Betty Zhang

鲜奶业务市场管理中心总经理（每日鲜语/现代牧场/蒙牛品牌），生意体量50亿。Business Volume: 4 to 5 billion RMB | Team Size: 50+ members Overall Responsibility: Led brand and marketing department for Mengniu Fresh Milk business, encompassing consumer insights, business strategy development, brand management, product innovation, digital marketing, and social e-commerce. Spearheaded the development of medium- to long￾term growth strategies, and collaborated closely with sales teams and channels to identify business growth opportunities. - Established China's first Premium Fresh Milk Brand: Shiny Meadow Through deep consumer insight and China market understanding, precise positioning, brand integrated communications, and product innovations, achieved double-digit counter-cyclical growth annually. The brand now ranks first in brand power and market share in the premium segment. - Brand Revitalization Keep strengthening the brand premium position and brand values via active integrated marketing activities, such as World Cup/Olympics, IP collaborations eg. Disney and Universal Studios, and limited - edition packaging eg. CNY / Cherry blossom editions - Created innovative pipeline for Young- adult segmentation: Created "Milk Fit" (⼩鲜语) brand, China's first fresh milk brand for young adults. Based on the deep dive of young consumers’ insights, the brand positioned itself uniquely as "high protein but low calories" , and leveraged charity program of “helping abandoned cats” to build strong emotional connection with young consumers. Achieved a remarkable growth rate 45 times higher than the industry average after launch. - Category Innovation: Pioneered the "Dual-Protein" balanced milk (plant-based protein + lactose-free milk protein), a new category that attracted incremental business from lactose intolerance consumers.

负责中国区市场营销，包括品牌管理，新产品开发，数字化，社交媒体，消费者社群运营，品牌公共关系以及传播。 innocent is a healthy beverage company based in UK, invested by Coca-Cola gloablly. It started from 1999 and is the No. 1 juice brand in Euro. Key Achievements: Introduced the innocent brand from UK to China market and redefined the business model, brand positioning, and marketing strategy. Found a perfect balance between global brand essence vs China local consumer needs. Created the "Water Drop Business Model", which established community relationships between the brand and consumers. This approach not only built strong consumer loyalty but also rapidly expanded brand penetration in the market. Successfully built brand community via launching the "Big knit" charity program in China.

负责蔚来汽车生活方式NIOLIFE业务部的市场营销和用户运营工作。作为初始团队实现从0-1的战略规划。

Lead the business growth by 7 times - from 0.7m RMB to 5m RMB within one year. Lead RTD business Marketing full function from Innovation, Social& Digital, E-Commerce, as well as Shopper & In-store experience. • Innovation & Brand proposition - Re-Define Frappuccino brand proposition as the category entry, and set millennial consumers as core target. Deeply communicate and engage with millennials on digital and E-Commerce platforms to drive brand awareness (from 12% to 66%), and dramatically enhanced brand equity. - Launched tea based Frappuccino to successfully expand business from coffee to premium tea segment, further accelerate business growth; - Create “limited time offering” innovation concept, leveraging quick innovations to generate social buzz and bring new trial. - Identify RTD drink portfolio strategy and expand product line to lead the market trend and meet various consumer needs across different occasions; • Social, Digital and E-Commerce - Deeply connect with millennial consumers to generate insight, and translate the insight into overall digital strategy. - Established the partnership with major E-Commerce platforms (Tmall/JD), and successfully drive E-Commerce business contribution to 15% within one year with limited investment; • Win in the Channel - Create “Flagship store” concept to expand Starbucks retail store experience to Channel. Store business growth by at least 4X after launching the flagship stores. - Identify new emerging and relevant sales channels eg. Cinema to accelerate business growth; partner with online movie ticket platforms to accelerate the cinema channel growth.

Build up overall innovation portfolio strategy -Identified 3 potential consumer needstates & innovation categories to fulfill each needs with integrated analysis on market macro trend, consumers, competition, financials,  company current portfolio and supply chain capability; Launch Georgia coffee: -Business strategy:  Built up scalable & profitable business model by identifying source of volume, brand proposition,  target consumers, launch market, RTM strategy, pricing strategy, P&L; -strong proposition Winning brand proposition: Consumer insight dig out and concept development, and delivered a win over key competitors; -Product mix development based on deep consumer  understanding and got a winning bundle result; lStrong collaboration and communication skills to inspire cross functional teams internally and externally to drive business result.

Lead Brand Business Review and Brand Marketing Plan: -Identified business Issue & Opportunity through 6P brand audit on consumer insight, brand performance, and competition environment. -Set brand Y2011 Jobs-To-Be-Done Strategy with clear & specific target and get endorsement from board members. -Developed brand annual marketing initiatives & budget plan and led cross functions to get alignment. Grow brand penetration by 500bps in Y2010 by leading consistent consumer education, aggressive trial activation and right promotion strategy. Lead excellent sampling campaign in 19 key expansion markets by delivering 10mil pc of samplings, covering 40% households, generating 24% incremental sales. Take full responsibility on promotion plan and execution. Systemized promotion ROI evaluation. Handle brand media buying process and Involved into brand media footprint expansion from 3 provinces to 11 provinces; and dramatically improved media buying quality. lResponsible for brand Financial P&L to make sure financially deliver both volume and targeted PBI. lInvolved into new variants launch and grew contribution to 10% by 3 months through ATL and in-store activities.