Keys To China

Summary:

Lily NING

Email:   lily_ning@hotmail.com

 

Career Objective

*A versatile, experienced marketing professional with about 12-year extensive marketing & management experience at various industries like electronics, telecommunication & automotive seeks a managerial marketing/online marketing position to help increase productivity and meet or exceed company goals.  

*Will relocate back to China for family reason.

 

Work Experience

Sep.2008 – present             Product Manager(report directly to MD), Toshiba Australia Pty Ltd., Sydney

l Analysis of Market and Strategy/Business Development

²Understand market trends and drivers, segment the market and develop strategies to profitably expand sales and market share.

²Define customer needs and value of meeting those needs, segment customers and focusing on target segments, and articulate the marketing strategy for the target segment. Drive execution of projects with clear results and contributions to the bottom line.

²Identify and develop business opportunities through collaborating with business partners.  

²Communicate information for the products, the market and strategies to other Toshiba staff, resellers and customers.

²Champion the products throughout the organisation and value chain.

²Clear communication of strategy and information to others.

²Undertake timely reviews of tactical and strategic direction.

l Product Branding & Marketing Communication

²Plan and develop the branding strategy and related activities for product line, to build up a top player branding image in the industry.

²Design and conduct important branding activities (forum, trade show, etc); Output important marketing material, schedule and optimize the management of them (Including the Videos, website, printing materials and so on).

²Website management & online promotion: website design & maintenance, SEO/SEM.

²Document and promote customer case studies and testimonials.

²Internally and with support of external agencies, leverage PR to develop awareness of the products and solutions that provide to customers. 

l Budgeting and Planning

²Working closely with sales, finance and management to develop sales and financial plans for the products.

²Regularly follow-up and reporting to management on actions required to ensure budgets are achieved monthly and in each quarter.

l Pricing and Profitability

²Ensure that the products are correctly positioned in the market vs. major competitors by conducting regular competitive analysis.

²Ensure that the products are profitable by maintaining costing, preparing new pricing for approval and negotiating FOB pricing with factories and suppliers.

²Participate in development and maintenance of pricing policy and approval of discount structure and special pricing for the products.

l PSI Management and Control

²Meet with sales staff and key customers to ensure that sales forecasts for the products are as accurate as possible.

²Carefully manage stock to minimise inventory levels, improving stock turn-over without causing stock shortages that impact on sales revenue.

 

Oct.2006 – Feb.2008     Online Marketing Project Manager, Interone Worldwide, Beijing

(Interone Worldwide is an international digital agency for networked multi-channel communication including online marketing campaigns for the clients like BMW, Heinz, and Dove, to connect brands with consumers.)

• Formulate and customise online marketing strategies & projects to match client’s situation and goals.
• Plan and manage the delivery of interactive online marketing projects basing on clients requirements, and work closely with internal web design team, IT team to ensure the projects implementation on scope, time, cost and quality.
• Overall online projects(website improvement, online promotion, co-branding promotion, etc.) management including managing multiple projects from inception to completion, to assist the key clients enhancing their brand awareness, market share and increasing the sales leads, that involves:

a) Translate clients objectives and strategies into the project plans after communicate with the key clients.
b) Prepare the relevant documents for project structure, quotations, timelines, and Project Quality Assurance plans.
c) Ensure execution of project plans, implementing appropriate controlling processes by regularly liaising with internal teams or external vendors. 
d) Ensure effective and smooth communication among all team members.
f) Pro-actively identify and solve problems or potential problems.
g) Brief and manage the outside vendors to successfully complete the projects, and maintain the good relationships with them.

• Define the key business requirements for planned services/features, working across functional teams and using a variety of techniques to elicit and express requirements in detail so that the creation team and technology teams can articulate functional requirements.

 

Jul.2005 – Jan.2006      Marketing Manager for Greater China, Enterprise Solutions

Department, Nokia (China) Investment Co. Ltd, Beijing

(ES Department purpose is to provide end-to-end IT-mobility & security combined solutions ranging from business optimised mobile devices on the front end, to a robust portfolio of mobile business optimised gateways in the back end.) 

