Gloria GUO

SK-II Singapore                                                                                                                                      Brand Director – Global Premium Design Experience & E-Commerce Transformation - Led global premium experience strategy and creative transformation initiatives for SK-II’s super-premium portfolio - LXP across China, Japan and HKTW, driving high double-digit growth and strengthening luxury brand positioning. - Directed end-to-end launch strategy for SK-II’s first super-premium innovation rollout across China and Japan, spanning commercial strategy, media orchestration, celebrity partnerships, and integrated consumer activation. Developed rapid top-funnel launch activation across China and Japan, generating 500+ earned media placements, 33,000+ social buzz mentions, and 30pt brand search growth.  - Directed regional e-commerce transformation across Douyin, Amazon, Rakuten, and @Cosme, launching SK-II’s first evergreen content ecosystem and AI-enabled livestream initiatives across China and Japan. - Built scalable premium design systems and operating models across global e-commerce platforms, delivering 10–15% efficiency gains and reducing campaign lead times from 4 weeks to 1–2 weeks. - Led China social commerce and e-commerce growth strategy across major campaigns and livestream activations, consistently exceeding traffic and engagement targets through insight-led storytelling and agile optimization. - Spearheaded Japan marketplace transformation across Amazon, Rakuten, and @Cosme, delivering 12x booking growth and 1.7x CTR uplift while contributing to SK-II winning Amazon Shop of the Year 2025.

SK-II China Brand Director – China Brand Orchestration and Business Delivery - Led integrated brand and media orchestration strategy across China, driving significant improvement in brand health, consumer engagement, and e-commerce search performance, reversing negative growth trends into positive momentum in FY22/23. - Directed SK-II China e-commerce business delivery across Tmall and JD, achieving record-breaking 11.11 performance with triple-digit growth, top-tier category ranking, and significant conversion uplift through livestream acceleration, premium content transformation, and consumer experience optimization. - Spearheaded SK-II’s “fewer, bigger” China growth strategy, driving 2x search growth for PITERA Essence and strong sell-through performance through large-scale KOL partnerships, integrated social amplification, and high-impact consumer engagement campaigns.

Fem Care China                                                                                                                                         Assistant Brand Manager                                                                                                                                     - Drove strong business and share growth for Whisper China through innovation launches, key retailer acceleration, and integrated commercial activation strategies, contributing to double-digit sales growth and increased premium segment penetration. - Led the brand’s first end-to-end compact pad innovation launch, combining consumer-led product design, retail execution, and digital-first youth engagement campaigns on Bilibili to drive category awareness, shipment growth, and significant uplift in teenage brand recall.

Three Distinctions and Two High Merits

Host over thirty large-scale activities on campus activities; activities successfully held and awarded the outstanding student leader in the year of 2011. Initiate an electronic voting scheme for the most popular singer of the “Top Ten Singers” competition; raising the popularity of this traditional competition as more than 1,000 students participated and voted.