Shita Tang

- Led the Double Wear Stay-in-Place Foundation launch campaign by crafting a comprehensive consumer journey - inclusive of an immersive indoor plus outdoor event at Harbour City, achieving +100% sales, +13% customer acquisition, +11% average transaction size vs LY - Defined consumer building blocks in terms of locals and tourists’ acquisition, retention, and reactivation, reflected through sales forecast and CRM initiatives - Joined hands with Digital Team and media agency to strategize and execute full-funnel media plans, taking media mix & budget allocation, buying objective, targeting, format and phasing into consideration - mainly between Google & Meta)

- Constructed 3-year product innovation roadmap, leveraging market and competitive analysis, with identified trends and growth opportunities to build a strategic portfolio for North Asia - Monitored product development lifecycle from creative conceptualization, industrialization to launch activation, ensuring consumer-centricity while aligning with brand DNA and delivering favorable gross margins - Supported test plan and claim designs, translating complex scientific data into clear, impactful communications - Coordinated closely with a diverse ecosystem of stakeholders, including Paris Headquarter, Regional & Local Markets, R&I, CMI, etc. for seamless project execution, risk management and synergy - Upskilled Headquarter with insights from the fast-paced beauty landscape in Korea, Japan and China, and explored worldwide expansion for high-potential products

- Implemented 360 product management for Hong Kong and Macau, from stock & forecast to sales & ROI evaluations with timely, data-driven action plans across B2C & B2B channels - Led marketing campaigns for the biggest Antioxidant franchise and globally viral P-TIOX serum, overseeing big idea & content creation, POSM & VM, PR & event rollout, while supporting digital media strategic planning and budget control - Optimized trade marketing with tailored promotions and relationship management to maximize O2O coverage - Revamped CRM program with fully engaged frontline staff to enhance recruitment and customer loyalty in the increasingly competitive luxury, aesthetic beauty market

- Achieved double-digit growth for CeraVe and solidified Vichy’s distribution across retailers - Customized channel and door-specific strategies such as selective seeding in clinics to deepen penetration and recruit - Launched the cross-brand, first-in-market Derma Zone at Watsons, successfully enhanced brand awareness and shopper experience with interactive and educational installation, pushing boundaries with Commercial and Key Account Teams through negotiation

- Key account management