LORETTA LEE

• Lead development of category, brand and portfolio strategy supported by consumer driven research, insights, trends and customer needs.
• Partner with category leads and multi-functional teams across retail and trade teams to identify and prioritize NPD and category opportunities that is align with company's objectives.
• Support ongoing long-term growth needs of Premium Beer, Non-Alcohol Beer and Ready-to-Drink divisions of company in China, Korea, Taiwan, Hong Kong and Singapore.
• Liaise with global brand teams and various Business Units on strategic marketing campaigns by leveraging on consumer trends and insights.
• Manage Asia regional brand investments to develop brand growth in line with commercial performance.
• Lead brand transformation towards premium position for Asahi Super Dry in key Asia markets such as China, Taiwan, Korea, Hong Kong and Singapore.
• Conceptualize and oversee implementation of long- and short-term e2e brand activations to drive brand engagement and revenue growth across specialty, retail and trade channels.

• Spearheaded innovation pipeline for next 3 years by reviewing brand portfolio for Asia markets for specialty beer and non-alcohol category (K1664, Somersby, 0.0 Non-Alcohol).
• Developed 3-year business plan for specialty beer category with multi-brand portfolio strategy.
• Optimized regional brand portfolio and conceptualizing marketing strategies and campaigns for K1664 and Somersby brands to improve brand equity and grow market share.
• Partnered with Country Heads to develop and review Integrated Annual Plan while ensuring consumer programs are developed and executed in accordance with brand guidelines.
• Collaborating with global and local marketing teams to implement best-in-class marketing programs that drive end-user demand.
• Expanded market share of super-premium segment in China, Hong Kong and Singapore with double digit growth by collaborating with local partners on effective promotion and brand visibility pl

· Launched the first full scale digital and e-PR campaign in Korea using celebrity endorsement to drive brand awareness, efficacy, and differentiation from local players.

· Formulated and implemented 10 effective CoolSculpting University education programs across Asia to company's Master Trainers to build brand loyalty and drive healthcare professional practice excellence.

· Strategic alliance with major clinic chains in Australia, China, Taiwan, Hong Kong, and Korea to build brand awareness of CoolSculpting and to increase trial and returning customers to meet sales objectives.

• Responsible for all marketing related planning and initiatives within the hot beverage platform in traditional and digital channels.
• Partnered with the global and in-country leadership and cross-functional teams to develop, drive, and execute new product launches, marketing, and promotional initiatives across all countries within the Asia region.
• Established strategic partnership with different online marketplace and to build our own Keurig brand site and ecommerce site to drive the appropriate sales strategies to increase the revenue stream of the e-Business.
• Led on tripling social media channels across the region and oversee the PR, marketing communications and digital strategy for Hong Kong, Korea and Japan.
• Worked with the in-country team and distributor to plan and develop the channel strategies for new product launch in appliance channel, hypermarket, department store, TV home shopping and online shop.

• Led development and implementation of annual regional marketing and training plans that resulted in consistent sales growths of 25% growth year-on-year and brand “Restylane” became market leader in region.
• Directed development of B2B programs for our business partners to help drive traffic to their clinics.
• Strategized and launched first celebrity integrated marketing campaign in Korea in 2012 and 2013 that drove incremental annual sales of 4 mio EUR, opened additional 400 accounts and successfully re-position Restylane from petit surgery brand to consumer beauty and lifestyle brand.
• Initiated comprehensive, relational digital app marketing program, which aimed to improve consumer satisfaction, retention, and enabled channels to roll-out its own CRM program.
• Led revamp of Restylane Asia Pacific's consumer brand website and social media platform to increase consumer engagement, SEO, and sales lead.
• Partnered with Global Marketing and Advertising Agency to transcreate new Restylane Global Brand Identity to Asia based on local insights and needs state.
• Developed first Asian brand book for markets to follow to ensure consistency to branding.
• Initiated regional media tour to Sweden since 2010 to build relationship with country's media journalist and bloggers thus increase brand awareness as a result ROI is more than 300%.
• Led opening of first Galderma Asia Pacific Training Academy in Hong Kong in March 2009 as learning centre for Healthcare Professional (HCP) and internal staff in region and had become centre of excellence.
• Trained more than 2,000 HCPs in region and developed more than 100 Master Trainers from 2008 to 2014
• Improved scientific value of regional training and education programs to HCP by conducting first Anatomy Masterclass in partnering with Singapore General Hospital.
• Responsible for sponsoring major International Dermatology and Aesthetics Congress in region including World Congress of Dermatology and International Master Class of Aging Skin with approximately 10,000 attendees.
• Held numerous regional seminars and expert panels in Galderma Asia Pacific Academy in HK to allow regional KOL being equipped and updated with company's latest product, techniques and to gain physician insights on our products for future strategic planning and new product development.
• Helped start up new affiliates from distributor model in Korea, Taiwan, Thailand, and India and trained up their new sales and marketing personnel.

