Customer Service Business Development

ALICE ROSOLEN

BRAND MARKETING, COMMUNICATIONS & BUSINESS DEVELOPMENT LEADER

Boston, MA • 339-***-**** • *****.*******@*****.*** • www.linkedin.com/in/alice-rosolen/

Global marketing and business development leader with 10+ years of experience in executing analytics-driven brand, marketing, product, and retail/ecommerce strategies to drive business transformation for FMCG and luxury brands in emerging markets.

Strategic Marketing Leadership: Excels in driving vision, strategy, and execution for customer-centric B2B/B2C marketing plans, brand messaging, go-to-market initiatives, product platforms, and multichannel marketing campaigns in both start-up and enterprise contexts.

Global Business Development Expertise: Proven track record of crafting tailored, localized marketing and communications strategies to launch and scale innovative business models, brand architectures, and product lines across retail, ecommerce, and wholesale channels.

Organizational Change Agent: Extensive experience in driving strategic projects to transform marketing strategy and tactics, streamline the end-to-end customer life cycle, develop high-performing marketing teams, and optimize marketing analytics and insights generation.

Team & Operations Management: Combines keen business acumen, multilingual communication skills, and analytical capabilities to train, coach, and manage the performance of globally distributed multicultural teams while effectively managing budgets, P&L, and KPIs.

CORE COMPETENCIES

Executive Marketing Leadership

Strategic Business Planning

Sales & Marketing Strategy

Brand Communications Strategy

Brand Development & Positioning

Luxury & FMCG Brand Management

Product Marketing & Management

New Business Development

Enterprise Change Management

P&L & Operations Management

Retail & Ecommerce Growth Strategy

Go-To-Market (GTM) Strategy

Integrated Marketing Campaigns

Digital Marketing & Advertising

Content Creation & Management

Media Relations & Public Relations

Strategic Partnerships & Alliances

Channel Partnership Development

Merchandising & Buying Operations

Market/Brand Analytics & Insights

Training, Mentoring & Coaching

KEY ACHIEVEMENTS

Turned around the Shanghai Tang brand from negative growth to 1% growth above budget during the pandemic by building out Singapore retail operations, opening new travel retail stores globally, and reorienting the brand towards Millennial and Gen Z clients.

Spearheaded brand development, product marketing and communications, merchandising, and distribution channel management initiatives for Spanish fashion label Desigual across the Asian market, resulting in $5M in turnover.

Drove multichannel product marketing campaigns, brand positioning efforts, and wholesale/retail channel development strategies to open 3 new markets (including the US) for premium Spanish knitwear brand ESCORPION in 6 months and generate $1M+ in turnover.

Strategized and executed retail sales training and brand education programs for 2K+ franchisee staff from 33 nationalities while at Pandora, including creating and disseminating training materials in 10 different languages.

PROFESSIONAL EXPERIENCE

Global Marketing, Retail & Ecommerce Consultant Independent Consulting, Boston, MA 2020 to Present

Provide strategic direction, operational leadership, and C-level advisory to a portfolio of international premium and luxury brands on all aspects of sales, product marketing, brand positioning, merchandising, retail/ecommerce distribution, and export operations.

oDeveloped and implemented analytics-driven marketing strategies, campaigns, and materials/content to drive global brand reach for the Singapore-based Lisa Von Tang label and grow sales during the pandemic.

oExecuted a digital transformation and 10-year-anniversary rebranding initiative for the Porcelain brand, including launching its first virtual spa and establishing its first ecommerce platforms on Amazon, Lazada, and T-Mall.

Formulate and implement wholesale, retail, and ecommerce growth strategies covering key markets (US, Europe, and Asia), with oversight of product planning, category development, GTM execution, retail-ecommerce integration, and commercial negotiations.

Collaborate cross-functionally with sales and marketing, product management, merchandising, and UX/UI design stakeholders as well as external vendors and agencies to strategize and execute multichannel marketing and communications campaigns.

Utilize insights from analysis of market trends, consumer behaviour, and digital/social/SEO performance to guide internal and agency staff in creating compelling, customer-centric content for digital and social campaigns as well as trade shows and sales support.

Deploy an optimal mix of paid/organic marketing strategies and tools (including CRM, EDM, paid search, paid social, and marketing automation) to maximize marketing ROI and brand reach across core and new markets.

Train, coach, and mentor sales, operations, and customer service staff to drive revenue growth, operational excellence, and customer success across all retail and ecommerce channels while owning all KPIs and reporting for online and offline sales.