• Manage on-going marketing planning activities and relationships with various marketing functions, business control and business groups to enhance brand image.
• Support wide range of global marketing project implementation in area and local market, coordinate with countries and manage the quality of implementation in appointed areas, provide monthly activity feedback, market trend and competitor movements.
• Carry out variety of complex Marketing Communication activities such as conferences, exhibitions, seminars, forums, road shows according to plan, broad area of responsibility, analysed problems. Decision making within company global policies.
• Lead and manage continuous marketing planning and budget allocation process, take in charge of prompt invoicing and relevant documentation.
• Regularly liaise with internal Regional Sales Team, Dealers across China and external Business Partners to provide the strategic marketing support to achieve revenue target, plan and supervise to make sure effective usage of distributor marketing resource.
• Manage and deploy the standardized merchandising in retail level, make good monitoring on company’s marketing resource usage, manage relations, control cost and quality with marketing vendors.
• Worked with Call Centre, consulting firm in managing the event database, deepening industry penetration to maintain sales momentum in vertical industries by Advertisement/Public Relations/Direct Mail/Case Study.
• Build good relationship with key media partners, show strong competency in PR crisis management.

 

Jul.2004 – Jan.2005       Sales & Marketing Officer, Optical Systems Design Pty Ltd,

Sydney 

(Optical Systems Design Pty Ltd is an innovative Australian company that provides cost effective

communication systems solutions based on optical fibre technology.)

• Develop and implement the marketing plan resulting in successful penetration of security industry accounts in local and overseas (Asia) market.
• Liaise with the clients, partners, overseas distributors, and internal Production Department, Quality Assurance Controller, Finance Department and Delivery Department to process the incoming sales orders, coordinate the shipments, ensure the product quality & delivery, and handle the customer-related enquiries through email or inbound calls.
• Design a new bilingual (English & Chinese) website for the corporate by using user-friendly interface design and object-oriented scenario, and be responsible for the implementation and launch of the website including all the content editing and the translation between the English & Chinese; further develop and manage the e-Commerce function and search engine optimization, SEM.

 

Sep.1998 - Nov.2001          Branding & Marketing Communication Specialist/Web Content Manager, Volvo Car Corporation Representative Office Beijing

• Assist the Regional Marketing Manger with the development and implementation of integrated branding campaigns to build brand awareness.
  • Oversee the deployment of branding guidelines to build and protect the brand equity.
• Provide support on the development of marketing communications plans and ensure the selling effectiveness of the dealer marketing communications.
• Manage advertising and PR agencies to ensure that they consistently deliver services and products with high standard.
  • Be in charge of corporate bilingual website. Enhance corporate website presence to public and

Keep leading position among competitors' websites.

• Set e-marketing strategy and planning at both national and dealer level, which is required to be in line with other marketing mix, such as advertising, events, etc., to increase the market share.
• Leading creative and media agency to ensure smooth working flow to achieve optimized deliverables and harmonized IT infrastructure.

 

Sep.1994 – Aug.1998          Sales and Customer Service, Scandinavian Airlines Systems, Beijing

   Constitute the sales strategic and sales plan follow the company’s strategic and achieve sales goals for target regions.

   Accomplish the sales and marketing tasks and manage the account sales and wholesales by

visiting and communicating with big sized to medium and small sized enterprises, further

maintain good relationship with the clients. 

   Deal with the customers enquiries through inbound calls or walk-in visits, collect and analyse

Customer feedback information and forward the relevant reports to Sales Manager.

 

Education

Dec. 2003   Master of Information Systems(Distinction),University of Wollongong,Australia

Jul. 1997    International Trade, Beijing Technology and Business University, China

Jul. 1994    English, Beijing Foreign Studies University, China

 

Other skills:

Computer: Microsoft Office Package, Microsoft Photoshop, Microsoft Publisher, CRM system(salesforce.com), Website Content Management Systems, Website Design & Production, SEM/SEO, SQL, Java, Visual Basic, etc.

 

 Languages: English (fluent), Chinese (native speaker)