David Liu

1. Managing key accounts business across Mainland China, Taiwan, Hong Kong, and Macau, including leading international and domestic brands such as Yum, Subway, Domino's, Starbucks, Burger King, Yoplait, etc. 2. Define sales strategy & own P&L, revenue targets, and annual budgeting based on company objectives. 3. Lead and set directions for the sales team based on annual budget, deliver business growth both on topline and bottom line. 4. Develop and implement tailored business strategies for strategic KA customers to strengthen partnerships and drive sustainable growth. 5. Lead KA business planning & forecasting, to define annual budgeting and forecasting processes. 6. Work closely with marketing team to execute integrated marketing plan/business solutions for specific KA customers & campaigns. 7. Develop team’s capabilities of KA management, strategic partnership enhancement, and integrated collaboration plans.

1. Strategic Planning & Regional Management: Responsible for formulating and executing marketing strategies across Greater China (Mainland China, Taiwan, Hong Kong, & Macau), overseeing both B2B and B2C business growth. 2. Market-Specific Brand & Product Strategy: Developed differentiated market entry and brand promotion strategies based on regional characteristics (regulations, consumer habits, channel structures) to enhance overall market share. Collaborated with R&D to drive product localization ensuring the product portfolio met diverse market needs. 3. B2B Channel & Key Account Management Established distributor and key account strategies, optimized channel partnership models, and strengthened customer loyalty for long-term value. Customized B2B Solutions: Delivered tailored solutions for clients in foodservice and food processing industries, driving sustained growth in B2B sales. 4. Cross-Functional Leadership: Led cross-functional teams (Marketing, Sales, R&D, Supply Chain) to execute key projects, ensuring strategic alignment. 5. Team Development Built and nurtured the Greater China marketing team, enhancing organizational capabilities and market responsiveness.

Bordeaux Vineam winery group is the largest producer of organic wine in Bordeaux and even in France. 1. Responsible for the overall marketing, and in charge of the sales and marketing management of the largest region – East China. 2. Establish the Bordeaux Vineam brand, local branch office and local marketing/sales team in Huadong district. 3. Develop and implement overall China marketing campaigns and communications strategy that establish Bordeaux Vineam as the leader of organic wine in entire category. 4. Cross-border collaboration with Art and Fashion to elevate brand awareness and visibility of specific people in these fields. 5. Discover the opportunities of partnership with all the appropriate platforms and brands that can potentially elevate the brand awareness and engage target consumers through all kinds of collaboration. 7. Identify the online and offline distribution channel plans, scaling up the brand contribution and manage P&L in multiple channels, making trade marketing plans to support channels customers to achieve annual sales goals. 8. Business developing customers in different channels, identify opportunity in category market, and manage the relationship with customers and strategic partners. 9. Lead NPD projects of co-branding products as a market entry approaching to specific groups of target consumers, and manage the new products life cycle. 10. Manage marketing budget and implement all marketing plans according to the brand proposition, gatekeeping the P&L to maximize the ROI.

1. In charge of entire marketing for corporate including brand marketing, product marketing, trade marketing, PR/Media, digital and CRM teams to develop appropriated strategies, and get alignments/results during implementation. 2. Multi-brand management that covering juice brands of Fruiti, INVO, Dr. Keys brand in healthy management industry, also the Holland Land Marketing which is an Immersive Experience Park. 3. Develop and maintain marketing strategy and plan, closely cooperate with sales and finance team, and keep close contact with customers, collect updated market/customer information for guideline the direction of strategies. 4. Lead NPD projects including identify new business opportunities to drive innovation of Fruiti & Invo. Identifies and establishes a comprehensive understanding of segmentation, target consumer group, determine of where to play of Dr. Keys. 5. Closely work with digital team to develop social operation and EC strategy, especially consumer and customer engagements, to enhance the brand communication efforts and maximize the sales conversion rates. 6. Develop brand communication strategy both online and offline, lead integrated marketing planning to maximize the effectiveness of marketing campaigns。 7. Deeply understand competitive environment, and identify the actions and strategies of competitors. Periodically conduct market research to align marketing strategy with industrial updates. 8. Manage marketing budget and implement all marketing activities under the budget, gatekeeping the P&L to maximize the ROI. 9. Ensure the effective implementation of plan, including results, expense and management of suppliers.

