Jack D.

As the Director of International Business Development at HEYONE, a leading innovator in the trendy toy and collectible industry, my role has been central to the brand's global expansion and market penetration. Global Key Account & Channel Development: I lead the identification, engagement, and negotiation with major international distributors, retailers, and e-commerce platforms. My focus is on securing high-value partnerships and crafting mutually beneficial agreements that not only significantly expand HEYONE's global reach and sales channels but also drive substantial growth and success for our partners. Overseas Retail Expansion: I oversee the end-to-end process of establishing and launching HEYONE's flagship and other retail stores in key international markets. This encompasses strategic site selection, immersive store design, operational setup, and successful grand openings, creating compelling brand experiences that benefit both HEYONE and the local retail ecosystem. Local Team Building & Management: I build, mentor, and manage high-performing local teams in new international territories, fostering a culture of excellence, collaboration, and market-specific adaptability to ensure efficient execution of global strategies and shared success. Strategic Brand Collaborations: I initiate, negotiate, and manage high-impact cross-over collaborations with renowned global brands, designers, and cultural institutions. These partnerships create unique co-branded products and immersive experiences that not only enhance HEYONE's brand appeal but also unlock new market opportunities and value for our collaborators. IP Joint Development & Licensing: Driving new IP development and securing licensing with influential artists, celebrities, illustrators, and customizers worldwide, ensuring exclusive, trend-setting products with mutual creative and commercial benefits.

Joint Venture with National Health Commission Subsidiary and Chinese skincare GUYU Led a 20-member cross-functional team to drive the full brand transformation and accelerate growth for GuYu, a premium Chinese skincare brand co-developed in partnership with a subsidiary of the National Health Commission (NHC). Key Achievements: • Full Brand Identity Upgrade: Spearheaded brand positioning, core creative assets, and 360° marketing campaigns. Conducted market, category, and business analysis to define a short-term and 3-year brand growth roadmap, establishing the “Whitening+” product portfolio. Upgraded brand concept, consumer segmentation, VI system, product design, and integrated marketing strategies. • “Scientific Whitening” Leadership: Relaunched GuYu’s whitening line and led FY2324 go-to-market execution, overseeing product communication, campaign activation, social amplification, and channel expansion. Leveraged the hero ingredient “Aurora Licorice” to enhance product equity, combined with variety show collaborations and short-video campaigns, driving breakout success of the LightSense 3.0 series. Achieved #1 market share in China’s whitening skincare category, with online revenue surpassing ¥4B in 2024, representing 40% YoY growth despite market slowdown. • Brand Awareness Growth: Designed and executed the annual brand, media, and communications strategy, leveraging celebrity endorsements, drama integrations, IP co-branding, scientific storytelling, and immersive experiential events. Increased brand awareness by +6.7% YoY. • ROI Optimization: Streamlined budget allocation, media planning, and channel resource exchange, significantly improving overall marketing ROI and efficiency.

Remain Employees of Contractor P&G Led the end-to-end architecture of P Brand’s mid- to long-term product portfolio and innovation strategy, covering consumer & market research, product concept development, packaging design, and go-to-market planning. Spearheaded full brand identity upgrade including value positioning, creative assets and 360° marketing campaign execution. Key Achievements: • Brand Transformation & New Product Innovation: Redefined P Brand’s strategic positioning, shifting from a single-step mid-tier haircare brand to a multi-step professional haircare leader. Led the 3-year innovation roadmap and brand communication strategy, achieving +0.8% market share growth (July). • Blockbuster Product Launches: First Hair Hydration Pen → Became the #1 hair essence within 1 month, P Brand’s 3rd best-selling hero SKU. P Brand Color-Protection→ Achieved #1 in color-care category within a month. Delivered 4 short- to mid-term innovation pipelines, driving 80% new user acquisition. • Brand Image & Campaign Leadership: Launched the new master campaign “Great hair changes everything”, inspired by consumer insights life-changing moments (breakup, motherhood). Defined strategy, creative，production and 360° activation. Result: 1B+ organic topic views since Sep 2019. • E-com Business Turnaround (¥510M P&G China portfolio): Reversed P Brand’s 12-month share decline (-0.7%), achieving +0.3% growth by shifting focus to premium SKUs + hair treatments while stabilizing base lines. Optimized SKU layout & traffic strategy; unlocked Tmall flagship +131% YoY growth, Double 11 +135% YoY, 618 +152% YoY, ranking #1 in P&G China Haircare. • Premiumization Strategy: • Built premium product engines: 3-Minute Miracle drove 3X growth, lifting total conditioner share by +1.5%. • Launched Micellar Detox Series & Luxe Treatments → high-end portfolio grew 3.4X in 12 months. • Premium share expanded 10% → 34% overall (Tmall premium mix: 41%), firmly positioning P Brand as a premium leader.

On-site Collaboration Model P&G End-to-End Brand & Product Development (From 0→1, 1→2) Led the design, development, planning, and launch of new product lines, along with full brand transformation. Covered the entire value chain: 1. Upfront brand & business strategy analysis 2. Consumer research & insights 3. Product design, R&D, portfolio planning, and business model innovation 4. Go-to-market strategy and marketing execution 5. Channel negotiations, sales enablement, and launch operations 6. Post-launch performance review and iterative optimization Key Achievements: • P Brand – New Series P (New Category, Brand Transformation): Redefined the haircare capsule category with the market’s first capsule hair mask hair hydration bomb, and “dry hair gets another shot” concepts. Broke category pricing limits (10x above average market price). Became the #1 e-com bestseller within 3 months and secured the top seller spot during the first Double 11. Enabled a major brand shift: high-end products grew from 20% → 80% of portfolio, driving significant market share gains. • P Brand – New Series G (Premiumization, Brand Upgrade): Created a new premium standard in the category with the first dual-chamber treatment and anti-aging haircare concept, blending Japanese craftsmanship into product design. Secured platform’s first IP co-branding with “Tmall Black Box”achieved breakout success, and became the brand’s first hero SKU. Partnered with global artist and top fashion KOLs to host the first Hair Art Exhibition, elevating brand perception. • V Brand & P Brand – Full Brand Upgrade: Conducted a comprehensive Jobs-To-Be-Done analysis across 20 years of brand evolution. Fully upgraded consumer segmentation, brand positioning, VI, and product matrix, delivering a 3–5 year brand growth roadmap. For P Brand, executed the most significant innovation in a decade, integrating cross-industry collaborations, celebrity endorsements, and IP co-branding to achieve breakthrough transformation.

As a key member in luxury team, specialized in lifestyle domains focusing on watches, jewelry, and high-fashion. Primarily responsible for maintaining client relationships with TAG Heuer, Fred Samuel, and Prada under LVMH Group, identifying client needs, managing and executing projects, and maintaining/expanding celebrity and media relations. Supported the execution of Christian Dior and LV projects as a core team member. Independently managed over 50 key media nationwide, coordinating editorial features, first-wear opportunities for celebrities, and key red-carpet appearances. Organized PR and hospitality for Christian Dior Fashion Show and LV Art Exhibition and Gala, while personally handling renowned artists as Lang Lang, Maggie Cheung, Michelle Yeoh, Crystal Liu etc.

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