Jamie Gu

o Develop digital activation plan based on brand idea o Lead digital communication through  -Paid Media  - EC insite traffic buying such as Taobao, JD and YHD  - Outsite traffic buying such as OTV and vertical site  - Search in Baidu  -Owned media such as website construction and maintenance, official account weibo/ wechat positioning and maintenance.  -Earned media including IWOM engagement in forum and social media. o Digital ANP budget planning & controlling

o Consumer understanding o Develop brand proposition of Karicare o Lead brand creative guideline consolidation including all touch points online & offline o Develop brand activation o Brief & work with media, creative, content agency for execution o Brand ANP budget planning & controlling o Paid/owned media management (incl. search, website & weibo) o Lead social listening agency to work out social listening report (brief, topline & full report) o New product development: packaging upgrade, formulation change etc. Achievements: o Drive Karicare’s market share in E-commerce from 3.2% to 4.7% in Y2013. o Official Karicare’s sales is catching up the smuggle Karicare, and successfully covers 59% share of total Karicare sales in China till 2013 year end.

Responsibilities: o Lead & coordinate cross functions for a on-schedule launch of Karicare o Work closely with agency on a comprehensive activation plan for Karicare o Sales Forecast Project - Develop an advanced model for sales forecast and well communicated with other departments o Closely liaise with all related departments for financial related work, such as monthly financial settlement, A&P and demanding forecast o Development of brand communication in various media channels o Construction of website and maintenance. Achievements: o On schedule launch of Karicare, with setting up of call center, website, financial model, sales channel and price in 3 months o The sales in official channel keeps 100% growth rate and achieved 5.6mil/month, which covers 10.4% share of total Karicare sales in China. o The value share of Karicare is 22% in Tmall IMF category. Together with Dumex, the total share of Danone is 33%, which is dominant leader in Tmall IMF category

Responsibilities: o Develop and deliver Dumex- ecommerce to support the company's E-Commerce proposition, Brand Strategy and CRM Strategy o Support the effective trading of the site by working with the store operation agency to manage on site product and promotions o Define all daily operation related procedure and policy and integrate closely with store operation agency to satisfy the online order needs and ensure to provide an excellent customer experience o Develop and monitor KPIs and track performance Achievements: o Realize the growth of sales by 10 times in half year and become the no. 1 of IMF category in Tmall with 0 media investment. o Improve the retention rate from 6% in last Nov. to 21.6% in this April. o Keep the consumer satisfactory score at 4.8 in 5, which is 0.2 higher than category average. o Try many low-cost promotion mechanism to support the effective trading of the site, with average ROI of 4.

Responsibilities: o Lead SH project to improve the quality of NB recruitment program with Nutrition o Develop right communication message to mums at different critical moments via EDM, SMS & DM o Build interactive platforms at website (especially for expert-on-line & web contest) to encourage consumer engagement via website Achievements: o SH Project - Drive gold baby club recruitment with nutrition and decrease CPA to RMB33, 34% less than best record in global. - Improve the accurate rate of nutrition data with 8% growth and increase pregnant women's proportion with 30% growth o Manage agency to optimize Expert-on-line functions, with less than 50 CPA