Kwan Yi Kristen
Ap Lei Chau
Summary
- Results-driven Senior Brand Manager with 12+ years of experience, expertise in FMCG marketing (8+ years of experience), specializing in skincare (Bioré, Curél).
- Proven track record in launching innovative products, executing high-impact campaigns, and driving double-digit sales growth.
- Skilled in cross-functional leadership, strategic planning, and team management.
- Promoted thrice at KAO Hong Kong, currently leading a team of 5 to achieve brand excellence.
Overview
12
12
years of professional experience
14
14
years of post-secondary education
Work History
Senior Brand Manager (Team Head)
KAO
06.2022 - Current
- Lead a team of 5 to strategize and execute brand initiatives for Bioré and Curél, aligning with regional and global business objectives.
- Spearhead annual marketing budgets exceeding HKD 20M, optimizing ROI through data-driven media planning and campaign adjustments.
- Mentored junior team members to develop their skills and further their professional growth within the organization.
Brand Manager
KAO
01.2020 - 05.2022
- Developed and executed branding campaigns to educate target audiences on product features, benefits and values.
- Enhanced brand recognition by developing and executing targeted marketing campaigns.
- Directed end-to-end launches for 6+ new products (e.g., Bioré UV Kids Milk, Curél Moisture Balm), achieving 12-18% YoY sales growth and securing top 3 market positions.
Brand Executive → Assistant Brand Manager
Kao Hong Kong Limited
07.2015 - 12.2019
- Formulated and implemented new category launch of Bioré Deodorant Z based on consumer research and market insights, over-achieved sales target and recorded high share of 15.7% during campaign month in May 2018; continue to increase penetration with line extension of Bioré Body Sheet in Q2 2019
- Worked closely with Japan HQ to drive new product launch campaigns for Bioré UV, Bioré Facial Wash, and Curél, such as Bioré Base UV Series, Bioré UV Kids Milk, Bioré Deep Clear Foaming Wash, Curél Moisture Balm, resulted in double digit sales growth and increased market position
- Developed integrated campaigns, including ATL, BTL, joint promotion activities, consumer interactive activities, and press events, such as Bioré UV X moov outdoor event featuring Jason Chan Pak-Yu, Curél Tokyo Media Trip
- Coordinated with Commercial Business Development Department for promotion strategies and shopfront displays
Marketing Assistant
Swire Travel Limited
07.2013 - 03.2015
- Planned and executed marketing plans for Singapore F1, comprising TV, online, print and event advertising
- Organized large and small scale events, including Appreciation Dinner, Cruise Holiday Expo 2013, private lunch and dinner gatherings
- Negotiated and coordinated joint promotion with banks and tourism-related partners, and prepared promotion materials
- Developed concept for and coordinated with agencies to produce online and offline marketing materials such as e-cards, eDMs, print ads, booklets & flyers
Education
Bachelor of Business Administration - Marketing and Management, Social Science
The Hong Kong University of Science And Technology
01.2010 - 01.2013
International Business Administration -
Rotterdam School of Management, Erasmus University
04.2001 - 01.2012
Skills
- Proficient in Microsoft Word
- Advanced Excel proficiency
- Proficient in PowerPoint tools
- Adobe Photoshop proficiency
- Market competitor analysis
- Creative leadership
- Advertising strategy development
- Consumer trend evaluation
- Strategic brand management
- Team development coaching
- Marketing strategy development
- Strategic campaign planning
Timeline
Senior Brand Manager (Team Head)
KAO
06.2022 - Current
Brand Manager
KAO
01.2020 - 05.2022
Brand Executive → Assistant Brand Manager
Kao Hong Kong Limited
07.2015 - 12.2019
Marketing Assistant
Swire Travel Limited
07.2013 - 03.2015
Bachelor of Business Administration - Marketing and Management, Social Science
The Hong Kong University of Science And Technology
01.2010 - 01.2013
International Business Administration -
Rotterdam School of Management, Erasmus University
04.2001 - 01.2012
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