Global Head of Marketing GM - Southeast Asia Shanghai Tang, Singapore Hong Kong, China 2018 to 2020

Served in a multi-faceted leadership role with responsibility for crafting the firm’s brand and business development strategy following the exit from Richemont, including building out retail operations in Singapore and growing the global wholesale business.

Oversaw new business development and retail operations across multiple regional markets (Singapore, Hong Kong, and Myanmar), involving management of 26 staff across 5 retail stores as well as all annual business development and retail budgets.

Worked closely with leadership to implement the new brand strategy throughout all global production and marketing channels while ensuring brand consistency across all functions (including merchandising, marketing, and product planning) in all markets.

Directed all aspects of retail operations in the Singapore retail stores and new pop-up travel retail stores in Myanmar and Munich, including employee schedules, store SOPs, staff training, and sales budgets/KPIs/forecasting.

Crafted the consumer persona for Southeast Asia with a focus on Millennial and Gen Z audiences and drove digital initiatives covering ecommerce, social/paid media, email, localization, AR, and subscriptions to maximize engagement with these demographics.

Supported retail expansion and franchisee partner projects in new markets by providing data analysis and projections, engaging with government agencies and other relevant stakeholders, and overseeing crisis management and VIP client management initiatives.

Area Manager - Asia (China, Southeast Asia) Desigual, Barcelona, Spain 2017 to 2018

Played a key leadership role in building consistency in commercial and marketing strategy across multiple Asian markets (including China, the Philippines, Thailand, Vietnam, and Indonesia) while holding P&L responsibility for all market development projects.

Devised and implemented brand communications strategy and product marketing campaigns across all assigned markets while ensuring brand consistency across all distribution channels (including department stores, franchisees and independent stores).

Negotiated and secured mutually beneficial distribution contracts with partners in China and APAC while maintaining robust partner relationships by providing regular training and operational support for their HR, merchandising, and product marketing activities.

Sales & Marketing Manager - Global Markets (Europe, USA, Korea) ESCORPION, Barcelona, Spain 2015 to 2017

Drove the global expansion of a historical, family-owned brand by executing product marketing, communications, and PR strategies, campaigns, and partnerships to penetrate new markets (including the US) and grow market share in existing markets (such as Italy).

Guided and supervised teams and agents managing 6 collections in implementing data-driven sales and GTM strategies targeting both retail and wholesale markets while owning all sales budgets, KPIs, and forecasting.

Co-Founder Marketing & Business Development Director Nilos Beachwear, Singapore 2013 to 2015

Established and grew a swimwear and beachwear company focusing on sustainable fashion, with accountability for all strategic business planning, product development and management, sales and marketing, brand positioning, and client engagement.

Typo Brand Manager - Asia Cotton On, Singapore 2013

Spearheaded the implementation of strategies, processes, and training covering the retail management, visual merchandising, supply chain, and customer service functions to deliver consistent consumer experience, minimize losses, and enable brand expansion.

Managed brand P&L through oversight of sales, wages, direct and indirect expenses, and store growth targets/KPIs while fostering a customer-centric, loss prevention-oriented culture by driving process improvements in supply chain and customer service.

Sales & Training Manager (APAC) Pandora, Hong Kong, China Copenhagen, Denmark 2011 to 2013

Led the planning and execution of sales enablement/training and brand awareness/education programs for key accounts, distribution partners, and franchisees across the entire APAC region in collaboration with the sales department.

Cultivated robust relationships with franchisees and developed training programs in line with their requirements and market needs, including creating training materials in multiple languages and crafting VIP programs and customer service excellence programs.

Deployed best-in-class learning technologies to digitize training platforms and drive at-scale delivery of training programs and content to 2K+ individuals while maintaining alignment of training activities with internal department needs and KPIs.

Engage with corporate HQ in Copenhagen to establish strategy, goals, budgets, and action plans for training initiatives while providing regular reporting and updates (including success stories) to leadership.

EDUCATION, TRAINING, AND CERTIFICATIONS

BA in Political Science Mandarin Language Exchange Program • Università degli Studi di Milano Renmin University of China

Certificate in Digital Marketing Certificate in Merchandising • The Business of Fashion (BOF)

Accredited Jewelry Professional (AJP) • Gemological Institute of America (GIA)

LANGUAGES

English • Italian • Spanish • French • Mandarin

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