Joann Ma Pui Ying

Brands:

• Tissue Brands: Tempo, Vinda
• Incontinence Care Brands: TENA, Dr P
• Baby Brand: Libero

Dual Role:

1) Regional team - North Asia (HK, TW, KR).)

2) HK Marketing team lead of Personal Care

Team Management:

• Team Structure: Lead a total of 4 teams with 9 subordinates, including 4 Senior Brand Managers (SBMs):
• Regional Team: Marketing Innovation Team
• Regional Team: Korea Marketing Team
• HK Marketing Team: TENA Team
• HK Marketing Team: Dr P Team

Regional Marketing Role (North Asia: HK, TW, KR)

• Strategic Planning: Formulate and execute strategic branding and marketing plans to support North Asia markets, collaborating closely with local marketing teams and ensuring alignment with corporate goals.
• Corporate Alignment: Align marketing operations with global corporate direction and guidelines, ensuring consistency across regions.
• Market Research: Conduct comprehensive market research to identify business opportunities and trends, leveraging insights to inform strategic decisions.
• Product Development Leadership: Lead product development projects, coordinating with product teams for successful product launches and ensuring alignment with market demands.
• Financial Management: Oversee P&L management, topline reviews, and EBITDA analysis to drive profitability and effective resource allocation.

HK Marketing Personal Care Team Leadership

• Marketing Implementation: Develop, implement, and monitor brand marketing plans that encompass ATL (TVC, Print, Digital) and BTL promotions, as well as PR events, ensuring strategic alignment with business objectives for both B2C and B2B business.
• New Product Lifecycle Oversight: Oversee the entire new product development lifecycle, including packaging design, product innovation, insights, and positioning to align with brand strategy.
• Stakeholder Liaison: Collaborate with internal teams and external parties for all ATL and BTL marketing developments, including research initiatives.
• Performance Monitoring: Monitor and analyze brand and product performance, market trends, and competitive benchmarks, using data to inform strategic adjustments.
• Financial Oversight: Conduct regular P&L reviews and topline performance assessments, ensuring marketing strategies contribute to overall financial health and growth.

Brands:

• Skin Care: Biore, Men's Biore, Curel
• Hair Care: Essential, Asience, Liese
• Sanitary: Laurier

Responsibilities:

• Product Oversight: Manage various product categories including hair cleansing, coloring, styling, facial cleansers, dermatology skincare, men’s skincare, and body wash.
• Performance Management: Oversee brand performance by establishing pricing, promotion, and distribution strategies to achieve optimal results.
• Collaboration: Work with headquarters on product development and launching strategies to align with brand goals.
• Marketing Activities: Plan and implement ATL (Above The Line) and BTL (Below The Line) marketing activities, including: Mass TV campaigns, Print and online advertising, Events and shopfront displays
• Market Analysis: Monitor and analyze market trends, consumer behavior, and competitor activities to identify opportunities through market research.
• Sales and Budget Management: Responsible for achieving sales budgets, controlling marketing expenses, and monitoring the P&L of the brands.
• Team Development: Coach and nurture subordinates, overseeing their work to support team development.

• Organize and implement all marketing campaign and events of SOGO department store
• Handling PR related issues, e.g
• Media enquiry, press conference etc
• Preparing promotional materials e.g
• Weekly newsletter, magazine’s advertorial, seasonal booklet etc

• As an electronic learning toys manufacturer to provide customer service on assigned overseas sales accounts
• To co-ordinate with internal departments for daily sales order processing in terms of engineering, production, logistic plans and payment collection
• To assist OEM projects and promote to current and potential customers
• Assist in licensing royalty and contract issue