Covered 10 markets in Asia – China, Taiwan, HK, Korea, Japan, Philippines, Thailand, Singapore, Malaysia, and India.

• Member of the APLT (Asia Pacific Leadership Team) since May 06, took part and involved in making major decision for the company that included organizational change, restructuring, operation, and P&L responsibility in the region.
• Developed strategic business plan for all categories and brands in APAC to achieve Company's sales, profitability, market share objectives and all other financial goals to deliver healthy operations.
• Successfully owned home consumption economy wine brand market in Japan with unique position of Carlo Rossi as “Small Treat Everyday” by targeting to female segment with through-the-line campaigns.
• Planned and directed introduction of Carlo Rossi ‘Reserve' brand in China with unique Chinese brand name, packaging, and positioning. Successfully positioned Carlo Rossi as no. 1 California wine brand in on-premises channels for “Happy Gatherings” through high impact marketing, advertising, and promotional strategies.
• Planned and implemented annual PR and events plan and built a premium brand image for the Gallo “high-end” wine portfolio via partnership and wine & dine events.
• Overseen market research to define target market, product matrix, and pricing strategy for new product launch.
• Worked closely with wine makers, creative, finance and manufacturing departments at company plant and assisted in conceptualizing and creating new products. Responsible for modifying existing American products to meet international requirement. Successfully introduced many new wine brands and innovative package ‘Bag-in-a-box' into marketplace. Able to grow both market share and volume.
• Managed customer-specific joint business plans to drive assigned sales and profit goals. Designed and recommended sales and marketing programs to customers' annual calendar that was in line with Gallo brands' strategies. Delivered all P.O.S and merchandising display to help maximize brand exposure in key customer channels (Hypermarket, Supermarket, CVS, and F&B outlets) hence increased sales.

• Managed overall marketing operations of company's flagship brands such as Coca-Cola, Coke Light, Lemon Coke Light, and Vanilla Coke in Hong Kong, Macau and Mongolia. Developed business opportunities and marketing strategies to maximize growth and profitability, expand market penetration, and accomplish mission of integrated operations. Able to grow Coca-Cola Franchise volume by 7.4% in 2002.
• Planned and directed introduction of Coke Light and Vanilla Coke in stores. Successfully positioned Coke Light as no. 1 light CSD product in the marketplace and double market share (vs. Diet Coke) through high impact marketing, advertising, and promotional strategies. Whilst Vanilla Coke was able to gain 18% market share in 6 weeks launch and successfully switched consumers' purchase behavior from cans to more profitable package – 500mL PET.
• Designed and developed the first Lemon Coke Light product in Asia Pacific ride on strong local consumer insight. Worked with R&D and vendors worldwide to produce the most desirable prototype for Hong Kong market, which resulted in expanding the Coke Light portfolio and attracting more new users into the franchise.
• Coordinated market research activities, tracked, and maintained database and competitor information, and assisted with product development and marketing strategies.
• Conceptualized, developed, and implemented innovative promotional and advertising programs/campaigns through implementation of various media designed to achieve desire results.
• Planned and developed point of sale and merchandising materials and exclusive promotion activation ideas for key accounts such as McDonald, 7-Eleven, Circle K, Wellcome and PARKnSHOP to drive traffic and sales.
• Successful roll-out of major sponsorships including but not limited to World Cup, Olympic, Music Festival and partnership with Warner Brothers on movie sponsorship and cause-related marketing events.

• Planned, scheduled, and coordinated advertising campaign material for more than 10 clients.
• Provided excellent service to clients (Johnson & Johnson, L'Oreal, Lucent Technologies, Motorola, and Nestle) through in-depth attention and daily follow-up to accounts.
• Assisted in implementation and monitoring of all advertising, promotion, and image building campaigns which included both above-the-line and below-the-line activities.
• Organized PR activities and road shows to support Client's product launch.