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Project Sales

Glendale, AZ, 85308
August 20, 2012

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Strategic Planning – Market Research – Positioning

Strong background in strategic planning. Over 12 years of successful professional global experience both in agency and in-house marketing fields, leading new product development and launch, social media marketing strategic planning, market research, managing project teams, and creating new solutions. Strength in brand positioning, market research and statistical data analysis. Extensive experience in project management. Enthusiastic, proactive and well organized. Outstanding communication skills, both one-to-one and in groups. Self-starter highly motivated with a good combination of discipline and social skills to deliver results that exceed expectations. Strength in cross cultural communications and international business


2006-2008 UNIVERSITY OF ARIZONA, Eller College of Management, Master of Business Administration (Tucson, AZ)

• Concentration in Marketing

• Recipient of merit-based scholarship

1994-1998 UNIVERSITY OF INTERNATIONAL RELATIONS, Bachelor of Arts in Law (Beijing, China)

Major in International Politics


2008-2012 TP ORTHODONTICS INC, Marketing Communications Manager (Scottsdale, AZ)

• Planned and led the execution of new product launches, direct marketing and various online marketing programs (domestically and internationally) assuring adherence to corporate strategy, timelines and budget

• Managed a team of two employees in the US office and seven employees in China branch

• Conducted market research, competitive intelligence and industry trend analysis to help senior management make informed decisions in business development and client retention initiatives

• Successfully developed business strategy for China market and effectively managed daily operations

o Conducted market research and created a strong business plan for China branch

o Recruited, streamlined and trained the Chinese sales and marketing team;

o Developed and strengthened relationships with ten key accounts, which represented 50% of China sales

o Established strategic channel partnership with 12 national distributors to successfully meet the sales goals of $8M

Summer 2007(MBA Internship) CVS/CAREMARK, Medicare Product Development &Market Research Intern (Scottsdale, AZ)

• Successfully managed the Sales Prospect Database Project including strategic planning, market research, data analyses and implementation. Utilized relationship building skills to reduce the project budget by 40% and fully met project goals

• Effectively delivered informational presentations to high level management team and led the project implementation

• Conducted competitive intelligence analysis

Spring 2007 SHOW LOW MAIN STREET, Field Project Consultant (Show Low, AZ)

(MBA Field Project)

• Developed a Main Street Revitalization Marketing Plan later chosen as a guideline for the city

• Created the University Feasibility Market Research Report for the city government

2003 TARANTULA RESPONSIVE COMMUNICATION, Account Manager (Beijing, China)

• Managed Beijing office with 10 staff. Restructured teams to increase project income by 20%

• Initiated and developed the customer loyalty market research program for Pedigree and Whiskas, including questionnaire design, data analysis and reporting

• Identified areas of customer satisfaction and motivation for repeat business and successfully initiated changes to improve marketing program accordingly

• Developed monthly competitive intelligence report to provide international clients with valuable market insights

2002 NESTLÉ (CHINA) LTD., Marketing Executive (Beijing, China)

• Managed new product (breakfast cereal) development, market research and new product launch program in the China market

• Managed four external agencies including International Market Research, Edelman PR, and Saatchi &Saatchi Advertising

• Supervised the execution of strategic communications programs with six internal departments

• Established guidelines and system for the national sales and promoter training program

• Managed the design and display of POP materials for in-store display in the China market

1998 - 2002

8848.NET ECOMMERCE, LTD., Marketing Specialist (Beijing, China)

• Planned and managed online advertisement cooperation on 47,000 personal websites to improve the company brand

• Initiated and coordinated a successful long-term cooperation program with EMS (China postal courier service)

• Developed over 30 press releases and distributed between 50-60 high circulation flat media

• Effectively managed many major PR events and created advertorial articles for each event, monitored the media coverage and developed final project reports.


INFO • Member of Toastmaster Public Speaking Club & American Marketing Association (AMA)

• Bilingual – fluent in Mandarin Chinese and English

• SPSS, Excel, Word, Visio and PowerPoint


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