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EXPERIENCE @ IT & RETAIL INDUSTRY

Business Development Director

@Line Corp

@Line Friends

Aug 2015 ~ June 2018

  • In collaboration with Line Corporation senior management team, developed the strategy and tactics for incubating, introducing and managing new brands into the China market.

  • Awarded  #1 Employee in China. Independently developed LINE FRIENDS brand within 3 years. Created a successful brand development strategy and profitable business model, turning LINE FRIENDS into the most popular IP brand within 3 years in China.

  • Set up the branch office in China and built a strong relationship between the local government and the brand, winning the best innovative brand in the 2017 local government awards.

  • Created disruptive business models through IP show, theme park, etc that generated $50M revenue both online and offline.

  • Expanded business from Shanghai to major cities throughout China and brought more than 1000+ partnership opportunities from APAC.

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SHOWCASE

01

BRAND INCUBATION

02

BRAND INTRODUCTION

03

BRAND MANAGEMENT

04

BRAND AWARDS

BRAND INCUBATION

01

  • Conduct market research to understand stakeholder needs in order to shape how to grow the overall business in China market.

  • Incubate new brand from inception to execution; end-to-end creation of value proposition, business case, pricing, go-to-market, execution, and monitoring.

  • Structure future phases of China market expansion for a new brand, developing first-step onboarding & scale-up efficiencies in collaboration with the executive team and functional team.

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02

BRAND INTRODUCTION

  • Strategically partner directly with local investors to launch & help brand scale in China.

  • Lead strategic planning to establish a brand positioning, identify the target audience, fast-track priority brands, and develop the brand’s multi-years business plans.

  • Develop disruptive innovative business models to accelerate the brand launch progress.

  • Manage the new product development process for all products for a designated brand category brand from concept generation to execution, ensuring timing, quantity, quality, and KPI targets are achieved.

  • Manage project meetings and coordinate the seamless integration between all Operational, R&D, Creative, Marketing teams and functions involved in developing and launching new products.

BRAND MANAGEMENT

03

  • Develop monetization strategy through analysis and research, and evolve insights into growth initiatives on three major businesses: Retail, Partnership(license), and Contents.

  • Stay current on market trends and competitive activity

  • Create, execute, and manage marketing programs and campaigns

  • New business development & Developed qualified partners and Omni-channels for sales

  • Work closely with company executive team members to develop a multi-year retail business plan

  • Drafted & executed a three-year brand blueprint (2016-2018) in China, achieving the first phase sales target (100M+)

  • Set up Line Friends China branch from 0 to 1 and built up a strong relationship between the local government and the brand, winning the best innovative brand in the 2017 local government awards.

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04

 AWARDS

  • 2017 the most popular IP brand among the Chinese Millennials

  • The project "Limited Love Paradise -Line Friends x Sky Ring" won the 2019 ICSC Silver Award for marketing excellence 

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