Cyrus Kong

2023-2024: • Lead Total GC&M OU (China Mainland, Hong Kong, Taiwan, Mongolia) Sweetened Tea, Coffee, Advanced Hydration Categories • Lead HSTC Category Analytics and Experimentations • Remote Team Management, 25% Business Travel 2024 Jul onwards: • Lead Total GC&M OU Water Category • Deliver category growth and improve profitability • Drive growth for premium segment (Soda Water) • Remote Team Management, 25% Business Travel

Brand Director, Crest and Oral-B Delivery, Greater China (2018-2020) • Lead Crest business turnaround and market share growth after 10 years of decline. Accelerate (6x) growth of premium/super premium portfolio within 18 months • Establish brand building and communication architecture. Lead national brand campaigns, create insight-driven media/social/community assets and activation. Resulted in historical high brand equities • Lead customer growth projects and create GTM support models. Significantly uplifted premium brand images at point of sales Brand Director, Media Innovation & Transformation, Greater China Oral Care (2020-2022) • Drive marketing effectiveness and efficiency. Leverage IT data capabilities to transform media strategy and planning based on first hand data • Bring in and learn new external media capabilities via test-and-learn projects. Generate insight for media model reinvention to maximize penetration/ROI/search/equity/user growth • Build effective workflows between brand team, data analytics, IT & 3rd party platforms

National Head of Tiger & Sol; National Marketing Capability Lead (2018, @Shanghai) • Drive top & bottom line business growth with Sol launch strategy & Tiger re-win strategy • Develop brand playbook; lead regional teams to achieve growth targets with NI, CI & GTM plans • Drive social platform innovations and work with ecom to team to accelerate B2B & B2C growth • Lead capability development of national marketing team Achievements: Over-delivery of Sol launch target; Online penetration growth; Team capability score growth National Head of Anchor; Head of Hainan Marketing (Aug16 to Feb18, @Hainan) • Lead Anchor brand total relaunch and business turnaround in Hainan market • Set portfolio, channel & pricing strategy (4 brands, more than 20SKUs in multiple channels) • Build unique brand positioning with local consumer insights, develop iconic designs and communications • Manage international agencies to develop brand assets including TVC and key visuals • Develop local marketing capability and talents • Lead cross-functional teams on innovations and packaging cost saving projects • Manage media, social and sponsorship. Drive innovations on digital loyalty programmes Achievements: Brand Revenue +12%, Packaging Cost Optimization +25%, Brand Equity +30%

Tiger Brand (National Marketing) • Manage nationwide Tiger “Uncage” brand campaign and “Tiger Wall” event activation • Launch new recipe and provide sell-in tools for trade. Lead multi-functional team for product launch • Manage creative, PR, event & research agencies contracts and budgets • Work with global teams to translate global positioning into local expressions Achievements: Key City Sales +12%; Distribution +8%

• Heineken® brand management and event/music/sponsorship activation (007, Green Room, UCL, RWC etc.) • Launch and build Tiger Beer. Create brand positioning with local consumer insights, set product portfolio with channel differentiation, develop award-winning campaigns to build brand, distribution and sales: 1) “Tiger Uncage” - Maze Awards 2015 Best Creative Campaign, Brand Awareness +10%; Volume +82% 2) “Tiger Bites” (Street food) - Marketing Magazine’s Marketing Excellence Awards 2015 – Event Marketing • Develop brand strategy plan and align with global/regional team in Singapore and the Netherlands • Manage product line & innovation; restructure company pricing strategy • Manage TTL communication (media/in-store), social media (FB/IG), events, sponsorship and PR activities • Lead market research and brand health tracking • Deliver presentations to sales, customers and distributors

• Initiate and execute brand campaigns to energize the brand (used to be monopoly) in order to prepare for open market competition * HKMA/TVB Awards for Marketing Excellence 2014 • Create ATL & BTL materials, including social videos and TVCs from 0 to 1 • Review consumer touch points and take initiatives to enhance brand image with consistency • Promote brand mindset within the company (especially front line staff)

Maxim’s Cakes - Category Management • Category management (Bread / Butter Cake) with >HKD 1m business per day and drove 15% growth 1. Manage innovation pipeline and SKU life-cycle (new product and series every month) 2. Redefined category and grew penetration by launching “mini cakes” into the market 3. Identified white space “afternoon tea time” to grow consumption & basket size 4. Lead category P&L – review daily, weekly and monthly sales • Marketing asset creation (product shots, videos, in-store POSM) • Multi-functional team leadership (R&D, purchasing, operations, sales) to implement marketing activities • Supervise work of designers and agencies; Lead market review and case sharing New Brands Development Project Leader - Urban Bakery / arome bakery room / Bakery Café by Maxim’s • Develop new premium brands in order to improve company’s profitability and enhance brand portfolio • Lead launch execution: brand concept, product portfolio, pricing, packaging, PR, operations, promotion Achievements: Became the leading profitable brands in the BU; Earned historical high PR exposure on brand launch with extremely famous hero SKU; Created successful new brand extension model for the group

Teaching account and finance

Student Exchange Programme