In charge of TWE North Asia regional market of 9 US & Italian wine brands(BV, Beringer, Sterling, Stags Leap, Etude, 19Crimes，EmBrazen, Blossom Hills, Cavaliere d’Oro). 1. Manage existing brands’awareness, market share, channel penetration, etc. Also to max the brand exposure by varies of marketing activities. 2. Manage new brand RTM plan, eventually launch in the market, increase new brands awareness and penetration in different channels. 3. Manage marketing budget for the brands, allocating the budget based on country markets and local marketing activities. 4. Manage North Asia HQ marketing teams and regional marketing teams, to maximum the labor effectiveness and smoother international communication，avoid cultural conflicts. 5. Lead and conduct integrated marketing campaigns based on each core brands, from ideation to execution and monitoring every detail. Closely work with trade marketing and sales team to track afterwards sales conversion rate. 6. Closely work with EC team and platforms (Alipay, Wechat, Weibo, etc.) to conduct online brand campaign and seasonal promotions, manage online marketing budget to obtain maximum effectiveness of investment. 7. Closely work with PR team to manage the media budget based on brand campaigns, to allocate media resource properly. 8. Lead NPD in North Asia based on local market demands, and supervise the entire process until successfully launch in the designated markets. Successfully launched US White House designated brand Bealiau Vineyard in North Asia market, also generated some brand voice in the market in China within a year through cross boarder and celebrities collaborations. In 2109, launched several global famous brands into China market, including Italian national treasury brand Cavaliere d’Ora and US female’s favorite brand EmBrazen. The existing brands have continued growing in sales and penetration of each market. Beringer, the biggest wine brand in US market, the sales volume increased by 36% in China market.

1. Responsible for Asia Haagen-Dazs branding & Shop Marketing, including manage cross-function teams to adopt global brand strategy, develop and execute Asia shop marketing strategies, CRM program, and external partnership 2. Develop Haagen-Dazs Asia CRM strategy & loyalty program execution plan to improve regional efficiency to make CRM most valuable and powerful tool of brand. 3. As project manager of Haagen-Dazs Big Data Project, coordinate global and local cross-function teams, service provider and other resources as the project crew, to develop most valuable tool to help on business. 4. In charge of cross-border and 3rd party platform co-op, ex. Alipay, Tecent (WeChat), Wanda, Sephora etc., to discover opportunities of strategic cooperation between brands. 5. Work with digital & media team to maximize media effects in most appropriate channels. 6. Work with E-commerce team to design strategic online marketing plan, wisely use of owned media, social media to engage consumers, establish CRM online recruitment system, etc.

1. Responsible for Partial of Asia Haagen-Dazs branding & Shop Marketing, including manage cross-function teams to adopt global brand strategy, develop and execute Asia shop marketing strategies, CRM program, and external partnership 2. Develop Haagen-Dazs Asia CRM strategy & loyalty program execution plan to improve regional efficiency to make CRM most valuable and powerful tool of brand. 3. Work with digital & media team to maximize media effects in most appropriate channels. 4. Work with E-commerce team to design strategic online marketing plan, wisely use of owned media, social media to engage consumers, establish CRM online recruitment system, etc.

1. Responsible for Mainland China Haagen-Dazs B2B (Food Service) marketing. 2. Leverage global brand strategies and adapt to local brand strategies. 3. Design annual strategic marketing plans and set business objectives for each specific channel. Supervise the executions of marketing plans through coordinating all business units involved. 4. Take advantages of all the resources to identify market segment, customer insights, key sales growth drivers, competitors’ information, etc. to develop proper seasonal and periodic marketing programs. 5. Lead interactions with all kinds of agencies; effectively and wisely allocate the resources to improve brand awareness and generate sales 6. Lead marketing researches, R&D, and NPD processes in specific channels upon customer requests or market demanding. 7. Mange channel P&L on all marketing activities, and regularly collect and analysis sales data by communicating with regional trade marketing manager and sales manager, to make appropriate adjustments marketing plans. 8. Coach subordinates with organizational tools, and most current marketing and industrial update, responsible for their ongoing personal developments. Results & Achievements China Haagen-Dazs B2B (Food Service) market 2011-2013 average sales growth rates is 35%, also is the largest B2B markets among global Haagen-Dazs. The new clients during this period increased by 33%, the existing clients sales volumes also grew rapidly.

1. Lead to design and implementations of marketing plans for new developed real estate projects of both commercial and residential properties, especially in commercial properties, such as shopping centres, residential income properties, etc. 2. To identify target customers through researches, selecting media vehicles for best results, define promotion programs for specific markets, etc. 3. Lead to promote the commercial properties’ theme and characteristics to retailers and leasers, also increase the attraction to local and outside customers through differentiate the stores, products and displays. 4. Manage marketing budget and P&L; allocate all the resources to get the best promotional results. 5. Help establishing and maintaining portfolio of customers for potential sales opportunities. 6. Coordinate every business parties, supervise and ensure every business transaction goes smoothly. 7. Train new employees and coach subordinates with most current marketing updates and industrial news. Results & Achievements Achieved the annual sales goal of 20 Million US dollars in 2008 and average12% growth rate maintained each year until 2010. The revenue of managing commercial shopping centres and residential incomes increased by 20% - 60% through newly built projects and existing projects since 2008. During years of work in the field, through effective marketing program the execution, the company marketing share at local market was over 22%, it built up the company brand image in Southern California and highly increased brand awareness in the society.

Assistant to Sales Manager