Katherine Lei

General Manager of China @ Edgewell Personal Care

About

Goal: - Leave a legacy in every assignment / position - Build best brands and business Specialties: - Beauty and FMCG brands general management - Business turnaround - Cross-region and cross-culture communication and engagement. - Brand P&L management - Holistic brand marketing experience with solid results. - Holistic channel knowledge: social commerce, traditional e-commerce, Department store, Brand boutiques stores, Hyper/Super, traditional trade distributors, wholesale, travel retail as well as pharmacy channels (in learning).

Country

China

City

Shanghai

Industry

Consumer Goods

Skill

品牌管理, 电商, 社交电商, 资产损益表, 渠道营销, 品类策略, 生意管理, Business Turn-arounds, FMCG, Retail, Product Development, Sales, E-commerce, Marketing, Leadership, Marketing Research, Consumer Products, Strategic Planning, Integrated Marketing, Media Planning

Experience

General Manager of China

Edgewell Personal Care

2026-3 - Present · 7 mos

APAC

Lead Edgewell business in China. P&L owner.

Brand General Manager / Category Senior Director

Kenvue

2021-8 - 2025-11 · 4 yrs 4 mos

- Head of Middle Office & Corporate Strategy between Aug. 2021 to Dec. 2023, responsible for corporate strategy, company digital transformation, consumer & business intelligence and media. - Promoted as the general manager of Dr Ci:Labo China and Global Travel Retail in Jan. 2024. Responsible for turnaround the brand after the Japan nuclear treated water discharge crisis. - Extended job scope as the Senior Director of Skin Health & Beauty category since Mar. 2025. Leading category multiple brands’ brand & business building.

Head of Marketing & Communication of M.A.C China

The Estée Lauder Companies Inc.

2019-12 - 2021-8 · 1 yr 9 mos

Shanghai City, China

Lead product marketing, consumer engagement marketing, trade marketing and PR & communication of M.A.C in China.

Brand Marketing Director of SK-II

Procter & Gamble

2016-5 - 2019-11 · 3 yrs 7 mos

Singapore

- Led SK-II global brand strategy, portfolio design, innovation strategy and pipeline between 2016 to 2018. - Led SK-II China e-commerce between 2017-2019 Key highlights: - SK-II achieved historically high share and ranking in both online and offline. - Achieved 1st ever FMCG new product launch that delivered > GMV 100 million in Alibaba history. - P&G President Recognition Share Award winner

Brand Marketing Director, Gillette, China

Procter & Gamble

2012-4 - 2016-4 · 4 yrs 1 mo

Shanghai

Leader of the total Gillette eCommerce, digital and social media as well as premium tier brand communication. Owner of the eCommerce channel strategy, plan and brand digital & eCommerce P&L. Initiated and launched Gillette Sexy Shave Social Movement 1 & 2. Key achievements are: - 10 times Gillette eCommerce value sales. Annual growth rate was ahead of total P&G eCommerce growth rate by +78pts. - The Sexy Shave Movement 1 & 2 have totally won 56 international and local industry awards as well as shortlisted in Cannes Advertising Festival. Refreshed Gillette’s historical high record of monthly sales and value share in China twice. - P&G Greater China President Award Winner. Gillette Global Power of You Award Winner.

Senior Brand Manager, Haircare, e-Commerce, P&G China, Marketing

Procter & Gamble

2011-7 - 2012-4 · 10 mos

Guangzhou

Leader of P&G China Haircare e-commerce. Set up P&G Haircare e-commerce strategy and fundamental. Was responsible for the overall business & budget plan and multi-brand portfolio management. Led the annual Joint Business Plan with eRetailers. Set up business execution and tracking system to ensure execution excellence. Built up Haircare e-Commerce knowledge center. - Achieved 5 times national online sales within 1 year.

Senior Brand Manager in Haircare, P&G China, Marketing

Procter & Gamble

2010-3 - 2011-7 · 1 yr 5 mos

Guangzhou

Leader of the VS, Pantene and H&S premium line go-to-market plan & execution and new product & initiative launches. Was responsible for national by-channel / by-customer business and budget management. - Achieved national sales growth of 135% Index Year Ago, leading total P&G Haircare growth by +15%.