Li Dai

469-***-**** ad3d28@r.postjobfree.com New York City, NY No Sponsorship Needed

+10 Years Leading End-to-End Brand Management (Performance + Innovation) in Global FMCGs across Categories. Graduate of Global FMCG Management Trainee Program EXPERIENCE

Senior Brand Manager (End-to-End & Customer Development Lead), Danone

• Delivered strategic long-term (3-5yr) business plan and successfully drove internal alignment including 12Q innovation plan, portfolio architecture, and strategic channel expansion.

• Launched new, high growth channel and unlocked key consumer insights by leading quali and quant research of low-income consumers that delivered 3x topline growth in 1 year.

• Drove $3+ million agile innovation development from concept to execution by leading cross- functional SC, R&D, and claims teams while delivering cut-through targeted medias.

• Owned end-to-end P&L that delivered 800+ bps GM by identifying supply chain inefficiencies that resulted in pivoting strategic production across both 3PM and internal factories. 2020-2023

Brand Manager (Performance, Merchandising, PR, & Social Lead), ASICS

• Executed 3-year category performance strategy & brand repositioning by developing integrated 360 media campaigns across channels resulting in 8%+ brand awareness uplift.

• Crafted and executed ASICS influencer playbook and delivered KOL ecosystem by leading community building of Macro/Micro influencers and media channel amplification.

• Unlocked 2x topline segment growth by identifying key consumer insights that drove incremental sales via cross-purchase synergies of existing adult buyers and their families. 2019

Senior Associate Brand Manager (Ecommerce DTC Lead), New Balance

• Pioneered new ecommerce model via top 2 ecom channels by identifying and deploying full year go-to market plan with data-backed promotional analytics & influencer ecosystem.

• Transformed DTC operation & drove 3x DTC ecommerce revenue by restructuring from a traditional wholesaler model to launching an insights & data driven flagship ecom store.

• Executed brand’s cross-platform premium repositioning via differentiation of running tech heritage among core demographic resulting in driving brand awareness by 5,500+ bps. 2017-2019

Associate Brand Manager (End-to End), Johnson’s Baby at Johnson & Johnson

(Promoted from Global Management Trainee)

• Drove market share by 1,300+ bps by modernizing brand via core packaging renovation in addition to launching 10+ SKUs in unmet new usage occasions & seasonal opportunities.

• Grew consumption among adults by 5x by identifying gentle and safe as top driver of new adult purchase (via quals) by elevating the baby-safe heritage credentials of the brand.

• Led $12+ million integrated 360 ATL/BTL campaign (TVC, Digital, Social, PR, & Price Promotion) tapping into family sharing that drove 15%+ increase in milk line revenue growth. 2016-2017

2014-2016

Curriculum Teacher (2 year-fellowship program), Teach For All International NGO

• Crafted and delivered multi-year educational curriculum for 450+ students that resulted in decreasing drop-out rate from 20% to <5% and increasing academic scores 30% to 70% while living & working in impoverished remote village in China with no running water or electricity. 2012-2014

EDUCATION Rhodes College – Bachelor of Arts, GPA 3.5/4.0 (Dean’s List) Concentration in International Business & Finance

Top Scholarship Winner of Rhodes Dean’s fellowship Founded Farm-to-Table campus initiative.

May 2014

ADDITIONAL Language: English (Very Fluent, almost Native), Mandarin (Native) Enjoys volunteering (St. Jude Children, Hospice Care) and wellbeing activities (yoga, meditation) Piorneered Danone’s first social business enterprise; Initiated the ESG agender collaborated with B-corp and Nobel Prize winner prof. Yunus to promote business for good in daily business

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