2004

- Exceeded 2004 Sprite business target with +20% Growth.

- Initiated and led a cross-functional team to launch the Sprite Music Campaign which integrated multiple consumer

promotions, PR activities, and media campaigns. Results included: +20% Brand Awareness, +34% Definitely Will Buy, and

+30% Single-Serve Pack Sales, a successful case shared in the company.

- Successfully launched a Sprite line extension utilizing PR, Pop Icons, and TV, achieving +11% vs. volume target and driving

Sprite to be the No.1 growth brand in its launch market.

- Analyzed business performance monthly, which involved sales and retail auditing, brand health and consumer preference

reviews, exploration of issues and opportunities. Developed action plans and monitored the executions.

KRAFT FOOD, BEIJING, CHINA

Associate Brand Manager - Pacific Soda Cracker Brand 2002 - 2003

- Planned a new marketing strategy based on market and consumer study. Executed strategy by launching a new TV

commercial, new packaging design, and new product/format. Converted sales downtrend to +19% growth.

NESTLE, BEIJING, CHINA

Assistant Brand Manager – POLO, KOOL, Fruitips Brands 2002

- Developed 2002 annual marketing plan and prepared for Fruitips launch in China.

Marketing Executive – POLO, KOOL Brands 2000 – 2001

- Developed 2001 annual marketing plan. Initiated and executed consumer and trade promotions.

- Re-launched POLO products in 2001, resulting in annual sales growth +17% and achieving a historic record

Management Trainee 1998 -

2000

- Selected for a prestigious rotational program. Worked in different sales functions as General Trade, Promotion Team

Management, Distributor Management and Key Account Management.

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