Ginny So

• Lead the project of brand sharpening for Gweilo brand.
• Lead in the successful launch of new products by coordinating cross-functional teams.
• Assisted in the development of artwork and packaging design that effectively communicated product benefits while adhering to regulatory requirements.
• Contributed to annual planning process by developing brand plan included target of volume target, P&L management and A&P allocation.
• Assist in production localization for Gweilo beer to reduce COGS (more than 25%).
• Streamlined internal processes through effective communication between departments involved in product development and launch cycles.
• Collaborated with sales team to develop promotional strategies for key accounts and channels.

Sales :

• A new channel specialized the sales and marketing in Craft & Specialties
• Drove the development on new business opportunities in different channels by introducing new product (Craft beer).
• Acquired new distributions (taprooms, bottle shops and individual bars & restaurants)
• Prepared sales presentation for customer approaching

Marketing:

• Brand management for 3 craft beer brands (Goose Island, Brewdog and Gweilo)
• Developed KV for all marketing material and POSM (e.g. product catalogue, price tent cards, posters, beer glass etc.)
• Set wholesale pricing to make sure match with product positioning within the portfolio and meet margin target.
• Responsible for the development in strategic planning initiatives for long-term brand building.
• Managed budget allocations for marketing initiatives, ensuring optimal use of resources.
• Increased brand awareness by developing and executing marketing campaigns
• Played an integral role in product launches by coordinating promotional activities and collaborating closely with sales and marketing teams.
• Acted as trade marketing for C&S outlets to conduct events and promotion at outlets.
• Assist in new product development and development on launching campaign.
• Work closely with Supply Chain and contract breweries for new products and shipment ETA.
• Participating in B2C events that match with brand target audiences to drive trial.
• Provided internal beer training and external (B2B) beer appreciation workshop.

• Enhanced customer relationships by providing ongoing support, addressing concerns, and promptly resolving issues.
• Collaborated with external vendors on POSM development and promotion girl management.
• Reviewed sales forecasts to anticipate inventory needs accurately, avoiding stockouts or excess inventory costs.
• Helped develop opportunities of seasonal programs and marketing programs to achieve retail needs and maximize sell-through.

• Assist GM to explore business opportunities in overseas markets worldwide for Snow Beers.
• In charge of mainly western markets such as Europe, Russia, US, UAE, Mongolia etc.
• Approach potential distributors, understand the potential of the new market and the background of the distributors.
• Prepare monthly and quarterly sales report and ensure targets achievement.
• Assist GM to negotiate pricing, terms and conditions with distributors.
• Draft and prepare official documents such as supplier contract, promotion agreement, deposit notice, proforma invoice, etc.
• Assist in the design of product packaging to ensure compliance with local laws and regulation.
• Work closely with Operation team and breweries to implement production

• Servicing accounts including : DFI, PNS, Dondon Donki, Circle K, W Hotel, Four Seasons Hotel, Hyatt Centric Hotels, Pizza Hut, local restaurant groups e.g Jacomaxs, De Luna Group, Bright Apex and other on -permises and corporate.
• Provide total account management; sell-in corporate programs and brand promotions.
• Build working relationships with hotel chains, F&B groups, and large retail chains, and develop programs for store level beer education and displays.
• In charge of the OEM/ white label beer product line.
• Coordinate with Brand Manager (Carbon Brews) to develop chain-specific marketing and advertising plans.
• Track and analyze segment sales numbers to direct and guide personal activities and efforts.
• Constant communication with accounts to ensure accurate pricing and program is executed and business review.
• Provide sales forecasts to breweries.

• Start-up a new craft beer brand - Carbon Brews from zero.
• Maintained relationships with existing and potential clients.
• Analyzed monthly sales reports to provide accurate forecasts to brewery and monitor the performance of new products.
• Assist in formulate sales strategies or new product in different channels
• Set the pricing for all Carbon Brews beers with profitable margin
• Analyzed competitor offerings in the craft beer industry and market trends closely for product differentiation.
• Developed and executed branding campaigns to educate target audiences on product features, benefits and values.
• Analyzed competitor offerings to identify opportunities for differentiation and capitalize on unique selling points.
• Collaborated with cross-functional teams for successful product launches and coordinated marketing efforts.
• Involved in new product development process and make sure the new products met our brand brand objectives.
• Provide beer training to B2B customers and B2C tasting workshop.
• Sourcing for strategic partners for joint promotion opportunities. (e.g. Sponsoring to local indie music shows, local media and business)
• Lead on all collaboration projects that includes beer collaborations with other breweries (local breweries and oversea breweries), hotels (W Hotel & Four Seasons) brands (D-mops, ello's, Mactcha Li) and celebrities (Christopher Doyle and Kolor).
• Assisted GM to explore new export market and deal with export distributor. (e.g. Shanghai, Tokyo, Malaysia, Singapore and Taiwan).
• Handled QC problems and recalling process

Other projects

• Act as event organizer to 2 public craft beer events : 2019 Great Hong Kong Beer Festival @ PMQ & 2019 Beer We Go - craft beer and indie music shows @ This Town Needs

• Developed strong client relationships for increased customer loyalty and repeat business.
• Achieved sales goals and service targets by cultivating and securing new customer relationships.
• Built relationships with customers and community to establish long-term business growth.
• Assisted in organizing brand promotions & events with on & off premise (e.g. food pairing/happy hour event in restaurants & bars and supermarket demonstration)
• Assisted in developing, sourcing & ordering POSM (e.g. testcard, openers, beer glasses)
• Support overall event operations (e.g. as the key contact point for B2C events such as Wine & Dine, Beertopia, Restaurant & Bar and Hofex)

• Set up a team of 4 in F&B section (3 sales & 1 CS)
• Implemented innovative marketing campaigns to increase brand visibility in target markets and attract potential clients.
• Streamlined sales processes with efficient CRM management and optimized lead generation techniques.
• Increased revenue growth by identifying new business opportunities and establishing strategic partnerships.

• Developed a new business line which was focus on F&B customers
• Acquired, built and maintained relationships with clients
• Communicated between customers and handymen for the quotation and job requirement
• Set up accounting record and formulate template for quotation, invoice and receipt
• Employed and maintain the service provider(contractor) pool