Zhenyu(Sean) Zhao
Marketing
Shanghai
Summary
Marketing Professional with experience across regional and local roles, and end to end experience from product development to in-market activations. Passionate on impactful brand value delivery. Strong adaptability and agility to add value in dynamic environments with multiple stakeholders.
Overview
14
14
years of professional experience
3
3
Languages
Work History
Marketing Director (Global Brands)
Ezaki Glico Foods
07.2020 - Current
- Lead growth strategy and end-to-end marketing activities of brands Pocky, Bisco and Almond Koka in China, across 2 categories with a team of 12 members.
- Enhanced and implemented successful marketing strategies for Pocky to strengthen its equity of "share happiness" with 10%+ YoY sales growth based on solid consumer understanding. Successfully recruit new users and drive loyalty through integrated marketing campaigns, powerful new products launch and channel events.
- Introduced new brands Bisco & Almond Koka to China, achieving top market position for both brands in respective category segment with focus especially made on digital & social activities. Top 5 ranking is maintained for both brands on Red-book in defined target consumer group for both brands with efficient purchase conversion followed.
- Integrated 12-months marketing calendar to enable efficient resource allocation for each brand, including product pipeline, and in-market activations through close co-work with cross functions.
Marketing Manager (New Platform)
Mondelez International
04.2018 - 07.2020
- Led a cross functional team in senior level to deliver end-to-end sub-brand strategy & product launch in adjacent categories of Oreo and Chips Ahoy to enable long-term brand growth.
- Developed strategy and product bundle leveraging brand's core value, through holistic market analysis including consumer understanding of insights and path to purchase, market competitive landscape, channel dynamic and product concept qualification.
- Launched 3 sub-brands across categories of energy bar, nuts and soft cake with in-market activations, including various media, social activities, PR exposure and in-store events.
Senior Brand Manager (Anmum)
Fonterra Great China
05.2017 - 04.2018
- Lead end-to-end marketing activities for Paterna/Infant milk powder brand Anmum brand in China
- Develop and define Brand communication strategy, collaborating with exclusive distribution partner Being-mate for execution in trade events, off-line channels, and E-commerce
- Manage product portfolio across sub-brand launch, new segment entry and new pack format to full-fill by channel/price tier/consumer group business needs, to enable optimal balance of business scale and profit
Brand Manager (APAC Cat Food)
Mars Petcare
10.2014 - 04.2016
- Lead Cat food regional strategy and communication assets development for APAC.
- Pioneered the 1st regional portfolio development & deployment project for Whiskas, which was reapplied to other brands, collaborating closely with global team, multi-functions and key local markets
- Enabled Cat treats category introduction to APAC including product range, pricing strategy, communication assets, key visuals based on solid category analysis and co-work with local markets.
Assistant Brand Manager (IAMS & Eukanuba)
Mars Petcare
01.2013 - 09.2014
- Led Japan petcare marketing strategy and activations with focus on brand communications, supervising 2 junior assistant brand managers
- Integrated activation across all touch-points based on brand strategy including in-store material, promotions, print Media, public relations, influencer marketing and digital marketing, turning around business for both IAMS & Eukanuba on value share
Business Development Supervisor (HR Solution)
RECRUIT CO.LTD
12.2010 - 12.2012
- Led marketing support for global recruitment service development, including global vendor pool development and sales material development.
- Delivered 1st global project in company history with US alliance partner and sales account team leader
- Promoted as youngest supervisor in company history
Education
Post Baccalaureate Program - Counseling Psychology
University of California, Berkeley
USA （Online） 04.2001 -
Bachelor of Science - Engineering
University of Tokyo
Tokyo Japan 04.2001 -
Skills
- Brand strategy development
- Multi-functional leadership
- Project Management
- Communications management
- Digital Marketing and activation
Accomplishments
Participated voluntary teaching program of Junior Achievement China (non-profit) - JA Company program, since 2024 Feb for high school students. Focus on development of leadership and entrepreneurship to equip students with essential qualities for success in society, through in-class teaching and group work.
Timeline
Marketing Director (Global Brands)
Ezaki Glico Foods
07.2020 - Current
Marketing Manager (New Platform)
Mondelez International
04.2018 - 07.2020
Senior Brand Manager (Anmum)
Fonterra Great China
05.2017 - 04.2018
Brand Manager (APAC Cat Food)
Mars Petcare
10.2014 - 04.2016
Assistant Brand Manager (IAMS & Eukanuba)
Mars Petcare
01.2013 - 09.2014
Business Development Supervisor (HR Solution)
RECRUIT CO.LTD
12.2010 - 12.2012
Post Baccalaureate Program - Counseling Psychology
University of California, Berkeley
04.2001 -
Bachelor of Science - Engineering
University of Tokyo
04.2001 -
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