Miao Miao

Global Brand Director @ Alcon

About

15+ years’ success of brand marketing in various categories, channels, company sizes, and geographic markets • Skills: Brand Strategy, Product Innovation, Integrated Marketing Strategies & Planning, Social Media, eCommerce • Categories: Medtech, CPG, Apparel, Mobile App • Channels: eCommerce, Hyper/Super, Department Store & Salon Channels • Company sizes: Fortune 500, Midsize Family Business, and Start-up • Geographic Markets: Global, North America and Asia

Country

United States

City

Dallas-Fort Worth Metroplex

Industry

Medical Device

Skill

Shopper Marketing, Consumer Products, FMCG, Trade Marketing, Customer Insight, Brand Equity, Brand Management, Marketing Management, Brand Architecture, Product Innovation, Competitive Analysis, Market Planning, Segmentation, Marketing Research, Consumer Insight, Integrated Marketing, stategic planning, B2B Marketing, Multi-channel Marketing, Brand Strategy

Experience

Global Brand Director

Alcon

2022-4 - Present · 4 yrs 6 mos

Dallas-Fort Worth Metroplex

VP of Marketing

Landau

2018-12 - 2021-12 · 3 yrs 1 mo

Greater Memphis Area

• Led brands’ repositioning and rebranding campaigns • Grew eCommerce sales by 60%, from $9 million to $14.5 million • Led three successful new product launches from conception to execution • Grew Instagram and TikTok following by 10 times and reduced paid ad CPC (cost-per-click) by 70% • Increased influencer campaign traffic by 1000% with 1/2 of the previous year’s budget

VP of Marketing

Yeecall Network Limited

2015-6 - 2016-5 · 1 yr

Beijing City, China

• Acquired 3 million users worldwide • Created and executed company marketing strategy with almost 0 marketing budget, mainly by creating viral social content on Facebook & Wechat, exchanging traffic with other apps, and optimizing search

Marketing Director - Digital and eCommerce

Procter & Gamble

2013-3 - 2015-6 · 2 yrs 4 mos

Guangzhou, Guangdong, China

• Defined & led P&G’s eCommerce strategy and guidelines • Partnered with top e-tailers to develop and execute customized marketing plans • Increased average basket size by 150% by devising innovative cross-brand campaigns • Created the most successful digital campaign in P&G history, achieving 2.4 billion impressions, 1.2 million interactions on social media, and won multiple advertising awards (AME, Effie, ROI Festival) • Increased eCommerce sales by 100% for two consecutive years

Brand Manager, Braun

Procter & Gamble

2011-10 - 2013-3 · 1 yr 6 mos

Shanghai City, China

• Turned around the Braun brand from 5 years of consecutive decline to steady share growth • Won Braun Global Platinum Award of the Year (one recipient each year only) • Led all phases of brand marketing, from upstream innovation, marketing campaigns to in-market strategies; ownership of brand PnL • Revamped the overarching brand message, product assortment, and pricing strategies • Redesigned in-store display and merchandising for department stores and specialty channels

Brand Manager, Salon Professional

Procter & Gamble

2009-6 - 2011-12 · 2 yrs 7 mos

Shanghai City, China

• Owned all phases of brand management; responsible for brand PnL • Revitalized declining Wella haircare and styling business, increased sales by 78% and 40% respectively • Achieved 400% revenue growth in 1 year for the System Professional brand via reinventing the entire brand concept, in-salon experience, flagship store image, pricing strategy and media plan